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15. Make sure website users can complete their primary goal quickly and easily
16. What matters the most to users is that your website feels fast (even if it is just their perception)
17. Perception of website speed is based on load time, load behavior, waiting times and smoothness of animations
18. Show a skeleton of the website’s elements to communicate the layout when it is loading
19. Website text should load before images so users can start reading before the rest of the site loads
20. Delays longer than several seconds will often make users leave the website
