Improving your website speed by 0.1 seconds can be worth millions of Euros.
Posted: Tue Apr 22, 2025 5:16 am
How important is website loading speed? According to research commissioned by Google, even a barely noticeable improvement in website loading speed dramatically increases conversion and sales rates.
TABLE OF CONTENTS
The impact of just 0.1 seconds on website speed is impressive.
If the site is faster, users will spend more time browsing it.
A slow website is frustrating.
Does website speed also apply to institutional and landing pages?
Real Case: Results achieved by optimizing website speed?
The “one second club”.
Conclusions
Website speed brings revenue, or, reading it the other way around, having a slow website means losing mountains of money. How? Here's what a report says.
Google commissioned 55 and Deloitte to conduct research on whatsapp number list how much the loading speed of websites influences consumer purchasing dynamics (especially in the mobile version) .
This research verified how incredible the influence of speed is on people's decisions to stay or leave.
The impact of just 0.1 seconds on website speed is impressive.
0.1 seconds is just half the time it takes us to blink, but according to this research it is crucial for e-commerce sales.
A 0.1 second improvement in mobile website speed increases conversion rate by:
for retail sites
+
8.4
%
for travel sites
+
10.1
%
Source: "Milliseconds make Millions" Deloitte-55
A half-blink improvement increases conversions by 10% on a travel site and slightly less in retail. For large e-commerce sites, this means a difference of millions of Euros.
This is also due to the fact that in e-commerce there are several steps to complete before completing the order so the single improvement adds up throughout the entire purchasing journey that people will take.
If the site is faster, users will spend more time browsing it.
A well-designed and fast website is pleasant to the people who use it, so they will be more willing to stay and browse it. On the other hand, if the website is slow, people will tend to “get exasperated” and therefore be less inclined to buy.
A slow website is frustrating.
If, on the other hand, loading times start to get longer, users will lose focus on what they were looking for, thus reducing the impact that the site could have on the user.
After several seconds pass without viewing the content, the majority of users will abandon the site out of frustration, without any certainty that they will try to access it again in the future.
Does website speed also apply to institutional and landing pages?
Absolutely. People will probably be willing to wait a few moments longer, but they certainly won't wait beyond a certain limit that depends on the peculiarities of the person at that moment.
We live on experiences and personal stories and we have the ability to hypothesize in advance how known actions will develop.
For example, if we know from experience that on Saturdays in July due to traffic it will take us an average of 2 hours by car to reach the sea, if we were to arrive half an hour early we would be pleasantly surprised, while if it took us 3 hours, we would probably be disappointed.
This is because we already unconsciously hypothesize what should happen, so any improvement compared to the benchmark will surprise us, while any delay will annoy us.
Since we know how long on average a site takes to display the information we are looking for, the response and loading speed of the page we are going to visit will be unconsciously parameterized to our benchmarks.
Loading speed will also be one of the determining factors in our judgments regarding what we are looking for.
All this will then also be reflected in the offer and subsequently in the potential customer's predisposition to purchase.
Importance of Website Speed According to Google
Google considers loading speed to be primary since it has always put the time from the request to the result. Speed is now also a positioning factor.
Real Case: Results achieved by optimizing website speed?
The research confirmed what we all probably already do normally, that is, that the speed of the website is a determining factor – especially from mobile – to proceed with the purchase of a product or to contact the company.
In my experience, website optimization only happens in high-end ones where the developer invests time, resources and money to lighten the code, using specific software that improves its performance.
In the example below we can see a Milo Web App page before and after optimization.
Move the cursor left/right to see the differences
As you can see, with the optimization you get a reduction in loading speed of almost 2 seconds (-53%) obtaining a flattering 100% in the speed score.
To achieve these results I also optimized the type of software and additional modules (plugins), choosing also based on their “lightness”, even if this required more time and effort to configure them.
Thanks to these measures, the speed of the website has improved significantly.
Knowing how critical website loading speed is, I spend time weighing the pros and cons of using specific software on my websites and ultimately evaluating the impact of the additional software on speed.
Simply put, I sometimes avoid “decorations” that have a more visual impact but are not functional, to make room for a more balanced and high-performance design.
For example, inserting a video in the background at the beginning of the page is certainly interesting, but it worsens the loading times. Better to integrate it a little lower, reducing its impact thanks to the use of techniques that load it only when needed.
The “one second club” .
The one second club is an exclusive club of websites that load in one second or less. However, the speed of the website also depends on several factors, including the speed of the device, the distance from the internet cell, the network load at that moment, the distance from the hosting where the website is located, the quality and speed of the hosting, etc.
There are many parameters for which it is an indicative value. For example, I am very happy if a web page loads in less than 2.0 seconds using the gtmetrix.com service , parameterizing it with Chrome (the most popular browser) and the London server (the closest to us among those made available).
Conclusions
Website speed is a determining factor in not losing money, so it is important to check the values immediately (for example using gtmetrix.com ) and then evaluate together with your web manager how much it is possible to improve your website both on the software side and on the hosting side.
