Increased revenue

Amazon loses 1% of sales for every 100ms it takes their site to load. ¹ Although results vary for every company, the same principle holds true for smaller sites. For example, Shopzilla reduced their loading time from 7 seconds to 2. This performance boost resulted in a 25% increase in page views and a 7-12% increase in revenue. ²

Higher customer satisfaction

A study released by Akamai in September 2009 discovered that:

• 47% expect a web page to load in 2 seconds or less
• 40% will abandon a site that takes more than 3 seconds to load
• 52% of online shoppers claim that quick page loads are important for their loyalty to a site
• 14% will start shopping at a different site if page loads are slow
• 64% of shoppers who are dissatisfied with their site visit will go somewhere else to shop next time

Better Google ranking

Google recently introduced a new signal in their search ranking algorithms: side speed. Faster websites are rewarded by Google with higher rankings and more traffic.


1. As reported by former Amazon employee Greg Linden in a presentation titled Make Data Useful
2. As reported by Phil Dixon at the Velocity conference