This document discusses how small design factors can influence conversion rates on websites. It provides examples of how websites like Walmart, Staples, and Intuit improved their conversion rates by 1-14% by reducing load times by 1-2 seconds. The document also discusses an experiment by Fanatics where reducing median page load times by 2 seconds nearly doubled mobile conversions. It identifies issues like inefficient images, blocking page loads, and unoptimized CSS/JavaScript that can impact performance. The key takeaways are that user expectations change, performance issues are unpredictable, you need to measure factors, optimizations can create new problems, and small improvements can make a big difference.