Digital Experience Platforms (DXP)

Digital Experience Platforms (DXP) Overview

Digital Experience Platforms (DXP) allow users to control and optimize their customers’ digital experiences across all potential touchpoints. Typically, vendors in this space offer a portfolio of integrable products, or (less commonly) one suite solution to manage digital experiences. DXPs collect and aggregate customer data across a range of digital channels. This enables companies to build, maintain, and personalize the content available to its customers.

Many products in this category are functionally very different, even though they may all contribute to managing digital experience. For example, a DXP may include individual e-commerce, business intelligence, marketing, data analytics and management, content management, and customer experience products. These functionally specific products are also included in this category. Additionally, DXP suites from different vendors do not always contain the same components. This can make it difficult to directly compare these products with one another, even though they each address a part of digital customer experience.

For enterprises, it may be convenient to categorize and compare products with functionally different components within the context of a DXP. This can help companies integrate their digital experience management strategy.

Top Rated Digital Experience Products

TrustRadius Top Rated for 2021

These products won a Top Rated award for having excellent customer satisfaction ratings. The list is based purely on reviews; there is no paid placement, and analyst opinions do not influence the rankings. Read more about the Top Rated criteria.

Digital Experience Platforms (DXP) TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

Digital Experience Products

(1-25 of 31) Sorted by Most Reviews

The list of products below is based purely on reviews (sorted from most to least). There is no paid placement and analyst opinions do not influence their rankings. Here is our Promise to Buyers to ensure information on our site is reliable, useful, and worthy of your trust.
Progress Sitefinity

Progress Sitefinity is a content management and customer analytics platform. It supports content management, tailored marketing, multi-channel management, and ecommerce sites.

Magnolia

Magnolia

Customer Verified
Top Rated

Founded in 1997 with a vision to create the first truly open content management system, Magnolia is presented as the fastest way to launch digital experiences. With a mission to help clients move fast and stay flexible, and boasting users among brands like Atlassian and The New York…

Key Features

  • Role-based user permissions (88)
    96%
    9.6
  • Publishing workflow (91)
    93%
    9.3
  • Page templates (90)
    91%
    9.1
Bloomreach Commerce Experience Cloud

Bloomreach is a Commerce Experience Cloud, empowering brands to deliver personalized customer journeys. It offers a suite of products that drive personalization and digital commerce growth, including: Discovery, offering AI-driven search and merchandising; Content, offering a headless…

Salesforce Experience Cloud (formerly Salesforce Community Cloud)

The Salesforce Experience Cloud (formerly Salesforce Community Cloud) is an online forum powered by Salesforce that enables businesses to connect with their employees, customers, partner organizations, and prospects. Designed to help facilitate communication and information sharing,…

Adobe Experience Manager

Adobe Experience Manager is a combined web content management system and digital asset management system. The combined applications of Adobe Experience Manager Sites and Adobe Experience Manager Assets is offered by the vendor as an end-to-end solution for managing and delivering…

Key Features

  • Page templates (37)
    72%
    7.2
  • Role-based user permissions (37)
    71%
    7.1
  • Bulk management (36)
    67%
    6.7
Kentico Xperience

Kentico is a web content management system for building websites, online stores, intranets, and Web 2.0 community sites. Kentico CMS uses ASP.NET and Microsoft SQL Server for development via its Portal Engine, using Visual Studio, or through Microsoft MVC.

SAP Extension Suite (formerly part of SAP Cloud Platform)

The SAP Extension Suite (formerly known as part of SAP Cloud Platform) enables businesses to rapidly build and enhance applications, processes and experiences. The suite helps businesses be agile and flexible while extending the value of their applications. Simplify cloud application…

Acquia Digital Experience Platform

The Acquia Digital Experience Platform is an "Open DXP" with its two core pillars being content and data. Built on top of one of the largest open-source content management systems, Drupal, it aims to provide the flexibility and interoperability a modern organization needs. With…

Crownpeak DXM

Crownpeak DXM

Customer Verified
Top Rated

CrownPeak is one of the best-known providers of an Enterprise-level CMS delivered via the cloud. It is used by many large agencies as well as companies in the financial services, healthcare, manufacturing and non-profit sectors.

