This is the second of a four post series on estimating direct type in traffic – the purpose of which is to come up with a reliable metric that can be used to assess a domain’s revenue parking potential. Results are based on the performance of 28 random descriptive domain names that were parked (using my DIY Domain Parking template) and monitored during January.
Part 2 – Number of Words
So let’s start off by looking at the performance of this group of domains by the number of words within them.
2 Word Domain Names
As you would expect, the amount of type in traffic for 2 word domains as a percentage of monthly exacts is higher (2.43%) than the percentage for all domains (1.90%) as the larger group also contained domain names made up of 3 words. This is no surprise but what is interesting is that the CTR is less (10.06%) than that of all domains together (13.50%).
My initial thoughts about this are that maybe the ads are not targeted enough when only 2 words are in the domain name. Slightly worrying, as 2 word domains would be the ones I am seeking normally as I had always perceived these to be of higher value to 3 or 4 word domains. However, from a parking revenue perspective this may not always be the case.
3 Word Domain Names
These results seem to prove my thoughts on how targeted the ads are in 3 word domain names compared to those with just 2 words. This is indicated by the higher CTR (16.57%) that I am seeing within these results and it is most likely the more niche ads that are drawing in the extra clicks.
As expected, the percentage of type in traffic for 3 word domains is lower (1.57%) than that of both the overall group (1.90%) and 2 word domain group (2.43%). Nothing groundbreaking there but nice to know that these tests have re-enforced the popularly held viewpoint among domainers on this.
So, the main takeaway points from this part of my analysis are as follows:
- Confirmation that domain names made up of fewer words get more type in traffic as a percentage of their monthly exacts – proved by the fact that 2 word domains (2.43%) scored better than 3 word domains (1.57%) for this particular metric.
- CTR was significantly higher for 3 word domains (16.85%) than it was for 2 word domains (10.06%). A reason for this may be due to the fact that ads displayed on 3 word domains are more highly targeted than those displayed on 2 word domains (seeing as they have 3 words to define them instead of 2).
There are four posts in this type in traffic analysis series, the next of which can be found below.