How slow websites damage publishers revenue
The FT is building a new version of its website.
Conventional wisdom states that web performance matters and the emphasis of new technical standards like H2 and products for publishers like AMP and Instant Article is speed, acceleration, and instantaneousness.
But why does this matter to our business?
We wanted to understand how much the speed of our website affected user engagement, specifically, the quantity of articles read, one of our key measures of success. Using that data we then wanted to quantify the impact on our revenue.