Case Study: Opendoor boosts page load speed and accelerates landing page experimentation with Optimizely

How OpenDoor Improved Page Load Speed with Experimentation using Cloudflare and Optimizely

Opendoor faced slow, hard-to-iterate landing pages that hurt mobile performance and made experimentation difficult. They set out to validate a new Next.js-based infrastructure, A/B test a redesigned landing page against the old one, and then run variation experiments — all while measuring conversion impact and keeping developer experience simple.

They solved this by running Optimizely logic in Cloudflare Workers at the edge:Workers read/issued a stable user id cookie, activated experiments with the Optimizely SDK, and rewrote the request URL/host/params to route to the appropriate backend (Heroku Rails or Kubernetes Next.js), enabling edge caching and pre-routing. The approach allowed infrastructure, design, and variation A/B tests to run cleanly, boosted page-speed and conversion, proved stable in production, and simplified development and future experiments.

Opendoor