There’s no question that making your website’s pages load fast is important. Research shows that people start to lose focus on something after a single second, and lose interest completely somewhere between 4 and 10 seconds. There’s even a direct correlation between slow load times and losing sales, according to Amazon and Kissmetrics. But who has time for complex tools like reading waterfall charts? The easy solution would be to just keep files small and design simple, right?
Maybe not. Modern design trends are heading towards animation and detailed, fullscreen images. If you don’t have these assets, your site may look washed out next to your competitors. And while these features may increase user engagement and sales in a vacuum, they don’t do anything for you if they bog down your site so much that nobody ever sees them. This isn’t even mentioning the fact that Google started including page speed in their ranking algorithms.