#USA #Survey #Tempe #GoDaddy #Domain Name

The Crucial Role of Domain Names in Consumer Choices

In a digital landscape where first impressions matter, the domain name of a business holds significant sway over consumer attitudes and their shopping behaviors. In celebration of the 40th anniversary of domain names, GoDaddy conducted a comprehensive survey scrutinizing what attributes consumers value and what red flags they observe when interacting with websites.

According to the GoDaddy Consumer Pulse survey, 80% of participating American consumers admitted to avoiding a website solely because of an oddly spelled domain name. This trend was especially prevalent among younger demographics, with 85% of Gen Z and 82% of Millennials reporting negative experiences tied to unconventional spellings, compared to a mere 76% of Gen X and Baby Boomers who felt the same way.

Green Flags: What Consumers Look For

The survey illuminated key positive indicators that consumers find appealing in a domain name. An overwhelming majority of respondents prefer domain names that are:

• - Short and Readable: Ease of reading and remembering is critical.
• - Correctly Spelled: Consumers indicated a preference for full, correctly spelled words (43% select this as essential).
• - Minimal in Length: Domains with two words or less (40% favor) are much appreciated.
• - Easily Pronounceable: An easily pronounced domain name was important to 38% of participants.
• - Unique Extensions: Non-standard domain endings (like .AI or .shop) appealed to about 23% of respondents.
• - Humorous or Punny: Creative names that rhyme or are witty attracted 19% of consumer interest.

Red Flags: What Deters Trust

Conversely, the survey revealed several characteristics likely to trigger distrust in consumers:

• - Misspellings: A significant 56% of respondents indicated that misspelled words would deter them.
• - Inconsistency with Business Name: 55% would feel uneasy if a domain didn't match the business name.
• - Hyphens and Numbers: Around 20% find hyphens or numbers untrustworthy, as they often indicate a lack of professionalism.
• - Free Subdomain Usage: The same percentage expressed discomfort in domains that utilize free services from providers like Google or Wix.

Typing Behavior: The Direct Approach

In a world dominated by quick taps and swipes, it's noteworthy that consumers still prefer typing domain names when they want to visit a business's website. The survey revealed that:

• - 50% of respondents consistently type in the domain directly.
• - 27% do so only if they remember the domain name.
• - 23% rely on search engines, bookmarks, or social media instead.

Trip Briscoe, a domain name expert at GoDaddy, pointed out that businesses risk losing potential customers by neglecting the importance of a carefully chosen domain name. He emphasized that a well-crafted domain name fosters effortless discovery in the vast realm of the internet.

Age-Related Insights

Different age groups show varying degrees of concern regarding domain names:

• - 39% of Gen Z and 35% of Millennials have abandoned shopping due to an unsatisfactory domain name.
• - Only 15% of older generations reported similar experiences.

Moreover, younger cohorts uniquely appreciate domains with creative extensions or clever wordplay, showcasing a shift in consumer preferences influenced by lifelong exposure to the internet.

The Importance of Availability

For new businesses, securing a domain that reflects their brand identity is crucial, while established firms must also consider domain name rankings as they move online. GoDaddy provides resources for businesses to check domain availability or purchase from the aftermarket if their ideal names are taken.

To facilitate entrepreneurship, GoDaddy has introduced Airo®, an AI-driven tool that offers business owners creative name suggestions and assists in securing domain names quickly.

As businesses navigate the increasingly competitive digital landscape, understanding the significance of a well-defined and appealing domain is integral to attracting and retaining customers. GoDaddy remains committed to empowering entrepreneurs by providing the tools necessary to establish an impactful online presence.