Key takeaways:

• The vast majority of founders (74%) believe investing in a strong domain delivers ROI.
• One in five founders rate domain ROI as exceptional.
• 47% of founders rate the ROI of a strong domain as “exceptional” or “high.”

Objective: Starting a business comes with costs, and challenging choices about the allocation of scarce resources. One place where founders can invest is in the building blocks of their brand, including name and domain. We asked a panel of founders and C-suite leaders about their perception of the return offered by a domain, and the results can help entrepreneurs budget appropriately in the early days of launching a brand.

Question: 

How would you rate the return on investment of a strong domain for your business?

• Exceptional return
• High return
• Moderate return
• Low return
• Not sure

Audience:

C-Suite (e.g., CEO, CFO, COO) and Founders

Overall Results

• One in five founders rate domain ROI as exceptional.
• 47% of founders rate the ROI of a strong domain as “exceptional” or “high.”

How would you rate the return on investment of a strong domain for your business?

Conclusion

A strong majority of founders rate the ROI of a domain between moderate and exceptional, while a significant minority are effusive about the powerful return of a great domain. This can guide founders to see the short-term costs of a domain as an investment into brandability and the long-term success of a startup.

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
• Domain Search and Acquisition Timeline: 84% of Founders Secure Their Primary Domain Within a Month
• Owning Your Identity: 75% of Founders Consider it Risky to Not Own the .com Domain of Your Brand Name

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About The Author

Thom Davies

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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