Building software can feel like navigating a complicated maze of technicalities. But with Retool, the app layer for AI and leading platform for internal software development, developers can deploy sophisticated apps dramatically faster without sacrificing quality or control. Instead of spending weeks on setup and complex integrations, teams combine powerful building blocks with custom code flexibility. Trusted by over 10,000 companies worldwide — including Amazon, Stripe, Brex, and Orangetheory Fitness — Retool powers the software behind growth, operations, and day-to-day business while maintaining enterprise-grade security and scalability.
For Retool’s marketing team, the website isn’t just a branding tool — it’s a key driver of pipeline, product sign-ups, and revenue. Whether it’s someone discovering Retool for the first time or a decision-maker weighing if Retool is the right fit for their needs, the website plays a crucial role in guiding visitors through both the product-led and sales-led funnels.
Their previous approach to their web strategy was reactive: Issues were fixed as they came up, but there wasn’t much room for high-impact experimentation and optimization, so they sought a new solution to empower growth – rather than hinder it.
Adopting a proactive approach to rapidly experiment and improve website performance
With Webflow Optimize, we gained the autonomy to quickly design, launch, and measure experiments. The ease of setting up tests and collaborating across teams has elevated our entire web strategy.
- Katie Giori, Growth Marketing Leader, Retool
Retool’s goals were clear: Turn the website into a more efficient revenue driver by improving user flows, clarifying messaging, and resolving navigation friction. To do that, the team needed more autonomy, faster testing capabilities, and tighter collaboration across their team.
Previously, web experiments were limited by resource constraints. “We needed a tool that marketing could own to test quickly, and Webflow Optimize checked all of our boxes,” says Katie.
The marketing team can now quickly take action on experiments.“We can drag, drop, and launch tests really quickly with Webflow Optimize,” says Katie. That ease of use, combined with the ability to measure meaningful metrics like MQLs and SQOs, gave Retool immediate visibility into what was working — and what wasn’t. Beyond the product, dedicated support played a crucial role in ensuring a smooth transition. “Our dedicated Account Team at Webflow has been a huge help. From day one, they provided a sense of security during onboarding, ensuring we had the support and clarity needed to hit the ground running. Their responsiveness and best practices have made every step of this journey smoother and more impactful."
Speed isn’t the only win. With Webflow, the team can scale experimentation, running multivariate tests and refining high-impact areas like demo requests and sign-up flows. Retool has now embraced an experimentation mindset with more people across the marketing team contributing to their strategy, ultimately leading to a more effective, performant digital presence.
Unlocking company growth with smarter testing and cross-functional collaboration
By allowing marketing to own our website testing tool, we have brought a new level of efficiency and control to how we improve our site performance.
- Katie Giori, Growth Marketing Leader, Retool
One standout win came from streamlining Retool’s demo request form. “We removed friction on our demo form by removing multiple fields — which led to a 70% increase in demos requests,” says Katie. This boosted downstream metrics, increasing MQLs and SQOs, and proved how continuous optimization drives major results.
Another experiment tackled navigation. They added a “Use Cases” section to the main nav to make relevant content easier to find. And while demo request volume stayed steady, demo MQLs grew 33%. “This test helped us guide our core ICP to demo,” says Katie.
To move even faster, the team began multivariate testing. “We ran about four smaller tests at the same time on our product pages, instead of one-by-one, and identified top-performing designs more efficiently,” says Katie. That approach allowed them to reach conclusions faster without waiting weeks for statistical significance.
Not every test drew huge results, but each one provided valuable insight. “Ultimately, it provides us with opportunities to learn and iterate, which is so valuable,” says Katie.
Behind these wins was a shift in how teams worked together: Marketing, web engineering, analytics, and design now form a tight-knit group focused on experimentation. “With this team, we’re now able to run larger and more complex tests,” says Katie. “Everyone brings a different lens, which enables us to run more impactful experiments.”
Advancing Retool’s web strategy through personalization and ABM
Our website isn’t just a touchpoint — it’s a growth engine. With Webflow Optimize, we’re scaling experimentation, refining every interaction, and ensuring our site evolves as fast as our product.
- Katie Giori, Growth Marketing Leader, Retool
With the website working as a key growth lever and reflection of Retool’s leadership in the low-code space, the next phase is expanding the scope and sophistication of their experimentation.
“We’re really focused on scaling our web testing strategy with Webflow Optimize,” says Katie. “It’s about continually refining what’s working to drive more product sign-ups and demos — and uncovering what’s not. We’re just scratching the surface of what’s possible.” That means increasing both the volume and complexity of experiments, from simple UI changes to more advanced personalization and account-based marketing (ABM) strategies.
As Retool deepens their investment in AI, the team sees it as a significant expansion opportunity that demands fast, iterative testing to ensure messaging, navigation, and user flows evolve alongside the product. “AI is a massive value increase for our customers, and we want to make sure our website keeps pace with that growth and innovation,” says Katie.
Looking ahead, Retool plans to continue leveraging Webflow Optimize to push their web strategy further, creating a site that is not only performant, but reinforces Retool’s position as the go-to platform for building internal tools.
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