A recent survey highlights the significant impact of domain names on consumer trust and online shopping habits. Conducted with 1,500 U.S. consumers, the survey reveals that 80% of participants have refrained from visiting or purchasing from a website due to its oddly spelled domain name.
This trend is particularly pronounced among younger shoppers. The data shows that 85% of Generation Z and 82% of Millennials have opted out of engaging with businesses because of domain name quirks, while 76% of Generation X and Baby Boomers share the same sentiment.
Released in recognition of the 40th anniversary of domain names, the survey sheds light on the key attributes consumers view as red and green flags in online domains. One prominent takeaway is the importance of correct spelling and succinctness.
“Choosing the right domain name can significantly influence a business’s online presence,” an industry expert noted. “Investing in an appropriate, well-spelled domain that aligns with the business’s name is crucial; it can mean the difference between a potential customer finding you easily or getting lost online.”
Consumers identified several traits that make domain names more attractive: correctly spelled full words (43%), short domains with two or fewer words (40%), and names that are easy to pronounce (38%). Meanwhile, 56% of respondents indicated misspellings as a major deterrent, while 55% were dissuaded by domain names that did not match a business’s name. Further concerns included domains with hyphens or numbers, which 20% of consumers found untrustworthy.
Despite the convenience of modern browsing tools, many consumers continue to manually type domain names into their browsers. Half of those surveyed report regularly typing in a business’s domain while shopping online, with 27% doing so only if they remember the name. It was also noted that younger generations are more likely to type in domain names directly, as opposed to relying on search engines or social media links.
The findings underscore the necessity for businesses, especially new or expanding ones, to be meticulous about their domain names. Notably, 74% of consumers feel more at ease when a domain name precisely matches the brand name. Younger consumers are particularly sensitive to poorly chosen domains, with 39% of Generation Z and 35% of Millennials admitting to halting their online shopping because of this issue.
Engaging domain names, particularly unique and humorous ones, resonate more with younger shoppers. Among Generation Z and Millennials, 34% and 30%, respectively, found unique extensions memorable, while 25% of Generation Z and 24% of Millennials appreciated clever or punny domains.
As demonstrated by the survey results, the selection of a suitable domain name is critical for businesses aiming to make a strong online impact. This consideration is essential whether launching a new brand or expanding an existing one, as a well-selected domain name can significantly influence a customer’s decision to engage.
