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The advantages would be that we would be less susceptible to downtime due to DNS errors. Also customers, would not obviously see being transferred from one domain to another.
I wonder what you think about this?
Online trading (and all trading) is about trust, and confidence. You have to do everything possible to increase confidence and reduce the number of question marks in the customers' minds.
This applies even at the level of the smallest detail, such as what appears in the browser bar.
Be a great online marketer and give the customer no reasons at all NOT to buy.