Web page optimization systems and methods are disclosed herein. In one implementation, a number of master pages and page layouts used to generate the web pages are defined. A number of channels are then defined to be associated with certain ones of the master pages and the page layouts. User device generating the request, a browser used to generate the request, and other suitable components of a user agent string in a web page request is then identified. A web page is rendered in response to the identified components of the user agent string using the master page and the page layout associated with a channel identified by such components of the web page request.