In 2009, Jake Brutlag at Google tested a simple but important question: how much does speed affect user behavior? The results? Even small delays in search results—just fractions of a second—caused users to perform fewer searches. The takeaway was clear: speed matters, and it shapes how users interact with the web.
What Google Discovered
The experiment introduced delays of 100 to 400 milliseconds to search results for some users while others had normal speeds. The results showed:
- A 100 ms delay reduced daily searches by 0.2%.
- A 400 ms delay caused a 0.6% drop in searches.
Over time, the impact grew worse. For example, users exposed to a 400 ms delay for six weeks performed 0.74% fewer searches in later weeks. Even after delays were removed, engagement didn’t fully recover right away.
Why This Matters in 2025
Today, speed is more critical than ever. Users expect instant results, and attention spans haven’t grown since 2009. Page load speed isn’t just about convenience—it affects SEO rankings, user retention, and conversions.
If your website or app feels slow, users might leave and not return, even after performance improves.
What You Can Do Now
- Test Your Speed Regularly: Use tools like Google’s Core Web Vitals (PageSpeed Insights) to measure load times and optimize for real-world conditions.
- Focus on Key Metrics: Improve First Input Delay (FID) and Largest Contentful Paint (LCP) to ensure users get a fast and smooth experience.
- Keep It Lightweight: Reduce unnecessary scripts, optimize images, and leverage caching to avoid bloated load times.
Final Thought: Speed as a Core Value
Google’s study reminds us that speed isn’t just a technical detail—it’s part of the user experience. In 2025, prioritizing speed means prioritizing your users’ time and satisfaction. Whether you’re running an e-commerce site or a personal blog, faster experiences are better experiences.
When was the last time you reviewed your site’s performance? A few milliseconds could make all the difference.