I don't buy it. So what you are saying is 2% for every 100ms. So that means if we decrease page load time by 1ms, then we should expect to to see .02% increase in sales?
So if we do $10m annually, 1ms decrease in sales should boost sales by $2,000!
We would all probably agree that 1ms will make no statistical difference.
The problem with these studies is that most are dealing with much longer load times. Like 3 seconds vs 19 seconds! Obviously, that will make a HUGE difference. You can't then extrapolate that down to the millisecond.
The other problem is that many of these studies are basing their numbers on average load times. So they are comparing two groups and averaging load time. Group A averages 100ms faster than group B. And group B increased sales by 2%.
But what really happened is group A had 800ms load times across the board. And group be had 800ms load times for 98% of their page loads and 20,000ms on the remaining 2%.
So working with averages can be largely misleading.
I can't see the details of the 1 study that claims 100ms increments, but I'm very skeptical.
