Business Impact

Speed Kit's Business Impact

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Key Takeaways

Business Growth: Speed Kit positively impacts every component of the e-commerce success formula by increasing visitors, boosting conversion rates, and growing customer lifetime value.
Rapid & Low-Risk Implementation: The solution delivers measurable performance gains in days with an effortless setup that requires no infrastructure changes and can be deactivated instantly.
Cost Effect: By improving SEO rankings, reducing Google Ad costs, and enhancing user engagement, Speed Kit offers a highly efficient investment to maximize your marketing budget and overall profitability.

Introduction

Web performance is a critical driver of success in the digital marketplace, directly influencing key business metrics. While the exact impact of page speed can vary between businesses, Speed Kit is engineered to deliver tailored enhancements by leveraging real user monitoring (RUM) data. This document outlines how Speed Kit systematically improves performance to generate tangible business value, using the standard e-commerce success formula as a framework.

How Speed Kit Drives E-Commerce Success

Numerous studies show the powerful business impact of web performance, a fact you can explore in the comprehensive SpeedHub E-Commerce & Retail Performance Study Database. To see how we translate this industry knowledge into real-world success, you can also review our own published customer case studies.

But the critical question is: how does web performance impact your business? Speed Kit is designed to make this transparent, so you can make an informed decision about whether an investment in page speed is beneficial for your company. The following sections break down how Speed Kit positively influences each variable in the standard e-commerce success formula.

Turn Clicks into Customers: Boosting the Conversion Rate

Speed Kit’s real user monitoring tools consistently show a direct relationship between loading times and conversion rates. The chart below, taken from a real, anonymized Speed Kit customer, visualizes this relationship. It groups user sessions into four buckets based on their average Largest Contentful Paint (LCP). While the bars represent the number of sessions in each speed bucket, the blue line shows the corresponding conversion rate for each group.

The data clearly shows that faster sessions convert better. Sessions with an LCP between 2.5 and 4 seconds have a conversion rate of 2.2%, while those under 2.5 seconds improve to 2.8%. However, the biggest lever for business success is achieving sub-second speeds: sessions loading in under 1 second have a conversion rate of 4.1%—a dramatic increase.

Speed Kit is specifically designed to push as many users as possible into this 'Fast' (<1s) bucket by instantly serving cached or preloaded pages. While a good LCP (under 2.5s) is beneficial for SEO, this data demonstrates that further optimization to achieve near-instant speeds is required to maximize conversions, which is what Speed Kit provides.

Every Millisecond Affects Your Conversions

Real customer example of how Speed Kit shifts users into faster loading speeds with higher conversion rates:

This strong correlation between speed and conversions is not unique to our data. Our findings are validated by extensive third-party research across all industries, with numerous public case studies demonstrating the direct impact of performance on conversion rates.

The Impact of Performance on Conversion Rates

Study conducted by	CVR increase per 100 ms	Summary	Reference
Zalando	0.70%	Europe’s leading online fashion platform found that every 100 ms improvement in page loading time increased revenue per session by ~0.7%.	Link
Amazon	1.00%	Amazon reported that a 100 ms increase in latency caused about a 1% drop in sales—conversely, making pages 100 ms faster can boost conversions by ~1%.	Link
Walmart	1.00%	Walmart’s analysis showed ~1% higher conversion for every 100 ms of improvement in page load speed. As load times increased from ~1s to ~4s, conversion rates dropped sharply.	Link
Deloitte and Google	8.00%	A joint study found that improving mobile page speed by just 0.1s (100 ms) boosted conversion rates by 8% on average for retail sites.	Link
Farfetch	1.30%	The luxury fashion platform found that for each additional 100 ms of Largest Contentful Paint (LCP), the conversion rate dropped ~1.3%.	Link
Vodafone	1.00%	In an A/B test, Vodafone demonstrated that a 31% improvement in LCP yielded an 8% lift in sales, which translates to roughly ~1% higher conversions per 100 ms of LCP improvement.	Link
Aberdeen Group	0.70%	A widely cited study found that a 1-second delay in page load time led to a ~7% drop in conversions, equating to about 0.7% per 100 ms.	Link
Combination of Studies	1.00%	Median Outcome Across Studies

Expanding Your Reach: Attracting More Visitors

Better Search Rankings

Speed Kit provides a strategic advantage in organic search by improving not only technical metrics but also the crucial user behavior signals that increasingly influence rankings.

