Walmart (2012, foundational): 100ms improvement = 1% incremental revenue; 1s improvement = 2% conversion increase

Claim (Devon Auerswald, Walmart Web Performance presentation, 2012):

"100 ms improvement = up to 1% incremental revenue; 1 s improvement = up to 2% increase in conversion."

Source: Walmart Web Performance presentation, 2012 (foundational; cited continuously across the performance community since).

Confidence: Verified.

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 A/B test (2021): 31% LCP improvement → 8% more sales, 15% better lead-rate, 11% better cart-rate and Deloitte/Google "Milliseconds Make Millions" (2020): 0.1s improvement → 8.4% retail conversion lift, 10.1% travel replications.