Recently, I’ve noticed that Go Daddy appears to be promoting its Domain Buy Service more heavily on default landing pages. Have a look at the screenshots below, and as you can see in the first screenshot, the most prominent link on the page is a link to “Learn how you can get this domain,” which links to the page with information about Go Daddy’s Domain Buy Service. The other screenshots show other variations of the default landing page.
If you aren’t familiar with the Domain Buy Service, it allows people to inquire about domain names that are privately owned. The cost is $59.99 per domain name, and the buyer pays a 10% commission if a deal is struck. A representative from GoDaddy will negotiate on the buyer’s behalf in an attempt to close a deal.
My guess is that Go Daddy istesting its landing pages and the offers that are presented to visitors. Some have PPC links and others promote internal products such as website hosting and web design services. By promoting the Domain Buy Service, the company is encouraging aftermarket purchases rather than hand registrations, and I think that is good for all of us.
I reached out to Go Daddy’s Director of Go Daddy’s Aftermarket, and he confirmed that Go Daddy is always testing landers and that the focus on sales has had a positive impact. According to Paul, “Our Domain Buy Service team has seen increased interest in their service due to the ‘lander’ changes and are consistently able to close far higher percentage of claims than industry standard sell through rates.”
One reason I think it’s interesting (and beneficial) to domain investors is that it may help introduce the idea of aftermarket acquisitions and negotiations to otherwise oblivious end users. As obvious as the domain aftermarket is to us, there are many people who have no clue how it works. With the reach of Go Daddy, it is introducing aftermarket domain purchases to the masses.
I also think this has additional benefits for other parties. For Go Daddy, the $60 fee probably generates much more income than PPC links. The conversion rate is probably low, but if they get one DBS sale for every 120 click that would generate $.50, they are even money, and they make more when they close the deal. Further, domain owners who haven’t developed their domain names may benefit if they are able to close a deal on a hand registered domain name. They also benefit because there is less risk with this lander (in my opinion) than one with PPC links that could be used by a TM holder against a domain owner. Finally, end user buyers have the opportunity to purchase a domain name in the aftermarket that they might not have known how to buy.
I’d be interested in knowing how this landing page is performing. I guess we’ll likely know based on the increase in visibility over the coming months.