Key Features

  • Publishing workflow (24)
    80%
    8.0
  • Page templates (24)
    76%
    7.6
  • WYSIWYG editor (23)
    73%
    7.3
Jahia Digital Experience Platform

Jahia is a Java-based enterprise content management system. It features an integrated user portal, web publishing and content management, document management, collaboration, and multi-channel publishing.

SDL Tridion

SDL Tridion aims to connect people, processes, and information through a complete portfolio of collaborative Content Management, Knowledge Management and Headless delivery technologies. Combine with Accelerators for fast time-to-value and SDL Translation Management solutions for…

Adobe Audience Manager

Adobe Audience Manager is a recognized data management platform (DMP) that is integrated into the Adobe Marketing Cloud.

Key Features

  • Collection of first-party data (16)
    84%
    8.4
  • Collection of third-party data (16)
    81%
    8.1
  • Audience taxonomy (16)
    81%
    8.1
HCL Digital Experience (formerly IBM WebSphere Portal & Web Content Manager)

HCL Digital Experience is based on the former IBM Web Content Manager and IBM WebSphere Portal products, acquired by HCL Technologies from IBM in late 2018. The product allows the user to create, manage and deliver engaging omnichannel digital experiences to audiences with responsive…

Salesforce Audience Studio (formerly Salesforce DMP)

Formerly Salesforce DMP, Audience Studio is designed to help users gain insights by unifying and capturing data to strengthen customer relationships across every touchpoint with a data management platform. The technology is based on the former Krux DMP acquired by Salesforce in…

CoreMedia

CoreMedia is a global provider of web content management software headquartered in San Francisco and Hamburg, Germany, with offices in Singapore and London. CoreMedia CMS, or CoreMedia 7, is a Java-based web content management and publishing system supporting high traffic, multi-…

OpenText TeamSite

OpenText TeamSite accelerates and simplifies the end-to-end digital content and campaign lifecycle, from content creation and rich media management to omnichannel publication, optimization, automation, commerce, and community. According to the vendor, with TeamSite, users can: Capture…

Liferay Digital Experience Platform (DXP)

Liferay Digital Experience Platform is an enterprise-grade platform that enables companies to create and connect personalized digital experiences across web, mobile, social, in store and other touchpoints. It provides the technical foundation (deep integration, security and modularity)…

Ibexa DXP

Ibexa, headquartered in Oslo, helps B2B companies to stay relevant and succeed by transforming traditional sales strategies into frictionless buying experiences, with their eponymous digial experience platform (DXP).

Intelledox

Intelledox is a digital experience and transaction management application providing digitization of forms and customer workflow automation to support faster customer onboarding and servicing, from the company of the same name headquartered in McKinney.

Optimizely Digital Experience Platform (formerly Episerver DXP)

The Optimizely Digital Experience Platform (formerly Episerver Digital Experience Cloud) is designed to help marketers and merchandizers deliver omni-channel digital experiences that drive long-term growth. According to the vendor, with Optimizely's digital commerce solution, users…

Squiz Digital Experience Platform

The Squiz Digital Experience Platform is a solution suite to build digital services and define a customer experience. Its core, Squiz Matrix, is is a web content management system that combines CMS, search, web analytics, and other tools.

Glassbox

Glassbox helps organizations make their customer’s digital experience intuitive and safe. The vendor says it does this by capturing 100% of activity on mobile apps and websites and visualizing a holistic journey map. Using embedded AI Glassbox points to where CX is being compromised,…

FirstSpirit DXP, from e-spirit, a Crownpeak company

FirstSpirit DXP is a Java-based content management system now in its fifth major release, from E-Spirit, a Crownpeak company (acquired March, 2021). It features browser based in-context editing, SEO optimization, multi-channel delivery, support for integrating user content,…

Altis DXP

Human Made headquartered in Matlock is a Wordpress development agency which now offers Altis, a digital experience platform designed to combine CMS and CX functionality.

