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Migrate from Kentico to Optimizely with precision & ease

A seamless, customizable migration solution for moving your Kentico data with perfect fidelity and minimal disruption.

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Last updated October 2026

Kentico
Optimizely
MIGRATION OVERVIEW

Why teams migrate from Kentico to Optimizely

The core problem
Migrating from Kentico to Optimizely is a fully custom engineering project with no automated conversion tooling available. Kentico stores content across a three-table join architecture (CMS_Tree, CMS_Document, and coupled data tables), while Optimizely is code-first, requiring all content types to be defined as strongly typed C# classes (PageData, BlockData) in PaaS or registered via the Content Definitions API in SaaS before any content can be imported. This fundamental mismatch means the migration is a strict two-phase effort: first rebuilding all content type schemas in Optimizely, then extracting data from Kentico via direct SQL and transforming it for ingestion through Optimizely's Content Management API. The most technically demanding transformation is parsing Kentico's page builder widget JSON and remapping it into Optimizely's typed ContentArea and BlockData property model.
Why this matters for your migration
KEY CHALLENGES

What makes this migration complex

These are the architectural mismatches and technical hurdles specific to a Kentico to Optimizely migration.

Most Critical

Content Schema Rebuild Required

Optimizely rejects content imports for any type not pre-defined as a C# class or API-registered definition, meaning all Kentico page types must be fully rebuilt in the target system before data migration can begin.

Blocks all downstream imports if mapped wrong

Three-Table SQL Extraction

Every Kentico content type requires a custom SQL extraction query joining CMS_Tree, CMS_Document, and the per-type coupled table, making bulk export via Kentico's native REST API or Site Export Wizard unreliable for cross-platform migrations.

Page Builder Widget JSON Parsing

Kentico stores all page builder layout and widget configuration in a deeply nested JSON blob in DocumentPageBuilderWidgets, which must be parsed and remapped widget-by-widget into Optimizely's typed ContentArea and BlockData structures.

Rich Text Field Type Mismatch

Any Kentico LongText field storing HTML must be mapped to Optimizely's XhtmlString type rather than a plain string, or internal link resolution and rich text editor recognition will silently fail.

Media and Attachment Re-ingestion

Kentico media files and page attachments stored on the filesystem or as database BLOBs must be extracted, uploaded individually via Optimizely's media API, and then re-referenced by their new Content IDs throughout the migrated content.

Category and Taxonomy Model Gap

Kentico's native hierarchical category tree (CMS_Category) has no direct equivalent in Optimizely and must be redesigned as a custom taxonomy content type or tag-based property before page-to-category relationships can be migrated.

COMPLETE COVERAGE

Intelligent Human-Verified Data Mapping

Our migration engineer precisely maps every data point from Kentico to Optimizely, ensuring perfect continuity for your customer support operations.

Kentico
Optimizely
Pages (Tree Nodes)
Content Pages
Media Library Files
Media Assets
Forms (BizForms)
Forms
Tags
Tags
URL Redirects / Aliases
URL Slugs / Routing
Content Items (Headless)
Blocks
Categories (Taxonomy)
Tags
Web Parts / Widgets
Blocks

Looking for more entity mappings?

Contact our team
MIGRATION RISK ASSESSMENT

Every migration risk, already solved

Migration between platforms is full of edge cases. Our engineers have identified every risk from Kentico to Optimizely and built proven solutions for each one.

