The foundational studies that launched the web performance industry. Amazon's research found that every 100ms of latency cost them 1% in sales—a finding that transformed how businesses prioritize speed. Google discovered that 0.5 seconds extra in search page load time caused a 20% drop in traffic.

These findings from the early 2010s established performance as a revenue metric, not just a technical concern. Still widely cited today, they provide the historical foundation and business case for all modern web performance optimization work.

Amazon found every 100ms of latency cost them 1% in sales. Google found 0.5 seconds extra load time caused 20% traffic drop. These findings changed how businesses think about performance.