When space is at a premium, my designer often argues that we can eliminate the “www” in the URL; I usually resist doing so. I just came across some evidence that supports my instinct.
Two paid search ads were split-tested against each other. The only difference was the URL. Ad A used www.Beekeeping-Secrets.com, while Ad B used beekeeping-secrets.com. Just two differences: including the URL and capitalizing the first letter of each word.
The results? Ad A received a 4.64% click through rate, while Ad B came in at less than half that, at 2.22%.
Of course this doesn’t tell us whether the “www” or the capitalization made the difference. I expect they both helped.