Why your site speed is costing you conversions

Speed is a conversion feature, not a technical nicety. Every additional second of load time measurably drops conversion rate — and on mobile, where most of your traffic lives, the penalty is steeper. The fixes are rarely glamorous. Compress and lazy-load images, which are almost always the heaviest thing on the page. Defer non-critical scripts so the page becomes interactive before every third-party tag has finished loading.

Serve from a CDN and cache aggressively. Trim the font files and tag-manager bloat that quietly accumulate over years. The goal is a largest-contentful-paint under one second and a Lighthouse score in the high 90s. Do that and you don't just rank better — you convert more of the traffic you're already paying for. Speed is the cheapest growth lever you own, and almost nobody pulls it hard enough.