If a potential customer sees your domain on a billboard driving to the airport, or in a magazine during their flight – will they remember it?
I always read in-flight magazines when I’m travelling, even though they’re mostly advertising (or ‘advertorials’ posing as content!). Although ‘scanning’ is probably a better term than ‘reading’, as I’m actually just skimming through and checking the domains and brand names being used by local and international businesses.
I did this last week while flying domestically and as usual .com.au was by far the dominant extension being used by businesses. There were also a few .com domains, but these were mainly larger international brands. While doing my usual ‘scan’ of the magazine, I also spotted a domain that prompted this post: pgt-reclaimed.com.au. ‘PGT-Reclaimed’ have some great looking products, but frankly their domain really misses the mark on memorability.
Most passengers don’t have internet access during their flight, which means advertisers rely on consumer recall. Prospective customers need to remember your website address in order to take action (e.g. buy your products!). I didn’t write down the domain, instead I did my best to remember it for use as a brief case study. A week later it took quite a few guesses to hit the right domain, even after making a conscious effort to remember it for this article.
PGT-Reclaimed.com.au doesn’t lend itself to ease of recall, with a three letter acronym, a dash, and then a word that (finally) relates to what they do. The magazine reader needs to remember the series of three letters, to include a dash, the descriptive word, and of course the extension.
The three letter combination of ‘PGT’ will mean nothing to most consumers, so as just one part of the longer domain – it’s very forgettable. Dashes (or hyphens) are rarely used for websites in Australia, so that would be an easy one to forget also. ‘Reclaimed’ is quite a distinctive term, so while it’s similar to terms such as ‘recycled’ and ‘reused’ – it should be fairly easy to remember. Finally, .com.au is the most commonly used extension in Australia, so at least they got that one right!
So in an ideal world, what domain should they use? How about Furniture.com.au, Reclaimed.com.au, ReclaimedFurniture.com.au, EcoFurniture.com.au or GreenFurniture.com.au – all much more memorable. They could also just go with PGT.com.au – three letters is pretty easy to remember if that’s all there is to the domain. Of course many of these will already be taken (I didn’t check availability), but just because a domain is already registered doesn’t mean it’s unavailable. As our readers would know – there’s a thriving aftermarket for .com.au domains and often the price for buying a great .com.au domain is significantly cheaper for a business in the long run, given the increased brand recall and sales conversions.