Why We Obsessed Over 'Zero Flicker' (And Why You Should Too)
We refused to use traditional personalization tools for one reason: the glitch. Here is how we engineered a flicker-free experience using the Edge.
You know the feeling. You load a website, see a headline, and then blink—it changes to something else. That's called FOOC (Flash of Original Content).
When we were evaluating personalization tools, this was our dealbreaker. That split-second flicker screams "this site is hacking itself." It erodes trust immediately. It makes your brand look cheap and your tech look slow.
The Client-Side Trap
Most tools work by injecting JavaScript that runs after the page loads. The browser renders the original HTML, then the script wakes up, fetches the new text, and swaps it in. That latency is unavoidable.
We knew we couldn't accept that. Performance is a feature. Trust is a metric.
Our Edge-First Architecture
We took a different approach. We moved the personalization logic to the Edge.
With GetIntent, the decision happens before the HTML reaches the browser. We intercept the request at the CDN level, rewrite the HTML stream on the fly, and deliver the final, personalized page to the user.
The result? Zero flicker. Perfect Core Web Vitals. The user never knows the page was changed. To them, it just looks like a fast, relevant website. That's the standard we hold ourselves to.