Ship a faster-loading page variant

When to use it

When the landing page takes more than ~3 seconds to become usable on mobile because of heavy hero media, uncompressed images or up-front third-party scripts.

How to run it

Compress and resize hero images, lazy-load below-the-fold media and defer non-critical third-party scripts. Then A/B test it like any other change.

Why it works

Make the action easier to complete

Paid visitors bounce before a slow page renders, which makes load time a conversion variable. Walmart found conversions rose 2% for every 1-second improvement in load time.

Source: Walmart & Amazon latency findings