High complexity
  • Page Builder Widget Data
    Kentico widget configurations are stored as deeply nested proprietary JSON with no structural equivalent in Optimizely's block model, requiring custom per-widget parsing and transformation logic with no automated tooling available.
    Solved
  • Page Attachments
    Attachments may be stored as BLOBs in CMS_Attachment.AttachmentBinary or on the filesystem depending on the storage provider configuration, and must be extracted, uploaded as MediaData objects, and re-linked to parent pages individually.
    Solved
  • Categories and Taxonomy
    No native category tree type exists in Optimizely, so the target taxonomy model must be designed and built as a custom type before any page-to-category mapping data can be imported.
    Solved
Custom engineering
  • Page Content (Pages/Documents)
    Structured page fields map predictably via SQL extraction once coupled tables are identified, but the three-table join pattern must be replicated for every distinct page type, increasing implementation time at scale.
    Handled
  • Rich Text / HTML Fields
    Fields must be individually verified against CMS_Class.ClassFormDefinition XML to determine HTML encoding status, and any mismatch between string and XhtmlString type assignment will silently corrupt rich text rendering and internal link resolution.
    Handled
  • Media Library Files
    File binaries must be extracted from the filesystem or Azure Blob Storage and re-uploaded via Optimizely's media API, with all content references updated to use new Content IDs, creating a dependency chain that can break if any upload fails.
    Handled
  • Content Relationships
    Kentico relationship data in CMS_Relationship must be translated into Optimizely ContentReference or ContentArea properties, requiring the migration to complete target content creation before relationship references can be resolved.
    Handled
  • Multilingual Content
    Kentico stores language variants as separate rows in CMS_Document joined to per-language coupled table records, while Optimizely uses per-language versions of a single content item, requiring the extraction and import logic to correctly group and sequence language variants.
    Handled
  • URL Structure and Routing
    Kentico's NodeAliasPath-based URL patterns do not map directly to Optimizely's content tree routing, requiring explicit URL redirect mapping to preserve SEO equity and prevent broken inbound links post-migration.
    Handled
Clean transfer
  • Form Data
    Each Kentico form's submission data resides in a dedicated BizForm_-prefixed table with a predictable structure, making extraction straightforward, though the target form platform in Optimizely must be confirmed before import format can be determined.
    Clean
What Our Customers Say

Real migration stories

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CUSTOM MIGRATION

Fully customizable engineer-led migration

Tailor your migration from Kentico to Optimizely exactly to your needs with our flexible customization options. Our experts will configure the perfect migration plan for your business.

Migration Filters

Publication Status

Filter by published, draft, scheduled, or archived content

Section/Category

Select specific sections, categories, or collections to migrate

Language & Locale

Migrate specific language versions or localized content only

Time Range

Migrate content created or updated within a specific period

Data Types

Posts & Pages

Articles, pages, and custom post types with full body and metadata

Media & Attachments

Images, videos, PDFs, and downloadable assets with references

Taxonomies & Menus

Categories, tags, custom taxonomies, and navigation menus

Templates & Redirects

Page templates, custom fields, and URL redirect rules

ZERO DOWNTIME

Your timeline. Our engineers.

A dedicated engineer runs your migration, planned around your schedule and your data.

No babysitting a wizard. Avoid debugging errors yourself.

Looking for a more detailed migration timeline?

Contact our team

Speed

The migration timeline depends on both our turnaround time and yours.

We can complete a migration in under a day when the accounts are connected and the sample migration is approved promptly.

Background Sync

We also support migrating the newest records first, so you can go live faster while the rest of the data is synced in the background.

Data Volume Impact

Larger data volumes may require longer migration windows.

Continuous Operation

Weekend migrations minimize disruption to your customer service operations.

MIGRATION TIMELINE

Your Kentico to Optimizely migration, step by step

See how long your migration will take from start to finish. Drag the slider to estimate based on your data volume.

How many records are you migrating?

<10K 50K 100K 250K 500K 1M 2M 5M 10M+
Checklist ~3 days
Sample 1 day
Review ~2 days
Full 2 days
Delta 1 day
Your team ClonePartner

Estimated total

~9 business days

1

Migration Checklist

1 day · ClonePartner ~2 days · Your team

We prepare the optimal data mapping as a shareable spreadsheet. Your team reviews, approves, and adds any customizations.

2

Sample Migration

1 day · ClonePartner

We run a test migration with a representative sample of your data to verify mapping accuracy and identify any potential issues before the full run.

3

Review & Approve

~2 days · Your team

Your team reviews the sample migration results, confirms data accuracy and mapping, and gives the go-ahead for the full migration.

4

Full Migration

2 days · ClonePartner

We execute the complete migration of all your data to your new Optimizely, with real-time progress tracking and comprehensive logging.

5

Delta Migration

1 day · ClonePartner

We capture and transfer any new data that was added or updated during the main migration to ensure no data is lost. This final sync keeps everything current.

Related Guides

Pros and cons of different migration options

Choosing the right approach is key because migrating from Kentico to Optimizely isn't just about moving data – it's about protecting your content, SEO, and reader experience.

