Running 64 Sites on Headless Optimizely CMS with GraphQL

64 websites. Live. Running on headless Optimizely with GraphQL.

We just wrapped a major rollout for our Rockwool Digital Experience Platform  and the early numbers already tell a story.

This wasn't about moving pixels. It was about rethinking how users actually interact with the brand. Here's what we're seeing so far:

• Product navigation is pulling its weight. A leaner UI means visitors hit conversion pages faster.
• Documentation is finally findable. Doc downloads among active users have jumped noticeably.
• Dealer pages are surging. A smoother user journey created a much clearer path for low-touch leads.

What it took behind the scenes

This was not a small lift. Making it work across 64 sites meant going deep into the stack:

• Custom scaling: We extended Algolia queries and our Product Service to fully support sub-brands.
• Independent pipelines: Autonomous release processes and brand-specific Next.js configs keep things flexible.
• Smart routing: Azure Front Door handles the transition from legacy systems to the new Next.js environment.
• The details: Complex language mapping, domain consolidation, Inriver content tagging, massive redirect prep  all of it had to land.

The result? A platform that doesn't just look better - it actually performs. We've built a foundation where updates ship in days, not months.

In the next article, I'd like to walk through the underlying architecture. I hope.