"A faster page always converts better." [DEPENDS]
Google made speed a ranking factor and the whole industry turned it into a conversion religion.
Why it spread: speed is measurable, and a falling number on a dashboard feels like winning.
The truth: speed has a threshold, not a slope. Going from 8 seconds to 2 is enormous; going from 1.4 to 0.9 is noise no human perceives. Past "fast enough," you're optimizing a metric, not a person — sometimes stripping the very content or proof that does the converting.
What the advice skipped: speed removes a barrier; it doesn't create desire. A blazing-fast page with a weak offer still loses to a slightly slower page that actually makes the case.
Above The Fold Heresy
@AboveTheFoldHeresy
"A faster page always converts better." [DEPENDS]
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