It was a case of what might have been for Latics who lost 1-0 at high-flying Colchester following a spirited performance.
Latics created far more chances than the home side, twice hit the woodwork, but lacked a cutting edge and were made to pay for their numerous misses.
Colchester snatched maximum points midway through the second half as on-loan Danny Batth delivered the killer blow for the U's.
After a goalless opening half, Latics had a glorious chance to break the deadlock nine minutes after the restart.
Jason Price headed Alex Marrow's centre back across the face of goal for Pawel Abbott who looked certain to score from inside the six-yard box only for keeper Ben Williams to make a brave dive to block at the feet of the nine-goal top scorer.
Williams had to make another save, but comfortably kept out a free kick from Dale Stephens which was curled over the defensive wall.
They were to prove costly misses, however, as Colchester finally broke the deadlock in the 64th minute when central-defender Danny Batth scored with a near-post diving header from a David Prutton corner.
It was the first goal for the U's from Batth who is on a season-long loan from Premier League club Wolves.
Manager Dave Penney's response to the goal was to bring on Joe Colbeck for Chris Taylor in a straight switch on the left wing while later Keigan Parker replaced Deane Smalley on the right.
Latics continued to create chances and Abbott was twice denied by Williams in quick succession, the keeper each time blocking his shots.
Colbeck cut in from the left and his goalbound shot was well turned away by Williams diving low to his left.
It was clearly destined not to be Latics' day when Price struck the frame of the goal for a second time four minutes from time. Parker set up Price whose shot on the turn deflected off Matt Heath and looped over Williams hitting the crossbar.
Full-time: Colchester 1, Latics 0.

