Tucows pushes the envelope on sales-focused domain name landing pages.
Yesterday domain name registrar and portfolio holder Tucows told analysts it was trying something new to generate more aftermarket domain name sales.
CEO Elliot Noss said the company is undertaking an “aggressive program of experimentation” on landing pages for its domain names in an effort to sell the domains.
When I tested a half dozen Tucows-owned domain names this morning, they all went to a standard parked page with a for sale banner on the top.
It turns out the company is doing more than that. It’s sending some of its domain names to a sales-only lander that allows the visitor to buy the domain name through sales distribution partnerships with other registrars. Here’s an example:
I’ve seen plenty of buy now sales landers without PPC links in recent years, but this is the first time I’ve seen an integration like this. Tucows is willing to pay a commission to GoDaddy or NameCheap if the visitors wants to buy the domain name there.
Obviously, Tucows would prefer visitors to buy the domain name through its own registrar Hover. But if a potential buyer is more familiar or comfortable with GoDaddy, then by all means Tucows will let the customer buy it through GoDaddy.
You could take this one step further by forwarding a domain directly to the search result at a registrar that sells aftermarket domain names. That might just cause confusion, though.
I’m hopeful Tucows will share data about this if it’s successful.