Amazon found that every 100ms of latency cost them 1% in sales. Google reported a 20% drop in traffic when their search results page slowed by just 500ms. These aren't edge cases — they're the reality of how users interact with the web today.
Core Web Vitals: Google's Performance Benchmark
Google's Core Web Vitals — Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS) — are now ranking signals. Sites that perform well on these metrics enjoy both better user experiences and improved search visibility.
The Business Case for Speed
A 1-second improvement in load time can increase mobile conversions by up to 27%. For an e-commerce store generating ₹10L per month, that's potentially ₹2.7L in additional monthly revenue from a single technical improvement.
Quick Wins for Faster Sites
Compress and properly size images, leverage browser caching, minimise render-blocking JavaScript, use a CDN for static assets, and implement lazy loading for below-the-fold content. These optimisations alone can dramatically improve perceived and actual load times.
Performance optimisation is one of the highest-leverage activities in web development. If you're unsure how your site stacks up, our website audit includes a full performance review with prioritised recommendations.