New design boosts aftermarket domain name sales.
Last month I spotted that GoDaddy was testing a new For Sale message when showing domain names listed in Afternic. I posited that this could help domain investors sell a lot more domains, and I was right.
The old messages looked like this:
The new messages provides quite a bit more detail:
You’ll notice supporting information about why the domain name is worth more than a standard domain name. Depending on the name and the price, this can include a comparable sale, the valuation and keyword analysis. It also includes a link to a video about premium domains.
After seeing great results in its split test, GoDaddy has completely dropped the old design in favor of the new design.
GoDaddy GM & VP of Aftermarket Paul Nicks shared data with me showing how much better the new design has worked:
- Sales revenue through this purchase path is up 41%
- Unit sales up 31%
- Average sales price up 7%
In other words, more domain names are selling and at higher prices thanks to the redesigned and more informative sales message.
This is based on the past six weeks compared to the six weeks before (excluding Christmas week). And while aftermarket volume changes with the season, the results during the A/B test were in the same neighborhood.
It’s good news for everyone who sells on Afternic. It reminds me a bit of when McDonald’s started offering apple slices in Happy Meals. Overnight, McDonald’s became one of the world’s largest sellers of sliced apples and had a huge impact on how many apples Americans were eating. Large registrars and aftermarket platforms like GoDaddy can have a similar impact on domain name sales by making small tweaks.