Head of domains at largest domain name registrar says new TLD registries are failing small business owners.
Why are new top level domain names struggling to grow their registration bases?
GoDaddy Senior Vice President of Domains Mike McLaughlin told a large audience at NamesCon today that registries are making it difficult for small businesses to buy their domain names. Registries need to focus on accessibility and usability if they want to see their domains succeed, he said. They need to put themselves in the shoes of a small business owner.
McLaughlin said that registries are missing the mark with:
- High price points
- Held back inventory
- Restrictions on usage
- Confusing pricing models
- Complex registrar implementations
- User experiences from non-standard to wacky
The reason many namespaces are small, McLaughlin sad, is not because they’re addressing small markets. Rather, it’s because they’re failing users on accessibility and usability. Those new TLDs that focus on this will be the ones successful five years from now.
McLaughlin said registries such as Verisign and Neustar have done a good job with these, and that’s part of the reason they have large registration bases.
For now, McLaughlin said the release of new TLDs hasn’t had a material impact on the preference for .com. If the .com is still available, there’s much greater conversion. However, other legacy TLDs are being affected by new TLDs.
McLaughlin will be the guest on the Domain Name Wire Podcast January 19.