Speed is critical to the way users interact with websites. Google research shows that bounce rate increases dramatically the longer a site takes to load on mobile. Those that have a 3-second delay risk an increase of 32%, while those that take up to 10 seconds can expect to see it increase by 123%. When we were hired by investment firm Aston Darby to help with their digital marketing, the slowness of their site was one of the first issues we identified. When we first started with them, the site took around seven seconds to load. By the time we'd implemented our optimisations, that figure dropped to just three seconds.