In 2023, Webflow acquired Intellimize.
The goal? To integrate AI-powered website personalization and optimization directly into the platform.
Two years later, Intellimize became Optimize, a complete tool that allows marketing teams to improve their conversion rates by combining testing, personalization, and optimization.
💡 Note: Although Optimize has become an essential part of Webflow’s “all-in-one experience platform” strategy, the tool and its features can also be integrated into any CMS technology (WordPress, Shopify, Drupal) via a JavaScript layer.
Why use Optimize?
Driving traffic to your website is no longer enough. Traffic is expensive, and once visitors land on your site, they only need a tenth of a second to form an opinion about your brand — an opinion that will heavily influence their purchase decision.
For these reasons, many companies are now focusing on conversion rate optimization (CRO) through A/B testing, personalization, and more, rather than acquisition alone.
Optimize features
Optimize is a complete CRO tool that allows you to:
- Experiment: with advanced A/B testing capabilities
- Personalize: by creating unique user journeys tailored to your visitors’ preferences or through audience segmentation
- Optimize: automatically, by redirecting your traffic to the highest-performing variations, or letting AI learn and adjust your site autonomously at scale
- Track: your results with precision
Advantages of Optimize vs. other solutions
Unlike a classic A/B testing tool:
👉 Optimize also allows you to personalize specific user journeys by making autonomous, machine learning–based decisions.
👉 From a performance standpoint, the integration scripts are clean and do not slow down your site.
👉 The tool also manages data privacy and compliance by creating anonymized user paths with ID numbers.
And of course, if you’re already on Webflow, one major benefit is that Optimize is natively integrated within your all-in-one visual development platform.
How to use Optimize
If you’re a Webflow user, you can access Optimize directly from the Insights panel in your dashboard. With the tool, you can:
1 – Set up A/B tests
Create a new test (manual or AI-powered) from the configuration panel to validate your hypotheses.
2 – Personalize the visitor experience (manually or with AI)
Redirect traffic based on origin or audience to unique variations of your site — or let AI automatically optimize for you, at scale.
3 – Track active, past, and scheduled campaigns
From your interface, schedule, publish, or keep campaigns in draft mode.
4 – Analyze results from all your campaigns
With visual charts, comparative tables, and multiple filters available, track your results with precision.
All from a no-code interface. Which you can also connect to your everyday tools (Salesforce, GA4) to centralize your reporting.
🧠 Reminder: If you’re not a Webflow user, the tool is accessible and configurable on your CMS (WordPress, Drupal, Shopify, etc.) by adding a script that enables a front-end editing layer on your project.
How much does Optimize cost?
Optimize is available across a range of plans — from self-serve starting at $299/month to Enterprise plans on request.
Here’s an overview of pricing and key features in the summary table below.
Review: Optimize
Combined with Analyze, both tools ensure precise tracking and the ability to test, personalize, and optimize your website directly within your development interface.
The solution does come at a price, but, when balanced against the savings on acquisition efforts by focusing on traffic conversion, it remains the most complete solution on the market for achieving volume-based goals.
That said, for optimal setup of campaigns and variants, we recommend oversight by an internal expert or an external agency.
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Conclusion
Optimize is an excellent tool for marketing teams that need to move fast, where every lead counts.
It’s worth remembering that if your current conversion rate is 1%, improving it by just one additional percentage point to reach 2% effectively doubles your number of leads — and potentially your revenue.
With all the tools required for CRO in one single interface (with AI integration) Optimize positions itself as an essential solution to watch in 2026.
