A new Godaddy survey shows that domain names play a crucial role in the design of consumer confidence and online shopping behavior. The Godaddy Consumer Pulse survey carried out in March with 1,500 US consumers showed that 80% of those surveyed avoided a visit or purchase of a website because it had a strangely written domain name.
This reaction was most widespread among younger consumers. According to the results, 85% of the gene Z and 82% of the millennials stated to skip a company due to the spelling of its domain, while 76% of the gene X and Boomer said the same.
The survey was published in March to recognize the 40th anniversary of the domain name and examined what consumers consider red and green flags in relation to online business names. An important insight: spelling and length matter.
“Companies that do not need time to choose the right domain name have accidentally taken three steps behind them,” said Trip Briscoe, an expert for domestic names at Godaddy. “It is worth investing in a quality domain that is written correctly and corresponds exactly to the name of your company. It is the difference between a potential customer who finds it effortlessly or is lost in the width of the Internet.”
What makes a domain unforgettable
Consumers quoted specific features that made domain names more attractive. Complete words were written correctly on the entire list (43%), short domains with two words or less (40%) and domains that easily pronounce (38%). In addition, 23% of consumers stated that unique domain extensions such as .ai or .shop be found unforgettable, while 19% were attracted to humorous domains that use rhymes or word games.
In contrast, several characteristics were identified as red flags. This included missed words (56%), domain names that do not match the name of a company (55%), and domains that contain hyphens or numbers (20%). Another 20% of the respondents stated that free domains are distrust in connection with platforms such as Google Sites or Wix.
Tipping is still important
Despite the prevalence of clicks and blows in modern surfing, many consumers still manually enter their browsers manually. Half of the respondents stated that they regularly enter a company's domain name when shopping online, while 27% only do so if they remember the names. The remaining 23% stated that they rely on search engines, bookmarks, e -mails or social media links to navigate to a business website.
Generational trends were also emphasized. Z and Millennials taped directly from the domain name and depend less on alternative browsing methods. Only 16% of the gene Z and 18% of the millennials stated that they did not enter any domain names compared to 28% of the gene X and boomer.
Why domain names are important for the business
Godaddy's results indicate that companies, in particular new or growing, have to take their domain names into account carefully. According to the survey, 74% of consumers are more comfortable if a domain name corresponds exactly to the brand name.
In addition, younger consumers were more likely to report that their online purchases were discontinued due to a badly selected domain. Thirty -thirty percent of the gene Z and 35% of the millennials admitted that they listened online compared to only 15% of the gene X and Boomer due to the domain name of the website.
Unique and funny domains also appealed more to younger buyers. 34 percent of the gene Z and 30% of the millennials stated that unique extensions were unforgettable, while 25% of the gene Z and 24% of the millennials were particularly noteworthy or punitive domains. Only 17% and 15% reported under Gen X and Boomers.
Godaddy advises that companies prioritize the availability of domains when naming a company, regardless of whether they are launching a new company or expanding them online. As shown from the survey, a well-selected domain name can make or break the decision of a customer for the introduction.
Image: Envato