Webflow acquires Intellimize to unlock AI-driven website optimization

Empowering the entire marketing team

Webflow’s mission is to bring development superpowers to everyone. Over the last 10 years we’ve given those superpowers to millions of designers, enabling them to bring their designs to life in full production-ready code without having to write it out manually. In doing this, we’ve not only changed countless lives, but have also helped create a more engaging and beautiful web. 

But as we’ve started to work with larger teams like Orangetheory Fitness, IDEO, and Dropbox, we’ve realized that there are major problems with how web experiences are being created. Once a website is built, it’s extremely difficult for marketing teams to personalize it, to experiment to make it better, and to optimize it to meet the varying needs of their customers. This is because the tools that exist to optimize websites are often cumbersome to set up without significant engineering support or are too hard to use separately from where the source website content is designed and managed. 

At Webflow, this is the next big problem we are solving. Our goal is to give marketing teams and web agencies the ability not only to build incredible web experiences, but also seamlessly personalize those sites for different audiences, easily create experiments to test which versions perform better, and to optimize their buyer journey throughout their website to drive conversions and revenue.

With all these capabilities in one place, we’re building a unified Website Experience Platform – or WXP for short. With this vision, we’re taking the most important part of the digital experience (the website) and creating a seamlessly integrated and visual-first platform that allows marketing teams to break their dependence on code and innovate at speeds they could never reach before. We believe that this will not only lead to empowered, revenue-driving marketing teams, but also to a better experience for everyone on the web.

Intellimize & Webflow: built on the same principles

Intellimize was founded and built with similar goals. The Intellimize team created an incredible product that unlocked marketing teams’ abilities to deeply personalize website experience without the need for engineering support. From my very first conversation with the Intellimize team, I knew that we not only had a similar vision in mind, but that we also shared the same philosophy that the key to unlocking marketing’s code-dependence was by building visual-first tools that they could use without needing constant help from a dev team.

Since their founding, Intellimize has made a huge impact on customers like Sumo Logic (1B+ page versions, 53% lift in conversion rates), Snowflake (60% increase in conversions, 49% lift in meetings booked), and Drift (129% improvement in conversions, $2.8M incremental revenue).

The Intellimize approach is a perfect match for Webflow, and combined, we can bring our Website Experience Platform vision to life and disrupt the broader website experience market just like we have for the website development market over the last 10 years.

What’s next

I’m incredibly excited to welcome the Intellimize team to Webflow. Over the coming months, we will be integrating Intellimize into the Webflow platform so that all our customers can implement advanced personalization and experimentation directly in Webflow. For Intellimize customers, it’s business as usual with the product, and we’re excited to help them continue to grow with us. This is a big milestone for Webflow, and also for every marketing team out there who wants to build incredible website experiences.