Josh Payne’s AI Solution for Website Optimization: ‘It Just Worked Out of the Box’

“I think it's just a clean solution. It’s one of those great, straightforward products… and I would certainly recommend it to others who want their websites to work smarter, not harder.

Coframe, at its core, is a company that strives to redefine website optimization, transforming it into a process powered entirely by artificial intelligence. Josh Payne, the founder and visionary behind Coframe, saw the potential for websites to become adaptive entities—living platforms that continually refine themselves based on real-time user behavior and interaction. However, this journey wasn’t without significant challenges. While the promise of a self-improving digital experience captivated investors and early clients, Coframe soon found itself facing a critical and unexpected bottleneck: the infrastructure needed to support continuous browser-based optimization.

The Struggle of Website Optimization

The early days of Coframe’s development were marked by a steep learning curve. Simple Playwright scripts that were initially intended to automate website improvements soon became a technical nightmare, consuming countless hours of engineering effort. As Payne recalls, “I probably spent, like, 12 hours in total just banging my head against the wall with these Playwright scripts… it was barely working; it wasn’t even working in a docker environment like I wanted it to.”

This infrastructure struggle prevented Coframe from focusing on its AI-powered optimization goals and diverted valuable resources into maintaining complex browser automation. The technical roadblocks they faced included:

  • Writing and maintaining intricate Playwright scripts and proxies that required constant engineering adjustments.
  • Running manual website experiments, which demanded tight coordination between engineers, designers, and marketers.
  • Scaling data collection for website analysis and code extraction, which required significant backend resources.
  • Managing Chrome extension dependencies that created a less-than-ideal user experience.

Coframe’s Optimizer algorithm is at the heart of its breakthrough in website optimization. Unlike traditional A/B testing or multi-armed bandit methods that rely on static variants, Coframe’s algorithm continuously tests a wide range of options, eliminating low-performing ones and using generative AI to propose new, potentially superior variants. This dynamic, iterative process increases the likelihood of finding the best-performing option and allows for faster, more efficient optimization. The results speak for themselves—where traditional A/B testing identifies winners only 15% of the time, Coframe’s approach delivers winners 90% of the time. By combining the power of generative AI and business context, Coframe doesn’t just test; it continuously improves and tailors the user experience in real-time, driving exceptional results and maximizing conversions.

A Game-Changing Solution with Browserbase

Just when Coframe’s team felt weighed down by infrastructure challenges, a solution emerged—Browserbase. Instead of wrestling with Playwright scripts, Browserbase allowed Coframe to efficiently manage complex browser operations. This shift transformed how Coframe approached optimization, giving the team the power to run parallel browser tasks, scale website data collection, and process substantial amounts of data, all while focusing on AI model training. Payne describes the breakthrough, saying, “We were able to run tons of workers at the same time instead of having to wait… Browserbase significantly helped with that. Fast forward, I was just able to copy the documentation and have it write me what I needed—it worked out of the box… a thousand times improvement in terms of time saved.”

Accelerated Data Creation and Enhanced User Experiences

The benefits of Browserbase extended beyond automation. Parallel processing dramatically accelerated Coframe’s ability to gather and analyze website data, turning a tedious manual task into a seamless operation. Collaborating with OpenAI, Coframe created an AI model optimized for generating visually accurate website code. This model uses Browserbase to extract and analyze website sections, styles, and structure, providing data that feeds into their generative AI.

Moreover, the user experience is poised to improve as Coframe aims to eliminate Chrome extensions. By leveraging live browser streaming via Browserbase, users can access Coframe’s tools directly—no downloads needed. Payne explains, “People today have to use a Chrome extension to make use of our visual editor… What we’re really hoping is using Browserbase, we can have users go and actually use Coframe without having to download that extension.”

Payne and his team are excited for upcoming multi-region coverage on Browserbase, which will enhance Coframe’s reach and reliability even further. As Payne notes, “We’re really excited for the multi-region coverage from Browserbase… That’ll be really awesome. So, we’ll be able to use it in more parts of Coframe when that happens.”

A Visionary Product and Proven Results

Coframe’s innovative AI model has enabled it to achieve impressive results, with tests at a large international company yielding a 42% increase in click-through rates. For one customer segment, Coframe achieved an astonishing 352% improvement, validating its unique approach to automated optimization. Coframe’s platform leverages a “multi-armed bandit” testing model, which allows continuous optimization without traditional A/B testing constraints, ensuring that each visitor has a tailored experience based on real-time interaction.

In October 2024, Coframe completed a $9.3 million seed funding round, with backing from Khosla Ventures and NFDG, an AI-focused fund. This funding will fuel Coframe’s expansion plans as it scales its AI-driven platform to new markets and more complex web applications.

The Future of Self-Improving Websites

Josh Payne’s vision for Coframe is one of a dynamic, self-optimizing digital world where websites are not static but living entities that adapt to user needs. By reducing the engineering burden traditionally associated with A/B testing, Coframe empowers businesses to focus on growth, engagement, and user satisfaction. As Payne concludes, “I think it’s just a clean solution. It’s one of those great, straightforward products… and I would certainly recommend it to others who want their websites to work smarter, not harder.”

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Picture of Anshika Mathews
Anshika Mathews
Anshika is the Senior Content Strategist for AIM Research. She holds a keen interest in technology and related policy-making and its impact on society. She can be reached at anshika.mathews@aimresearch.co
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