Learn More About Digital Experience Platforms (DXP)

What are Digital Experience Platforms (DXP)

Digital Experience Platforms (DXP) allow users to control and optimize their customers’ digital experiences across all potential touchpoints. Typically, vendors in this space offer a portfolio of integrable products, or (less commonly) one suite solution to manage digital experiences. DXPs collect and aggregate customer data across a range of digital channels. This enables companies to build, maintain, and personalize the content available to its customers.

Many products in this category are functionally very different, even though they may all contribute to managing digital experience. For example, a DXP may include individual e-commerce, business intelligence, marketing, data analytics and management, content management, and customer experience products. These functionally specific products are also included in this category. Additionally, DXP suites from different vendors do not always contain the same components. This can make it difficult to directly compare these products with one another, even though they each address a part of digital customer experience.

For enterprises, it may be convenient to categorize and compare products with functionally different components within the context of a DXP. This can help companies integrate their digital experience management strategy.

DXP Benefits

One key benefit of DXPs is the ability to access and coordinate different products across multiple interaction channels through one unified interface. These channels can include websites, customer portals, e-commerce systems, and mobile apps.

The core functions of digital experience platforms include:

  • Granting individuals personalized access to information based on their user credentials
  • Streamlining customer interactions across channels to provide a consistent experience
  • Coordinating and collecting customer data across all touchpoints using APIs
  • Conducting web-based analytics on customer data
  • Securing and storing customer data collected across multiple digital channels

These platforms are similar to and may have overlapping capabilities with a few other software categories. These include: customer experience management (CXM), enterprise content management (ECM) products, and more advanced content management systems (CMS).

However, the goal of CXM products is to improve customers’ experience using feedback and customer data. In contrast, DXP products aim to streamline, coordinate, and personalize the presentation of content to users across multiple interaction channels. CXMs may also involve serving personalized content and experiences, but for the purpose of customer satisfaction and retention. DXPs are more focused on integration, presenting a unified brand face to customers, and giving marketers more strategic control over personalization.

ECM software is focused on maintaining the internal company ecosystem by capturing, storing, and managing structured and unstructured data and content. In a similar vein, DXP products also aim to streamline processes. However, they manage external-facing digital experiences (i.e. customer’ and prospects’) rather than employees’. DXP use cases expand beyond optimizing internal functions, site development, and data management to include providing a better customer-interface.

Evolution of Digital Customer Experience Software

Digital experience platforms are the next evolution of content management systems (CMS) combined with elements of CXM.

Content management systems have traditionally focused on managing the creation and presentation/layout of customer-facing web content. They are commonly used for blogs, news sites, e-commerce and corporate websites, and company intranets. CMS software is still a good option for buyers who deliver and manage content primarily through web channels.

Currently, many companies are reinventing the way they do business to make it more customer-oriented. Digital channels such as web, mobile, e-commerce, and social media have become very popular customer interaction channels. Consumer expectations are higher than ever, regarding the degree of consistency, integration, and personalization brands should be able to provide. And CMS products typically do not include the tools necessary to manage customer experiences across all these communication mediums.

DXPs have emerged as an enterprise level solution to optimize and organize a customer’s experience across multiple interaction channels - not just on their websites. These software suites also include products that can process and analyze customer data to facilitate content personalization and presentation.

Related Software Categories

Besides CXM software, digital experience platforms are closely related to three legacy categories.

One thing to note is that a hallmark of many emerging DXP software suites are their strong integration capabilities. Thus, though the DXP heritage categories below are somewhat functionality specific, most suites offer products that address each of these areas.

