WaveLength Helps Domain Registry Vendor Know More about Internet Domain to Craft a New Strategy

Domain Registry Case Study

Summary:

WaveLength helped a domain registry vendor better understand one of their lesser used Top-Level Domains (TLD). Wavelength created an innovative approach to describing their domain users. The discovered information not only shed light on who uses a particular top-level domain, but it also uncovered a market strategy that would lead to increased registrations not only in the studied domain, but in other domains they own as well.

Problem: Need for Understand Current Domain Users

Demand for domain names is shifting for a high-growth business that demanded little marketing, to a business where new demand needed to be uncovered and nurtured. Knowledge of current domain customers was the first step to crafting a new marketing strategy.

Identified Key Info, if Known, Could Change Business –- Why Do Customers Register this Domain?

  • What is the country of origin?
  • What is the language on the web site?
  • Is there a real web site on the domain or is it parked (meaning empty)?
  • Does it re-direct?
  • What is the general intent of the web site?

Best Data Sources –Internal & Manually-Collected Data

  • Drew a large random sample representative of the population in the domain database together with WHOIS lookup data.
  • Sample augmented by manually collected data via web site lookup; built framework to answer “yes” or “no” questions, except for country, language, and intent. This way, it would maximize uniformity in judgment.
  • A second “check sample” characterized to insure validity of main sample; identical distributions for two key variables insured validity.

High-Value Information -– Country, Existence of Real Web Site, Registration Duration

  • Although the USA had 36% of all domains, only a small number, of those actually hosted a real web site (not parked).
  • The combination of country, duration of registration, redirect, and whether or not there was a real web site. It was not any one of these alone and general intent was not meaningful.

Result:  Recommended Marketing Investment in Asia

The expected trend was in general intent of TLD usage, but this turned out to be incorrect.  Instead, the key finding was predominance of registrations that came from two non-English speaking countries. One was in Europe where the country domain is four times more expensive, and the second was a large, Asian country. This Asian country had significantly longer-term domain registrations, which meant higher revenues. They also registered names that made no sense in English, which meant a pay-per-click vendor would then register the .com and .net versions for domains with no value in English anyway. This is especially meaningful because one large Asian country domain registration meant three new registrations without diluting the pool of available English domain names. Marketing then concentrated on efforts in these two countries.

With WaveLength’s in-depth knowledge of how the Internet works, prevailing macro trends, and its data analytics expertise, WaveLength was the right partner to assist the domain registry vendor in crafting their strategy in the changing domain name market.