Speed is not an aesthetic preference — it is a revenue lever. Here is what the data says in 2025.
The Google ranking impact
INP (Interaction to Next Paint) became a full Core Web Vitals metric in 2024 and now carries significant ranking weight. Sites that fail INP lose visibility in organic search — sometimes dramatically.
The conversion impact
Amazon's internal research found that every 100ms of latency costs them 1% of sales. Walmart reported a 2% increase in conversions for every 1-second improvement in load time. For a site generating $50,000/month, a 2-second improvement could mean $60,000/year in additional revenue.
How to measure your cost
Take your monthly revenue, your current conversion rate, and your current LCP. Then estimate the conversion lift from a 1-second LCP improvement (typically 8–12% based on WPO Stats data). The math usually makes a performance investment look very good.
