Empirical Evidence for the Role of the Domain Name Itself in Website Performance by Karan Girotra & Karl T. Ulrich [INSEAD Working Paper]

Abstract: This paper provides the first large-scale empirical evidence of the association between specific properties of internet domain names and website performance. We analyze over one million internet domain names, linking their phonological and morphological attributes to the realized demand for their associated websites. We test hypotheses related to how the names sound, how they look, their ease of recall, and the likelihood that they will be typed correctly.

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