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Google and Amazon have put out studies on this, and I wouldn't be surprised if Cloudflare has done so as well. Speed absolutely ties in to conversions.

Amazon's report: "Every 100ms delay costs 1% of sales"


Well, I understand it matters for Amazon and Google, but I'd be curious to see how it works in case of OP's website. Obviously it's going to be different from Amazon. I guess the subject is a little bit misleading.

I'm sure it varies by market, so the only way to know for sure would be to set up an A/B test and introduce artificial slowness.

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