the ultimateWeb Speed Cost Calculator

This calculator will help you determine the amount of losses you company might be experiencing if your web pages load slowly.

Enter data from your website’s analytics dashboard.

Returning visitors /d

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

New visitors /d

People who have never been to your website before.

Average visitors /d

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

Acquired new vis. /d

People who came to your website through paid click campaigns.

Time frame (days)

Set the amount of days to calculate for.

Website load speed

If your website speed is <= 3 seconds, you don't need to use the calculator.

Conversion rate, %

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

Average cheque

The amount of money people spend with your company on average.

Cost per click

How much do you pay for each click using online advertising, on average.

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.

If you’ve found this resource valuable — there is more. Signing up to our awezzom newsletter will allow you to be the first to recieve another meaningful piece of information.

Oops... There was an error. Please reload the page.

All good — thanks. You should recieve a notification email that will ask you to click the link to confirm your subscription.

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.