Since 2008, research teams at Google, Microsoft, Amazon and Yahoo have proven what Strangeloop engineers have known intuitively for years: that site speed impacts page views, sales and overall user happiness. Strangeloop's Site Optimizer improves its client's site speed by an average 300% and increases online conversion rate as high as 9% and revenue up to 52%.

In making the Site Optimizer accessible to more businesses, Strangeloop also developed two sister applications: a virtual appliance and a cloud service.  

The concept of a "strange loop" was developed Douglas Hofstadter, Pulitzer prize-winning author and ruminator on the nature of consciousness and identity. Hofstadter developed the term "strange loop" while trying to explain the phenomenon of self-awareness. He based his explanation on an abstract model of symbols and self-referential "loops," which accumulate experience as they create high-level consciousness. An intelligent system must have a "self-referencing feedback loop," according to Hofstadter, so "that intelligent system must learn from that feedback, and adapt accordingly."