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The one exception is if you are outside of the US and targeting a local audience, then it makes sense to use the TLD that your country is familiar with (.co.uk. If yourproductname.io is available but is taken, what should you do? Choose a product name that has an available. comĪlthough implied above, it’s worth stating here explicitly: when people learn about your product, they will assume your website is. It’s impossible to know how many of them eventually made it to the correct domain, but there’s no doubt Dropbox has been losing out on plenty of traffic and customers.įor this reason, you should never simply add “app” or “hq” to the end of your product name unless it is the name of your product. According to Compete, had nearly 60,000 unique visitors last month.
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As the service has grown, so too has the amount of traffic heading to, which has just featured a placeholder page full of ads. There’s a difference between a name that’s gibberish and one that’s very easy to confuse with something else, which is a test that Dropbox failed with its GetDropbox domain.
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Like it or not, when most people learn about your product, they will assume your website is .Ĭonsider Dropbox, which started out at but later had to acquire because so many people were navigating to the wrong domain name: Your domain name should be the same as your product name However, as a startup founder you want to maximize your chances of success and that means choosing a domain name that isn’t terrible.įortunately, you can be confident that you are picking a decent name by following a few simple guidelines: 1. Your domain name will not make or break your startup your product, marketing abilities, and luck will. Think about it this way: you might spend countless hours optimizing your conversion funnel after people hit your site, but if 20% of the people who want to get to your website can’t because they don’t remember your product’s name or can’t spell your domain name correctly then you’re losing out on a lot of potential customers before they even reach your homepage. Big picture, your goal should be to pick a domain name that makes it as easy as possible for people who want to get to your website to get there. It’s important to think of your domain name as another step in your conversion funnel. In this post I’ll share a few guidelines that can help you avoid some of the common pitfalls that startup founders make when picking a domain name. What makes one domain name better than another? How do you decide which to use for your startup?Īs the founder of several web-based products including two domain search tools, I’ve spent a lot of time thinking about these questions.
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There are a lot of articles out there about how to find a domain name for your startup, but not lot on how to evaluate the ones you find.