A new survey from GoDaddy underscores the vital role of domain names in consumer trust and online shopping behavior. According to the March 2025 GoDaddy Consumer Pulse survey, 80% of U.S. consumers have avoided visiting or purchasing from a website due to an oddly spelled domain name—highlighting the importance of clear, professional web addresses for businesses.
This impact is particularly pronounced among younger consumers. The survey found that 85% of Gen Z and 82% of Millennials skipped businesses with misspelled domains, compared to 76% of Gen X and Boomers.
The research, released to mark the 40th anniversary of the domain name, explored consumer perceptions of online business names. The findings suggest that spelling and length significantly influence trust.
What Makes a Domain Name Memorable?
Consumers identified several traits that make domain names appealing:
- Full words spelled correctly (43%)
- Short domains with two words or less (40%)
- Easy-to-pronounce domains (38%)
Unique domain extensions like .AI or .shop stood out to 23% of consumers, while 19% were drawn to humorous names with rhymes or puns.
Conversely, consumers flagged certain characteristics as red flags:
- Misspelled words (56%)
- Domains that don’t match a business’s name (55%)
- Hyphens or numbers in domain names (20%)
- Free domains tied to platforms like Google Sites or Wix (20%)
The Continued Relevance of Typing in Domains
Despite the rise of search engines and social media, many consumers still manually type domain names into their browsers. Half of respondents said they regularly type in a business’s domain name when shopping online, while 27% do so only if they remember it. The remaining 23% rely on search engines, bookmarks, emails, or social media links.
Generational differences also emerged, with Gen Z and Millennials more likely to type in domain names directly. Only 16% of Gen Z and 18% of Millennials said they don’t type domain names, compared to 28% of Gen X and Boomers.
Why Domain Names Matter for Businesses
GoDaddy’s findings reinforce the need for businesses—especially new or growing ones—to select their domain names carefully. The survey revealed that 74% of consumers feel more comfortable when a domain name matches a brand exactly.
Younger consumers, in particular, consider domain names in their purchasing decisions. 39% of Gen Z and 35% of Millennials said they have stopped shopping at a company due to a poorly chosen domain, compared to just 15% of Gen X and Boomers.
Additionally, younger shoppers showed greater appreciation for creative domain choices, with 34% of Gen Z and 30% of Millennials finding unique extensions memorable. Rhyming or pun-based domains appealed to 25% of Gen Z and 24% of Millennials, while only 17% of Gen X and 15% of Boomers felt the same.
As the survey illustrates, a well-thought-out domain name can be a deciding factor in whether consumers engage with a business.
