Edwin Hayward is a long time domain investor who specializes in the .co.uk (United Kingdom country code) domain space. He just published a nicely designed study to test the hypothesis that generic domain names perform better than non-generic domains in eliciting user click-throughs when viewing identical ads triggered from identical keywords.
He used Google Adwords which allowed for multiple comparisons between domain names via their click-through rates (CTR) & other measures. The domains used for the study were:
- ElectricBicycles.co.uk (matching generic)
- YourBikes.co.uk (somewhat generic)
- InAHurry.co.uk (non-generic)
Achieving a good click-through rate means that advertisers are successfully reaching consumers in search of their products and services. This is monumentally important.
Edwin wrote in his conclusions –>
A generic domain name outperforms a non-generic name by delivering a higher CTR and an even higher number of total clicks.
More specifically, he found that the generic domain received 45% more clicks than the somewhat generic competitor. Most impressive, the generic domain achieved 105% more clicks than the non-generic domain.
Experienced domainers have known this for a long time, but Edwin has now provided some statistical evidence to support this very important distinction. Generic domain names have always commanded a premium above the ocean of inferior domain alternatives, and for good reason.
I hope to see more compelling examples of Edwin’s work as the larger business community discovers the powerful advantage of generics in capturing consumer attention.
Fact: Targeted generic domain names outperform other domains in eliciting consumer interest and consumer behavior.