The response time is sub 1 second, speed is key as it makes the experience as smooth as possible for the customer. If they experience long load times or any difficulty along the buying process it can have negative effects, even a subsconscious brand association if the UX is not up to a high standard.
The code has been minified, meaning that all the unnecessary characters have been removed from the source code and results in reduced file-size. This makes for a fast experience without an overall effect on functionality. Deleting unnecessary 3rd party scripts is also a way to speed up your website, Powwow Technologies looked to minimize the reliance and contact with third party extensions to do this.
A custom developed data cache layer (made possible by a proprietary Powwow Technologies Application Cache Layer) accessed via custom API endpoints and delivered directly to the UI. This is a very effective solution that does not rely on access to a database and is not slowed down by read/write database delays.
Lazy loading images are also a key factor in the performance of the website, the images are not preloaded like other websites, they only load as the customer looks at them and not a moment before.