--- title: Performance is a Feature author: George Mandis date: 2011-06-21 description: Google and Amazon have spent a lot of time proving that a faster website is a better website. tags: post --- It might sound obvious, but a faster website is a better website — and Google and Amazon have gone to impressive lengths to prove this. A simple delay of 100 milliseconds was found to have an effect on Amazon's site and Google discovered the difference between a 0.4 second page load and a 0.9 second page load was a 20% drop in traffic. Jeff Atwood over at [Coding Horror](http://codinghorror.com) writes: >I believe the converse of this is also true. That is, the faster your website is, the *more* people will use it. A good read (as usual) for developers and website owners who want to know what it takes to make a website run as fast as possible.