Foundational Performance: Speed Kit significantly improves Core Web Vitals like Largest Contentful Paint (LCP) by serving content instantly from the browser or edge cache. Google has officially confirmed that its ranking systems use Core Web Vitals as a direct signal for ranking. In their public documentation, Google advises: "We recommend site owners achieve good Core Web Vitals for success with Search and to ensure a great user experience generally". This provides a solid and verifiable foundation for better search visibility. You can review Google's official guidance on their Understanding page experience page.
Reduced User Abandonment: Beyond technical scores, speed directly impacts user behavior. Instant page loads prevent user frustration, reducing "pogo-sticking"—where users quickly abandon a slow site and return to the search results. Leaked Google Search documentation confirmed that internal systems track user click behaviors, such as "good" and "bad" clicks, to help determine result quality. By eliminating the initial loading delay, Speed Kit helps prevent the negative signals associated with user abandonment, leading to longer sessions, more page views, and stronger positive engagement signals for search engines. For a detailed analysis of the leaked documents, you can refer to in-depth explanations from industry experts like Rand Fishkin and Mike King.
Positive Engagement Signals: Search engines are designed to reward websites that users find valuable. By delivering a fast and seamless experience, Speed Kit encourages positive engagement signals. These behaviors indicate to search algorithms that your site is a high-quality result, which can indirectly boost rankings.
Holistic SEO Advantage: Ultimately, a faster site leads to higher organic search rankings and more free traffic because it combines technical optimization (Core Web Vitals) with a superior user experience. This builds long-term SEO resilience in an environment where algorithms are increasingly focused on rewarding user satisfaction.

Niche-Specific SEO Impact Analysis

Measuring the precise SEO impact of any single optimization is notoriously difficult. Google’s algorithm considers hundreds of factors—most of which are not disclosed—and the effects of any change can take weeks or even months to become visible. The biggest challenge is that it's nearly impossible to isolate the impact of a single change when so many external factors you don't control are changing independently. For example, a competitor might make their own page faster, acquire new backlinks, or a Google algorithm update could suddenly shift the entire ranking landscape. This "noise" makes it extremely difficult to prove causation.

This uncertainty makes it critical to focus on known, confirmed ranking signals. Loading speed is one of these few officially confirmed factors, making it a reliable lever for improvement. Unlike many abstract SEO factors, site speed is a tangible element that can be decisively improved, offering a clear, actionable path to gaining a competitive advantage with Speed Kit.

To provide concrete evidence of its importance in your market, we are able to conduct a customer- and vertical-specific SEO analysis. This data-driven approach illustrates the relationship between speed and search ranking in your direct competitive landscape.

The analysis follows a simple methodology:

Keyword Generation: First, we generate a tailored list of 100 relevant, high-volume search keywords based on your specific domain and vertical.
Data Collection & Correlation: For each of the 100 keywords, we analyze the top Google search engine results. We then correlate each competing domain's search rank with its real-world Largest Contentful Paint (LCP) performance.
Performance Data from CrUX: This performance data is sourced from the Chrome User Experience (CrUX) report. CrUX is a public dataset from Google that contains anonymized performance metrics collected from millions of real Chrome users. It provides the most accurate picture of how users experience a website's speed in the real world.
Aggregate Analysis & Calculation: We aggregate the data from all keywords and group the thousands of search results into "speed buckets" based on their LCP. From this data, we calculate the specific ranking impact of a 100 ms improvement in loading speed.

This process delivers a clear, visual chart that plots LCP against average search rank, showing the tangible ranking advantage that faster sites have over slower competitors in your market.

Impact Chart of Rank Position vs Speed of Result Domain Accross All Keywords — Impact chart of rank position vs. speed of result domain across all keywords

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The critical link between performance and SEO shown in our analysis is not an isolated finding. This relationship is well-documented by numerous public case studies from a wide range of businesses, confirming that a faster user experience is a key component of a successful SEO strategy.

