By Thom Davies
As seen in
Key takeaway:
Objective: When choosing a name and domain, there are many factors that brands must consider: brevity and memorability, availability and affordability, domain extension. These choices must be traded off: an invented word might be available in a stronge extension, or more affordable in a .com, while a real English word may be more memorable but expensive. To help brands balance these competing demands, we’re exploring how credible consumers perceive different types of domains for a new brand.
Which domain name feels more credible for a new brand?
A representative panel of American consumers aged 18 – 64.
Which domain name feels more credible for a new brand?
Consumers are clear: single-English-word domains carry instant credibility, while brands built on invented words have to work harder to build trust and authority. This is demonstrated right now in the AI boom, as brands pick English words — Perplexity, Runway, and pair them with the .ai extension.
Of course, not every brand needs a single English word: only the most ambitious, or those in a niche, such as AI, where credibility can count for everything. Knowing your audience’s preferences will allow you to choose a domain that best serves your brand and prioritize investment for maximized return.
If you’re interested in digging deeper into our findings, or asking your own questions on domain choice and branding topics, contact thom@atomradar.com to learn more.
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Thom Davies is a researcher at AtomRadar and content strategist for Atom.com. His background in quantitative and qualitative analysis is the foundation for data-led brand strategy.
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