Why run a test optimization?

Test optimizations let you compare different versions of content — like CTAs, headlines, or layouts — to learn what performs best. The goal? Make data-informed decisions that improve your site’s conversion rate.

When should you run a test?

Run a test optimization when you want to improve something for all visitors,not just tailor content to a specific audience. Testing is ideal when you're asking questions like:

• Will a shorter headline convert better?
• Does moving the CTA to the top of the page increase clicks?
• Which hero layout leads to more pricing page visits?

Common things to test include: 

• Button text (e.g. “Get started” vs. “Request a demo”)
• Headline or subcopy variations
• CTA placement
• Hero visuals or page layouts
• Entire sections or pages (via redirect variations)

Need help coming up with ideas? Webflow’s built-in AI Assistant reads the existing copy on your page and suggests high‑impact alternatives that align with your brand voice. You can tweak the copy as needed and implement with a click.

Choosing your test type: Traditional vs AI Optimize

There are two ways to deliver a test optimization in Webflow — traditional tests and AI-optimized tests.

Use Traditional testing when you:

• Want full control over traffic split (e.g., 50/50 or 70/30)
• Need to limit exposure to a risky or high-impact change
• Plan to declare a single “winner” and implement it permanently
• Want statistically clean data to share with stakeholders

Use AI Optimize when you:

• Are testing lots of variations or combinations at once
• Want to learn and adapt quickly without manual setup
• Don’t need to pick one winner (you're happy to let performance guide ongoing delivery)
• Prefer continuous improvement without stopping the test

Example: Testing a homepage hero section

Let’s say you want to improve conversions on your homepage by testing new hero content. Here’s how both methods apply:

• Traditional: Run a 50/50 split between your current and new layout. After two weeks, pick the best-performing version and ship it site-wide.‍
• AI Optimize: Test three or more versions at once. Let Optimize automatically route more visitors to the top performer over time — no need to declare a winner.

You don’t have to choose just one method forever. Use Traditional when you need clarity and control. Use AI Optimize when speed, scale, or flexibility matter most.

How to build a test optimization

Here’s what the process looks like from start to finish:

1. Create a test
   Open the Optimize tab and click New test. Give it a clear name like Hero CTA Test, and choose Traditional or AI Optimize.
2. Build your variations
   ‍Variations are different versions of your content like a new headline or CTA that you can compare. Use the variation switcher to move between versions and design directly on the canvas.
   
   Want to test entirely different pages? You can create a redirect variation to send traffic to different URLs — ideal for testing full-page designs or flows.
3. Preview and test your variations
   Toggle between variations to check formatting and behavior. What you see is what your visitors will see.
4. Set traffic and goals
   If you're using Traditional, decide how to split traffic (e.g. 50/50 or 70/30). Then choose a conversion goal — like clicks on a CTA or form submission.
5. Launch your optimization
   Make sure tracking is enabled in your site’s Insight settings, and then publish. Your visitors will now see different versions of your site, and Optimize will begin collecting performance data immediately.

What happens after launch?

Webflow Optimize starts collecting performance data tied to your goal.

• Traditional tests: Once results are statistically significant, you can declare a winner and publish that version permanently.
• AI Optimize: Traffic shifts automatically toward the best-performing variation. Optimize keeps learning and adjusting based on real-time engagement.

Check your Insights panel anytime to monitor test performance and variation trends.

Tip: When a clear winner emerges, apply those changes to your site. Then, start testing your next idea. Optimization is an ongoing cycle.

Next up: Personalization & audiences

You’ve learned how to test what works best for all visitors. Next, you’ll learn how to personalize content for different audiences so you can tailor the experience based on where someone came from, what device they’re using, and more.