In general, as loading time of a page increases, page abandonment increases. This infographic from KISSmetrics shows how load time affects your website. According to their research, 1 second delay of page response can result to 7% reduction in conversions in a ecommerce website. Conversions are customers browsing your website that then turn into paying customers. These customers are also less likely to stay loyal to your site. Overall, it is best to keep your website load time at a minimum.