CMS users and related tasks

Optimizely Content Management System (CMS) supports interaction with website visitors and collaboration among platform users. The following sections describe typical users and their related tasks. See Access rights to configure user groups and roles in CMS.

An administrator configures system settings from the administration UI, including search, languages, personalization, and user access. Administrators have extended access rights compared to other user groups and can access all parts of the Optimizely platform. Administrators can also have administration access to integrated third-party systems and serve as the contact person for website developers.

A community member or visitor can add content when social features and community functionality are available on the website. This content includes forum and blog postings, reviews, ratings, and comments. An editor or a dedicated moderator role for large websites and online communities can monitor this content.

A content editor has access to the editorial interface and creates and publishes content on the website. Content editors work with search optimization for selected content in search results. Editors can also follow up on content with unusually high or low conversion rates to update or delete it.

A customer service representative (CSR) works in Optimizely Commerce Connect order management UI. Tasks include updating or creating orders, updating customer information, and managing subscriptions and payments. Customers often initiate manual order work through a support function.

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

A marketer creates omnichannel campaigns and content with targeted banner advertisements to ensure a consistent on-site experience for customers. The marketer also monitors campaign KPIs to optimize page conversion. A marketer who understands website content can also optimize search for campaigns and promote content through personalization features.

A merchandiser works with stock on an ecommerce website to ensure that the strongest products are in focus. This role can create landing pages, enrich product content, set product pricing, coordinate cross-product selling, oversee delivery and distribution of stock, and deal with suppliers. A merchandiser can identify search queries with high or low conversion rates to adjust the search and work with product promotion through personalization features.

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 used for omnichannel marketing. Track and analyze recipient actions, such as clicking links in an email, to provide input for further marketing actions.

A user logs in to the CMS UI to work with different parts of the platform. Users 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 configuration of the organization.

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

A website owner has overall business or technical responsibility for the content and performance of one or more websites. The website owner monitors reports for activities such as page conversions, customer reviews, or sales progress. Website owners rarely create content but can approve content that others create. A website owner can also have administrative access and own the mailing clients used for organizing campaign mailings.