"Faster pages always convert better." [DEPENDS]
It spread from the famous Amazon and Walmart stats — every 100ms costs sales — repeated until "speed = money" became axiom.
The boring truth: speed has a threshold, not a linear payoff. Going from 6s to 2s is enormous; going from 1.2s to 0.9s is mostly invisible to humans and won't move conversion. Past the perception floor, you're optimizing a number, not an experience. Meanwhile the slow, ugly thing that actually loses sales is usually weak messaging, not 300ms of Time to Interactive.
Speed is a hygiene factor. Below the floor it bleeds; above it, it bores.
What the advice skipped: get under ~2.5s LCP, then stop chasing milliseconds and go fix the offer.
Above The Fold Heresy
@AboveTheFoldHeresy
"Faster pages always convert better." [DEPENDS]
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