Your eCommerce site has a bottleneck to better performance.

What is the bottleneck?

Network latency.

The speed at which your website data is delivered to your shoppers is affecting your revenue.

You can have control over this metric, but for this to be of interest to you, we should explain how it works.

How network latency affects your website is our discussion for this post. We view this metric in milliseconds (ms). To be competitive as in the eCommerce space, knowing every area of improvement can provide the competitive advantage.

Customers, may leave your site for a competitor if the page load times are too slow. Web development best practices may not be enough. The inherent structure of the Internet could be costing you business.

This is why we are looking at how to calculate page load times. Latency being the factor worth examining.

We will look at three metrics. HTTP requests. Browser downloads. Latency, and how we can use these in a formula to calculate page load times.

Here is how we calculate your page load times:

## How Many HTTP Requests?

The first metric to understand is how many HTTP requests the website requires to download. You can determine the number of HTTP requests your website needs by running a web page test here. This test will provide how many HTTP requests are required. Also, the test will present the download speed of your site.

100 HTTP requests is an average number for a website, which is going to be the value we use for our formula below.

## How Many Simultaneous Web Browser Downloads?

The next metric to establish is how many simultaneous requests a web browser can make. A typical browser will be able to make about 4 simultaneous requests at its default settings. This can fluctuate, but for the purposes of our example, this will be the value used.

## What is our Network Latency?

The last item we need to understand is our latency. This will affect our page load time in seconds. Acceptable network round trip time (RTT) is around 200 ms. The ideal number below 100 ms.

For our calculation below, it is important to note that the average eCommerce website load time is 8.56 seconds.

## The Formula

Given these three metrics, we can determine our website latency. With latency, we can determine the page load time in seconds. The formula is as follows:

**Or**

We have simplified this formula to provide a workable baseline for calculations.

The precise formula for determining these metrics, which includes bandwidth calculations, can be seen here.

Our formula with the values we chose above is:

By utilizing this formula, you can determine how latency is affecting your page load times. Varying the network latency value will allow you to see the significance this will have on the page load time in seconds.

100 ms is equal to 1% in revenue. 1 second in page speed is 2% in sales. ECommerce conversion optimization has direct business implications.

**You can download our Whitepaper for a full analysis of how to improve the performance of your eCommerce website.**