Cognitive research highlights the brain’s preference for simplicity, with studies from the University of California noting that short-term memory holds about seven items, plus or minus two. This applies to domain names: “adidas.com” lodges in the mind more easily than “adidassportswear.com.”
Shorter names also minimize typos, which can divert traffic elsewhere. It is said that domains under 15 characters see higher click-through rates in emails and social posts, with 6 to 14 characters often specific database by industry hitting the sweet spot.
Brandability Sets the Tone
A domain isn’t just functional; it’s a branding tool. Standouts like “etsy.com” or “stripe.com” don’t spell out their offerings but create a unique, memorable identity. Generic names like “buystuff.com” blend into the background, while distinctive ones like “zingly.com” spark curiosity.
The Journal of Marketing Research reports that brand recognition can boost purchase intent by up to 20%. A strong domain should sound good aloud, look sharp in visuals, and flex with a business’s growth.