According to Forrester Research, online shoppers expect a web page to load in two seconds - and at three seconds, if they find that the page is still loading they will abandon the site. Though the two-second rule is still considered as a bench mark for many web commerce sites, the experts in the industry think that the rule is outdated. The Speed specialists from Microsoft found out new user expectations and according to them people will visit the site less often if it is slower than a close competitor by more than 250 milliseconds.