Slow load times are a conversion killer. Google reports that 40% of consumers will leave a site that takes 3 seconds or longer to load. Nearly a decade ago, Amazon found that every 100ms cost them 1% in sales. Research from additional sources consistently point to a correlation between page speed and conversion rates.
Okay, I think you get the picture.
If your site takes too long to load, people leave instead of buying your products. The goal here is mostly to keep your site speed up to par. While there is plenty of evidence that being slow hurts conversions, there is less evidence that decreasing load times from two seconds to one second, for instance, will have an impact. As a reference point, Hubspot recommends 1.5 seconds as a target.
Faster sites are certainly well-received by visitors, so the faster, the better. But, it’s most important that you don’t fall below the acceptable load time wait of three seconds. Not to mention, getting below 1 second is incredibly hard anyway.
Google announced they would start penalizing slow sites back in 2010. Again, this doesn’t mean being faster will cause your site to rank higher, but it does mean being too slow can decrease your site’s rankings.