웹 성능을 개선하면 전환율이 향상됩니다. 나쁜 성능을 가진 사이트는 느리게 보여지고 입력에 느리게 응답합니다. 아마 사이트는 매우 느리게 불러와질 것이고, 로딩이 되더라도 차단된 스크립트로 인해 시간이 초과될 수 있고, 로딩이 되더라도 CPU에 나쁜 영향을 끼쳐 브라우저가 종료될 수 있습니다. 하지만 느린 사이트는 대부분 즉시 알아챌 수 있을 것입니다. 그 비용에 누구라도 울음을 터뜨릴 것입니다. 사이트 방문자들은 사이트를 불러오는데 2초 또는 그 이하를 기대합니다. 그 사이트는 아마 불러오는 속도가 느려지고 셀 커버리지에 따라 사용할 수 없는 상태가 될 수도 있습니다. 사이트의 크기가 22.6 MB인 경우 3G 네트워크에서 불러오는데 83초까지 걸릴 수 있습니다. DOMContentLoaded (사이트의 기본 HTML 구조를 의미) 의 경우 31.86초가 소요됩니다. 최악의 경우 나쁜 성능은 컨텐츠가 완전히 접근 불가능하게 될 수 있습니다. 사이트 성능의 개인적인 인식은 주관적이지만, 로딩 및 렌더링은 측정될 수 있습니다. 불러오는 것이 끝나기도 전에 포기할 수도 있습니다. HTML/CSS/Javascript 및 미디어 파일들의 사이즈를 줄이는 것은 사이트의 불러오는 시간과 전력 소비가 모두 줄어듭니다. 클라이언트와 서버 간의 전송되는 데이터의 양을 줄이면 모든 당사자들의 비용이 줄어듭니다. 북서 아프리카의 모바일 장치에서 이 사이트를 이용하려면 평균 임금의 이틀치 비용이 들 수 있습니다
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