Learn what optimization goals are and how they're used.
Everyone who visits your website has objectives they want to accomplish — gather info, check out pricing, purchase something, subscribe to a newsletter, and so on. Similarly, you have objectives that your website aims to achieve — collect revenue, get user sign-ups, lead generation, and so forth. These shared objectives are what we call goals. Goals are key for website optimization.
How optimizations use goals
Results are measured against goals. If a visitor takes the action defined in a goal, that counts as a conversion.
How goals are leveraged per optimization type:
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Manual personalization — goals display performance
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Traditional tests — goals display performance and determine which variation wins
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AI-optimized — goals display performance and determine for what the AI is optimizing (i.e., which variations drive the most conversions for a given audience)
Compare the different goal types
Webflow Optimize automatically generates an AutoGoal for optimizations that tracks how visitors interact with your site. It can track actions visitors take on a page after seeing a variation, like sticking around and engaging with your site rather than leaving.
If you integrate with Marketo or HubSpot, you can track forms to add form submission goals. Each time a visitor submits one of these forms, a conversion counts towards that goal.
About the primary goal
Optimizations measure results and optimize towards the primary goal. If an optimization has one goal, it's automatically the primary goal. If an optimization has multiple goals, you can set which goal to use as the primary goal.