A comprehensive study analyzing 100+ million page views across 20 websites. For B2B: sites loading in 1 second achieve 3x higher conversion rates than those loading in 5 seconds, and 5x higher than 10-second sites. For B2C e-commerce: 1 second = 3.05% conversion vs 4 seconds = 0.67%.

The revenue math is stark: For 1,000 visitors buying $50 products, 1-second load time = $1,525 revenue vs 4-second load time = $335—a loss of nearly $1,200. Every additional second costs approximately 0.3% in conversion rate. Essential data for prioritizing performance optimization.

A B2C e-commerce site loading in 1 second has a 2.5x higher conversion rate than one loading in 5 seconds. Every additional second costs approximately 0.3% in conversion rate.