latency

Why the slow days of dial-up could be making a return

As familiar names like HMV and Blockbuster disappear from the High Street, web traffic can be expected to grow as a result.

However, the increasing numbers of data aggregators and tracking tags being placed on websites are leading to slower loading pages, while advances in technology designed to save people time have made us less tolerant of waiting. 

In 2006, the average web user expected pages to load in four seconds or less. By 2010, that expectation had become two seconds or less.

Monitoring purchase latency in Google Analytics

Understanding purchase latency, the number of days between purchase events, is essential to any customer retention strategy.


If you know how typical customers behave you can identify those who are likely to defect when they don’t purchase again within the average latency period, using so-called trip wire events.

If you can re-engage customers before they defect, you’ll retain them longer and your revenues will rise.