Premium domains also give customers a sense of trust and authority. Users will, for instance, have more trust in doing business with www.Cars.com versus www.Find-Cars-Online.us. This gained trust is mostly due to the fact that today’s online shoppers generally understand domains like Cars.com are rare and expensive; fly by night operations are not run on such an expensive property. This trust and authority directly influence users purchase decisions leading to a higher conversion rate. Best of all trust flows into other marketing aspects like email and display as the domain is at the base of those efforts.