Financial Times increases engagement with personalisation, speed
▻https://www.inma.org/blogs/ideas/post.cfm/financial-times-increases-engagement-with-personalisation-speed
“Through a rough a series of A/B tests, we slowed the site down to see how site speed correlates to loss of engagement and revenue. Test results showed that for every one second increase in speed, our engagement score increased by 5%. In subscription and ads inventory, this translates into millions in revenue. Speed therefore became a principal element of the site.”