{"id":343,"slug":"deloitte-google-milliseconds-millions-2020","title":"Deloitte/Google \"Milliseconds Make Millions\" (2020): 0.1s improvement → 8.4% retail conversion lift, 10.1% travel","kind":"reference","scope":"business","status":"current","audiences":["kevin","claude-code","smb-owner","candid-team"],"topics":["core-web-vitals","measurement"],"reference_body":"**Claim:** Deloitte Ireland and Google measured 4 industry-wide site-speed metrics and found that a **0.1-second** improvement correlated with:\n\n- **+8.4%** retail conversions\n- **+9.2%** average order value (retail)\n- **+10.1%** travel conversions\n\n**Source:** \"Milliseconds Make Millions\" — Deloitte Ireland / Think with Google PDF, 2020 (foundational, still widely cited).\n\n**Confidence:** Verified (Deloitte primary).\n\n**Why it earns its place:** The most-cited industry-wide study of site speed → revenue. Magnitudes are conservative (compared to individual-site studies like [[vodafone-31pct-lcp-8pct-sales-2021]] which show larger lifts), which makes it more credible as a baseline estimate for SMB conversations.\n\n**Caveat for SMB application:** None of the foundational performance-revenue studies (Vodafone, Pinterest, Walmart, BBC, Deloitte) measured **small-business marketing sites**. Extrapolating to a Kitchener-Waterloo dental practice is plausible but unproven. Treat the magnitudes as directional indicators of *that* the relationship exists, not precise predictions for any specific client.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"vodafone-31pct-lcp-8pct-sales-2021","title":"Vodafone A/B test (2021): 31% LCP improvement → 8% more sales, 15% better lead-rate, 11% better cart-rate","kind":"reference","scope":"business","link_type":"relates-to"}],"incoming":[{"slug":"research-brief-page-speed-moat","title":"Research brief: Page Speed as a Moat — why CWV separates the agencies from the freelancers (piece 9 of 15)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"research-brief-performance-revenue-evidence","title":"Research brief: Website Performance & Revenue — defensible evidence for KW small-business owners (piece 17)","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"smb-5k-vs-20k-build-decision-framework","title":"$5K WordPress refresh vs $20K custom build — performance alone does not justify the $15K delta","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-05-22T20:03:33.333Z","updated_at":"2026-05-22T20:03:33.333Z"}