Chris is the marketer for AnimalRescue.com. She's done a comparative analysis of the site against competitor sites. She's convinced that improving the speed and responsiveness of the site will increase its effectiveness and revenue contribution. Which statistic should she use to convince the executive leadership of AnimalRescue.com to make site speed a priority?

Conversion rates directly link site performance to business outcomes. A faster, more responsive site typically leads to a smoother user experience, reducing bounce rates and increasing the likelihood of visitors completing desired actions, such as donations or adoptions. Therefore, demonstrating how improved site speed can positively impact conversion rates provides a clear, quantifiable financial incentive for executive leadership to prioritize this initiative. Visitor hits, average page views, and daily referrals are metrics that describe site activity but don't directly measure the effectiveness of that activity in achieving business goals. While they might indirectly be affected by site speed, conversion rates offer a more compelling and direct argument for investment.