Is That Kewl Or Cool?

Statistically speaking, there’s a higher likelihood you have typed an intuitive domain name in the URL bar lately than you actually replied to a really long text message other than “K”. New technologies change many things, just not everything. You may use Facebook to follow your friends, Google to research, YouTube to watch, and Amazon to shop. But with all the strong brands that exist in the world, you still type intuitive domain names in the browser bar. And you are not alone.

URL Type-In traffic, also known as Direct Navigation or Direct Search, is a major traffic source online. Consider the following:

• Between 2002-2006 Direct Navigation grew an average of 35% CAGR.
• Two thirds of web surfers find their way online via Direct Navigation
• Direct Navigation is the most pure and targeted source of web traffic.
• Direct Navigation provides better sales conversion than competing channels.

Source: ICA’s Direct Navigation white paper (pdf)

It is fairly obvious what is going on. Intuitive domain names provide an immense value to brand owners and web surfers. An intuitive domain name creates a deeper meaning, promotes understanding, conveys trust & confidence, and expands finadability. Intuitive domain names engage us in ways distinct from search engines and social media. It is why most of the world’s most admired companies have already integrated intuitive domain names into their marketing mix.  The proof is overwhelming.

In lieu of keeping this short, we will leave you with that one last piece of statistics taken from the same source as above.

• Over 50% of web surfers, when looking for a new site for the first time, find their way via Direct Navigation.

And that’s essential to every category. Including yours.

When you are ready to talk, let us know. K?