Better speed improves conversion rates and bounce rate. When TUI in the Nordics improved speed the correlation with lower bounce rate was clear, resulting in that bounce rate decreased 31%. Bounce rate show how many visitors leave after just seeing one page.
Read the case on Think with Google about how TUI changed the organization to set it up for speed success.
And also, here you can find an exclusive blog post from TUI Lead Frontend Developer, Emil Wiklund, where he explains the technical optimizations that the developers have done. Share this knowledge with your developers!