Is Site Speed Important?
Fast site speed results in a better user experience, while slow site speed does the opposite. A user typically stays on a site longer if the site speed is faster and they also convert better and bounce less. For those reasons, Google has made it a ranking factor.
Multiple studies have shown that site speed affects conversion rates. Not only do more users stay on fast-loading sites, they also convert at higher rates compared to slower sites.
Long page load times, and poor response times to user actions, create a bad user experience. Waiting for content to load becomes frustrating for users and may provoke them into leaving the site or application altogether.
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