Sitefinity UX Features: From CMS to DXP

Unlike a traditional Content Management System (CMS) that just publishes content, Sitefinity is a full Digital Experience Platform (DXP) powered by Insight. It orchestrates experiences - uniting content, audience intelligence, personalisation, experimentation, and analytics into one optimisation loop - so teams ship confident, evidence‑led UX improvements.

Personalisation

Sitefinity’s personalisation helps you identify and serve distinct audience needs with precision. Segments can be built from a wide range of characteristics:

• Geographic: IP and location
• Session: landing/referral URL, device type, and more
• User Account: roles and user profile data
• Sitefinity Insight: persona, lead score, touchpoints, and journey signals

This breadth means you’re not restricted to basic demographics. You can also segment by behaviours and journeys captured within Sitefinity, such as a specific touchpoint or lead score, enabling targeted experiences and campaigns. As segments perform, you validate or refine your persona hypotheses and improve funnels with better‑aligned landing pages, content, and calls‑to‑action. The result is clearer journeys and measurable uplift.

A/B testing

Sitefinity includes built‑in A/B testing, so you can run experiments directly within the content editor across pages and modules:

• Create multiple variants for content and UI elements
• Define a clear goal for each test
• Choose who sees the variants (all users or selected segments)
• Schedule start and end dates to automate testing windows

Results appear in a dedicated dashboard that summarises visitors, active days, and winners, alongside charts and detailed comparisons. Insights include differences between variations, baseline improvements, and statistical significance - so decisions are based on evidence, not guesswork.

Performance and measurement

Sitefinity provides a comprehensive set of metrics and configuration options to measure performance and attribute impact.

Content analytics

• Total page views
• Unique page views
• Average active time
• Last page view

Conversions

• Define conversions such as page visits, UTM‑tagged visits, form submissions, file downloads, searches, registrations, and more
• Assign monetary values to quantify impact over time
• Set conversion windows to reflect your cycle: 7 days, 30 days, or 3/6/12/18 months
• Optionally segment results by persona or other attributes

Touchpoints

• Track granular interactions to understand journeys and explain A/B outcomes
• Use the same parameters as conversions for consistency
• Create custom touchpoints via Google Tag Manager when needed

Reporting and attribution

• Explore uplift and attribution in interactive tables and charts
• Compare performance across variations, segments, touchpoints, and time ranges
• Turn insights into next actions for personalisation, content, and UX refinement

Sitefinity’s DXP capabilities bring personalisation, experimentation, and measurement into a single workflow - helping teams iterate faster and improve UX with confidence. If you want to implement a practical optimisation cadence, setting up segments, launching A/B tests, and reporting on uplift on your Sitefinity website - Spinbox can help you design and deliver a roadmap that fits your goals and timelines.