The Impact of Performance on SEO

Study (year)	Summary of findings	Impact	Source
SISTRIX Data Study (2021)	Domains meeting all Core Web Vitals (CWV) thresholds saw slightly higher search visibility, while sites failing CWV had ~3.7% lower visibility.	Passing all CWV vs. failing ≥1 metric → +3.7 % higher Google Visibility Index	Link
Advanced Web Ranking (2022)	Analysis of ~3 million pages found a clear correlation between higher Google rankings and faster LCP times.	Pages in Google positions 1–5 load ≈1s faster LCP on average	Link
Link Assistant Case (2021)	A website saw a 30% drop in organic traffic after its LCP deteriorated. After optimizations, rankings and traffic recovered.	LCP slipping from “green” to “amber” triggered –30 % organic clicks	Link
Google Case – Nykaa (2022)	By improving the Largest Contentful Paint (LCP) by 40%, Nykaa was able to increase organic search traffic by 28%.	40% LCP improvement → +28% organic search traffic	Link
Shopify Case - Carpe (2023)	After optimizing load time (improving LCP by 52%), organic traffic increased by 10%.	52% faster LCP + 41% lower CLS → +10% organic traffic	Link
Google Case – Redbus (2022)	The travel site reduced its CLS from 1.65 to 0 and saw domain rankings jump ~192% in one market.	CLS reduction to 0 → +192% domain ranking uplift	Link

Reduced Google Ad Costs

Web performance is a key component of the "Landing page experience" in Google Ads. According to Google's official documentation, your landing page experience is one of the three primary factors that determine your Quality Score. A higher Quality Score is a crucial part of the Ad Rank formula, which can lead to a lower cost-per-click (CPC) and better ad placement. This creates a "quality discount" for advertisers with fast, high-quality sites.

How the Google Ads Auction Sets Your Price

To understand the discount, it's important to know how Google sets ad prices. It's not based on just your bid.

Ad Rank Determines Position: Your ad's position is determined by its Ad Rank, calculated as: Ad Rank = Your Max Bid × Your Quality Score. The higher the Ad Rank, the better the position.
Price is Based on Your Competitor: You don't pay your maximum bid. Instead, you pay just enough to beat the Ad Rank of the advertiser directly below you. The formula for your actual CPC is:
Your Actual CPC = (Ad Rank of the ad below you / Your Quality Score) + $0.01

This formula calculates the exact bid you would have needed to achieve an Ad Rank just slightly higher than your competitor's. Your high Quality Score effectively lowers this required bid, giving you a discount.

The "Quality Discount" in Action

Let's use an example to see how a high Quality Score, driven by a fast landing page, drastically reduces your ad costs.

Advertiser	Max Bid	Quality Score	Ad Rank
Fast Shop	$2.00	10/10	20
Slow Shop	$3.00	4/10	12

Analysis:

Fast Shop wins the top spot with an Ad Rank of 20, even though its bid is lower.
Slow Shop takes the second spot with an Ad Rank of 12.

Now, let's calculate what Fast Shop actually pays:

They need to beat Slow Shop's Ad Rank of 12.
Using the formula: (Ad Rank of Slow Shop / Fast Shop's Quality Score) + $0.01
Calculation: (12 / 10) + $0.01 = $1.20 + $0.01 = $1.21

Even with a max bid of $2.00, Fast Shop only pays $1.21 per click. This is their quality discount in action.

What about Slow Shop? If there was another advertiser below them with an Ad Rank of 8, Slow Shop would pay:

Calculation: (8 / 4) + $0.01 = $2.00 + $0.01 = $2.01

Slow Shop pays a much higher price ($2.01) for a lower ad position because its poor Quality Score offers no discount.

By optimizing your site with Speed Kit, you enhance your Landing page experience—one of the most important factors that determine your Quality Score. This gives you a competitive advantage, helping to stretch your advertising budget further. You can review this mechanism on Google's official page for Ad Rank.

Enhanced User Engagement

A fast, responsive website creates a more pleasant and effective user experience, which directly encourages deeper engagement. When pages load instantly and interactions are seamless, users are more likely to move beyond passive viewing and take valuable actions. This boosts key metrics that signal a healthy, growing business.

