February 8, 2017

How To Test Your Domain Name

When I was regularly managing Google AdWords campaigns, I was always amazed what a difference your domain name could make.

You don’t get to test your domain name very often because Google will only let you send traffic to the domain you specify in your ad. I’ve seen instances where a different domain name has generated a 5% lift in click through rate. Which in the context of AdWords performance is huge.

Very few advertisers bother to test this, because setting up an additional website is perceived as too much work.

Plus you like your domain name… right? You chose it. And everyone thinks like you… right?

I’ve been having my own domain name tribulations over the last few weeks. A friend correctly pointed out that I’m not a clinic, and ‘confusion’ is a fairly vague problem that I solve for people.

The Confusion Clinic actually started as an in-joke, when I was doing more implementation work in Infusionsoft. Many Infusionsoft users refer to Infusionsoft as ‘Confusionsoft’, which is where the name came from.

The trouble is, your business is always evolving and changing. Which means it sometimes makes sense for your domain name to change too.

Picking a new domain name is perhaps the ultimate exercise in crawling out of your own head. The only way to verify whether a domain name resonates with your audience is to buy it, and run an AdWords campaign. Over the last few days I’ve been running a short display network campaign to test two options I’ve shortlisted.

Domain name test

As it turns out, they’ve come up with a pretty similar click through rate. I have a marginal winner, to a low degree of statistical significance.

Your domain name is the first impression a new website visitor has of your business. First impressions can be incredibly difficult to shake off.

I have two questions for you to consider today:

1. Does your domain name reflect the unique value you provide to your customers?

2. Could you increase your traction by testing other domain name options?

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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