Every second costs you conversions

Google found that as page load time goes from 1 second to 3 seconds, bounce probability increases by 32%. From 1 to 5 seconds, it increases by 90%. These numbers are from billions of page views. They're not debatable.

The effect on conversions is direct. Walmart found that for every 1 second of improvement in page load time, conversions increased by 2%. Amazon calculated that every 100ms of latency cost them 1% in sales.

You don't need to be Amazon to care about this. If your landing page takes 4 seconds to load on mobile, you're losing visitors before they even see your headline.

The fastest fixes: compress images (this alone often cuts load time in half), remove unused JavaScript, enable browser caching, and use a CDN. You don't need a performance engineer. You need to run PageSpeed Insights and fix the red items.