Free Tool
Page Speed Impact Calculator
Quantify how faster page load times translate into higher conversions and additional revenue. Enter your current metrics and target speed to see the projected uplift, backed by industry research from Google and Deloitte.
Configure your inputs
Adjust the sliders or type values directly to model the conversion impact of improving your page speed.
Speed comparison
Reducing load time by 2.5s gives a relative conversion rate uplift of 17.5%.
Projected impact
Current monthly conversions
1,000
Projected monthly conversions
1,175
Additional monthly conversions
+175
Conversion rate improvement
+0.35% pts
2.0% → 2.35%
Additional monthly revenue
£13,125
Additional annual revenue
£157,500
Estimates based on the widely cited model that each 1-second speed improvement yields approximately a 7% relative increase in conversion rate. Actual results vary by industry, audience, and device mix.
How page speed affects conversions
The relationship between page load time and conversion rate is one of the most well-documented findings in web performance research. Multiple large-scale studies have quantified the effect:
- Google / SOASTA (2017): As page load time increases from 1 second to 3 seconds, the probability of bounce increases by 32%. At 5 seconds it increases by 90%.
- Deloitte / Google (2020): A 0.1-second improvement in mobile site speed increased conversion rates by 8.4% for retail and 10.1% for travel sites.
- Portent (2019): The highest ecommerce conversion rates occur on pages that load in 0–2 seconds. Each additional second of load time reduces conversions by an average of 4.42%.
- Akamai (2017): A 100-millisecond delay in load time can decrease conversion rates by 7%.
The model behind this calculator
This calculator uses a conservative, widely cited benchmark: for every 1 second of load time improvement, conversion rate increases by approximately 7% on a relative basis. That means if your current conversion rate is 2.0% and you shave 2 seconds off your load time, the model projects a new rate of roughly 2.28% — not a 14 percentage-point jump, but a 14% relative uplift applied to your existing rate.
Actual results will vary depending on your industry, traffic mix, device split, and the nature of the speed improvements. Use the figures as a directional estimate to build the business case for investing in Core Web Vitals and front-end performance.
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