Agria – Upgrading a large Optimizely site without the migration headache
When Agria set out to upgrade its Optimizely platform, the challenge wasn't simply moving to a new version. It was moving almost 6,000 pages, 21,000 blocks and content in seven languages – without turning the migration into a bottleneck.
When Agria set out to launch its new website, one of the biggest challenges was not the new platform itself. It was everything that already existed.
Thousands of pages, more than 21,000 blocks, seven language versions and a large network of internal links all needed to make the move to Optimizely CMS 12. A manual migration would have required thousands of hours of work and created significant risk around errors, broken links, content quality and SEO.
For Agria, the migration needed to be more than a technical exercise. It needed to be a controlled part of the website project – and it needed to leave the organisation with a better foundation for the future.
Turning a major migration into a manageable process
Agria chose Proxima Content Migration from Epinova to handle the move.
Epinova took responsibility for analysing the existing solution, mapping the content to the new platform, carrying out the migration and supporting quality assurance throughout the process.
By combining a structured migration methodology with automation, large parts of the work could be handled systematically rather than page by page.
The migration also became an opportunity to improve the content itself. Alongside the technical move, Agria used the project to clean up and restructure content, creating a stronger foundation for the new website rather than simply transferring everything as it was.
Moving thousands of pages without starting from scratch
The scale of the project made automation essential.
Content, blocks, internal links and relationships could be transferred between the Optimizely versions while maintaining the structure needed for the new site. Content across all seven languages was handled as part of the same migration.
This significantly reduced the amount of manual work and made the migration more predictable, while giving Agria and Epinova the opportunity to focus their time on the parts of the website project where human judgement and expertise added the most value.
If there was anything that could keep me awake at night during the beginning of our web development project, it was the thought of how we would manage to migrate all our content. With Epinova's expertise and powerful tools, the work has gone far beyond expectations. In short, it has been a very successful collaboration!
Robin Johansson, Head of Digital Customer Meeting, Agria
The result: less manual work, more time for what matters
The migration enabled Agria to move a substantial amount of content to Optimizely CMS 12 without turning the project into a manual, page-by-page exercise.
The estimated time saving compared with a traditional manual migration was 3,000–5,000 hours.
More importantly, automation and a structured approach helped reduce the risk of errors and broken links, while giving the team a faster and more controlled route to launch.
Key results
- Almost 6,000 pages migrated to Optimizely CMS 12
- More than 21,000 blocks moved to the new platform
- Content migrated across seven languages
- Estimated 3,000–5,000 hours saved compared with a traditional manual migration
- Reduced risk of errors, broken links and content quality issues
- A faster, more controlled path to launch
- A migration is an opportunity, not just a technical task
Large platform upgrades often come with a temptation to simply move everything across and deal with the mess later.
Agria took a different approach
By combining migration automation with a structured analysis and cleanup process, the project became an opportunity to improve the content foundation at the same time as the technology was upgraded.
That matters when a website is expected to keep evolving after launch. A successful migration isn't just about getting content from A to B. It's about creating a better starting point for the next phase of digital development.
Why Proxima Content Migration?
Proxima Content Migration is Epinova's purpose-built solution for organisations upgrading or moving to Optimizely.
It combines migration automation with Epinova's experience from large and complex Optimizely implementations, helping organisations move substantial amounts of content while reducing manual effort and project risk.
For teams facing thousands of pages, multiple languages, complex content structures or an upcoming platform upgrade, Proxima provides a more predictable way forward.
Planning an Optimizely upgrade or content migration? Let's talk about what can be automated.
Key facts
Client Agria
From Optimizely 11 To Optimizely CMS 12
Pages migrated Approx. 6,000
Blocks migrated Approx. 21,000
Languages 7
Solution Proxima Content Migration
Estimated time saving 3,000–5,000 hours
Moving platforms? Start with the content.
A platform upgrade is only as smooth as the content migration behind it. See how organisations have used Proxima to move content and digital assets to Optimizely – with less manual work and more control.
Ready to migrate your content?
Get in touch and we’ll talk about your migration project. We’ll help you understand the scope, timeline, and cost — and show how Proxima Content Migration can make your platform transition smoother and significantly faster.