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. Click here to start selling now with ShopifyAlthough 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%20saleHere’s what it could look like after running it through an automated short link generator:https://bit.ly/4cmwqNjAnd here’s what it could look like after customizing the back part:https://bit.ly/tshirts4you-summer-saleBenefits of short URLsReadabilityTracking and analyticsBrandingControlShort URLs aren’t just aesthetically pleasing. They can also improve your user tracking, security, and campaign performance to achieve business objectives.1. ReadabilityThe 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 analyticsSome 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. BrandingNot 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. ControlSome 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.