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Latency Cost Calculator

Finance

Estimate how much page speed improvements could recover in revenue and profit.

ttb run latency-cost-calculator

Traffic and revenue assumptions

Slowdown to remove
1.30s
Monthly revenue at stake
$26,015
Gross profit at stake
$17,690
This model applies a simple elasticity curve: every extra second reduces revenue by the percentage you set. It is directional, not perfect science.

Recovery snapshots

Recovered revenue / day
$867
Recovered revenue / year
$312,175
Extra monthly orders
302
Revenue recovery share
9.0%

Context

Baseline monthly revenue$288,960
Baseline monthly gross profit$196,493
If your real conversion elasticity is lower, use a smaller loss-per-second value. If you already have internal data from A/B tests or RUM dashboards, plug that in instead of the default 7% assumption.
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How to Use Latency Cost Calculator

Enter your monthly traffic, conversion rate, average order value, gross margin, current page load time, target load time, and your best estimate of revenue loss per extra second. The calculator estimates how much monthly and yearly revenue slow pages may be costing you, along with the gross profit you could recover by speeding things up.

1

Add traffic and ecommerce inputs

Use monthly visitors, conversion rate, and average order value to estimate baseline revenue.

2

Enter current and target load times

The gap between them is the amount of latency you are trying to remove.

3

Adjust the elasticity assumption

Set your estimated revenue loss per extra second based on tests, analytics, or a reasonable benchmark.

4

Review what is at stake

Use the monthly, daily, and annual recovery estimates to prioritize performance work.

Frequently Asked Questions

Is the loss-per-second number universal?+
No. It varies by device mix, intent, vertical, and funnel stage. Replace the default with your own benchmark if you have one.
Can I use this outside ecommerce?+
Yes. As long as you can estimate conversion value, you can adapt it for SaaS trials, lead gen, or bookings.

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Free Latency Cost Calculator | Estimate Revenue Lost to Slow Pages | TinyToolbox