How to Select the Right Domain Name 45

How to Select the Right Domain Name

The following article is a guest post.

One of the most fun and exciting parts of starting an online business is selecting a domain name.

While some business owners have a domain name in mind from the very beginning, others have to give it a lot of thought to settle on the best one. It’s important to devote time to creating a domain name because it will be connected to your business from here on out.

Take a look at some tips on how you can select the right domain name for your online business:

Think About the Nature of the Business.

One way to come up with a memorable domain name is to think about the nature of your business.

What are you trying to sell?

For example, if you own an online business that sells plumbing supplies, you could choose a domain name that relates to a common plumbing issue. Or, if you own a business that sells gourmet chocolate, you could choose a domain name that has to do with the satisfaction you feel after eating good chocolate.

A domain name is more memorable when it directly relates to what you offer in your online store.

Consider the Story Behind the Business.

If there is an inspiring story behind the creation of your business, you may want to use that when selecting a domain name.

This is a simple way to reveal a little about your business through its name. For instance, perhaps your business was born during a challenging time in your life. Or, you got the idea for your business while participating in an enjoyable hobby.

An online business with an interesting story behind it can be enticing to shoppers.

Think About the Goals of the Business.

Chances are you have some definite goals when it comes to your business. You can incorporate a goal into your domain name to make it all the more meaningful.

For instance, if you own a pet food store maybe your goal is to provide dogs and cats with a healthier diet so they can live longer. You could transform this lofty goal into a catchy domain name for your store.

Once again, a domain name can serve as an introduction to what you do.

Look at Your Most Notable Products.

You may want to incorporate the name of your most popular product into your domain name. This would be a product or even the product that your business is known for.

Creating a domain name that brings to mind a familiar product is sure to help shoppers remember the online location of your store.

Finally, taking the time to select the right domain name for your online business can help you start to establish a great reputation for your store. Your goal is to connect a pleasant shopping experience with the name of your online store.

Once you complete the domain name registration process you can move on to making your store the best it can be.

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The Five Elements of Flawless Customer Experience 11

The Five Elements of Flawless Customer Experience

Providing a flawless customer experience is the ultimate goal for any business.

There’s a lot that goes into creating a customer experience that keeps your clients coming back for more. In fact, there’s so much involved that it can almost seem overwhelming.

However, providing a flawless customer experience becomes much easier when you approach the task through these five distinct elements:

Ownership of Emotions
The Unexpected


When it comes to your customers’ satisfaction, time is essential. Think of how a great experience at a new restaurant quickly sours if you’re left waiting for your food to arrive. Think of how your excitement over a great department store sale turns into frustration as you stand in line for what seems like hours.

Time is your most valuable resource and it is up to you to make sure you’re using your customers’ time wisely.

This is why restaurants have comfortable waiting areas with drinks and appetizers, or why airports have lounges with restaurants, shops, and even bars.

If your customers are being forced to wait for a service, make them feel as if their time spent is not wasted. The more positive drivers you offer customers, the less likely they are to grow dissatisfied with their experience.

Think of how you can implement this in your own business. Are there places where you can help fill customers’ time? Are there places where technology can be used to cut down on the time it takes to complete a task? Remember, it’s the customers’ time that should be valued, not your own.


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You must understand what your customers want, when they want it, and how.

While this may seem daunting, getting a better understanding of your customers doesn’t take millions of dollars, complex data analytics, and a degree in psychology. Instead, all it takes is a simple look. Watch their process, engage with them, ask them questions, and listen to them.  

How are customers interacting with your product? What’s the first thing they do when they enter your store? What’s the last thing they do before they leave? How long are they spending in each department? Do you notice anything that hampers their experience?

Take a look at your competitors. How are your potential customers interacting with them? What does this business offer that you don’t or vice versa? What is your, as Harvard Business School professor Clayton M. Christensen says, “job to be done?” What are your customers hiring your product or service to accomplish? Understand why your users are turning to your products.

Ownership of Emotions

Many companies have already taken hold of their customers’ emotions, though cynically. Subliminal advertising is a key example. However, the ownership of emotions does not have to be cynical. When used correctly, it can be the “holy grail” for companies.

Owning emotions begins with the aforementioned ability to understand. When you truly understand a customer’s choices and then act to make the experience better, you’re building a relationship of trust. That trust is the foundation of emotional ownership.

One way to build this trust is to reduce the “emotional” noise that surrounds your customers. Let them know that, even on their worst day, your business or product is there for them and that it will be a constant in their lives.

Think of restaurants and the long wait times you have to endure when they’re busy. Think of how angry—or “hangry”—you feel as you stand around, waiting for your table, and listening to your stomach growl. However, think of how some restaurants are able to reduce that emotional noise by serving you finger foods and drinks as you wait.

Also, seek to understand what emotionally motivates your customers.

Why should they be motivated to visit your store or use your product? To feel confident? Free? Unique? Secure? Successful? Research shows that all human beings are motivated by one of those factors.

The Unexpected

Experiences become stronger and more memorable when they’re accompanied by an element of surprise. Surprise can be addictive, which will only keep your customers coming back for more.

Think about mailing your customers or clients small packages with gifts and swag. Everyone loves to get mail and everyone loves free stuff, especially when it’s least expected.

A surprise doesn’t have to be a huge flash mob (though it could be!). Hand out snacks at your store. Is it a cold day? Give your customers hot chocolate or warm punch. Is it a client’s birthday? Send a card! Even a small note of thanks for a customer’s business is a nice little surprise.

The most important thing to remember: simply be sincere and don’t become predictable. Chocolates on hotel pillows were once a great surprise for guests. However, now that their wow-factor has faded, hotels are continuously trying to get back to the “unexpected.”


You’ve made promises and established goals. The only thing that’s left is to follow through on them. This starts with creating your mission statement, one that you, your employees, and your customers can commit to it. This will define your customer experience.

Your mission statement must promise to impact yourself/your business, the community, or the world. It may commit to impacting one, or all three. However, whatever it promises, you must follow through on. Your customers’ trust, and thus their experience, depends on it.

More about these five elements can be discovered in Unforgettable: Designing Customer Experiences that Stick, to be published in 2018.

Kyle H. David has made a career in technology and entrepreneurship for nearly 20 years. In 2001, he formed The Kyle David Group, now KDG. Over the past 16 years, KDG has grown at a rapid pace, attracting clients ranging from the United States Senate to major financial institutions, international nonprofits, and Division I universities.