Deeper Site Exploration

Near-instant page loads reduce the friction of browsing. Users are more willing to click on additional products, read more articles, or compare different services, which significantly increases the average number of pages viewed per session.

Increased Social Proof and Advocacy

Users who have a positive and seamless experience are more likely to become brand advocates. This includes leaving positive product reviews, which builds social proof for other customers, and sharing content or products on social media, which generates high-quality organic traffic and brand reach.

Foster Loyalty: Increasing Customer Lifetime Value

A fast and seamless website experience increases customer satisfaction, making users more likely to complete a purchase and return in the future. This positive engagement builds customer loyalty and directly contributes to a higher customer lifetime value (LTV).

Acquire Customers for Less: Reducing Acquisition Costs

Excellent web performance lowers your customer acquisition cost (CAC) by boosting the efficiency of your marketing spend. The primary driver for this is a higher conversion rate (CVR). Speed Kit ensures a seamless user experience, which means a larger percentage of the visitors you attract—especially those from expensive paid campaigns—will convert into customers. When this expensively acquired traffic converts better, your effective cost per acquisition naturally declines. This enhanced efficiency, combined with lower bounce rates and more organic traffic, provides a significant competitive advantage.

A business with a lower CAC can acquire more customers for less money, enabling it to outpace and outperform competitors.

Your Key Benefits

To maximize value, Speed Kit focuses on delivering the following core benefits:

Optimal Business Impact

Browser-Level Optimization: Speed Kit enhances performance directly in the user's browser, providing a distinct advantage over solutions that operate only at the CDN Edge.
Data-Driven Proof: We provide customers with performance data and business impact charts to clearly demonstrate Speed Kit's value during the decision-making process.

Fast Time to Success

Speed Kit delivers significant improvements to Time To First Byte (TTFB) by serving pre-fetched, anonymous HTML directly from our edge network or the browser’s cache. This immediate impact on key metrics occurs within just a few days, in clear contrast to alternative methods that often require months of development and costly changes to site architecture and infrastructure.

Effortless Implementation

Simple Integration: Speed Kit can be integrated in a matter of hours. The only requirements are to place our service worker on your website and whitelist Speed Kit’s IP range.
No Infrastructure Changes: No complex backend or infrastructure modifications are needed. If results ever fall short of expectations, Speed Kit can be uninstalled in minutes by simply removing the service worker.
Universal Compatibility: Speed Kit is technology-agnostic and designed to work seamlessly with all common e-commerce platforms as well as custom-built online shops.

Low Risk

Proactive Monitoring: To guarantee stability and performance, Speed Kit’s services are monitored in real-time. Our in-house experts are automatically alerted if any anomalies are detected.
Instant Control: Unlike many other performance solutions, Speed Kit provides a dashboard that allows customers to deactivate the service instantly with a single click, providing complete control and peace of mind.

Transparent Pricing

Easy & Simple

Our pricing is based on a single, straightforward metric: your average monthly page views. This eliminates the need for complex calculations based on requests, CPU usage, or other variable factors. The model also includes volume discounts, so your cost per page view decreases as your traffic grows.

Predictable & Planable

Because our model is so simple, it provides you with predictable monthly costs. This allows you to forecast your expenses with confidence and build a reliable budget around your performance investment.

Fair & Flexible

A fair pricing model means no hidden fees and no budget surprises. Our approach is designed to adapt to the natural fluctuations of your business. For unexpected, one-time traffic peaks from an event like a marketing campaign, you can simply pay for the overage. For sustained, long-term growth, we make it easy to adjust your contract at any time to a new tier that better suits your needs.

