08 Mar 11 Marketers: Reduce Your Latency and Increase Your Profits

When I’m in the mood for some extra technical reading, I like to hang out on the High Scalability Blog. One of their older but eye opening posts is a collection of articles and research papers on the effects of latency on sales, traffic and website engagement.

This section particularly grabbed my attention as it highlights how dramatic an effect latency really has on your online revenue.

Latency matters. Amazon found every 100ms of latency cost them 1% in sales. Google found an extra .5 seconds in search page generation time dropped traffic by 20%. A broker could lose $4 million in revenues per millisecond if their electronic trading platform is 5 milliseconds behind the competition.

We are always looking for tweaks to make Tracking202 and Prosper202 faster, as we undersand how much of a difference a few 100ms can make on your earnings. I recently wrote a post highlighting a few quick fixes you can make right now, that will yield some noticeable differences for you.

Read: Money Loves Speed

Photo Credit: Erica Marshall of

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