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Of course the classic "Speed Matters" study. This study is one that devknob references often along with Al Pacino's speech from any given sunday. We claw with our fingernails for these inches, even 10-20kb. If you don't think the little stuff matters, read this, and you'll understand why conversion rate optimization is not ideally performed with the current tools available. According to devknob, and this study from Google, conversion rate optimization begins with page speed, broad variations & best efforts and moves directly into finding the statistical confidence needed via multivariate and split testing campaigns to determine the best variants for revenue, transactions, interactions and favorable metrics that help with rankings, customer satisfaction and improved average lifetime value.