Lack of speed kills customer satisfaction. Slow sites also kill profits. One second can boost conversions by 2% One of the leading online retailers, WalMart Labs has an engineering team in Silicon Valley and is strongly focused on web performance. The goal of WalMart is building a “zero-wait” experience for users. Its research found that customers who converted to a sale experienced page load times of 3.22 seconds. Customers that browsed but didn’t buy experienced page load times of 6.02 seconds.
After Walmart optimized its sites to improve page load times, the Operations team recorded that every 100ms improvement led to a 1% increase in incremental revenue and every 1 second improvement led to a 2% boost in conversion rates. In other words, a quarter of the time it takes you to blink can mean an incremental revenue boost or decline of 1%. Given this clear evidence that speed is profitable, one would think that web publishers would be rapidly speeding up their websites.Source: tnooz.com