Thanks to the Internet, it now takes all of 10 seconds to verify that it was Meryl Streep’s character, Suzanne Vale, in the 1990 film “Postcards From the Edge,” who said the line, “Instant gratification takes too long.”
There was a time when, even if you knew what movie the line was from, it could have taken you an hour or more with a trip to the video store (remember those?) to find the names of the actress and her character. If you didn’t know the name of the movie, it could be a frustrating day of asking friends, video store clerks, and random strangers, “What movie was it where what’s-her-name said…”
Instant gratification, indeed. As a society, we have grown accustomed to this type of instant access—including access to your website. Studies show that if your site takes longer than three seconds to load—less than the time it takes to read this sentence—40 percent of visitors will give up and go elsewhere. For every additional second of load time, more visitors will bail out. Especially in the case of e-commerce sites, low load speeds can cost a lot of money.