{
  "schema_version": "1.1",
  "id": "1-second-site-3x-conversion-rate-portent",
  "slug": "1-second-site-3x-conversion-rate-portent",
  "url": "https://groundedkit.com/claims/1-second-site-3x-conversion-rate-portent/",
  "api_url": "https://groundedkit.com/api/claims/1-second-site-3x-conversion-rate-portent.json",
  "claim": "A site that loads in 1 second converts 3x better than one that loads in 5 seconds (Portent)",
  "commonly_cited_as": "\"1-second load time = 3x conversions\"",
  "verdict": "verified",
  "verdict_definition": "Primary source found; it says the same thing, the scope matches, and it is reasonably current.",
  "confidence": "low",
  "rating": {
    "value": 5,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Portent",
    "title": "Site Speed is (Still) Impacting Your Conversion Rate (Apr. 20, 2022)",
    "year": "2022"
  },
  "quote": "A site that loads in 1 second has a conversion rate 3x higher than a site that loads in 5 seconds. ... A site that loads in 1 second has an e-commerce conversion rate 2.5x higher than a site that loads in 5 seconds.",
  "method": "About 100 million page views across 20 B2B and B2C sites (27,000+ landing pages); correlational.",
  "drift": [
    "Metric: 3x is for lead/goal conversions; e-commerce was 2.5x",
    "Sample: 20 sites, correlational"
  ],
  "interest": "Portent is a digital agency selling site-performance services.",
  "safe_rephrasing": "Portent's 2022 analysis of 20 sites found pages loading in 1 second had about 3x the goal-conversion rate (2.5x for e-commerce) of pages loading in 5 seconds.",
  "sources": [
    {
      "title": "Portent — Site Speed is (Still) Impacting Your Conversion Rate",
      "url": "https://www.portent.com/blog/analytics/research-site-speed-hurting-everyones-revenue.htm",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Updated April 20, 2022",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}