Page Speed Revenue Impact Estimator

Estimate the business case for speeding up a landing page or checkout flow. Enter the baseline conversion rate, seconds of load time you expect to remove, the conversion uplift per second saved, and the value per conversion to reveal new conversion rate, incremental revenue, and percentage lift. Optionally add monthly sessions and project cost to calculate ROI and payback in months.

Observed conversion rate before optimization (use whole-number percentage).
Difference between current and target load times in seconds (positive values only).
Projected conversion rate increase (percentage points) for every second saved.
Average order value or marketing qualified lead value in USD.
Defaults to 100,000 sessions per month. Use analytics data for impacted traffic.
Enter the one-time or amortized project cost to calculate ROI and payback.

Use real analytics data when possible. Conversion uplifts are highly site-specific, so validate assumptions with tests or historical experiments.

Examples

  • Baseline 4.0% CVR, save 2 seconds, 0.3 pp lift/second, $210 value, 120,000 sessions, $50,000 cost ⇒ New conversion rate: 4.60% • Incremental conversions per month: 720 • Incremental revenue per month: $151,200.00 • Revenue lift versus baseline: 15.00% • Baseline conversions per month: 4,800 • Post-optimization conversions per month: 5,520 • Payback period: 0.33 months • ROI: 202.40%
  • Baseline 2.5% CVR, save 1.2 seconds, 0.25 pp lift/second, $95 value, 80,000 sessions, $18,000 cost ⇒ New conversion rate: 2.80% • Incremental conversions per month: 240 • Incremental revenue per month: $22,800.00 • Revenue lift versus baseline: 11.00% • Baseline conversions per month: 2,000 • Post-optimization conversions per month: 2,240 • Payback period: 0.79 months • ROI: 26.67%

FAQ

How can I capture different uplifts for mobile versus desktop?

Run the model twice—once for each device segment—with its own conversion rate, sessions, and uplift assumptions, then combine the incremental revenue totals to brief stakeholders.

What if my load time improvement is uncertain?

Create conservative, expected, and aggressive seconds-saved scenarios to bracket outcomes. Present the range so decision makers understand how sensitive ROI is to engineering throughput.

Can I model multi-step funnels?

Yes. Use the conversion rate for the specific step you are optimizing and ensure value per conversion reflects the downstream revenue realized when that step is completed.

Can I include recurring revenue deals?

For subscription funnels, enter the annual contract value or first-year net revenue so the incremental revenue output aligns with your finance team's reporting cadence.

Additional Information

  • Conversion uplift per second is treated as a percentage-point gain, so entering 0.30 increases conversion rate by 0.30 points for every second saved.
  • Conversion rates are bounded between 0% and 100% to avoid unrealistic projections from aggressive scenarios.
  • Monthly sessions default to 100,000 when not supplied so the calculator can still produce revenue estimates.
  • Revenue lift percentage compares incremental revenue to the baseline monthly revenue generated before optimization.
  • ROI and payback only appear when you provide an optimization cost and the uplift produces positive incremental revenue.

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