In an age where we expect access to information almost instantaneously, it's not surprising that customers get impatient if a website doesn't provide what they need.
In this 24/7 always on economy, two seconds or less is the expected page-load time for 47 per cent of consumers. And poor website performance is why 79 per cent of customers are less likely to revisit a website.
It is clear that in order to stave off the competition, enterprises must put network latency at the top of their agendas, in order to achieve quick, effective results for their customers. Otherwise, someone else will be sure to step in and offer a quicker, better service usurping their hard fought position in the market.
The management of Internet performance is more complicated and confusing than ever. Below, we count down the top four tips that will allow businesses to tackle latency to ensure better user engagement, enhanced user retention and a better customer experience.
If you're not in the business of DNS, chances are you don't think twice about whether or not you're using the right technology - but this is certainly important. By analysing network topologies, a DNS provider should be able to determine how to reduce the number of network interfaces, routers, switches, and servers and overall, provide a better service.
Distance really is the key here. In various cities all over the world, there are hubs where DNS cables converge. When every millisecond counts, creating your network around these major cities is your best bet at combating latency.
Setting up anycast routing can be incredibly beneficial in the quest towards reducing latency. In simple terms, anycast means bringing the request closest to that of the user. For example, if someone from Madrid is trying to load an advertisement, to provide the best service, they will most likely be sent to a data centre in Western Europe.
Tracking DNS performance can help catch problems early on and fix them as quickly as possible, without affecting the latency of the network.
Ultimately, geography counts for a lot when it comes to DNS - it's all about mapping the service as close to the user and central hubs as possible, to provide the best user experience. The top tips above are a good guide, but it is up to the individual enterprise to strive for the best results and deliver excellent customer service.
Paul Heywood is director for EMEA at Dyn.