Roles and tasks

Optimizely is designed to interact with website visitors, and for collaboration among users of the platform. This topic describes typical roles and related tasks used in scenarios. See Setting access rights to configure user groups and roles in Optimizely.

Visitor and customer

A visitor is someone who visits a website to find information or to use services. If the website is an e-commerce site, the visitor can be a customer with purchasing intentions. A customer can purchase on an e-commerce website "anonymously" (payment and shipping details provided), or by registering an account. Visitors may also contribute to website content as community members, which usually requires registration of an account profile.

Community member and moderator

A community member or a visitor can add content, if social features and community functionality are available for the website. This content includes forum and blog postings, reviews, ratings and comments, in which case an editor, or a specific moderator role for large websites and online communities may need to monitor this type of content on the website.


A recipient is an individual who has opted-in to receive emails from a business, for example when purchasing from the website. Recipients and their associated data are managed in recipient lists that are used for omnichannel marketing. You can track and analyze recipient actions, such as clicking links in an email, providing input to website owners and users for further marketing actions.


A user is someone who logs in to the Optimizely user interface to work with different parts of the platform. A user can belong to one or more user groups and have different roles, depending on which parts of the Optimizely platform they use, their tasks, and the size and setup of the organization.

Website owner

A website owner is someone with overall business and/or technical responsibility for the content and performance of one or more websites. The website owner may monitor reports for activities such as page conversions When a website visitor takes a desired action. This desired action can be, for example, buying an item, filling in a form, or clicking a link., customer reviews, or sales progress; rarely creates content but can be involved in the approval of content created by others. A website owner may also have administrative access, and be the owner of mailing clients used for organizing campaign mailings.

Content editor

A content editor is someone with access to the editorial interface who creates and publishes content on the website. Content editors with understanding of the website content work with search optimization for selected content in search results. Editors may also want to follow-up on content with unusually high or low conversion rates Number of conversions divided by the number of views of an item. to update or delete this content.


A marketer creates omnichannel Multiple channel marketing (on website, mobile, retail store, and so on) that provides an integrated experience for buyers. campaigns Commerce: a set of related components and activities used for promotions. A campaign organizes marketing activity and is associated with discounts (promotions), customer segments, and markets. and content with targeted banner advertisements to ensure that customers get a consistent on-site experience. The marketer also monitors campaign KPI Stands for "key performance indicator" (also known as a conversion goal); the measurement of actions on web pages. The actions can be completed purchases, pages visited, time spent on site and so on.s to optimize page conversion. A marketer with understanding of the website content may also optimize search for campaigns, and promote content using personalization Adapt content to customized target groups for a more personalized website experience, such as displaying different content to first time and returning visitors. (See visitor groups.) features.


A merchandiser typically works with stock on an e-commerce website to ensure that the strongest products are put in focus. This role may create landing pages A landing page is the target page on which a visitor "lands" after clicking a banner or link. Usually, a landing page is a web page that is separate from the main page, with the goal that the visitor performs a certain action (conversion)., enrich product content, set product pricing, coordinate cross-product selling, oversee delivery and distribution of stock, and deal with suppliers. A merchandiser may want to identify search queries with unusually high or low conversion rates, to adjust the search. May also work with product promotion using personalization features.

Customer Service Representative

A customer service representative (CSR) works in the Optimizely Commerce order management user interface. Tasks may include updating or creating orders, updating customer information, and managing subscriptions and payments. The manual order work is often initiated by customers through a support function.


An administrator configures system settings from the administration user interface, including search, languages, personalization, and user access. Administrators usually have extended access rights compared to other user groups, and can access all parts of the Optimizely platform. They may also have administration access to integrated third-party systems. The administrator may also be the contact person for communication with the developers maintaining the website.


A developer is someone with source code access and programming skills. Developers work with website configuration, implementation, maintenance and development of new functionality. They create the rendering templates for content and product catalogs, configure e-commerce settings, and manage indexing and customized search features. Developers may also install integrations and third-party extensions. Developers may be associated directly with the organization owning the website, or with an external partner company.