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.
Type in Traffic Estimator Analysis – Part 3 – Number of Letters
Your findings really clarify a lot thus far and I can see why the click thru rates vary between two and three word domains. I come from the affiliate marketing side of the fence and have been taught and found simultaneously that click thru rates and affiliate sales are better with more descriptive keyword phrases.
Looking forward to your next post.
Thanks for sharing your findings from an affiliate marketing perspective Jen. It’s interesting to know that CTR in that area seems to follow the same pattern.
I’ll get the next post in this series written as soon as I can.