Misaundered domain names in websites deter potential customers, according to a new GoDaddy survey.
In a recent survey conducted by GoDaddy, it was revealed that the choice of a domain name can significantly impact a business's online success. The survey, which polled 1500 U.S. consumers, found that a well-chosen domain name can make or break a customer's decision to engage with a business.
The survey results highlighted some interesting trends. Thirty-nine percent of Gen Z and 35% of Millennials have halted their online shopping due to a poorly chosen domain name, compared to just 15% of Gen X and Boomers. This suggests that younger consumers are more likely to type in domain names directly and less likely to depend on alternative browsing methods.
GoDaddy advises businesses to prioritize domain availability when naming a company, whether launching a new venture or expanding online. Trip Briscoe, a domain-name expert at GoDaddy, stated that businesses that don't choose the right domain name inadvertently put themselves three steps behind.
The survey also found that 74% of consumers are more comfortable when a domain name matches the brand name exactly. Misspelled words, domain names that don't match a business's name, domains that contain hyphens or numbers, and free domains associated with platforms like Google Sites or Wix were identified as red flags.
On the other hand, unique domain extensions like .AI or .shop, and humorous domains that rhyme or use puns were found to be memorable by consumers. Unique and funny domains appeal more to younger shoppers. Thirty-four percent of Gen Z and 30% of Millennials find unique extensions memorable, while 25% of Gen Z and 24% of Millennials find rhyming or punny domains especially noteworthy.
The survey revealed that younger consumers (Gen Z and Millennials) are most likely to avoid a business due to its domain's spelling, with 85% and 82% respectively. Older consumers (Gen X and Boomers) also showed a high percentage of avoiding businesses due to domain spelling, with 76%.
Half of the surveyed consumers manually type domain names into their browsers when shopping online. Only 16% of Gen Z and 18% of Millennials don't type in domain names, compared to 28% of Gen X and Boomers. The remaining 23% rely on search engines, bookmarks, emails, or social media links.
The survey was released in March to mark the 40th anniversary of domain names. Trip Briscoe, the domain-name expert at GoDaddy, emphasized the importance of choosing a domain name that is spelled correctly, short, and easy to pronounce.
In conclusion, the GoDaddy Consumer Pulse survey underscores the importance of a well-chosen domain name in attracting and retaining customers. Businesses are advised to prioritize domain availability and choose a name that is easy to remember, correctly spelled, and matches their brand name.
