Given two competitive sites that are identical in practically every other way, the faster site will be more successful. Site speed is associated, in the mind of the end user, with a site’s reliability, credibility, security, and stability. Because faster web sites provide a better user experience, they typically result in higher conversion rates, average order values, and site stickiness. In fact, according to the web site performance measurement firm Gomez, the average online visitor expects pages to load in two seconds or less -- and after three short seconds, as many as 40 percent of visitors will abandon your site. So what can you do to accelerate your site performance?