Review your optimization results

Updated

Learn how to analyze your optimization results and what each metric indicates.

Once Webflow Optimize starts receiving optimization results, you can review them in the Designer. When you launch an optimization, it'll take about 30 minutes for initial processing before the data starts populating. From then on, report data updates every minute to bring you the newest results as soon as they're processed.

How to access optimization results

You’ll receive optimization results in the Webflow Designer:

  1. Go to the Insights panel
  2. Go to All optimizations
  3. Select a live optimization to view results

How to review the results

The results span the selected date range and goal. You can use the Columns menu to change which metrics are shown and the Status menu to display paused or archived variations.

Intervals

For AI-optimized optimizations, results are contained within intervals (results spanning an optimization's specific configuration in a time period). The configuration is defined by how many variations are live on your site and how the primary goal measures results. If you change your experience's configuration, a new interval begins. You can switch between intervals and refine the date range within an interval. Learn more about intervals.

Goals

By default, the primary goal’s results are displayed if your optimization has more than one goal. You can switch between goals with the Goal menu to display the results affiliated with the specified goal.

Filters

You can refine the results with the Filters menu. Filters include the same criteria with which you create rules-based audiences (e.g., device type and new/returning visitors).

About the optimization metrics

These metrics help you determine how your optimization's variations are performing.

Conversions

A conversion is counted when a visitor takes the action your optimization's primary goal is tracking. For example, if the goal is tracking clicks for a Subscribe button, a conversion is counted each time a visitor clicks Subscribe.

Sessions

A session covers the time span a visitor is actively browsing your website. A session begins when the visitor arrives on your site and ends after 30 minutes of sustained inactivity (i.e., when the visitor stops engaging with your website). If a visitor sees a variation while browsing your site, the session is attributed to the variation.

Users

The users metric is the number of unique visitors that browse your website and see your variation. If a visitor browses your website multiple times, they’ll only count as one user.

Conversion rate

A conversion rate is the number of conversions divided by the number of sessions associated with each variation. For example, if a variation received 10 conversions over 50 sessions, the conversion rate is 20% (10 / 50 = 0.20).

Strength (AI-optimized only)

Strength is the probability that a given variation will continue to perform better or worse than the Base (no change) variation based on historic results. Conversion rates and traffic are compared between Base (no change) and a given variation over time. As more results emerge, the strength value rises or falls to indicate how the variation is likely to perform in the future. Learn more about strength.

Statistical significance (traditional tests only)

Statistical significance uses standard statistical mathematical equations to help you confirm that the results of your test are truly representative of how visitors are responding to the variations, rather than unrelated factors that cause the results to fluctuate. When a high statistical significance value is reached, the test declares a winning variation. Learn more about statistical significance.

About audience insights

Audience insights help you visualize and understand how different types of visitors are engaging with your variations. The audience insights table displays conversion rates of specific audiences so you can quickly gauge the impact your variations have on different subsets of visitors. For instance, based on audience insights, you might:

  • Identify key marketing channels delivering your highest conversions
  • Uncover which ideas resonate well with different audience types
  • Discover low performing traffic sources or segments you can iterate on to increase results

Cells are shaded with color based on their conversion rate. Use the Conversion rate bar below the cells to see the color key. Darker colors equal lower conversion rates while lighter colors equal higher conversion rates.

Good to know

Cells with fewer than 300 sessions remain empty to reduce noise in the results.

About the account engagement table

For Enterprise plans, account engagement displays details about the visitor's company. Company-level results are determined automatically, whereas individual-level data (e.g., company role) is available if you generate and send Salesforce outbound links.

Learn more about the account engagement table.

About the performance and traffic allocation charts

Performance and traffic allocation charts help you get a better understanding of how your results are performing over time. You can leverage these charts to identify trends or review how date-specific events changed results (e.g., a sale event or marketing campaign). Performance provides conversion rates for each variation as they existed at each point in time, while traffic allocation shows how much traffic each variation received at each point in time.

You can use Granularity to refine results and Metrics to switch between available values. You can also mouse over a date on the chart to see more details.