Webflow Optimize

Webflow Optimize, formerly Intellimize, is the website experimentation and personalization product of Webflow. Webflow describes itself as a Website Experience Platform (WXP), a platform for building, managing and optimizing websites with the help of AI. Optimize lets teams run A/B tests, give visitors a personalized site experience and use AI to test multiple variables at once, whether or not the site itself is built on Webflow. Conversion optimization tools of this kind are typically bought by marketing and growth teams that want to raise sign-ups or sales from existing traffic without rebuilding pages each time they test an idea.

Optimize sits alongside the rest of the Webflow platform, which includes a visual design canvas, a CMS for publishing content without a developer, page branching, shared libraries and code components for importing React components. Webflow also offers Analyze for native analytics, AEO tools for tracking visibility in AI-driven search, Webflow Cloud for deploying full-stack apps, and an MCP integration that lets AI tools such as Claude and Cursor build and manage sites. Together these products cover the full cycle from building a site to measuring and improving it, so testing and personalization fit into the same workflow rather than requiring a separate vendor.

Webflow was founded in 2013 and reports more than 900 team members in 25 countries and 3.5M users. Its audience spans marketers, developers, engineering leaders, agencies, freelancers and enterprise teams, and its stated core behaviors include building lasting customer trust, winning together, reinventing itself and delivering with speed, quality and craft. Visual website builders of this type generally aim to let marketers and designers publish and update pages directly, reducing how often routine changes depend on engineering time.