Optimizely Deployment: DXP vs Self-Hosted

Optimizely CMS 12 supports two primary deployment models: the Optimizely-managed DXP (Digital Experience Platform) running on Azure PaaS, and self-hosted infrastructure where you control the full stack. Each model has distinct trade-offs around cost, control, and operational overhead.

DXP (Digital Experience Platform) — Azure PaaS

What It Is: Optimizely-managed Azure hosting with three-tier environment structure (Integration, Preproduction, Production).

Pros:

• Managed infrastructure: Optimizely handles scaling, patching, monitoring
• Auto-scaling: Handles traffic spikes automatically
• Built-in monitoring: Azure Application Insights, logging
• DDoS protection + WAF: Security included
• CDN: Azure Front Door

Cons:

• Higher cost: Premium for managed service
• Less control: Can’t customize infrastructure
• Azure-only: Locked into Azure

Best For: Enterprises wanting managed hosting, organizations without dedicated DevOps teams.

Deployment Workflow:

Local Development
  | (nuget push to Integration)
Integration Environment (test, QA)
  | (DXP deployment)
Preproduction Environment (UAT, staging)
  | (DXP deployment)
Production Environment

Self-Hosted

What It Is: You manage infrastructure (Azure Web Apps, AWS, Linux containers, on-premises).

Pros:

• Full control: Customize infrastructure, choose cloud provider
• Cost optimization: Pay only for compute/storage
• Multi-cloud: Azure, AWS, GCP, on-premises

Cons:

• You manage everything: Patching, scaling, monitoring, backups
• DevOps overhead: Requires ops team or managed service partner

Best For: Organizations with DevOps capability, cost-conscious projects, multi-cloud requirements.

Hosting Options at a Glance

Option	Best For
DXP (PaaS)	Enterprises wanting managed hosting
Azure Web Apps	Self-hosted Azure with ops team
AWS	Multi-cloud, AWS commitment
On-Premises	Air-gapped environments, compliance requirements