Feature / Criteria ClonePartner Automated Tools CSV Import In-house migration
Custom Scripting for complex data ✓ Engineers build & maintain ✗ No ⚠ Manual ✓ Yes – but costly
Sandbox & Pilot Migrations ✓ Full sandbox + pilot plans ⚠ Limited ✗ No ⚠ Often Informal
Manual validation & reconciliation ✓ Automated + manual QA ✗ No ✓ Yes (Manual) ✓ Heavy manual effort
Backup & rollback plan ✓ Robust procedures ✗ No ✗ No ⚠ Often incomplete
Handles automation and integrations ✓ Full support ⚠ Partial ✗ No ⚠ Possible but fragmented
Post-migration engineer support ✓ Dedicated engineers ✗ No ✗ No ⚠ Limited support
Adaptable to API changes ✓ Proactive adaptation ✗ No ⚠ Manual fixes ⚠ Slower response
Turnaround / timeline predictability ✓ Predictable timelines ⚠ Fast but brittle ⚠ Slow and manual ⚠ Often slower
Data Security & Compliance ✓ High – enterprise grade ⚠ Medium (depends) ⚠ Low (manual) ⚠ Hidden gaps common
Pricing predictability ✓ Transparent & fixed ⚠ Low (per-job) ⚠ Low (manual hours) ⚠ High/variable OPEX
End-to-end project management ✓ Full E2E delivery & PM ✗ No ✗ No ⚠ Often partial
Business impact & opportunity cost ✓ No diversion of staff ✗ No ✗ No ⚠ Diverts engineering

What does an Engineer-led migration mean anyway?

Speed & Accuracy: Our Blended Method

We blend automation (smart scripts, bulk APIs) with human expertise for speed without risk. Our engineers manually check every mapping, validation, and exception.

You get:

  1. Speed of automation for bulk record migration
  2. Precision of engineers verifying integrity and business logic
  3. Pilot migrations and sandbox testing to catch issues early
  4. Real-time validation reports and rollback readiness
Result: 50x faster migrations than manual imports — with near-zero error rates.

Handling the Tricky Tech and API Details

The Kentico and Optimizely APIs each behave differently, which is where our engineers shine. We build custom logic to handle the data quirks where generic tools typically break.

We handcraft API logic for:

  1. Field mapping and transformation
  2. Pagination, rate-limit handling, and throttling
  3. Preserving content relationships, media, and revision history
  4. Syncing custom fields, taxonomies, and templates without breaking structure
Our scripts: Natively retry failed calls, re-queue large attachments, and ensure data parity.

No Guesswork

We don't just promise smooth migrations—we measure and prove them. Every client receives a Migration Validation Report with all metrics.

Typical results across projects:

  1. 100% record-count parity between your Kentico data and Optimizely
  2. Zero downtime during staged cutovers
  3. 99.9% attachment integrity (verified via checksum)
  4. Full automation and preservation of all business rules
Our standard: Includes full SEO and redirect preservation and 30 days of engineer-assigned support post go-live.

We Adapt to Your Setup (Not the Other Way Around)

No two teams configure Kentico or Optimizely exactly the same way—with unique content models and data. We customize every migration script to fit your exact workflow, taxonomies, and templates.

Our engineers adapt for:

  1. Custom fields, content types, and workflows
  2. Multi-site or multi-language setups
  3. Historical imports and partial (date-based) migrations
  4. Integration re-mapping for search, analytics, or forms tools
The promise: If your data doesn't fit a standard template, we build one just for you.

Enterprise-Grade Security & Compliance

Your customer data is precious. Our migration process maintains the highest standards of security and regulatory compliance.

SOC 2 Type II

Independently audited compliance with rigorous security standards

ISO 27001

Certified information security management system

GDPR

Full compliance with EU data protection regulations

HIPAA

Certified for handling protected health information

AES-256 Encryption

Bank-grade encryption for all stored credentials

Latest TLS

Secure transfer protocol for all data in transit

Role-Based Access

We follow role-based access control for every migration project

Scheduled Deletion

Automatic data purging after migration completion

FAQ

Frequently Asked Questions

Everything you need to know about migrating from Kentico to Optimizely. Can't find what you're looking for? Talk to our team.

