Changes

Months later, in November, 2011, Overstock announced that it was slowing down its transition to "O.co". Apparently, many consumers were trying to access the website at "o.com" even after seeing the .co branded commercials. The stadium in Oakland will continue to be called O.co, and they are not abandoning the rebrand, instead they will be focusing on first using it in the European market and in their mobile apps. It will subsequently refocus its efforts in making the move clear to American consumers.<ref>[http://domainincite.com/overstock-com-slows-down-o-co-rebranding/ Overstock come slows down Oco Rebranding, DomainIncite.com]</ref>

Months later, in November, 2011, Overstock announced that it was slowing down its transition to "O.co". Apparently, many consumers were trying to access the website at "o.com" even after seeing the .co branded commercials. The stadium in Oakland will continue to be called O.co, and they are not abandoning the rebrand, instead they will be focusing on first using it in the European market and in their mobile apps. It will subsequently refocus its efforts in making the move clear to American consumers.<ref>[http://domainincite.com/overstock-com-slows-down-o-co-rebranding/ Overstock come slows down Oco Rebranding, DomainIncite.com]</ref>

On March 2012, during the company's 4th quarter conference call with analysts, Patrick Byrne said that the company lost 61% of its traffic since he decided to re-brand the company's website to O.co. According to him, 8 out of 13 internet users who are trying to visit the company website are typing O.com instead of O.co. Byrne said that O.co was a bad decision on his part.<ref>

On March 2012, during the company's 4th quarter conference call with analysts, Patrick Byrne said that the company lost 61% of its traffic since he decided to re-brand the company's website to O.co. According to him, 8 out of 13 internet users who are trying to visit the company website are typing O.com instead of O.co. Byrne said that O.co was a bad decision on his part.<ref>

[http://domainincite.com/o-co-loses-61-of-its-traffic-to-o-com/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+DomainIncite+%28DomainIncite.com%29 Overstock.com’s decision to rebrand itself O.co had a disastrous effect on the internet retailer’s traffic, according to its CEO]</ref> The company's total revenue in 2011 was down by more than 3% compared in 2010.  

[http://domainincite.com/o-co-loses-61-of-its-traffic-to-o-com/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+DomainIncite+%28DomainIncite.com%29 Overstock.com’s decision to rebrand itself O.co had a disastrous effect on the internet retailer’s traffic, according to its CEO]</ref> The company's total revenue in 2011 was down by more than 3% compared in 2010.