If there’s a competitor I’ll definitely switch. For things like banks the pain would have to be pretty bad.

But for things like impulse purchases from social media ads, I’ll definitely just close the site if it’s just moderately slow.

There are small slowdowns that will change your behavior in little ways that add up. Maybe you have a Walmart pickup order in, and you think oh I’ll add some ice cream for dessert tonight. If you know the process is super slow, you might just remember how slow it is and decide it’s not worth it because you don’t really need ice cream anyway.

There are tons of studies showing that wait times costs money, and that users will drop if the load time is too long.