Designing for the Appearance of Speed

The jury has spoken: performance, conversion, and brand engagement are inextricably connected. Amazon has shown that each 100ms of latency costs them 1% in sales. Walmart chalks up an extra 2% conversions with every second of performance improvement. Any online shopper will tell you that faster is better than slower — but is speed as simple as the shortest distance from point A to B?

A look at the importance of perceived speed and how it can help to increase user engagement.