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People wanna use websites that load quickly, and every second counts.

If a website takes more than three seconds to load,

you can lose 40% of your audience.

Every additional second in page response can result in

a 7% reduction in conversions.

That means if you're running an E-commerce site and

it doesn't load quickly, you're loading real money in customers.

If your portfolio site runs slow, you could be missing opportunities.

For more stats like these, check out the notes associated with this video.

The truth is, it doesn't matter how cool your website might be

if people have to wait too long because if they leave before anything loads,

they'll never even see it in the first place.

We're going to learn what makes a website load slow and how we can fix it.

The speed at which a website loads is frequently referred to as performance,

and just like the performance of a race car, we want it to go fast.

When we modify a website specifically to increase the loading speed,

this is what's called performance optimization.

And, finally, while there are many things we can do on the server and

back end of an application to optimize performance,

we're going to instead focus specifically on front end performance optimization,

the part of a website that is comprised of HTML, CSS, and JavaScript.

The performance of a website is a technical subject, but

remember that the person using a website doesn't know that.

For users, performance is a design consideration.

So it should be for you as well.

In other words, the experience of using a website can be greatly influenced

by how fast the website loads.

The technical details will come soon, but

next, we're going to spend some time learning how to plan for performance.