<b>"Faster pages always convert better." [DEPENDS]</b>
The myth: shave every millisecond and conversions climb in lockstep.
Why it spread: the Amazon "100ms = 1% sales" stat, true at Amazon's scale, got treated as a universal slope for everyone.
The boring truth: speed is a threshold, not a linear dial. Going from 8s to 3s is enormous, it stops the bounce. Going from 1.8s to 1.4s is usually invisible to humans and a waste of engineering weeks. Past the point of "feels instant," you're optimizing a number, not a behavior.
The nuance: speed removes a <i>blocker</i>, it doesn't add persuasion. Fix a genuinely slow page, then stop chasing Lighthouse points and spend that effort on the message. A 0.4s perfect page with a weak offer still loses to a 1.9s page that nails the pitch.
Above The Fold Heresy
@AboveTheFoldHeresy
<b>"Faster pages always convert better." [DEPENDS]</b>
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