Have you clocked your website’s speed lately? If not, you might be missing out.

In the online universe, speed counts. The faster a web page loads, the better the user experience. And the better the user experience, the greater the likelihood you’ll convert visitors into customers. Research shows that 40% of shoppers won’t wait more than three seconds before abandoning a retail or travel site. Three seconds might seem like no time at all, but it’s an eternity to someone searching for something online.

Did you know you can check the page speed of any website for free? Google’s PageSpeed Insights is a free and easy-to-use tool that analyzes the content of a web page, then generates suggestions to make that page faster. Simply plug in a web page URL, and PageSpeed Insights will do the rest.

This easy-to-use tool analyzes performance of any web page on both mobile and desktop devices, and measures both the above-the-fold load—the part of the page that comes up first on your screen—and the full-page load. Best of all, it then gives you a detailed report with specific suggestions for improving performance. It even color-codes the results, where a green check-mark means “Good job!” and a yellow exclamation means “Fix this if it doesn’t take a lot of work” while a red exclamation means “Definitely fix this if at all possible.”

Give it a try. Even some simple improvements could have a big impact on your website’s performance, and PageSpeed Insights shows you which improvements matter most.