Of course I’m not talking about you...but people are, as a whole, lazy. Don’t make them think. Don’t stress them out. Make their experience smooth, painless & downright fun.
Whether you're looking at a primary domain for branding and ease of recognition, or an add-on domain for search engine keyword relevance, domains have serious business value online.
Analytics reports are often the "Emperor’s new clothes" of business data. The reports are often produced by web professionals, who don’t connect the metrics to business activity.