Still have questions?

Book a free 30-minute consultation with our team.

Contact our team

Kentico → Optimizely

3 questions
Do my Kentico web parts and widgets move to Optimizely automatically?
No. Web part and widget configurations are tightly coupled to .NET assembly code that has no equivalent in Optimizely's content model, so the presentation logic cannot be transferred. ClonePartner maps each widget to an Optimizely Block as a structural placeholder, but your development team must rebuild the rendering logic inside Optimizely's C# content type models and view components. Plan for this rebuild work as part of your replatform project before cutover.
Will my headless content items from Kentico's Delivery API come across intact?
Headless content items migrate to Optimizely Blocks, but the mapping is lossy: Kentico's headless content model and Optimizely's Block model do not share a common schema, so field structures that don't have a direct equivalent are partially converted or omitted. Additionally, Optimizely Content Types must be defined in C# code before any content can be imported, meaning your developers must create matching Block definitions in Optimizely first. ClonePartner's scoping call will identify which content item fields are at risk before the migration begins.
Which Kentico version do I need to be on before ClonePartner can migrate my data?
The answer depends on how your Kentico instance is accessed. Xperience by Kentico (the current SaaS-first release) exposes the most complete REST Management API and is the most straightforward source. Kentico Xperience 13 has partial REST support, but bulk operations still lean on the .NET CMS.DataEngine, and any version below 13 has no meaningful REST API at all, requiring direct database access strategies. Note that Kentico Xperience 13 enters security-hotfix-only status in 2026 and loses all support from 1 January 2027, so if your migration is not yet scheduled, the version clock is already running.

Before you start

4 questions
Do I need professional help for this migration?
Yes. Professional help ensures proper field mapping and preservation of relationships between records. Our engineer-led approach catches edge cases that automated tools miss.
Does ClonePartner provide guidance before committing?
Yes. We provide a free consultation and assessment. We'll review your data structure, discuss your requirements, and provide a detailed migration plan and fixed-price quote before you commit to anything.
Do you use an off-the-shelf tool to migrate from Kentico to Optimizely, or is this built for our data?
It is built for your data. Each migration is a set of custom scripts written for your data model, not a generic import tool. That is also why we start with a sample migration: you see your own records in Optimizely before the full migration is committed.
Can we see a sample of our Kentico data migrated to Optimizely before the full migration runs?
Yes. We run a sample migration on your own data first, so you can review how your records look in Optimizely before the full migration goes ahead. We run validation scripts to confirm the record counts match your source, and you check the sample against your source records; if a field is missing or mapped wrong, or anything else needs adjusting, we fix it in the migration scripts and re-run the sample as many times as you need. The full migration only runs after you've approved the sample. On projects delivered in phases, each phase gets its own sample migration for you to approve.

Data & mapping

7 questions
Will original ownership, authorship and created dates be preserved?
Yes. Created-time metadata is carried across, and ownership and authorship are carried across where the original users are set up in Optimizely. Where Optimizely cannot store one of them natively, it is kept as embedded metadata on the migrated record.
If the new system can't natively support an old record type, what are my options?
We handle it case by case. While mapping your data, we identify every record type without a direct counterpart in Optimizely, review sample records from it and propose how it can be represented, based on what Optimizely supports: map it to the closest native object, create a custom field or object, fold it into the parent record as text or a note, attach it as a file, or keep it in a read-only archive. You choose the approach, we write the migration scripts to place the data there, so it comes across in the form you choose instead of being left behind, and you see how it looks in a sample migration before we run the full set.
We've built custom modules and integrations on Kentico. Can you migrate their content to Optimizely?
We migrate the content and data your custom modules hold, as long as it can be read from Kentico programmatically. Every migration we run is written as custom code for that project rather than pushed through an off-the-shelf tool, so unusual module data is not a blocker. During scoping we review each custom module and integration with you and agree how it will be handled before any work is committed.
Will the migration set off automations or send emails or notifications to customers, our team or anyone else?
No. Before the sample or full migration starts, we confirm with you that nothing in Optimizely will send messages about the migrated data: we import with notifications switched off wherever Optimizely allows it, and either pause any automation that could send them for the migration window or give it a condition, such as a suppression tag, that skips migrated records, which lets your live automations keep running for new records. We only proceed once you have confirmed it. If you want anyone told about the move, that message is sent separately, once the migrated data has been checked.
Can you migrate data that Optimizely can't take in through an API?
In many cases, yes. Where something can't be written through an API, we recreate it through Optimizely's user interface where the interface allows it, and where that work is repetitive we script and automate it. We tell you up front which items are handled this way, because recreating them through the interface can add time to the schedule.
What happens if Optimizely requires fields our Kentico data doesn't have?
We check the destination for required fields your source data cannot fill and bring each one to you before those records are migrated. Together we agree how each one is handled, such as a mapping from an existing field, a default value, or, where Optimizely lets that field be made optional, setting it to not required for the migration so you can make it required again once the migration is complete. The migration then runs with that rule applied, so no records are rejected or left behind.
Can you change our URL structure when we move from Kentico to Optimizely, such as moving a blog or docs from a subdomain onto our main domain?
Yes, where Optimizely and your site's front end support the structure you want. Each page is created in Optimizely by the migration, so it can be given its new address, for example a blog moved from a subdomain to a path on your main domain, and you get a map of every old URL to its new one so redirects can be set up from the old addresses wherever they are served.

