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Our whole premise has been a/b testing. 2 icons vs 3. popup / no popup. you are right about the multitude of variables that impact page loads, as well as a csi survey to rate operators and benchmark new tech. MASSIVE images in dealer scrolling banners probably hobble a site as much or more than the slowest plugin site. even now we are measuring before / after speeds when we do an install because all the variables remain the same. we had a toyota dealer here that had our chat, as well as a test drive coupon and even a credit popup. while all conventional wisdom said it was overkill (and ugly), they were crazy about tracking roi and conversions and the kept them because it worked. probably not as good an idea for an audi store though. . . it's like the blow up gorilla... if it works...