The CX of Subdomains

This article is a must-read for anyone who has even the slightest association with tech.

From design to development and sales, understanding why a certain part of the company you are working with needs or doesn’t need a subdomain will deepen your understanding of your company and equip you with insights to share during meetings and sales pitches.

The Anatomy of a Domain

Protocol: In our example, “https://” represents the protocol. For users, “https://” indicates the data is encrypted for safer usage, especially for sensitive information like passwords or credit card numbers.

Subdomain: Here, “www” is the subdomain. For everyday browsing, “www” is often not necessary to enter in the browser. Different subdomains, like “app” or “shop,” can help users navigate directly to different sections of a website, such as app.example.com or shop.example.com.

Domain (Second-Level Domain): “example” is the memorable part of the web address that represents the website’s name. Users rely on this to identify the website they want to visit.

Top-Level Domain (TLD): In this example, “.com” is the TLD. Users often default to “.com” when typing a web address, but many other TLDs like .org, .net, or .info exist. Companies may choose different TLDs based on factors like pricing, availability, and relevance. For instance, a nonprofit might prefer “.org,” while a tech company might go for “.io.” Some TLDs are pricier than others, and availability might also influence a company’s choice.

Path: Lastly, “/experiments” is the path. This takes users directly to a specific page or resource within the website, saving them time in finding the content they’re looking for.

Understanding these elements can help users navigate the web more efficiently, recognize secure sites, and reach the desired content quicker. Companies also use these components strategically for branding, availability, and cost considerations.

The Double-Edged Sword of Subdomains

I asked some people about their experiences with subdomains, and most of the complaints fall under these highlights.

App Address Confusion
“I hate having to remember where to find a website’s app. Is it ‘app.’ or can I just go to the normal page and sort itself out? With Figma, I just type ‘figma.com’ and it takes me where I need to go. Why can’t they all be that easy?”

Redundant Login
“What’s up with signing in again on a ‘shop.’ subdomain when I’m already logged into the main site? It’s the same site! Can’t they keep me signed in everywhere?”

Misdirection
“It’s so annoying when I want to get back to the main page, I click on the home link, and boom — I’m on the subdomain’s homepage. Then I have to fiddle with the web address to finally get where I want.”

Sketchy Subdomain for a Blog
“I tried reading a product blog, but ended up on a ‘blog.’ subdomain with “http://” security issues. I don’t get why they needed a subdomain when it’s not even on a platform like Medium or Hashnode.”

Subdomains in Real Life

Medium.com: Medium uses subdomains for various publications hosted on their platform. For instance, a publication might have a URL like “medwonuola.medium.com”. This allows publications to have a more personalized space under the Medium umbrella, while still retaining the Medium branding. Medium ensures intuitive navigation and each subdomain’s SEO can differ based on its content and engagement levels.

Amazon.com: Amazon utilizes subdomains for categories like books, electronics, and regional websites, offering tailored user experiences. Sometimes this leads to fragmentation in user experience if the layout varies across categories or regions.

Notably, Amazon now redirects you to the original website, possibly acknowledging the challenges subdomains pose.

Craigslist.org: Craigslist assigns each city its own subdomain, such as “seattle.craigslist.org” or “newyork.craigslist.org”, facilitating a localized experience. The design remains consistent but may appear outdated to some users.

Google.com: Google designates subdomains for various services such as mail.google.com and drive.google.com. Each service has a unique purpose and functionality with a consistent design language. The seamless integration between services enhances user experience.

Shopify.com: Shopify allocates subdomains for individual online shops. User experience can vary significantly depending on the shop owner’s design choices. Shopify provides tools and guidelines to ensure a decent user experience.

I am particularly impressed by how Google employs subdomains. Medium’s use of subdomains is also an interesting case, as it allows content creators to have a unique presence under a popular platform, benefiting from Medium’s established audience while maintaining some level of individuality.

Questions to Consider When Deciding on a Subdomain

Purpose: Is the subdomain for a new service or product that’s different from what you normally offer, so it makes sense to have a separate section?

Content: Is the subdomain’s content really different from the main site, and would having a subdomain keep things clear?

Audience: Do you want to reach a different group of people with the subdomain, making it a good move?

Geography: Are you trying to serve a certain area or country, and would subdomains help with that?

Security: Does your website have parts that need different security levels, and are subdomains a smart way to handle this?

SEO Impact: Have you thought about how subdomains might change your SEO game, and do you get why this matters?

Scalability: Are you worried about your website’s ability to grow, and could a subdomain give you more room to expand?

User Experience: Could splitting your site with subdomains make it easier and nicer for users to find what they need?

Technical Resources: Do you know that taking care of subdomains could take more work or tools, and can you handle that?

How to use Subdomains the right way

If you decide to use subdomains, here are some ways to optimize their effectiveness:

• Navigation and Structure: Ensure the subdomain structure is intuitive and doesn’t disorient users.
• Consistency: Maintain consistent design, navigation, and branding across different subdomains to ensure a seamless user experience.
• SEO: Keep in mind the SEO implications of subdomains. Poor indexing or ranking can hinder user access to your content.
• Performance: Monitor whether the use of subdomains impacts the site’s performance, such as loading speed.
• Security: Consider whether the subdomains require different security measures. For example, if a user logs in on one subdomain, is that login valid across all of them?

Using subdomains wisely can boost a company as the internet changes. Knowing how web addresses work is key for easy use and safety. Think about why you need subdomains, who they’re for, and how they’ll work.

When done right, they make a website smooth and user-friendly, strengthening the brand. I hope this guide helps you get subdomains right and make the most of them.

Reach out to me on Twitter if you’re interested in discussing other ideas.