Timeline & downtime

2 questions
How long does the Kentico to Optimizely migration take?
Most migrations complete within 1–5 business days, depending on data volume and complexity; very large migrations, such as several hundred thousand records, take longer. We provide a detailed timeline after the initial assessment and can often complete small migrations in under 24 hours.
Will there be downtime when migrating from Kentico to Optimizely?
No. Our migration process is designed for zero downtime. Kentico stays fully operational throughout: the bulk migration runs in the background and the cutover is fast, so there is no disruption to your live business operations.

Security & access

1 question
Can we whitelist a single IP instead of opening our network to your migration tool?
Yes. All migration traffic runs through a centralized system using one fixed IP, which your IT team can whitelist instead of opening broader network access.

Pricing

1 question
Is migration pricing a flat fee, or does it scale with data volume?
It's a flat fee with no hidden costs. The price we agree with you for your scope is the price you pay, and small variances in the final volume, a bit more or less, are included.

After go-live

5 questions
How do I validate that everything migrated correctly?
Every client receives a Migration Validation Report with comprehensive metrics including record-count comparison, attachment integrity verification via checksum, and full audit logs of the migration run, showing every record created, skipped or failed. If any item didn't come across, the report names each one, the specific reason, and how to bring it across if you want it there. We also offer unlimited sample migrations, so you can check your data before the full migration runs.
What support do you provide after the migration goes live?
At ClonePartner, we consider ourselves your partners in this journey. We take full accountability for your migration's success. Once your migration goes live, we provide 30 days of comprehensive post-migration support as standard, and longer support, such as 60 or 90 days, can be agreed for your project. During this period, we help with anything related to your migrated data, so your migration is a complete success.
Will we get a migration report and a mapping sheet linking old record IDs to new ones?
Yes. We provide a comprehensive migration report along with an ID-mapping sheet that links each old Kentico record ID to its new ID in Optimizely. This ensures full traceability, simplifies post-migration verification, and helps your team validate that records have been migrated accurately.
After migration, do I contact ClonePartner or the platform's own support if something looks wrong?
ClonePartner is the contact for anything about the migrated data itself. Questions about the platform itself, such as how its features and settings work, go to the platform's own support or to whoever administers it for you.
Will our existing Kentico page URLs and links keep working after we move to Optimizely?
They can, through redirects and link rewriting. Links between your own pages are updated to point at their new URLs as part of the migration, and the files and images your pages use are re-hosted on Optimizely, wherever it can host them, with their links rewritten. For every old URL we give you a map to its new address, so redirects can be set up where your site is served and old bookmarks, search results and external links open the right page.

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Attention to Detail

We meticulously handle every aspect of your migration, ensuring no data is lost during transfer and mapping every field correctly between platforms.

Custom Solutions

Every business is unique. We tailor your migration strategy to match your specific requirements, workflows, and data structures.

Security & Compliance

Your customer data is handled with enterprise-grade security protocols, ensuring compliance with GDPR, HIPAA, and industry standards.