Speed and engagement

The Google-commissioned 'Milliseconds Make Millions' study by 55 and Deloitte (2020; 37 European and American brand sites, over 30 million sessions) found that a 0.1 s improvement across four speed metrics on every page of the journey was followed by 8.4% higher conversion rates on retail sites and 10.1% on travel sites, and a 7% increase in page views on lead-generation sites. The effect is on people who already arrived, not on ranking; performance findings should be argued from audience and revenue, with ranking as a secondary note.