Description

Introduction

This training provides a comprehensive understanding of content management and personalization capabilities within Optimizely Commerce (formerly part of Optimizely Configured Commerce ecosystem).

Participants will learn how to create, manage, and optimize digital content while leveraging personalization strategies to deliver targeted shopping experiences. The course focuses on real-world B2B and B2C commerce scenarios, enabling marketing and technical teams to collaborate effectively and drive engagement, conversions, and revenue growth.

Through hands-on exercises, learners will explore segmentation, visitor groups, content targeting, campaign personalization, and performance optimization using Optimizely’s tools.

Prerequisites

1. Basic understanding of eCommerce concepts
2. Familiarity with CMS platforms
3. Working knowledge of Optimizely Content Cloud (recommended)
4. Basic knowledge of digital marketing and segmentation concepts
5. For technical participants: Basic understanding of web technologies (HTML, APIs, integrations)

Table of Contents

Module 1: Overview of Optimizely Commerce & Content Architecture

1. Introduction to Optimizely Digital Experience Platform
2. Commerce vs CMS Architecture
3. Content types, blocks, and media management
4. Catalog content structure

Module 2: Content Management in Commerce

1. Creating product-related content
2. Managing landing pages and campaign pages
3. Shared blocks and reusable components
4. Content governance and approval workflows

Module 3: Visitor Groups & Segmentation

1. Introduction to Visitor Groups
2. Rule-based segmentation
3. Behavioral segmentation
4. Geographic and firmographic targeting
5. B2B-specific personalization strategies

Module 4: Personalization Techniques

1. Content personalization rules
2. Product recommendations & cross-sell strategies
3. Dynamic content blocks
4. Personalizing pricing and promotions
5. Account-based personalization

Module 5: Campaign Management & Promotions

1. Creating promotional campaigns
2. Targeted discount rules
3. Personalized banners and messaging
4. Integrating marketing automation tools

Module 6: A/B Testing & Optimization

1. Overview of experimentation in Optimizely
2. Running A/B tests on commerce pages
3. Measuring engagement and conversion metrics
4. Interpreting test results

Module 7: Integrating Personalization with Commerce Workflows

1. Connecting personalization to product catalogs
2. Personalizing checkout and cart experience
3. Real-time content updates
4. API-driven personalization

Module 8: Analytics & Performance Monitoring

1. Tracking user behavior
2. Conversion tracking
3. Personalization performance KPIs
4. Optimization best practices

Module 9: Governance, Security & Compliance

1. Role-based access control
2. Content lifecycle management
3. Data privacy considerations (GDPR readiness)
4. Personalization ethics and best practices

Module 10: Hands-On Capstone Project

1. Designing a personalized B2B commerce experience
2. Creating segmented landing pages
3. Configuring targeted promotions
4. Performance measurement and optimization review