Business tools
Website Speed → Revenue Impact Estimator
Model the possible revenue impact of a slower or faster website using your traffic, conversion rate, transaction value and chosen speed assumptions.
Use your own estimate of conversion sensitivity; there is no universal speed-to-conversion rate. Revenue is modeled from monthly visitors, conversion rate and average transaction value. Calculations run locally and are not saved.
Estimate the revenue impact of a website speed scenario.
Example: your slower-site assumptions
With 100,000 monthly visitors, a 3% conversion rate, a $100 average transaction value, a 2-second current load and a 4-second comparison load, an assumed 5% relative conversion impact per second models a 2.7% conversion rate and a $360,000 annual revenue reduction. This is an example scenario, not a universal performance claim.
About this calculator
Conversion rate and transaction value
Conversion rate is the share of website visitors who complete the transaction or action being modeled. Average transaction value is the average revenue generated per conversion.
Load time and your assumption
Load time is the approximate time required for a page to become usable. The assumed conversion-rate impact is your estimate of the relative conversion change for each second of load-time difference.
How revenue impact is estimated
Current conversions equal monthly visitors multiplied by conversion rate; estimated revenue equals conversions multiplied by average transaction value. The modeled rate changes by speed difference multiplied by your assumed impact per second, and the resulting monthly revenue difference is annualized by multiplying by 12.
Frequently asked questions
Does each second of load time have a universal conversion impact?
No. Websites and audiences differ. Enter your own relative conversion-rate impact assumption; this estimator does not apply an industry benchmark.
How does the comparison mode change the calculation?
A slower-site scenario requires a comparison load time above the current load time and models a relative conversion reduction. A faster-site scenario requires a lower comparison time and models a relative improvement.
Are the revenue results guaranteed?
No. The estimate is a scenario based on your inputs and does not predict a guaranteed gain or loss.
Website performance can influence customer behavior, but the actual relationship between page speed and conversion varies by website, audience, device, traffic source and user experience. This calculator uses your assumed conversion sensitivity to model a scenario. It does not predict guaranteed revenue gains or losses.