Optimize your site

Identify high-impact pages

The best page to run your tests is where there’s high leverage - either high traffic or high conversion.

• High traffic pages, above the fold - small lift for big traffic can have a big impact on conversion
• High conversion pages, near the action - close to the conversion action is a bigger lever to pull

To prioritize your pages, you can use a formula to estimate a page’s value:

Begin with the end in mind

Determine the main goal of your site, what action do you want visitors to take? That’s your primary conversion. Here are some typical examples across industries:

Choose a primary conversion that fires on your site — and fires fast. When the action happens within the same session (a form submit, a checkout, or a “Start trial” click), results roll in quickly, letting you spot lift and iterate with confidence. If the outcome you ultimately care about occurs off‑site or days later, pick an on‑site proxy that tightly predicts it — such as the final click that hands a visitor off to the product sign‑up flow.

Complete the following sentence to check your site goal.

Using the right tool for the job

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.

Example: Determine which heading copy leads to more conversions.

When to use testing:

• When you want to find a single winner, and bake the winner in to the site
• When you want to directly compare a small number of variations
• When you do not want to specify an audience or visitor segment for each variation; instead, you want to distribute traffic at random, by percentage or with AI

Personalization

Personalization allows you to specify which audiences, or visitor segments, should receive which variations, allowing you to tailor the experience for those who meet your set criteria.

Example: Present Version A to those who access my site via organic search and Version B to those who access it via direct navigation. With Webflow Optimize, you can target visitors by more than 20 dimensions.

When to use personalization:

• When you have a hypothesis you want to test about a certain audience; e.g., mobile visitors will prefer a shorter heading
• For a consistent customer experience; e.g., users who see a certain promo in their email will see the same promo when they visit your site
• To customize entire pages for specific audiences; e.g., visitors on a mobile device see messaging and CTAs tailored to them

Decide what to change on the page

Start with elements visible above the fold—Webflow Analyze pinpoints your average fold line—then move to any key elements that are connected to conversion (e.g. a button).

Best practices so you get clear results

• ‍Isolate one change per optimization.‍
• Keep variants consistent — test the same element or concept across variants.‍
• Name optimizations and variations descriptively (“CTA text test” optimization with “Start Trial” and “Try Now” variations).

Quick‑win elements

• Headline / value prop – clarify, shorten, add urgency
• Hero image – product shot vs. lifestyle visual
• Primary CTA button – test wording, color, size, icon‍
• Social proof – logo bars, review snippets, star ratings

Spark ideas with AI Assistant

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.

• Choose a strategy — Best practices and common tactics are available for you to try, for instance “Create value-focused headlines”
• Generate copy variants — AI can then generate new copy variations consistent with your brand voice.
• Create variations — Select which ideas you like and make quick tweaks before creating draft variations that are ready for launch. In Webflow-created sites, you can even select more than one at once.
  

Redirect tests (Split‑URL)

Redirect tests send some visitors to an alternate URL so you can compare two complete page experiences—ideal for major layout overhauls, new templates, or CMS‑driven pages. Webflow Optimize handles the traffic routing and tracking for you.

Best practice: If more than ~20 % of a page’s design or content is changing, choose a redirect test.

Personalization for account‑based marketing (ABM)

ABM isn’t one‑size‑fits‑all. Most teams start with a light-touch version of ABM — think industry or vertical personalization — before graduating to true ABM, where sales and marketing lock arms on a named‑account list and orchestrate deep one-to-one experiences across every channel.

Webflow Optimize comes with built-in firmographic targeting called Enhanced Match. It allows you to automatically understand where visitors may work, their industry, and other firmographic dimensions.

ABM‑light (industry / vertical)

Goal: Personalize for an entire industry, company size, or technology stack.

• Define your audience – segment visitors by industry or firmographic signals using Enhanced Match, or connecting a tool you’re already using like 6sense or Demandbase.
• Page tweaks that convert – swap headline language, imagery, and case‑study logos to mirror vertical pain points.
• Measure success – track uplift in qualified‑lead form fills and marketing qualified leads (MQLs) from each industry segment in Optimize and your CRM.

True ABM (named accounts)

Goal: Align sales and marketing on a target account list (TAL) and deliver deep one-to-one experiences.

• Sync your CRM – connect HubSpot, Salesforce, or Marketo so Optimize recognizes visitors from your TAL and pulls account, contact, and opportunity fields for targeting.
• Deep personalization – combine dynamic hero copy, customised pricing CTAs, and industry‑specific proof points with coordinated outreach (SDR calls, LinkedIn, email cadences).
• AI Optimize advantage – create multiple one-to-one variants for top accounts and let AI route each visitor to the highest‑converting version while throttling under‑performers.
• CMS integration - leverage the bulk capabilities of the Webflow CMS to create lots of landing pages quickly.
• Closed‑loop reporting – push Optimize experiment and variant IDs back to the CRM so revenue teams can attribute pipeline and deals to specific web experiences.

Best practice: Tag outbound emails with Optimize contact IDs from Salesforce, so your site can recognize visitors even before they fill out a form.

Landing pages that convert

Landing pages that convertDedicated landing pages keep the message match tight between ad and offer, driving higher conversion than sending traffic to a generic home page.

Best practice checklist:

• Single focus – one page, one primary CTA.
• Above‑the‑fold clarity – headline and subhead explain the value in less than 5 seconds.
• Minimal distractions – trim the nav and footer links to keep visitors on task.
• Social proof – add a relevant testimonial, logo bar, or star rating.
• Form friction – ask only for the fields you truly need.

Tip: Use Webflow’s Build Mode to allow marketers to easily create new landing pages that are on-brand, but deeply relevant to a new campaign.

Experiments to run first

Leverage your design system

Best practice: If more than ~20 % of a page’s design or content is changing, choose a redirect test.

Run, analyze, repeat

Optimization can be hard, and even incremental results are worth celebrating. Set a cadence for checking in on your results.

Here is a common experimentation cadence:

• ‍Launch – QA, then go live‍
• Daily QA for new tests – in the first 24 hours, do a quick check for broken layouts or unexpected analytics drops‍
• Weekly check-in – review headline metrics and segment break‑outs, use Optimize’s filters or AI Assistant for insights‍
• Ideate – brainstorm the next test (aim for at least one new idea per week)‍
• Iterate – archive losers, promote winners, or branch into personalization

Best practice: Document your hypothesis before launch — “We believe changing X will increase Y because Z.” This gives you a clear benchmark for success and helps interpret the results more effectively once the test is complete.