Please excuse me a brief moment of storytelling here. Imagine yourself on the way to work, scrolling through Instagram. An ad catches your eye, so you tap it. Usually, it opens in an in-app browser which can be tricky — think Minesweeper tricky. One wrong move and boom – back to the beginning.
Maybe you switch to Safari. You're browsing, but a slip of a finger? Back to square one. Those sneakers you were eyeing? Vanished.
Determined, you brace yourself for a rematch, ready to find those sneakers again. But just like there's never a good time for a bad internet connection (except maybe during a dull meeting when "you suddenly lose connection"), the images won't load.
Just like that, a sale is lost.
If those things seem to you like not a big deal, look at these numbers: One in four visitors would abandon a website if it takes more than four seconds to load.