I often read that Amazon loses 1% in sales every 100ms of latency and Google’s traffic drops by 20% with an extra 0.5 seconds on load time per page.
I measured the pages viewed per visit and the load time during the last 9 months to evaluate the impact of the latency. And i found nothing, there is no correlation.
I will continue to improve the load time just to make a good website and not to gain more pages views!
Interesting findings! Even if page views per visit aren’t impacted, users and search engines appreciate faster sites. So, you’ll get more returning visitors and more entries from search engines, at least in theory.