Page load times affect traffic and revenue
Ah, there’s that thing I read ages ago and keep butchering when I re-tell it. Thanks Amit!
The page with 10 results took .4 seconds to generate. The page with 30 results took .9 seconds. Half a second delay caused a 20% drop in traffic. Half a second delay killed user satisfaction.
This conclusion may be surprising — people notice a half second delay? — but we had a similar experience at Amazon.com. In A/B tests, we tried delaying the page in increments of 100 milliseconds and found that even very small delays would result in substantial and costly drops in revenue.
