A new GoDaddy Consumer Pulse survey spells out something every business should take seriously: your domain name could be turning people away—fast.
Released this week to mark 40 years since the first domain name was registered, the survey polled 1,500 U.S. consumers. The results? Eight out of ten said they’ve avoided buying from or even visiting a website because of a strange-looking domain name. That’s 80%. Let that sink in.
Spelling Blunders and Awkward URLs? Consumers Aren’t Buying It
The top offender: misspelled words. More than half of consumers—56%—said a typo in a domain makes them question the credibility of a business. Another 55% said they lose trust when the domain doesn’t match the company name. And yes, hyphens and numbers in the domain also raise eyebrows. One in five shoppers said they distrust domains with those quirks. Free subdomain URLs from platforms like Wix and Google Sites? Also on the “no thanks” list.
Trip Briscoe, a domain name expert at GoDaddy, put it plainly: “Businesses that don’t take time to choose the right domain name put themselves three steps behind.”
Short, Clear, and Easy to Remember
On the flip side, shoppers say they’re more likely to trust and remember domain names that are short, easy to read, and spelled correctly. Forty-three percent of people said correct spelling makes a name more memorable. Another 40% favored domains that are just one or two words. Easy pronunciation was another winning trait, with 38% listing it as a positive.
So what about quirky or funny domains? They have their fans—especially among younger generations. Twenty-five percent of Gen Z and 24% of Millennials say funny or rhyming domains help them remember the brand. Only 15% of Gen X and Boomers agree.
Unique domain extensions like .AI, .shop, or .tech are also growing on younger shoppers. One in three Gen Z respondents said those extensions made a site more memorable. Millennials were close behind at 30%, but only 17% of Gen X and Boomers felt the same.
Younger Generations Are Picky About Domains
There’s a generational gap in how domain names affect shopping behavior. When asked if they’ve ever stopped shopping at a business because of its domain name:
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39% of Gen Z said yes
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35% of Millennials said yes
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Only 15% of Gen X and Boomers said yes
That trend tracks with how these groups use the internet. More Gen Z and Millennial users said they regularly type in a company’s domain to visit the site—often skipping search engines and social media links. Older users were more likely to rely on bookmarks or links in emails.
This suggests younger customers not only notice domain names more—they expect businesses to get them right.
What Business Owners Should Take from This
The takeaway? Get your domain name right the first time. Consumers aren’t forgiving when it comes to spelling, relevance, or clarity. And with 71% of respondents expecting businesses to have a dedicated domain and website, it’s not something to put off.
If your desired domain isn’t available, there are options. Business owners can explore the domain name aftermarket—where people buy already-registered domains—or get help from platforms like GoDaddy Airo®, which offers AI-powered name suggestions, logo creation, and instant domain registration.
Whether you’re launching a new business or giving your current one a digital makeover, your domain name is often the first impression. Miss the mark, and you might miss the sale.
Your domain name is more than just a web address. It’s your front door. If it’s misspelled, mismatched, or hard to remember, you may as well hang a “closed” sign on your digital storefront. Consumers notice. They care. And they’re not sticking around to figure it out.