{
  "schema_version": "1.1",
  "id": "0-1-second-faster-8-4-percent-more-conversions",
  "slug": "0-1-second-faster-8-4-percent-more-conversions",
  "url": "https://groundedkit.com/claims/0-1-second-faster-8-4-percent-more-conversions/",
  "api_url": "https://groundedkit.com/api/claims/0-1-second-faster-8-4-percent-more-conversions.json",
  "claim": "A 0.1-second faster mobile site lifts retail conversions 8.4% (Deloitte)",
  "commonly_cited_as": "\"A 0.1s improvement in site speed boosts sales by 8%\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Deloitte (commissioned by Google)",
    "title": "Milliseconds Make Millions (Mar. 24, 2020)",
    "year": "2020 (2019 data)"
  },
  "quote": "Based on a 0.1s natural mobile site speed improvement, we observed ... Retail conversions increased by 8.4% and average order value increased by 9.2%.",
  "method": "Observational study of brands' mobile sites across Europe and the US; 'natural' speed changes, not controlled experiments.",
  "drift": [
    "Metric: conversions quoted as 'sales'",
    "Causality: correlation in observed data",
    "Date: 2019–2020 mobile web"
  ],
  "interest": "The study was commissioned by Google, which promotes faster mobile sites.",
  "safe_rephrasing": "A 2020 Deloitte study commissioned by Google observed that a 0.1-second mobile speed improvement was associated with 8.4% more retail conversions.",
  "sources": [
    {
      "title": "Deloitte — Milliseconds Make Millions",
      "url": "https://www.deloitte.com/ie/en/services/consulting/research/milliseconds-make-millions.html",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Published March 2020",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}