I noticed something interesting over the weekend that I thought I would share with you. I typed in OutOfTheWorld.com to see if it was registered, and I was forwarded to a GoDaddy search results page. As is typical for a domain name listed for sale via Afternic with a buy it now price, the purchase option was what showed up after being forwarded:
What made this interesting to me is that OutOfTheWorld.com is a domain name that is registered to HugeDomains.com, and it is listed for sale via GoDaddy for $2,395. It can also be bought directly via HugeDomains.com for the sale price.
It seems out of the ordinary for HugeDomains.com to not show their own landing page on domain names the company is selling. I’ve always assumed they have tested and optimized their landers to give them the best opportunity to sell their domain names, so I found this approach to be interesting.
I see a few benefits to forwarding domain names to GoDaddy search results pages:
- Prospective buyers likely know GoDaddy more than HugeDomains.com, and they may trust GoDaddy more when buying a higher value domain name.
- Customers with GoDaddy accounts can purchase the domain name directly via their account rather than through a third party (HD).
- It’s a good way to test HugeDomains’ optimized landing page against an industry leader’s optimized sales page.
I also see a few drawbacks to this strategy:
- HugeDomains.com will have to pay a commission to GoDaddy on a closed sale when they wouldn’t have to pay if it closed via their own landing page.
- Other domain names listed for sale (or unregistered) are shown to the visitor, so a buyer could want this name but end up choosing something else instead.
- Lose control over the lead and likely don’t get the lead information.
I reached out to Andrew and Jeff Reberry to ask about this, and I will share an update if they are willing to comment about it.
I think it is an interesting strategy, and I assume it is a relatively small test since I did not see this same strategy employed on other domain names the company owns.