Rebranding Your URL Can Decrease Your Usability

Michael Gray

By Michael Gray
In Tools  


Like anyone in the search space who does some background checking I subscribe to whois.sc Domaintools.com. The problem is when they rebranded a few months ago they switched from whois.sc to Domaintools.com, making it more difficulty to use especially for those of us who are bad spellers alphabetically challenged. I have no problem typing in whois.sc/example.com into the address bar (actually I usually put my cursor and type whois.sc/ over the “http://”) but I’m never going to go up there and type domaintools.com/example.com it’s just too long and I’m going to make a mistake and end up on some wonkadoodle typo landing page. Now to their credit you can they if you type in whois.sc/google.com the background voodoo happens and you get redirected to the right place, but somehow I feel my user experience was lessened along the way.

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