Key takeaways:

• 84% of consumers are more comfortable shopping on premium domains
• Premium domains reduce concerns about fraud for 58% of consumers

Objective: In an increasingly complex digital world, consumers are careful about where they enter their personal information and credit card details. For e-commerce brands, or indeed any brand selling online, building trust and credibility among consumers is an essential part of the process. We asked consumers how premium domains impact their sense of comfort and concerns about fraud to aid new brands build maximum trust online.

Question:

Question One: Which brand and domain would you feel more comfortable buying from?

• Brand A with a premium domain (e.g., Verasight.com)
• Brand B with a standard domain or unconventional (e.g., VerasightOnline.xyz)

Question Two: Overall, when interacting with a new brand online, how does a strong/premium domain affect your concerns about fraud or legitimacy?

• Significantly reduces my concerns
• Slightly reduces my concerns
• No effect on my concerns
• Slightly increases my concerns
• Significantly increases my concerns

Audience:

A representative panel of American consumers aged 18 – 64.

Overall Results

• 84% of consumers are more comfortable shopping on premium domains
• Premium domains reduce concerns about fraud for 58% of consumers.

Which brand and domain would you feel more comfortable buying from?

Overall, when interacting with a new brand online, how does a strong/premium domain affect your concerns about fraud or legitimacy?

Conclusion

For a vast majority of consumers, premium domains — including exact brand match domains, recognized extensions such as .com or .ai, and shorter domains without add-on words — are a precursor to trust and credibility. A premium domain lets your customers know you’re the real deal, rather than an imitation, and reduces friction in the online customer journey.

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 Extension Perception Survey: 70% Place Implicit Trust in .com Domains
• 77% of Consumers Consider Exact Match Domains Important For Business

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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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