By Thom Davies
As seen in
Key takeaways:
Objective: Domains can play an important role in marketing performance, potentially influencing metrics such as click-through rates, conversion rates, and cost-per-click. With this research, we sought to understand how US marketers perceive this impact, which domain characteristics they believe matter most, and whether they see a strong domain as a meaningful driver of paid-ad CTR.
Q1) How much does overall domain strength (memorability, credibility, brand fit) affect marketing metrics like CTR, conversion rate, or cost-per-click?
Q2) Rank the following domain characteristics by how much you believe they impact marketing performance:
Q3) How much of a difference do you think a strong domain makes to paid-ad CTR?
Marketers in the United States
How much does overall domain strength (memorability, credibility, brand fit) affect marketing metrics like CTR, conversion rate, or cost-per-click?
Rank the following domain characteristics by how much you believe they impact marketing performance.
How much of a difference do you think a strong domain makes to paid-ad CTR?
For marketers, a domain is more than a web address: it can be a key part of the marketing performance equation. 78% of US marketers say overall domain strength has a significant or moderate impact on core marketing metrics, while 81% believe a strong domain makes a significant or moderate difference to paid-ad CTR.
The findings also suggest that not all domain characteristics carry equal weight. Memorability and ease of spelling stand out as particularly important, with 48% and 45% of marketers respectively saying they have a significant impact on marketing performance. Exact-match alignment also ranks among the most influential characteristics.
Ultimately, the research reinforces that early domain selection must be considered as part of long-term branding and marketing strategy, and supports other research which revealed the strong ROI of domain names. Founders and business leaders can use these results to guide investment in early branding decisions, strengthening their brand for the long-term.
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 is lead researcher at AtomRadar and content strategist for Atom.com.
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