A site that loads in 1 second converts 3x better than one that loads in 5 seconds (Portent)
Verified Confidence: low
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "1-second load time = 3x conversions"
- True origin
- Portent — Site Speed is (Still) Impacting Your Conversion Rate (Apr. 20, 2022)
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2022
- Data as of
- Updated April 20, 2022
- Last checked
- What the source says
A site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds. ... A site that loads in 1 second has an e-commerce conversion rate 2.5x higher than a site that loads in 5 seconds.
- Method & sample
- About 100 million page views across 20 B2B and B2C sites (27,000+ landing pages); correlational.
- Drift between quote and source
- Metric: 3x is for lead/goal conversions; e-commerce was 2.5x
- Sample: 20 sites, correlational
- Interest
- Portent is a digital agency selling site-performance services.
Safe rephrasing
Portent's 2022 analysis of 20 sites found pages loading in 1 second had about 3x the goal-conversion rate (2.5x for e-commerce) of pages loading in 5 seconds.
Sources we opened
Machine-readable: /api/claims/1-second-site-3x-conversion-rate-portent.json · Last checked 2026-10-16