Great read!
I’m wondering about the Viget test – you mention “Customers were willing to wait almost twice as long for the custom loader”. In the two alternate screens , the one with the custom loader also has an additional non-animated logo. Could that also have been a contributing factor to user wait time acceptance? I wonder if they tested a version with the original generic loader and the logo to rule out its effect on the data.

Thanks Sarah for a great blog post on an important topic!

@Opher here is the link to the case study by Viget : https://www.viget.com/articles/experiments-in-loading-how-long-will-you-wait