pagespeed

How Website Speed Affects Conversion Rates and Bookings

There is a strange little religion in digital marketing, we find one impressive number, repeat it until it becomes folklore, then forget to ask what was actually measured. Website speed has suffered from this more than most subjects. One second equals this, one hundred milliseconds equals that, as if human behaviour were a vending machine and the right amount of latency simply produces a guaranteed booking. It does not.