What am I gonna do, leave my bank because the website loaded slow? Get tickets through some other option? Order differ food because it took 10 seconds to load a menu? I hate the slow web so much, but it just gets lost in the churn of life. I'd just as soon not buy something because the logo was silly or they have weeds growing in their side walk. I respect a well engineered site but most don't.
If there’s a competitor I’ll definitely switch. For things like banks the pain would have to be pretty bad.
But for things like impulse purchases from social media ads, I’ll definitely just close the site if it’s just moderately slow.
There are small slowdowns that will change your behavior in little ways that add up. Maybe you have a Walmart pickup order in, and you think oh I’ll add some ice cream for dessert tonight. If you know the process is super slow, you might just remember how slow it is and decide it’s not worth it because you don’t really need ice cream anyway.
There are tons of studies showing that wait times costs money, and that users will drop if the load time is too long.
I have ordered from someone else at times. I've given up on websites and payed 5x the price to a local store because their web site was so slow. It is really hard to track sales that you don't because the customer went elsewhere.
