Every extra second your funnel takes to load is costing you money.

Not eventually. Right now. On every visit.

Here's what the research actually shows..

Portent analyzed over 100 million page views across 20 websites and more than 27,000 landing pages to measure exactly what page speed does to conversion rate.

For sales and ecommerce pages:

1 second load time = 3.05% conversion rate
2 seconds = 1.68%
3 seconds = 1.12%
4 seconds = 0.67%

Here's the quick math. If 1,000 people visit your page to buy a $497 offer..

At 1 second -- $15,203 in potential revenue. At 3 seconds -- $5,566. At 4 seconds -- $3,334.

Same traffic. Same offer. Same copy. Different load time.

And for lead generation funnels -- opt-ins, webinar registrations, application funnels -- it's even steeper. Nearly 40% conversion rate at 1 second. By 6 seconds you're looking at roughly half that.

Google's own data confirms that 53% of mobile visitors abandon a page entirely if it takes more than 3 seconds to load.

Here's how to check yours right now.

There's a free tool built directly into Chrome called Lighthouse. Here's exactly how to use it..

Open your funnel page in Chrome. Right-click anywhere and select Inspect. Click the >> arrows at the top of DevTools to find Lighthouse. Select Mobile, tick Performance, hit Analyze Page Load.

60 seconds later you'll see your Core Web Vitals..

FCP (First Contentful Paint) -- how long before anything appears on screen. Under 1.8 seconds is good. This is the first impression your page makes.

LCP (Largest Contentful Paint) -- how long before the main content is visible. Under 2.5 seconds is good. Over 4 seconds is poor.

TBT (Total Blocking Time) -- how long JavaScript is blocking the page from responding to the visitor. Under 200ms is good. This is usually the culprit when a page feels frozen on load.

CLS (Cumulative Layout Shift) -- whether elements jump around as the page loads. Zero is perfect. Any movement destroys trust before a visitor reads a word.

Speed Index -- how quickly the visible content populates. Under 3.4 seconds is good.

Here's what a real funnel scan looks like. A Lighthouse test run recently returned these numbers..

First Contentful Paint: 4.7s 🔴
Largest Contentful Paint: 7.3s 🔴
Total Blocking Time: 270ms 🟡
Cumulative Layout Shift: 0 🟢
Speed Index: 6.9s 🔴

Three red signals. According to the Portent data, an LCP of 7.3 seconds puts this funnel's conversion rate somewhere below 0.67% -- less than a quarter of what it would be at optimal speed. The CLS is perfect. The TBT is borderline. Everything else is bleeding.

The good news: Lighthouse tells you exactly what's causing it. Unoptimized images. Render-blocking JavaScript. Third-party scripts loading before content. Slow server response. These are fixable. Most of them quickly.

Run the test on your most important funnel page right now.

Here's the problem with that test.

That score is a snapshot.

It tells you what your funnel looked like at that specific moment, from one simulated connection, on one virtual device. It does not tell you what your funnel looks like right now. At 2am. On a real iPhone on a real 4G connection. During a campaign push when server load increases.

Page speed is not a fixed number. It changes constantly and it changes without warning.

A JavaScript library updates and adds 400ms of blocking time. An uncompressed image gets uploaded and adds 2 seconds to LCP. A third-party chat widget starts loading a new ad script and doubles your Total Blocking Time. Your CDN has a performance dip during your best ad window.

None of these announce themselves. Your Lighthouse score from this morning means nothing about what's happening this afternoon.

And this is exactly why chasing a good Lighthouse score is necessary but not sufficient. You fix it today. Something changes tomorrow. You don't know until your CPA climbs and you can't figure out why.

The only way to know whether your funnel is performing at the speed your conversions depend on is to check it continuously -- not once a month, not when you remember to run the test.

Continuously.

That's what Funnel Pulse does. Page speed is one of twelve signals monitored on a continuous cycle. The moment performance degrades meaningfully -- whether from a JavaScript update, an image upload, a third-party script change, or infrastructure variability -- you get an alert before your ad spend figures it out.

Run a free scan at funnelpulse.com and see your current performance score alongside all twelve funnel health signals right now.

🚀

​- James