Deliver targeted content using audience-specific rules.
Personalize optimizations align with traditional rules-based personalization. You’re not running an experiment or trying to find a winner — you’re making an intentional decision to show specific content to specific audiences by locking in rules. This lets you tailor the experience for different groups, increasing relevance and driving engagement.
How personalize optimizations work
Note
Personalize variations require an audience. Learn how to create a rules-based audience or a code-based audience.
Personalize optimizations always show the assigned variation to 100% of visitors who match the defined audience criteria.
Each rule acts like an “if-then” statement — for example, if someone is visiting from Chicago, then show them a variation that features Chicago–specific messaging and imagery. That same rule won’t apply to someone visiting from another city.
If a visitor matches more than one rule, they'll see the variation tied to the highest-priority rule. Priority is set from top to bottom. For example, New York is the higher priority rule here:
- Audience: New York = Variation A
- Audience: Mobile devices = Variation B
A visitor in New York on a mobile device sees Variation A, but a visitor in California on a mobile device sees Variation B.
Create a personalize optimization
Note
These steps cover creating your first variation with the visual editor. Other options include hand-coded variations, redirect variations, and ready-made playbooks.
Open your Optimize site in Webflow, then:
- Click Optimizations in the Navigation panel
- Click New optimization
- Click Use the visual editor
- Choose Personalize
- Click Continue
- Choose a page definition
- Click Select page & continue
- Choose an audience in the Audience panel for your first variation
- Select an element on the page and build the variation
- Rename the variation in the Variations panel
- Click Save
- Click Add variation in the Variations panel to build another variation
- Rename the optimization by clicking the current name at the top
- Click Done when you’re finished
Configure your optimization
The Goals tab and Configuration tab can be accessed at the top of the visual editor, or from the optimization results page after you click Actions > Edit Configuration.
Goals tab
An "AutoGoal" is created by default, which tracks the forward engagement. You can create your own goals that more closely align to the optimization's intent to define what success looks like. Learn more about goals.
Configuration tab > Overview
- Pages — you can add, remove, or edit page definitions to define where the optimization runs
- Audiences — you can apply rules-based or code-based audiences to include or exclude certain visitors
- Variation order — you can control which variation is shown if a visitor matches multiple audiences
Configuration tab > Advanced
If you've added custom code, this page shows code selectors or preconditions you've defined.
Preview and launch
Before launching, preview each variation to make sure everything looks and behaves as expected. Once you're ready, you can launch individual variations or all draft variations at once.
- Preview — learn how to preview variations
- Launch — learn how to launch some or all variations