• Updated
System roles are in the Admin Center by default. Click Add Role to support individuals that manage multiple product instances with the same entitlements.

See also Users, Groups, and Invitations.


The following list describes typical roles and related tasks used in scenarios. You can create others.

  • Visitor and customer – A visitor is someone who visits a website to find information or to use services. If the website is an ecommerce site, the visitor can be a customer with purchasing intentions. A customer can purchase on an ecommerce 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 the website has social features and community functionality available. This content includes forums, blog postings, reviews, ratings, and comments for which an editor, or a specific moderator role, for large websites and online communities may need to monitor on the website.
  • Recipient – 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.
  • User – A user is someone who logs in to the CMS 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, customer reviews, or sales progress and approve content created by others, rather than creating content. A website owner may also have administrative access and own mailing clients 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 who understand 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 to update or delete this content.
  • Marketer – A marketer creates omnichannel campaigns and content with targeted banner advertisements to ensure that customers get a consistent on-site experience. The marketer also monitors campaign KPIs to optimize page conversions. A marketer who understands the website content may also optimize search for campaigns and promote content using personalization features.
  • Merchandiser – A merchandiser typically works with stock on an ecommerce website to ensure that the strongest products are put in focus. This role may 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 may want to identify search queries with unusually high or low conversion rates to adjust the search. They may also work with product promotion using personalization features.
  • Customer Service Representative – A customer service representative (CSR) works in the Optimizely Customized 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.
  • Administrator – 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 and be the contact person for communication with the developers maintaining the website.
  • Developer – 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 ecommerce 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.

Use the Product selector to specify roles for a specific product in your suite or roles for all products.

During the beta program, roles are not currently managed for the selected product in the Admin Center. Go to the product to manage roles. You can also try resetting your filters.


Add role

  1. Click Add Role.


    • Role name – Enter a role name, such as Chris - Editor.
    • Description – Optionally, enter a description for the role, such as Editors will review content.
    • Product – Select a product to which the role applies. You can select one or all products in your product suite.
    • Product instances – Select the specific product instance you want the role restricted to.
    • Duplicate Role – Choose whether to duplicate the role. If you select Yes, then you can use the drop-down list to select a role, which populates the Attributes section to match the role you selected.
  2. Set the attributes you want for the role. The following image shows a partial list of attributes.
  3. Click Save. The role is added to the Roles list.

Add a custom role to a group

After you add a custom role, you can add the role to a group.

  1. Select User Manager > Groups tab.
  2. Click the name of a group to view its information.
  3. Click Edit to make changes. In the following image, the Optimizely Data Platform group was selected. Click Select roles to associate roles with this product instance. roles-6.png
  4. Click Save.

Delete role

You cannot remove system roles.

To remove a non-system role, select More (...) > Delete custom role and confirm deletion.