Optimizely (formerly EPiServer) has been a go-to for enterprise websites for years: powerful, feature-rich, and… notoriously complicated. WordPress, by contrast, is everywhere — flexible, intuitive, and much easier for content teams to manage. But in 2025, which CMS actually makes life simpler for teams? We broke it down.
| Feature | Optimizely | WordPress | Winner |
|---|---|---|---|
| Cost | Enterprise license + modules = $$$ | Open source, plugins may add minimal cost | WordPress |
| Ease of Use | Complex workflows, steep learning curve | Intuitive editor, drag-and-drop, easy for content teams | WordPress |
| Flexibility & Integrations | Enterprise integrations, headless CMS-ready | Huge plugin ecosystem, headless possible with custom scripts | Tie (WordPress more agile, Optimizely more enterprise-ready) |
| Scalability & Performance | Handles massive sites & product catalogs out of the box | Scales with hosting & optimization, custom scripting for large catalogs | Optimizely |
| SEO & Discoverability | Enterprise SEO features, requires developer setup | SEO-friendly plugins, marketer-friendly | WordPress |
| Content Distribution / Social Publishing | Native multi-platform publishing, automated workflows | Plugins required, less streamlined | Optimizely |
Optimizely:
Enterprise licenses can cost tens of thousands per year.
Additional modules or integrations add more costs.
Requires dedicated developers for maintenance and upgrades.
WordPress:
Open source, free to use.
Plugins and premium themes can add costs but generally remain far cheaper than Optimizely.
Most teams can handle updates without specialized developers.
Verdict: WordPress is the clear winner for budget-conscious teams. Optimizely only makes sense if your enterprise needs justify the license and support costs.
Optimizely:
Robust editing capabilities but complex workflows.
Content creators usually need training.
Enterprise workflows and approvals add friction.
WordPress:
Intuitive block editor and drag-and-drop interfaces.
Content teams can manage blogs, pages, and products independently.
Updates and media uploads are straightforward.
Case in point: We helped Apollo to migrate 800+ products from Optimizely to WordPress. While the migration required custom scripts due to dynamic API-driven product pages, the content team’s day-to-day experience post-migration became far easier.
Verdict: WordPress wins for ease of use and empowering non-technical teams.
Optimizely:
Enterprise-ready integrations (CRM, ERP, marketing automation).
Handles headless CMS setups well.
Adding new features often requires developer support and license approvals.
WordPress:
Vast ecosystem of plugins and APIs.
Can handle headless setups, though complex dynamic content may need custom scripts.
Fast implementation for new features and integrations.
Verdict: WordPress is more agile; Optimizely excels at large-scale, enterprise-grade integrations.
Optimizely:
Built for high-traffic enterprise websites.
Handles large content and product catalogs efficiently.
WordPress:
Can scale with proper hosting, caching, and database optimization.
Large product catalogs may require careful planning and custom migration scripts (like Apollo’s case).
Verdict: Optimizely has the edge for massive, highly complex sites; WordPress scales well for most businesses with the right setup.
Optimizely:
Enterprise SEO tools are available but require developer configuration.
Dynamic product pages in headless setups need custom crawling strategies.
WordPress:
SEO-friendly out of the box, with plugins like Yoast and Rank Math.
Crawlers handle most content well; dynamic content may still require scripts.
Verdict: WordPress is friendlier for marketers; Optimizely requires developer support for advanced SEO.
Optimizely:
Built-in tools and integrations for publishing content directly to multiple social platforms.
Enterprise features allow scheduling, automated workflows, and multi-channel campaigns from the CMS.
Ideal for teams managing consistent messaging across multiple channels.
WordPress:
Can publish to social via plugins (e.g., Jetpack, Buffer, Hootsuite), but functionality depends on third-party tools.
Social distribution often requires additional setup or subscriptions.
Works fine for smaller teams, but less streamlined for enterprise-scale publishing.
Verdict: Optimizely wins for native social content workflows and multi-channel distribution. WordPress is flexible but relies on plugins or external tools.
WordPress: Best for teams prioritising cost efficiency, ease of use, and flexibility. Perfect if you want content teams to manage updates without relying on developers.
Optimizely: Best for large enterprises with complex workflows, integrations, and huge content/product catalogs, where licensing and developer support aren’t an issue.
Apollo’s story illustrates this perfectly: migrating 800+ products from Optimizely to WordPress kept the front-end consistent, empowered the content team, and reduced costs, while complex scripting handled the headless CMS challenges behind the scenes.
WordPress is a practical, scalable alternative to Optimizely for teams who want power without the complexity.