Adding latency to improve perceived performance

Techniques described herein provide a system and methods for adding latency to improve the perceived performance of computing devices. For instance, the techniques may calculate transaction latencies for a given session based on the time between sending requests for content and receiving the requested content. The calculated latencies may be aggregated or averaged in such a way that a specific latency may be selected for improving the perceived performance. A client device may then render subsequent content based on the selected latency or a server may serve subsequent content based on the selected latency. This artificial addition of latency may enhance the user experience by creating a more consistent environment.