How it works

How does Webflow Optimize actually work? Let’s break it down.

At its core, Webflow Optimize helps you improve your site by experimenting with variations and learning from your visitors’ behavior — all without leaving Webflow.

Here’s the basic loop:

1. A visitor lands on your site and sees a variation: What they see — a headline, CTA, layout, or even a full page — depends on the test or personalization rules you’ve set up.
   
2. They interact with the page: Maybe they click your CTA, scroll past a section, or leave without taking action.
   
3. Optimize tracks the outcome: Based on the goal you set, Optimize collects performance data for each variation.
   
4. You learn (or let AI learn) what’s working: In Traditional tests, you analyze and declare a winner. With AI Optimize, Webflow continuously learns and adapts, showing the best version more often over time.

This loop helps you continuously improve your site based on real user behavior — not guesses.

Optimization types

You can run test optimizations and personalization optimizations, which both contain an AI-optimized mode.

Testing

Testing allows you to compare different versions of page elements (e.g., buttons, headers, copy, etc.) to see what performs best. This is essentially an A/B testing method.‍

E.g., Determine which heading copy leads to more conversions.

Use tests when:

• You want to test different headlines, layouts, CTAs, or offers
• You don’t need to target specific audience segments
• You want to split traffic randomly or with AI assistance

Personalization

Personalization allows you to specify which audiences, or visitor segments, should receive which variations, guaranteeing a tailored experience for those who meet your set criteria.

E.g., Present Version A to those who access my site via organic search and Version B to those who access it via direct navigation.

Use personalization when:

• You want to show different content to different visitor groups
• You’re running campaigns that align with specific audiences
• You want to create a consistent experience across channels

AI Optimize

You can enhance testing and personalization with AI-optimization. AI Optimize uses machine learning to automatically test and deliver the best-performing content variations based on how visitors behave on your site.

Here’s what happens under the hood:

• What it tracks:
  Clicks, form submissions, page visits, bounce rates — anything tied to your defined conversion goal.
• How it adapts: It starts with even traffic distribution, then gradually sends more visitors to variations that perform better based on conversion signals like clicks, submissions, or page visits. The system keeps learning as more data comes in, constantly refining which variation performs best for your visitors.

Use AI Optimize when:

• You want to test many ideas or combinations at once
• You don’t want to manage traffic splits manually
• You want the system to adapt in real time to what’s working

Tip: AI Optimize is ideal when you want to test broadly and learn fast, but it works best when paired with a strong hypothesis and meaningful goals.

What about tracking results?

With Optimize, every test or personalization is tied to a goal — a measurable action like a button click or page visit.

Once your optimization is live, Webflow tracks how each variation performs. 

• For tests, this helps determine a winner. 
• For personalization, it helps you understand what works for each audience.

You’ll define your goal when you configure your optimization. More on that later!

Next up: Plan your optimization strategy

Before you build your first test or personalization, let’s explore how to choose the right goals, spot the best opportunities, and plan your CRO roadmap.