Furthermore, our measurement methodology is designed for fairness and predictability. A page view is billable when the Speed Kit Service Worker is activated, as this is the core technology that enables both content acceleration and performance monitoring. This means:

Fair Bot Handling: Our pricing model is designed to charge for traffic that actively uses Speed Kit's technology. Well-behaving crawlers, like the Google Bot, do not activate the Service Worker and are therefore naturally excluded from your billable page views. Any other traffic that does reach our infrastructure and activates the Service Worker is considered billable. You have full control over this—by using a firewall to block unwanted bot traffic, you prevent it from ever reaching our system and ensure it is not billed.
Fair Billing for Predictive Preloading: To enable instant page loads, Speed Kit proactively preloads content in the background. However, you are only billed for a page view when a visitor actually navigates to it. The cost of any unused preloaded content is on us.
Asset Acceleration at No Extra Cost: To provide a comprehensive performance uplift, our service also includes the acceleration of assets like JavaScript, CSS, and images. During the integration phase, our product integration team evaluates if activating this feature will provide a significant additional benefit for your specific site. If so, we enable full asset acceleration for you, and this powerful enhancement is included in your plan at no extra charge.

Expertise and Partnership

We believe that exceptional performance comes from combining powerful technology with expert guidance. When you choose Speed Kit, you get more than a software solution; you gain a long-term partner dedicated to your website's success.

Proactive Strategic Reviews: To ensure continuous alignment and success, our Customer Success Team conducts quarterly partnership calls. These sessions cover your current performance status, planned changes on your side, relevant Speed Kit product enhancements, and key updates from the web performance industry. For deeper technical discussions or to address your most complex challenges, your Customer Success Manager will involve our in-house web performance specialists to provide expert guidance on topics like strategic audits or migration planning.
Expertise That Delivers Results: Our team's passion for web performance drives us to find the most effective and robust solutions for your business. We go beyond surface-level metrics to analyze data at the deepest level, allowing us to solve complex performance challenges that others can't. This expertise is why our team includes Google Developer Experts (GDEs) and maintains a direct feedback loop with Google's development teams. This deep involvement allows us to adopt new technologies before they are widely available. For example, we actively participate in origin trials for cutting-edge browser features like the Speculation Rules API and Compression Dictionaries, giving us hands-on experience and allowing us to provide Google with valuable real-world feedback. For you, this translates into a future-proof performance strategy that ensures you benefit from the newest technologies and stay ahead of your competitors.
Customer Network: We are happy to connect customers who are facing similar challenges, fostering a community where insights and solutions can be shared (with the consent of all parties).

Proving the Return on Investment (ROI)

Speed Kit has a long history of delivering a strong, positive return on investment for our clients. You can see the real-world impact for yourself in our numerous published customer case studies. To demonstrate this value for your specific business, we offer the following transparent, data-driven process:

Statistically Sound Performance Measurement: We measure the precise performance uplift using our integrated Real User Monitoring (RUM) on your live website traffic. RUM provides deep, real-time insights into your website’s performance as experienced by your actual users, capturing an authentic picture of the user experience that synthetic lab tests cannot replicate. This data provides a statistically sound foundation for the analysis.
Business Impact Strength: We then link this performance data to your business data to generate a Business Impact Chart. This powerful methodology directly quantifies the impact of performance improvements on key business indicators, showing exactly how speed translates to revenue and conversions.
Guided ROI Calculation: Finally, we translate these findings into a comprehensive business case. Using our ROI Template, which contains industry benchmarks and best practices, your dedicated Account Manager will guide you through calculating the total projected return on investment. If desired, you can refine this template privately with your company-internal numbers (e.g., for revenue and cost of sales) for the most accurate results.

This process provides a clear, data-driven view of the potential ROI, allowing you to make a confident and informed decision.

Summary

Investing in web performance with Speed Kit improves individual KPIs and enhances overall e-commerce success in days. It integrates seamlessly with all common e-commerce platforms and custom-built technology stacks, providing a swift and effective way to boost performance. To prove its value, Speed Kit offers a uniquely transparent process. It leverages integrated Real User Monitoring (RUM) to generate a detailed Business Impact Chart, which directly correlates performance with your business KPIs. This powerful analysis, combined with a guided ROI calculation, is the most reliable method for quantifying the real-world return on your investment.

Unlike marketing investments that might affect only one aspect of the success formula, Speed Kit enhances multiple factors simultaneously—driving more traffic, increasing conversions, and lowering customer acquisition costs. This makes it a uniquely cost-effective strategy to increase your business success. Prioritize optimizing your web performance with Speed Kit to maximize the effectiveness of your marketing budget and gain a significant competitive advantage.