1. Content Management Systems (CMS):

These type of DXPs may be better suited for marketing or creative departments that focus on short-term customer acquisition. Key features include strong user segmentation for larger audiences, web-based analytics, and content management for advertising and email campaigns.

Examples of DXPs that have developed out of CMS products are: Adobe Experience Manager, Sitecore Web Content Management, and Kentico Web Content Management.

2. Ecommerce Platforms:

DXPs typically include commerce functionality or integrate with ecommerce platforms, however, they serve a much wider range of purposes. Ecommerce style DXPs are often used in retail environments to personalize the presentation of content for shoppers. They may integrate with other functionally specific products such as inventory management, payment, shopping cart, and check-out and fulfillment software.

Examples of DXPs that have been developed by ecommerce providers are: SAP Hybris, Salesforce Commerce Cloud, and Magento Commerce Cloud.

3. Web Portal Software:

DXPs derivative of portal software may be better suited for cultivating long-term relationships with customers post-sale. Customer portals can collect highly personalized information specific to individual customers (including content for product promotion). This helps companies understand the factors contributing to customer satisfaction, loyalty, and renewal.

Examples of DXPs emerging from the web portal space are: Liferay Digital Experience Platform and Jahia.

Digital Experience Platform Features & Capabilities

These are some of the common capabilities offered by many DXP products. However, this is not an exhaustive list and may not be standard for all vendors in this space.

  • Content management
  • Content personalization and A/B testing
  • Content classification
  • Content search and discovery
  • Collaboration
  • Social media
  • Integrations (e.g. CRM, HR management, marketing automation, third-party CMS applications, e-commerce systems, and social media platforms)
  • Content aggregation
  • Customer/user data management
  • Analytics and optimization
  • Security administration
  • Cloud enablement

Digital Experience Platform Comparison

Before deciding to invest in one digital experience platform over another, consider the following key factors:

  1. Function and fit: since DXPs have evolved from a few, functionally different, types of software (e.g. CMS, web portal, and ecommerce platforms), make sure you pick a digital experience platform that best fits your current use case.
  2. High TCO: While many DXPs are well-suited for midsize businesses and enterprise organizations, they can have high initial costs and additional implementation fees that make the platforms too expensive for smaller businesses. Overall, digital experience platforms can have a high total cost of ownership (TCO).
  3. Developer resources: depending on the type of DXP, certain platforms can require more developer resources to help produce and update different types of experiences or content. For example, true Headless CMS platforms often require extra technical work to update content that has been pushed out to web, mobile, or other endpoints.

Pricing Information

Vendors that offer software suites with a range of different products to manage digital experience typically price products individually rather than as one large suite bundle. Individual products may either have a one time or annual licensing fee, or be charged a monthly subscription fee. Since these are large enterprise investments, most prices are not advertised on vendor websites but are available upon request.

Digital Experience Platforms (DXP) Best Of Awards

The following Digital Experience Platforms (DXP) offer award-winning customer relationships, feature sets, and value for price. Learn more about our Best Of Awards methodology here.

Best Digital Experience Platforms (DXP)

Frequently Asked Questions

What do digital experience platforms do?

Digital experience platforms (DXPs) enable companies to provide customers with digital experiences, at scale, and across a range of digital endpoints and channels. This can include creating a content asset and then pushing it out across many endpoints (e.g. a mobile application, webpage, or ecommerce website).

These types of platforms are relatively new in the software-as-a-service (SaaS) world and have emerged from a few different types of software, including:

Why use a digital experience platform?

Digital experience platforms help benefit companies in a few key ways. One of the biggest advantages is the ability to provide customers with a more seamless and frictionless digital experience across touchpoints and channels. DXPs can also help companies optimize the digital experience they create based on user analytics and customer data collected from multiple digital channels. These platforms allow companies to tailor the content and experiences customers have based on their user credentials, which helps provide customers with more relevant and personalized experiences.