Statistics from Amazon, Google, Jupiter Research and others show that a faster web site increases traffic, repeat visits, clicks, and conversions. There are two other motivations, in addition to these user metrics, that I give for always working to improve the speed of your web site. First, even if your site is fast enough for some users, there are always other users with slower connections. Mediocre performance in the U.S. means an unbearable experience in other parts of the world. If you hope to attract and retain a global audience, your site has to be blazingly fast under normal conditions so that under degraded conditions it’s still usable.