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I always think, the one feature everybody wants is speed. The same page but faster is always better.


No, not always. Users typically prefer waiting a few secs after entering their criteria rather than getting instant filtered and sorted search results, especially on price-sensitive services like price comparators, but basically everywhere the website is supposed to have the user's financial interest at heart.

Makes them feel like the site actually does some calculations, even if everything is cached in the background.

See travel agencies, airline comparators, train booking services, insurance benchmarks or credit simulations.




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