Calculator Inputs
Adjust the assumptions below to estimate how extra delay can reduce conversions, orders, revenue, and gross profit.
Formula Used
This model estimates conversion loss from extra site delay. It blends traffic mix, visitor resilience, and mitigation recovery into one forecast.
Weighted Device Factor = Desktop Share × 1 + Mobile Share × Mobile Multiplier
Visitor Resilience Factor = 1 − (Returning Share × Returning Protection)
Raw Drop % = Delay Seconds × Drop Per Second × Weighted Device Factor × Visitor Resilience Factor
Net Drop % = Raw Drop % × (1 − Recovery Rate)
Adjusted Conversion Rate = Baseline Conversion Rate × (1 − Net Drop %)
Lost Orders = Sessions × (Baseline Rate − Adjusted Rate)
Lost Revenue = Lost Orders × Average Order Value
Percentages are converted into decimal form during calculation. Net drop is capped to avoid unrealistic negative conversion results.
How to Use This Calculator
- Enter monthly sessions that reach the affected storefront or funnel.
- Add your baseline conversion rate and average order value.
- Estimate how many seconds of delay were introduced.
- Set your expected conversion drop per added second.
- Adjust mobile share and mobile sensitivity if mobile traffic reacts more sharply.
- Use returning visitor fields to soften the loss when loyal shoppers are less fragile.
- Apply recovery rate if some optimization or caching work already reduced the impact.
- Submit the form and review lost orders, lost revenue, profit impact, and the scenario graph.
Example Data Table
Sample assumptions: 30,000 sessions, 2.8% baseline conversion, $82 average order value, 6.5% drop per second, and 10% recovery.
| Delay (s) | Baseline Rate | Adjusted Rate | Lost Orders | Lost Revenue |
|---|---|---|---|---|
| 0.5 | 2.80% | 2.71% | 27.05 | $2,218.12 |
| 1.0 | 2.80% | 2.62% | 54.10 | $4,436.24 |
| 1.5 | 2.80% | 2.53% | 81.15 | $6,654.36 |
| 2.0 | 2.80% | 2.44% | 108.20 | $8,872.48 |
Frequently Asked Questions
1. What does this calculator estimate?
It estimates how added page or checkout delay can reduce conversion rate, orders, revenue, and gross profit for an ecommerce experience.
2. What is conversion drop per second?
It is your assumed percentage decline in conversion rate for every extra second of delay. Use analytics tests, vendor reports, or past experiments to set it.
3. Why does the calculator include mobile sensitivity?
Mobile visitors often react more strongly to delay. The multiplier lets you increase or reduce the effect based on your traffic behavior.
4. What does returning visitor protection mean?
Returning shoppers may be more tolerant because they already know the brand. This setting lowers the modeled damage for that audience segment.
5. What is recovery rate from mitigation?
It represents the share of impact already recovered through optimization, caching, better assets, or interface changes after the delay appeared.
6. Are these numbers exact forecasts?
No. They are scenario estimates. The calculator helps prioritize fixes and quantify risk, but your real results depend on audience, offer strength, and channel mix.
7. Which order value should I use?
Use your blended average order value for the affected funnel. For campaign-specific reviews, use the value from that traffic source only.
8. How should I use the results in planning?
Compare lost revenue against engineering effort, vendor cost, and launch urgency. This helps prioritize fixes that protect the largest commercial value.