A few years ago when running an e-commerce site, I obsessed about page load times. It was and remains a big gripe when pages take forever to load. Worst is when I can hear the CPU fan on my laptop kick in just to load on some bloated rendering as a result of going to a new site.
There’s analytics code, ad serving, who knows… maybe in-page bitcoin mining — but they all seem to lead to worse performance and Internet that reminds me of 15 years ago.
There is something magical if you can keep the time from pressing enter on a URL and seeing that page completely load if it falls within a second or two. Google and Apple’s webpages are good examples of this.
Page load time matters. The less time between thinking about going to a website and doing something on that website, the less like a prospect is going to go away and do something else.