Platform overview
Webflow Optimize is Webflow's native A/B testing and personalization add-on, combining three approaches: traditional A/B testing, rules-based personalization, and AI optimization that learns what content works for each visitor down to a 1:1 level. It works on sites that aren't built on Webflow, not just Webflow-hosted ones.
The Webflow AI Assistant proposes variant suggestions, writes copy for headlines, CTAs and body, and gives predictive audience insights. AI Optimize picks the best variant per visitor in real time.
Webflow runs an open-source MCP server (github.com/webflow/mcp-server) that turns natural-language prompts from Cursor or Claude into Webflow Data API calls. It's self-hosted or Webflow-hosted with OAuth, covering list collections, create items, update styles and publish site. SDKs: JavaScript/TypeScript (js-webflow-api) and Python (webflow-python), with OAuth or site-specific tokens. A browser API is auto-injected on Optimize-enabled sites (wf.onVariationRecorded, wf.setAttributes).
Pricing is a $299/mo add-on for up to 500K page-views with 5 concurrent optimizations, with Enterprise quoted above that. Native warehouse exports to BigQuery (real-time streaming via webhooks) and Redshift. Integrations: GA4, HubSpot, Klaviyo. Compliance: SOC 2 Type II, ISO 27001, ISO 27017, ISO 27018, SAML SSO. HIPAA not confirmed. Customers include Ideo, Monday.com, BBDO, The New York Times and TED.
.svg)
