Free tool · instant estimate
How much is a slow website actually costing you?
Enter your traffic and numbers, and see what closing your load-time gap could be worth in additional conversions each month. No signup, no email required.
Based on conversion-rate elasticity per 0.1s of mobile load-time improvement, from the Google and Deloitte "Milliseconds Make Millions" study. It's a general published figure, not Fresh & Crispy client data, and not a guarantee for any individual site. Improvement is capped at 1.5 seconds, and the resulting uplift at 100%, because the effect is unlikely to stay linear beyond that range.
Where the seconds usually go.
Compress images
Oversized, uncompressed images are the single most common cause of a slow homepage. Right-sizing them is usually the fastest win available.
Cut third-party scripts
Chat widgets, trackers, and embeds each add their own request. Every one that isn't earning its place is slowing the page down for free.
Fix server response time
If the server itself is slow to respond, no amount of front-end optimisation fixes the delay before the page even starts loading.
About the estimate.
What does page speed have to do with conversions?
Slower pages lose more visitors before they act. Independent research has repeatedly linked faster load times to higher conversion rates, because fewer people give up waiting or lose confidence in the page before it finishes loading. See why your website might be slow.
How is the estimate worked out?
It applies published conversion-rate elasticity figures from the Google and Deloitte "Milliseconds Make Millions" study, which measured the effect of every 0.1 second of mobile load-time improvement across several sectors, to your own traffic, conversion rate, and value per conversion.
Is this figure guaranteed?
No. It's an indicative estimate based on general published research, not a guarantee, and not specific to your website. The real effect depends on where the slowness sits in the journey, your audience, and what else changes at the same time.
How is this different from the CRISP audit?
This calculator only estimates a value from numbers you already have. The CRISP audit scans your actual website and identifies which specific pages and assets are slowing it down.
Read more, or skip to the fix.
Other free tools.
Know the estimate. Now find the actual bottleneck.
Run the free CRISP audit and get the three fixes most likely to move that number, in about 60 seconds.
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