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Every unsupported claim you read makes you 1% dumber.

Greg Linden used to work at Amazon. From an older blog post of his:

"In A/B tests, we tried delaying the page in increments of 100 milliseconds and found that even very small delays would result in substantial and costly drops in revenue."


Have they tried speeding it up 100ms to see if they gain revenue? I can't believe such a minuscule change has such a huge effect, that's astounding

Disclosure: I used to work at amazon.

I find it immaterial considering the easier thing to speed up is the number of HTTP requests on the site, and that has clearly gotten worse over the years, not better. I pushed heavily to get HTML cleaned up and valid (showing an easy 10-20% reduction with HTML alone), reduce the amount of javascript, etc. It simply wasn't a priority. To be fair, at the time I was there the priority was to grow as fast as possible and deal with profits later.

The power point linked to in the article implies that its from Amazon's own internal data, but unfortunately there's very little substance presented. However, I don't find it surprising that amazon found a high correlation between responsive and overall sales.

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