Key takeaways:

• Domain is a powerful trust signal for 78% of consumers
• For 52% of consumers, domain significantly or moderately affects trust in a new brand.
• Key trust factors include exact-match (for 43% of consumers), easy spelling (34%) and pronunciation (31%)
• Domain is a more important trust signal for younger consumers, and significantly affects trust for 40% of 18 – 34s vs. 22% of over 55s

Objective: A brand’s domain name is its chance to make a strong first impression on its audience. This research aims to increase understanding about how consumers use domain names as a trust signal when encountering a brand for the first time, and identify which domain characteristics most strongly influence credibility and first impressions. Our results help brands to determine the significance of domain names in trust-building exercises and to tailor their choices to target demographic expectations.

Question:

Question one: When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

• It significantly affects how much I trust them
• It moderately affects how much I trust them
• It slightly affects how much I trust them
• No effect on my trust at all

Question two: Which of the following qualities of a domain name increases your trust in a brand? (Select all that apply)

• Matches the company or brand name exactly
• Short and concise
• Easily pronounceable
• Easy to spell and type
• Uses a trusted extension (e.g., .com)
• Clearly communicates what the company does
• Has a professional, premium feel
• Free of numbers
• Free of hyphens
• None of the above

Audience:

A representative panel of American consumers aged 18 – 64.

Overall Results

• Domain is a powerful trust signal for 78% of consumers
• For 52% of consumers, domain significantly or moderately affects trust in a new brand.
• Key trust factors include exact-match (for 43% of consumers), easy spelling (34%) and pronunciation (31%)

When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

Which of the following qualities of a domain name increases your trust in a brand?

Gender Breakdown

• Both men and women see domain as a significant trust signal
• Women see pronunciation as a stronger trust signal than men (38% vs. 22%)

Men

When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

Which of the following qualities of a domain name increases your trust in a brand?

Women

When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

Which of the following qualities of a domain name increases your trust in a brand?

Age Breakdown

• Domain is a more important trust signal for younger consumers, and significantly affects trust for 40% of 18 – 34s vs. 22% of over 55s
• Spelling, pronunciation, and letter and numbers impact trust significantly more for younger consumers.
• Older consumers say “short and concise” domains are more important for trust: it’s key for 34% of over 55s, vs. 22% of 18 – 34s

18 – 34

When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

Which of the following qualities of a domain name increases your trust in a brand?

35 – 54

When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

Which of the following qualities of a domain name increases your trust in a brand?

55 – 64

When you visit a new brand’s website for the first time, how much does the domain name affect your trust in the brand?

Which of the following qualities of a domain name increases your trust in a brand?

Conclusion

This research shows that a domain name does more than help people find a website: it shapes first impressions. Most consumers consider a domain to be a trust signal, with younger audiences placing even greater weight on it. While an exact-match domain is the strongest trust builder, qualities like clear pronunciation, easy spelling, and brevity also contribute to a brand’s credibility before visitors engage with its products or messaging. Every brand should consider audience expectations of factors such as domain extension, length, and spelling before choosing a domain.

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.

Further Reading

• Must-Read Insights on Domain Names Backed by Deep Audience Research
• The Revenue Loss Impact of a Bad Domain: 84% of Serial Entrepreneurs say Weak Domains Cost 15% of Annual Revenue, Every Year
• How Weak Domains Harm Brands: Founders and Serial Entrepreneurs on the Real-World Impact of a Bad Domain Name

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About The Author

Thom Davies

Thom is lead researcher at AtomRadar and content strategist for Atom.com.

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