A system and machine-implemented method for optimizing the displaying of a rich web user interface (UI) to a user, the method including rendering a hidden base node and one or more child nodes within a Dynamic Object Model (DOM) tree structure determining if one or more nodes of the one or more child nodes and the base node represent a useful portion of the rich web UI based on whether the one or more nodes meet a pre-defined set of criteria, and exposing the base node if the one or more nodes represent a useful portion of the rich web UI, causing rendering of the useful portion of the rich web UI by displaying display elements corresponding to each of the base node and the one or more child nodes.