Page optimization tools are great for solving basic Ecommerce problems like auto-selecting a "medium" size, or creating templates for product detail pages or blog posts.

You're likely here because you have one specific problem, maybe you have a product with 300 variants, or you want the main product image to change when you select a certain color, that's when you want to choose a tool rather than build out custom code yourself.

Typically your head of Ecommerce, head of merchandising, or head of marketing is finding and implementing these tools for the store.

This is a broad category where the real goal is solving a unique problem. You do want to balance whatever tool you install with how it may effect your conversion rate, and how it could effect page speed load time.