So what does that mean, exactly?
I’m glad you asked. It’s about engaging the people that really matter on the web—users. Long-time users of your site and potential customers alike are finnicky creatures, and they’ll go elsewhere if not treated with care. Web and mobile design aren’t just about what’s “pretty”, in fact, “pretty” falls short in the absence of function. It’s certainly not about what’s trendy. It’s about what works. It’s about results.
“That sounds like a bunch of mumbo-jumbo.”
Nope, it’s science. Take this bit of hard data for example: Google’s search algorithm gives higher ranking to faster pages than their more slow bretheren. The cutoff is 1.4 seconds. Believe it or not, many users will barely wait longer before going on to your competitors to find what they’re looking for. The average time users are willing to wait for a page to load is approx. 2 seconds. And that was in 2004.