{"id":345,"slug":"walmart-100ms-1pct-revenue-foundational","title":"Walmart (2012, foundational): 100ms improvement = 1% incremental revenue; 1s improvement = 2% conversion increase","kind":"reference","scope":"business","status":"current","audiences":["claude-code","candid-team"],"topics":["core-web-vitals","measurement"],"reference_body":"**Claim (Devon Auerswald, Walmart Web Performance presentation, 2012):**\n\n> \"100 ms improvement = up to 1% incremental revenue; 1 s improvement = up to 2% increase in conversion.\"\n\n**Source:** Walmart Web Performance presentation, 2012 (foundational; cited continuously across the performance community since).\n\n**Confidence:** Verified.\n\n**Why a 2012 stat is still useful:** It was the first widely-disclosed e-commerce performance-revenue measurement at scale. The magnitudes (1% revenue per 100ms) became the default mental model in the industry, and have held up directionally across the [[vodafone-31pct-lcp-8pct-sales-2021]] and [[deloitte-google-milliseconds-millions-2020]] replications.","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"}]},"created_at":"2026-05-22T20:03:33.352Z","updated_at":"2026-05-22T20:03:33.352Z"}