For every 100ms increase in load time for Amazon.com servers, sales decreased by 1%. Consequently, it's easy to see why Web retailers are looking to improve performance, as there is a direct correlation between conversion rates and revenue. However, web retail's volatile nature makes this a challenge. Achieving the required performance needed to accommodate load spikes using conventional, disk-based technology is unaffordable for most companies; yet achieving that performance can be critical. An influx of orders received during holidays or when a product goes viral on the web, can make or break a company.