Recently Microsoft conducted research indicating that a delay of 1 second in page load time means a loss of revenue of 2.8%. Obviously, faster websites lead to huge revenue benefits for ecommerce companies, hence why speed is the dominant industry trend today. That said, improving quality and velocity must remain feasible. Even machines have limits (as well as humans). A key question that emerges is how fast must a website be to appear noticeably better than it does today? The next question is, can load testing get us there?