Why Traffic Optimisation Provides Greater Revenue

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We recently had a new client that does a significant amount of domain traffic revenue come across to ParkLogic (I'm a co-founder) for a test. They were previously with a single parking solution and I thought it would be interesting to share with you the results as a case study in why domain traffic optimisation works.

Escrow.com

After 6 days the overall results a 20% uplift in revenue…..which is quite a good given the short time frame. It's still early days for the optimisation process to kick in and effectively route the low traffic domains to the highest paying monetisation solution.

When you begin to unpack the data a little further an even better outcome is just on the horizon. For instance, for all those domains that have exhibited at least the same traffic levels as the previous month’s baseline the uplift in revenue has been 39%.

If we hand back to the client, the bottom 10 worst performing domains out of nearly 4,000 in the test then the results completely change. Overall, the performance is a 41.2% revenue uplift with a 75% increase in revenue for domains that had at least the same traffic as the baseline. This is a HUGE result where the revenue line has nearly doubled!

I wouldn't be surprised if the revenue line continues to increase over the next 6 weeks as the optimisation process hones in on the best performing solution. From that point onwards, optimisation will continue every second of every day.

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Saturday Musings - How to Develop Trust

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There is nothing stronger than when you trust a person completely and nothing more devastating when trust is broken. So how do you gain someone’s trust and how do you maintain it?

Escrow.com

Both these questions are at the heart of our society as trust is the glue that bonds us all together. Without some level of trust, your relationship with your spouse, children, neighbours, and government would shatter.

From a business perspective, contracts may spell out what each party expects of the other but ultimately, it’s trust that underpins the agreements. Without trust, we won’t have business and society fall into anarchy.

The first thing to realise about trust is like every relationship it’s built upon a solid foundation of truth. I discussed truth in last week’s Saturday musings and you may want to have a read of that article. Assuming you are truthful then how do you build trust?

The fact is, trust takes time to develop. Although it can be instantly lost, it’s rarely, if ever, immediately given. A good way to think about trust is to imagine everyone has a “trust bank account” that you can deposit or withdraw from. The question is, what are you depositing and withdrawing?

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Saturday Musings - Three Vital Aspects of the Truth

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Whether it be with work colleagues, clients or even family members building relationships can be one of the most difficult, time consuming but fulfilling activities you can do. Let’s assume we are all telling the truth….so what do we do when we discover someone is lying?

Escrow.com

Truth is a Perspective
Over the years, I’ve seen so many people accuse their friends and even family members of lying. Sadly, it’s almost with a sense of glee that they pounce on a perceived untruth and fling it in the face of a loved one. I have no idea why some people like doing this….after all, aren’t they accusing someone they care for?

Here’s a good lesson. Always remember that truth is a perspective and when you are looking from the outside at another person’s life you may not know the full details of the picture. Because you believe you’ve caught a person in a bold faced lie doesn’t mean that it’s true…..

I recently received an email from a person accusing me of a whole lot of things….none of which were true. They’d leapt to a huge number of conclusions based upon an external perspective and without knowing the actual facts. The challenge for me was how to respond to the accusations in a manner that I hoped would be received. This leads into the next topic…..

How to Share the Truth
Here’s the catch with the truth…..huge amounts of damage can be inflicted on relationships when the truth is shared in a negative, rather than a positive manner. It’s very easy to shove the truth in someone else’s face but much, much harder to share it in a way that it will be received.

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Wolftalker
Good post M.
26 February 2018
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Interview with Jackson at the Escrow.com Offices

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After NamesCon I headed over to San Francisco and the offices of Escrow.com. While there I had a chance to check out the Escrow.com offices, chat with the team and interview the CEO, Jackson Elsegood.

In the short interview we discuss NamesCon, the new Escrow.com API and the problems of clawbacks with payment systems such as paypal and credit cards.

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Wolftalker
Good interview Michael. Before I go, ever considered posting transcripts to accompany videos?
21 February 2018
mgilmour
I've thought about doing that but it's actually quite a lot of work and times a premium.
22 February 2018
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New gTLDs - