Uniform resource locators, better known as URLs, can sometimes be long and cumbersome. The addition of subfolders, long page titles, and tracking parameters can quickly add up, creating URLs that look like an unintelligible string of characters. A long URL can appear unprofessional or untrustworthy, plus there’s an increased chance of mistyping it. In certain contexts, a long URL could reduce your website’s number of visits.
Enter URL shorteners. These tools reduce the length of long URLs without affecting the original link’s information. Learn more about the benefits of short URLs, how to create them, and five top URL shorteners to try.
What is a URL shortener?
A URL shortener condenses long (often also unsightly) links, ensuring the new links redirect to the original ones. The shortener stores the original URL in its database with an identification code. When a user clicks on the new, shorter URL, the tool crawls its database, locates the original URL, and displays the correct page to the user in seconds.
Although all link shorteners have the same basic functionality, some provide tracking and analytics features or let you customize the new link’s subfolder (the portion of the link that follows the root domain).
For example, here’s what a URL might look like before shortening it:
http://tshirts4you.com/?utm_source=newsletter&utm_medium=email&utm_campaign=sale&utm_content=buy%20now&utm_term=summer%20sale
Here’s what it could look like after running it through an automated short link generator:
https://bit.ly/4cmwqNj
And here’s what it could look like after customizing the back part:
https://bit.ly/tshirts4you-summer-sale
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Benefits of short URLs
Short URLs aren’t just aesthetically pleasing. They can also improve your user tracking, security, and campaign performance to achieve business objectives.
1. Readability
The most obvious benefit to a shortened URL is that it’s easier to read, looks cleaner, and is more memorable compared to a long string of text, values, and symbols. This makes short links easier to read and share in email campaigns and in posts and stories on social media platforms like X, Instagram, or TikTok.
While many major social media platforms automatically compress links to keep them short and limit the number of total characters, shortening the URL yourself can give you more control over how the link appears.
2. Tracking and analytics
Some URL shorteners, such as ShortLink, offer detailed analytics, allowing you to track clicks, geographic data, demographics, referrers, and more. These are separate from a website analytics tool like GA4, which can also read any UTM parameters you have in the original link since URL shorteners retain information about urchin tracking modules (UTMs).
Tracking link success across platforms and campaigns helps you understand what’s working and what’s not. Some advanced link shorteners can also integrate with customer relationship management (CRM) systems like HubSpot to measure post-click actions.
3. Branding
Not all URL shorteners allow for branded links, but if you use one that does, this can be a major plus. Custom short URLs can include things like your business name, campaign name, or calls to action (CTAs), branding the experience for the user. This can mean a big upgrade in memorability and perceived trustworthiness, particularly if your original long link was hard to read. Branded links can also provide a consistent experience across digital touchpoints, aligning with your overall brand strategy.
4. Control
Some link shorteners let you set go-live or expiration dates for links, or disable the links altogether. This can be useful if you have a timed flash sale or want to prevent users from visiting a landing page after an offer is over. With some tools, you can also edit the destination link after it’s live or dynamically redirect links based on factors like time of day or location.
Top 5 URL shorteners
Here are six of the best URL shorteners compatible with Shopify stores, including their features and benefits to suit your business needs:
1. ShortLink
With ShortLink, businesses can create short URLs for affiliate links in emails, social media posts, and affiliate or influencer campaigns. If your business relies heavily on affiliate marketing, Shortly offers conversion tracking and traffic insights for each generated link for deep insights into sales, revenue, orders, and clicks per link. Shortly also offers preloaded checkout links with custom influencer message bars for elevated checkout experiences and automatic discount links to boost conversions.
Best for: Affiliate marketing programs and influencer collaborations.
Standout features: User-friendly dashboards for influencer management, custom URLs, QR code generation, deep tracking, and advanced analytics.
Pricing: Options include a free plan for up to five links per month; a basic plan for up to 100 links per month for $7.99; a premium plan for up to 500 links per month for $14.99; and a pro plan for up to 1,000 links per month for $29.99. All plan subscriptions are monthly.
2. Link Shortener
If your business simply needs shortened URLs with no bells and whistles, Link Shortener does the trick. The free plan includes unlimited shortened URLs, while the premium plan offers more features, including link tracking, custom URLs, and link expirations.
Best for: No-frills link shortening.
Standout features: Custom URLs, parameter tracking, and link expiration dates.
Pricing: There’s a free plan, or a premium plan for $5 per month. Both include unlimited short URLs.
3. Link Squeeze
Link Squeeze is an all-in-one link engagement tool offering short links, QR codes, and link retargeting. You can share shortened links across your marketing channels and add marketing pixels, also called tracking pixels, to these links to re-engage and re-target users with personalized campaigns. If you want to boost your business’s return on investment (ROI), Link Squeeze also includes trackable discount links and deep analytics.
Best for: Businesses serious about boosting revenue.
Standout features: Link retargeting, UTM builder, and robust dashboards.
Pricing: There’s a free plan, or a pro plan for $9.99 per month. Both include unlimited short links; however, the pro plan offers more in-depth analytics, including revenue tracking.
4. SnipIt
SnipIt is a free URL shortener with the features of a premium tool. Accessible from your Shopify admin panel, SnipIt’s app imports all the pages in your ecommerce store to easily shorten URLs as necessary. It also includes Bitly and TinyURL app integrations so you can see all your shortened links in one place. You can customize and edit URLs, and daily tracking is available for viewing link performance in real time.
Best for: Merging URLs across tools.
Standout features: Automatic product and page imports, integration with Bitly and Tiny URL, and robust dashboards and daily analytics.
Pricing: Free.
5. Short Link & Track
Short Link & Track offers premium features at a lower price than other tools. The app uses your domain name in links so your brand is still visible, and it offers A/B testing so you can determine which links earn more engagement and conversions in ads and social media campaigns. Another potential use includes testing different landing pages, collections, or product pages. Short Link & Track also includes revenue and traffic tracking.
Best for: Split testing.
Standout features: A/B testing, custom domain name in links, and revenue and traffic tracking.
Pricing: $5.93 per month.
How to shorten a URL
Here are step-by-step instructions for shortening a URL:
1. Choose a URL shortener
Determine which tool matches your business needs. This could be a free tool or one with premium features like customized URLs or traffic and revenue tracking.
2. Copy your original URL
You’ll paste this into the URL shortener. Include your UTM tracking parameters if applicable.
3. Run the shortener
This will instantly generate a shortened version of your link.
4. Customize the URL
Add your brand name, campaign name, or other personalization (if these tools are available to you).
5. Add any expiration dates or active dates
If your tool has this feature, set these dates to whatever you require.
Shorten URL FAQ
How do you shorten a URL?
First, choose a URL shortener that suits your business needs. Then copy the URL you want to shorten and paste it into the URL shortener. Select the tool’s “Create” or “Shorten” command or something similar. Copy your new shortened URL and paste it wherever you would like to share it.
Are shortened URLs secure?
Yes, most shortened URLs are secure. To be certain, use a reputable URL shortening service with security measures such as spam filtering, malware detection, and HTTPS encryption.
When should you shorten a URL?
Shorten a URL when you plan to share it on social media, on printed materials, and in presentations and webinars. Shortened URLs are more memorable and aesthetically pleasing. This can lead to greater perceived trust among your users and viewers.
