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the ultimate Website Speed Cost Calculator

This calculator will help you determine if there are any losses to your marketing budget based on the fact that web pages load slower than the industry’s benchmark.

The benchmark is 3 seconds. Everything beyond that number is a high statistical probability of a drop off. People tend to skip the website loading process if it takes too long.

This calculator also shows the opportunity costs due to the same problem of slow loading speed. Enter data from your website’s analytics dashboard.

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Returning visitors per day

i
People who have previously visited your website and now have returned.

Get the data on website visitors from your analytics. Input the average number of returning visitors per day.

people

New visitors per day

i
People visiting your website for the first time.

Get the data on new website visitors from your analytics. Input the average number of first-time visitors per day.

people

Average visitors per day

i
The amount of visitors your website gets on average per day. Sum of NV & RV.

This number represents the sum of new and returning visitors on a daily basis.

people

Acquired new visitors per day

i
People who came to your website through pay-per-click campaigns.

How many newcomers out of all the new visitors have you acquired through online advertising campaigns such as PPC, CPM or similar? This number should be less or equal to the New Visitors (NV) value. It is possible that all of your new visitors are coming in as paid traffic.

people

Time frame in days

i
Set the amount of days to calculate for.

What is the period you want to calculate the marketing budget losses and opportunity costs? Set the time frame in days.

days

Website load speed

i
The statistical time it takes your website to load its contents.

If your website’s loading speed is less or equals to 3 seconds, you don’t need to use this calculator at all. Based on the stats visitors are OK with waiting for three seconds for a web page to load.

8 sec

Conversion rate in %

i
How many website visitors become your clients, X out of 100.

Get your stats on how many visitors turn into your clients on average. It could be 2 out of 100 or perhaps 5 in 10 000. Adjust your conversion rate accordingly: 2% or 0.05%.

2 %

Average cheque in money

i
The amount of money clients spend with your company on average.

What is the average spend of an average client? —_($$)_— In other words, what is the revenue per client per year?

USD

Costs per click

i
The amount of money you pay for every single click on average.

How much are you paying for each click using online advertising? It might be different for pay-per-click campaigns and cost-per-mile ads. Input the average amount you are paying for clicks based on the click-through rate of all your online ads.

USD
Marketing losses in 365 days:
Opportunity costs in 365 days:
0 USD
0 USD
awezzom Web Design Calculator image | awezzom

How to use this calculator?

Get the data from your analytics or other tracking tools. Change the pre-set numbers in the fields to match your data. Click the Calculate button below the input fields.

Average visitors

[AV] This is the amount of visitors your website gets on average per day. It's calculated automatically by adding the number of Returning and New visitors. [AV = RV + NV]

Returning visitors

[RV] The amount of people who have previously visited your website and now have returned; on average per day. This data can be pulled from web analytics.

New visitors

[NV] People who have never been to your website before; on average per day. Data should be available in web analytics.

Acquired new visitors

[ANV] The amount of people that came to your website through paid click campaigns on social media, search engines or other resources; on average per day. Can be zero if you're not spending money on online advertising.

Time frame

[T] You can get results for a specific period of time, e.g. a month, a quarter or a year. Input the amount of days to set the period, e.g. 30 days, 120 days or 365 days. The value is in days.

Website speed

[AS] If your website speed is less or equal to 3, then you don't need to use this calculator because the speed is within the industry benchmark. Beyond 13 seconds, based on statistical data, all who could have left, leave.

Conversion rate

[CR] Please input a converion rate as a percent, for example, if 3 out of 100 visitors become customers, input digit 3 which is equal to 3% converion. If only 0.5% of visitors become your customers, input 0.5 number. The formula devides the number by 100. CR cannot be 0 or more than 100.

Average cheque

[AC] The amount of money your converted web visitor is worth on average. It can be 50 USD for an e-commerce store or 30 000 000 USD for a private equity firm.

Cost per click

[CPC] The amount of money your business spends per click in online advertising.

More calculators

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Additional resources

Choose the optimal way to build your website.

What's the point in redesigning the website?

Poor website performance is bad for business.

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Why is website speed important?

Numerous studies have shown that the longer it takes for the website to load and become functional, the more visitors leave thinking that something is wrong, faulty or simply by getting tired of waiting.

We had decided to calculate how serious the impact could be and were shocked by the results. If your company sells products to thousands of people on a daily basis, your business is losing thousands of dollars (euros) in marketing budget and opportunity costs.

If your business relies on the quality of leads and the average deal (cheque) is high, slow website can be devastating to your company.

Every prospect who had decided to quit waiting before the website has loaded, will go to a competitor and increase their chances of success.Read an article about how slow website speed destroys your business.

These are the formulas used in the calculator:

Online advertising losses formula

AL = ANV x (AS-SB) x BC x CPC x T

Opportunity costs formula

OC = (NV x (AS-SB) x BC) x CR x AC x T
Variables used in the formula
AV — average number of visitors per day = 1000;
RV — returning visitors per day (are OK with waiting) = 40%;
NV — new visitors = 60%;
ANV — acquired new visitors = NV/2 = 30%;
AV = RV+NV;
BC — bounce constant = 10%;
CR — conversion rate (visitor to customer) = 2%;
T — time = 365 days;
AC — average cheque (purchase) = 50 USD;
SB — speed benchmark = 3 seconds;
AS — actual website load speed = 8 seconds;
CAC — customer acquisition cost;
CPC — cost per click = 2 USD;
L — losses.

What is a good website speed and how fast should it load?

There are several things that effect the page load speed: the distance between the user and the server, the size of the page, number of elements, the sequence in which certain elements are loaded — just to name a few.

In general, it is a good idea to keep your page load speed below 3 second threshold due to the fact that website visitors tend to abandon websites that load slowly. In other words, slow websites provide bad user experience (UX). Recent (2021) Google’s initiative — Core Web Vitals — introduced signifficant changes to the ranking approach suggesting that UX is going to play a crucial role in ranking pages that appear in search results.

To know more about this particular metric and other industry benchmarks, visit another page where we provide links to various resources — Website Speed Optimization.

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We see our job at awezzom as a chance to help Professional Services firms with finding their place in the minds and hearts of their clients, transitioning their services from mundane, interchangeable, bland commodities toward remarkable, irreplaceable, compelling brands.

We believe all things are connected and even a tiny incremental improvement can lead to major positive changes in the lives of your clients, your employees, your family and our community.

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