Webflow Conf 2024: Recap

Webflow Conf 2024 has just wrapped up, and it’s safe to say that this year’s events have redefined the website-building experience with some game-changing features and updates. From AI-powered tools to robust collaboration improvements, Webflow has positioned itself as not just a platform for building websites, but as a Website Experience Platform—allowing teams to analyse, manage, and optimise like never before. Let’s break down what’s new, with a special focus on new features for for marketing teams and businesses, to explain how you can make the most of these innovations.

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1. Webflow Analyse & Optimise

Webflow Analyse and Webflow Optimise were the two standout announcements this year, designed to make data analysis and optimisation seamless.

• Webflow Analyse gives teams direct access to site analytics, so you can track visitor behavior without needing third-party tools. This built-in analytics solution allows you to gather insights on page performance and user engagement, all while maintaining privacy. It reduces depending on third-party analytic tools that slow down the website.
  

• Webflow Optimise allows marketers to run A/B tests, personalise content for different audience segments, and use AI-driven content optimisation to tailor user experiences in real-time. AI Optimise dynamically adjusts site elements based on user behaviour, making it easier to boost conversion rates with minimal effort.
  

Both tools are available as add-ons, making data-driven marketing more accessible and actionable for teams.

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2. AI Assistant for Design and Content Creation

Webflow has introduced an AI Assistant that significantly speeds up the design and content creation process.

• Designing Sections: The AI Assistant can generate pre-styled sections, like pricing pages or testimonials, based on your existing design systems. This speeds up the development process while maintaining brand consistency.
• Content Creation: Marketers can generate CMS items, such as blog posts or product descriptions, using AI-powered tools that adapt content to fit the brand’s tone. This feature makes it easier to push out content quickly, leaving more time for strategy.

This tool is in beta and will soon be available to a wider audience, helping teams save time while keeping quality intact.

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3. GSAP Integration: Advanced Animations

Webflow has acquired GSAP (GreenSock Animation Platform), making advanced animations easier to implement without needing extensive coding knowledge.
Matthew Connelly, founder of Paddle Creative, summed it up best:

‍"GSAP in Webflow takes interactions to the next level, making animations much smoother and far more engaging."

‍Whether you’re building dynamic scroll animations or complex interactive elements, GSAP opens up a new world of design possibilities​

• What This Means for Teams: Marketers can now deliver more engaging, interactive web experiences with smooth, dynamic animations that improve user engagement. This update is perfect for creating eye-catching animations, like scroll-triggered effects or interactive visuals, which enhance storytelling on your site.
• Here's what Matt says about the Webflow Conf 2024:

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4. Collaboration Improvements

Collaboration is key, especially for marketing teams that need to work in sync with designers and developers. Webflow’s updates enhance teamwork with the following features:

• Real-time Collaboration: Multiple team members can now work on the same project simultaneously, streamlining feedback and revisions.
• Role-based Access: Teams can now assign more granular permissions, ensuring that each person has access to only the areas they need to work on, improving security and workflow efficiency.
• Page Building for Everyone: Even non-technical teammates like marketers can build landing pages using drag-and-drop blocks, allowing teams to launch campaigns faster while keeping design consistency intact.

These updates are perfect for reducing bottlenecks and improving collaboration between marketing, design, and development teams.

5. Webflow DevLink Enhancements

Webflow DevLink bridges the gap between designers and developers by allowing seamless integration between Webflow’s design tools and custom code environments.

• Why This Matters for Marketing: With the improved DevLink, marketing campaigns and website designs can be deployed more quickly, without the constant back-and-forth between design and development teams. It ensures design fidelity, allowing marketers to focus on launching new campaigns faster.

6. Visual CMS Collection Filters

CMS Collection Filters now offer advanced filtering options, allowing teams to create even more customised dynamic content.

• How It Works: Marketers can visually filter CMS collections based on various rules, such as categories, tags, or dates, to display relevant content to different audiences.
• Why This Matters: Personalisation is increasingly important in digital marketing. This feature allows marketers to show dynamic content that is highly relevant to the user, improving the user experience and potentially increasing conversion rates.

7. Expanded Marketing Integrations

Webflow has expanded its list of integrations, making it easier to connect the platform with popular tools like Google Analytics 4, HubSpot, and Mailchimp.

• What This Means for Marketers: Marketers can now track user behaviour, manage email campaigns, and improve CRM insights directly within Webflow, reducing the need to juggle multiple tools.

8. E-commerce Upgrades

Webflow rolled out several enhancements to its e-commerce platform, designed to improve the shopping experience and boost conversions.

• New Features: These include multi-step checkout processes, subscription options, and more robust order management.
• Why This Matters: For marketers managing e-commerce platforms, these features help improve conversion rates by providing a smoother, more customisable checkout experience and opening new revenue streams through subscription models.

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9. SEO Considerations for Marketers

Many of the updates announced at Webflow Conf 2024 have SEO implications that marketers should be aware of:

• AI-Driven SEO Suggestions: Webflow’s AI tools now offer SEO suggestions to help marketers ensure their content is optimised for search engines, improving organic reach.
• Dynamic Content Optimisation: With the enhanced CMS filters, you can now ensure that your personalised dynamic content is also optimised for search engines by including targeted keywords and metadata.

10. Rive Support in Webflow

Webflow has introduced Rive animation file support, allowing designers to integrate sophisticated animations directly into their websites. With Rive, you can now create interactive, production-ready graphics that load faster and come with smaller file sizes. Whether you’re adding simple animations or using Rive Runtimes with custom code, the possibilities for interactive, engaging moments on your site just got a lot broader.

• Why This Matters: Rive gives designers the ability to include high-quality animations while maintaining performance. This update is ideal for making websites more dynamic and visually engaging without compromising load speed.

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More to Come: London Webflow Conf

The excitement doesn’t stop here. There’s more to come at Webflow Conf London, where even more updates are expected to be announced. If you're attending, expect deep dives into these new features and how they can be tailored to your team’s specific needs.

Final Thoughts: A Stronger Webflow for Teams, Agencies, and Developers

Whether you're a marketer, developer, or agency, Webflow Conf 2024 delivered tools and features that will significantly boost your workflow, creativity, and collaboration. From AI-powered optimisations to advanced collaboration tools and e-commerce updates, Webflow continues to evolve into the ultimate platform for building, managing, and optimising websites.

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