The impact is largest at the moments that matter most: product pages, checkouts, and forms. A slow checkout in particular loses buyers who were ready to pay, which makes performance one of the cheapest ways to increase revenue from the traffic you already have.
Because speed affects both how many people arrive (via SEO and ad quality) and how many convert once they do, it multiplies across the funnel. Investing in performance often returns more than adding features, since it lifts the results of everything else you're already doing.
Updated July 2026
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