In the financial sector, trust is currency. When a potential lead visits your mortgage or insurance site, they aren't just looking for a rate—they are judging your reliability. A slow site screams "outdated" and "unsecure."
1. The Psychology of Digital Trust
Studies show a direct psychological link between website speed and perceived professional competence. If your loan application form takes 3 seconds to load, the user subconsciously questions your ability to handle their sensitive financial data securely.
For high-ticket leads like Mortgages ($5k+ value), a 0.5s delay in page load can increase abandonment rates by over 20%. That is simply too expensive key to lose.
Form Abandonment is the Enemy
The most critical point of failure is the application form. Complex lead forms often use heavy JavaScript. If this causes "Input Delay" (measured by INP), users will tap 'Submit' and see nothing happen. Frustrated, they close the tab and go effectively to your competitor.
2. Treatment Plan
Audit your acquisition funnel. Remove third-party tracking pixels that bloat your code. Use our ROI Calculator to see exactly how many thousands of dollars you are losing to lag every month.