How These Figures Are Calculated

The calculator uses an interpolation curve based on industry benchmark data where a 1-second load time represents peak conversion potential (1.0x multiplier). As load time increases, the conversion multiplier drops:

• 1 second: 1.00x multiplier (Base potential)
• 2 seconds: 0.55x multiplier (~45% drop from 1s)
• 3 seconds: 0.37x multiplier (~33% drop from 2s)
• 4 seconds: 0.22x multiplier
• 5+ seconds: 0.13x multiplier or lower

The Math:

• Base CR (at 1s) = Current Conversion Rate ÷ Current Speed Multiplier
• Projected CR = Base CR × Target Speed Multiplier
• Revenue = Traffic × (Conversion Rate ÷ 100) × AOV

References & Industry Standards

• Google & Deloitte (“Milliseconds Make Millions”, 2020): Found that a 0.1s improvement in mobile retail site speed increased conversion rates by 8.4% and AOV by 9.2%.
• Portent (Site Speed Impact on Conversion Rates, 2022): Analyzed millions of e-commerce sessions, revealing the steep drop-off curve from 1 to 4 seconds (e.g., conversions dropping by roughly half between 1s and 2s).
• Google/Akamai (Abandonment Metrics): Found that 53% of mobile users abandon a page entirely if it takes longer than 3 seconds to load.