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Milliseconds Make Millions: Sell More and Grow Faster

Nowadays the performance of your website matters big time.

Headless eCommerce allows you to build a best-of-breed stack for tailor-made eCommerce frontends with fast site speed. Did you know that frontend performance increases conversion, you get better SEO ranking, pay less for Google Ads - and is more friendly to the environment and your wallet? According to Akamai, 100ms faster webshop can increase your conversion rate up to 7%.

Increased Conversion with Faster Site Speed

Let us focus on conversion first. You are spending your budget on launching your webshop and keep adding features as you grow. But are you measuring core web vitals? Core web vitals are the KPIs used by Google to measure the quality of user experience on a website. Most webshops keep getting slower over time - this hurts your conversion.

By staying fast you get benefits of:

  • up to 7% increased conversion rate by speeding up your site 100ms
  • reduce bounce rate - especially for mobile shoppers
  • mobile visitors stay on your site - if your site takes more than 3 seconds to load 53% of mobile visits leave
  • you simply sell more by speeding up your site

Do not take our word for it; check out Google’s impact evaluator.

Below is a screenshot of a real customer. They currently have a poor site speed. According to Google their site loads in about 2.4 seconds. We did the numbers with an optimized site and a mobile load time of 1.4 seconds. Even though they have a really low conversion rate today, we can clearly see the impact in a revenue increase for this Norwegian online retail store.

Page speed impact calculation screenshot

Pay Less for Google Ads

We have established that a faster webshop will generate more sales. But how do you drive traffic to your webshop? Do you use Google Ads to advertise your products and services? If so you may be paying too much.

Site speed is a key ingredient in the quality score Google uses to calculate the price for your Ads. This is a real-time calculation based on click-through rate, ad relevance, and landing page experience. Again, the core web vitals are used to define the quality score. So, faster is better.


  • a good quality score (10) gives you -50% on ad pricing
  • poor quality score (1) gives you a penalty of up to 400%
  • that is a difference of 8X in the cost of the ads 

Read more about how site speed affects Google Ads pricing.

Better SEO Ranking

If you are building your traffic based on the organic search you should know that the site speed directly affects your SEO ranking. If you are doing content marketing you simply need to rank 90+ in the Page speed score, unless you will get a penalty and all your efforts will not be rewarded in traffic.

We did an experiment to see how site speed affects Google SEO ranking. The results were clear #1 position in Google after 8 weeks for the fast site. The medium and slow sites were not even part of the first 50 search results. Site speed is really a key component of the eCommerce SEO checklist.

Measuring core web vitals SEO results screenshot

More Eco Friendly and Sustainable

A key value of what we call Internet craftsmanship is a tailor-made customer experience. This translates to expertly crafted eCommerce frontends. Milliseconds matter is another value that means that a properly crafted eCommerce frontend is fast.

Fast translates to less data transfer and less computing power being consumed. It is simply more eco-friendly. In addition to being more eco-friendly, you end up paying less due to:

  • less data transfer
  • less computing power on the server-side
  • less computing power on the client-side
  • less energy consumed in server, transfer, and client

You can also measure your own website's carbon footprint. Below are the results from one of our clients.

Website carbon calculator results

How to Measure Core Web Vitals?

How to measure core web vitals? It is quite simple. You can use Google’s PageSpeed Insights that tests from one location. To measure global site speed you can use Lighthouse Metrics that tests global site speed from six different locations.

Global pagespeed score