If you want an example, you can see how in this site the page of premium websites , despite the important number of inserted elements, the wide use of images and the presence of different dynamic effects, is fast while remaining equally usable, light and organized in navigation.
TABLE OF CONTENTS
The impact of just 0.1 seconds on website speed is impressive.
If the site is faster, users will spend more time browsing it.
A slow website is frustrating.
Does website speed also apply to institutional and landing pages?
Real Case: Results achieved by optimizing website speed?
The “one second club”.
Conclusions
Website speed brings revenue, or, reading it the other way around, having a slow website means losing mountains of money. How? Here's what a report says.
Google commissioned 55 and Deloitte to conduct research on whatsapp number list how much the loading speed of websites influences consumer purchasing dynamics (especially in the mobile version) .
This research verified how incredible the influence of speed is on people's decisions to stay or leave.
The impact of just 0.1 seconds on website speed is impressive.
0.1 seconds is just half the time it takes us to blink, but according to this research it is crucial for e-commerce sales.
A 0.1 second improvement in mobile website speed increases conversion rate by:
for retail sites
+
8.4
%
for travel sites
+
10.1
%
Source: "Milliseconds make Millions" Deloitte-55
A half-blink improvement increases conversions by 10% on a travel site and slightly less in retail. For large e-commerce sites, this means a difference of millions of Euros.
This is also due to the fact that in e-commerce there are several steps to complete before completing the order so the single improvement adds up throughout the entire purchasing journey that people will take.
If the site is faster, users will spend more time browsing it.
A well-designed and fast website is pleasant to the people who use it, so they will be more willing to stay and browse it. On the other hand, if the website is slow, people will tend to “get exasperated” and therefore be less inclined to buy.
A slow website is frustrating.
If, on the other hand, loading times start to get longer, users will lose focus on what they were looking for, thus reducing the impact that the site could have on the user.
After several seconds pass without viewing the content, the majority of users will abandon the site out of frustration, without any certainty that they will try to access it again in the future.
Does website speed also apply to institutional and landing pages?
Absolutely. People will probably be willing to wait a few moments longer, but they certainly won't wait beyond a certain limit that depends on the peculiarities of the person at that moment.
We live on experiences and personal stories and we have the ability to hypothesize in advance how known actions will develop.
For example, if we know from experience that on Saturdays in July due to traffic it will take us an average of 2 hours by car to reach the sea, if we were to arrive half an hour early we would be pleasantly surprised, while if it took us 3 hours, we would probably be disappointed.
This is because we already unconsciously hypothesize what should happen, so any improvement compared to the benchmark will surprise us, while any delay will annoy us.
Since we know how long on average a site takes to display the information we are looking for, the response and loading speed of the page we are going to visit will be unconsciously parameterized to our benchmarks.
Loading speed will also be one of the determining factors in our judgments regarding what we are looking for.
All this will then also be reflected in the offer and subsequently in the potential customer's predisposition to purchase.
Importance of Website Speed According to Google
Google considers loading speed to be primary since it has always put the time from the request to the result. Speed is now also a positioning factor.
Real Case: Results achieved by optimizing website speed?
The research confirmed what we all probably already do normally, that is, that the speed of the website is a determining factor – especially from mobile – to proceed with the purchase of a product or to contact the company.
In my experience, website optimization only happens in high-end ones where the developer invests time, resources and money to lighten the code, using specific software that improves its performance.
In the example below we can see a Milo Web App page before and after optimization.
Move the cursor left/right to see the differences
As you can see, with the optimization you get a reduction in loading speed of almost 2 seconds (-53%) obtaining a flattering 100% in the speed score.
To achieve these results I also optimized the type of software and additional modules (plugins), choosing also based on their “lightness”, even if this required more time and effort to configure them.
Thanks to these measures, the speed of the website has improved significantly.
Knowing how critical website loading speed is, I spend time weighing the pros and cons of using specific software on my websites and ultimately evaluating the impact of the additional software on speed.
Simply put, I sometimes avoid “decorations” that have a more visual impact but are not functional, to make room for a more balanced and high-performance design.
For example, inserting a video in the background at the beginning of the page is certainly interesting, but it worsens the loading times. Better to integrate it a little lower, reducing its impact thanks to the use of techniques that load it only when needed.
The “one second club” .
The one second club is an exclusive club of websites that load in one second or less. However, the speed of the website also depends on several factors, including the speed of the device, the distance from the internet cell, the network load at that moment, the distance from the hosting where the website is located, the quality and speed of the hosting, etc.
There are many parameters for which it is an indicative value. For example, I am very happy if a web page loads in less than 2.0 seconds using the gtmetrix.com service , parameterizing it with Chrome (the most popular browser) and the London server (the closest to us among those made available).
Conclusions
Website speed is a determining factor in not losing money, so it is important to check the values immediately (for example using gtmetrix.com ) and then evaluate together with your web manager how much it is possible to improve your website both on the software side and on the hosting side.
If you want an example, you can see how in this site the page of premium websites , despite the important number of inserted elements, the wide use of images and the presence of different dynamic effects, is fast while remaining equally usable, light and organized in navigation.