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The Uniregistry Affiliate Approach – My 2 Cents

Posted on 29 April 2014 by Andrei

Mike Berkens wrote an interesting post about his experience with the Uniregistry affiliate program on his parking pages earlier today. The results weren’t good but that doesn’t mean the Uniregistry approach has no potential.

The strategy may very well have merits but in my opinion, implementing it at this stage is premature. Why? Simply because generating decent conversion rates is next to impossible if you’re trying to sell something the potential buyer didn’t even know existed.

Let me give you a quick example.

Let’s assume I want to sell some funky new sunglasses with a design nobody ever implemented before. Great. I put together a website, throw some traffic at it and see what happens. We’ll call this scenario A.

Then we have scenario B, in which I do the same thing but with one major difference: before starting to throw traffic at the website, lots of celebrities starts appearing in public with these sunglasses repeatedly.

What do you think, in which case will my results be better?

Orders of magnitude better, in fact?

We’re obviously talking about scenario B and the reason is fairly simple. It’s basically the difference between selling a product nobody knows exists and a product that’s not only known but also considered “cool” or at least reasonably desirable by potential buyers.

The same principle is valid when it comes to domains.

As far as new gTLDs are concerned, there’s almost no end user awareness at this point.

What can generate awareness? That brings us right back to my example with celebrities. You need something similar. For example, if the next big social network were to use .abcd instead of .com. Or if some important public figures were to start using .abcd, the list could go on and on.

Will this happen?

I have no idea.

It’s too early to determine whether or not trying to sell domains in alternative TLDs via parking pages makes sense. Maybe it does, maybe it doesn’t. This much is certain however: at this point, generating decent conversion rates will be extremely difficult. Not impossible but definitely *extremely* difficult.

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5 Comments For This Post

  1. Domenclature.com Says:

    Andrei,

    I have two continuing disagreements with you on the new gTLD scheme. And it’s funny because I almost always agree with you on other fields.

    Nevertheless, I do have some concerns here.

    First of all, let me demonstrate to you that a centrist could be biased. Let’s say a green snake was found in a green grass by you and two Reporters; Say Reporter one says the snake is red, and Reporter two says the snake was purple; and the world looked at you to reveal the truth; if you play the role of a Centrist, and not try to offend either Reporter, and proclaim the snake yellow, you’d be wrong, right? Right! ‘cos the snake is green. So, the truth is partial, and takes sides.

    The trouble with new gTLDs is not that they are unknown, as you constantly want to portray them. Most people don’t know Bitcoins, but if you placed them on some lander, I guarantee to you some curiosity.
    You’ll have to be living under a rock to not know that thereare some new gTLDs in town. Perhaps, the public don’t want to turn into domainers.

    Secondly, you have stated that you don’t have all the information, or know enough to be responsive on this issue, and that has left quite a queue of my comments and questions on your blog, waiting for answers.

  2. Andrei Says:

    @Domenclature.com: in my opinion, pretty much nobody knows that new gTLDs exist at this point. And I’m not referring to domainers or people “in the know” but rather to the average Joe. It would be an interesting experiment if someone were to interview let’s say 100 random people and ask them to name one new gTLD.

    Just one.

    My gut feeling tells me practically nobody would be able to give a correct answer. Most people would probably be completely clueless, some might think the interviewer is talking about the “old” alternative TLDs such as dot net or org but that’s pretty much it.

  3. Domenclature.com Says:

    I agree as to naming specific extensions, but disagree as to being aware of the phenomenon itself. They know other extensions exist, and that other extensions come out regularly, are that the rate of their coming out is increasing.

  4. Domenclature.com Says:

    correction on last *are = and.

  5. Domenclature.com Says:

    And to answer your question why the public can’t name the extensions, I have to refer you to the king himself, go here:

    http://www.ricksblog.com/2014/01/metals-vs-extensions-plus-kondike-1897/#.U2AyvfldWup

 
 
         
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