17 Statistics to Sell Web Performance Optimization

For the converted the benefits of Web Performance Optimization are blatantly obvious.  To name a few: increased conversion rates, increased pageviews, lower server bandwidth costs, increased search engine rankings, and lower website abandonment rates.Web Performance Optimization

These are all great benefits that come from implementing WPO but convincing a client or the company you work at that investing in WPO is worth the effort often requires cold hard facts.

Here is a roundup of some of the most compelling statistics proving the effectiveness of WPO to business results:


  • Facebook pages that are 500ms slower result in a 3% drop-off in traffic, 1000ms is 6% drop-off


  • If Amazon increased page load time by +100ms they lose 1% of sales


  • If Google increased page load by +500 ms they get 25% fewer searches


  • Shopzilla reduced page load times from 7 seconds to 2 seconds and saw a 7% – 12% increase in conversion rate
  • Shopzilla increased pageviews by 25% by decreasing their load time by 5 seconds
  • Shopzilla was able to support the same volume with 50% (402 to 200 nodes) less nodes, cutting server costs in half


  • If Yahoo increased page load times by +400ms they see a 5 – 9% drop in full-page traffic


  • If Firefox reduced load times by 2.2 seconds they saw an increase in download conversions by 15.4%


  • 47% of web users expect a page load of 2 seconds or less
  • 14% of users will start shopping at a different site if a page loads too slow
  • 40% of users will abandon a website that takes more than 3 seconds to load
  • 64% of shoppers who are dissatisfied with their site visit will go somewhere else to shop next time
  • 52% of online shoppers claim that quick page loads are important for their loyalty to a site


  • A 1 second delay in Bing results in a 2.8% drop in revenue, 2 seconds is 4.3%


  • Netflix saw a 43% drop in outbound traffic after enabling compression


  • Hotmail discovered a 6 sec delay in time to load caused a 40 Million drop in ad impressions per month, which equates to a $6 Million drop in ad revenues per year

Please use the comments bellow if you know of any statistics we missed or have your own case studies / experiment data to share.


Facebook:  Velocity China

Amazon: http://glinden.blogspot.com/2006/11/marissa-mayer-at-web-20.html

Google: http://velocityconf.com/velocity2009/public/schedule/detail/8523

Shopzilla: http://velocityconf.com/velocity2009/public/schedule/detail/7709

Yahoo: http://www.slideshare.net/stoyan/dont-make-me-wait-or-building-highperformance-web-applications

Firefox: http://blog.mozilla.com/metrics/category/website-optimization/

General (Akamai): http://wwwfp.akamai.com/dl/whitepapers/ecommerce_website_perf_wp.pdf

Bing: http://velocityconf.com/velocity2009/public/schedule/detail/8523

Netflix: http://velocityconf.com/velocity2008/public/schedule/detail/3632

Hotmail: http://velocityconf.com/velocity2009/public/schedule/detail/8970

AOL: http://www.scribd.com/doc/16878352/The-Secret-Weapons-of-the-AOL-Optimization-Team

Posted on December 16th, 2010
  • http://www.5o9inc.com/ Peter Cranstone

    This is great. Thank you for doing this. Our focus (5o9 Inc.) will be to test the same sites above but on Mobile. What we’re looking for is the following (all real time)

    1) Exact Geo Location
    2) Carrier
    3) Device capabilities
    4) User Experience – page load times, waterfalls etc.

    I’ll ping you guys when we have the numbers.



    • http://www.blaze.io David Horne

      That would be great Peter! You can reach me at marketing@blaze.io and I will add any stats you have to this post.

      • http://www.5o9inc.com/ Peter Cranstone

        Hi David,

        Will send you an email. In the interim here’s a cool link for you: http://www.5o9mm.com/har/viewer/v.pl?path=accounts/5o9/android-01-26-2011-17-05-40-GMT-www-blaze-io.har

        It’s your websites performance report including real time location, device, carrier and all of the elements (well not quite all, a few more to come). But’s a pretty impressive picture.

        • Dave Horne

          That’s some really great data. I like how you locate the device. Let us know when you have some stats I would be interested to see the results.

  • http://www.wordimpressed.com Devin Walker

    Great stats, thanks for citing the studies also.

  • community@motwin.com

    Thanks for stats and sources.
    by the way, in addition to CDNs, replacing old HTTP by push-based technologies helps a lot also !