If your site takes too long to load, most visitors will abandon it before you even have a chance to engage them. Not only that, but Google now considers site speed when ranking websites. That means that the speed of your site has an impact on SEO; if your site is slow, visitors will become impatient, and your site will suffer as a result. During a 30-minute downtime episode ranking algorithm, Amazon lost $66,240 per minute. 

That is to say, the speed of your site has an impact on SEO; if it is slow, visitors will become impatient, and your site will lose ranking in search engines. The impact of a slow page load on an e-commerce website is even greater. Bounce rates and shopping cart abandonment increase when websites are slow. In fact, it’s been estimated that a second’s delay could cost a big retailer up to $1.6 billion in sales. Your e-commerce site (or any other site) may not be as large as Amazon, but if it takes too long to load, you will lose customers. 

A visitor’s perception of a fast website is that it is moving them closer to their goal. The goal could be anything from purchasing the latest PlayStation to purchasing a fashionable piece of clothing. The faster they get closer to their goal, the happier they are. The converse is also true. Due to an unsatisfactory user experience, slow websites lead to a decrease in user satisfaction.