Abstract: A web page optimization system disclosed herein allows a user to generate web pages that are optimized for use with different user devices. In one implementation of the web page optimization system, a number of master pages and page layouts used to generate the web pages are defined, with each of the master pages defining generalized regions shared by all pages of a website and each of the page layouts defining the content and the arrangement of such content on the web pages. The web page optimization system also defines a number of channels and associates the master pages and the page layouts to the channels. Each of the channels is associated with a user device. The web page optimization system identifies components the user agent string of a web page request, such as the user device generating the request, the browser used to generate the request, etc.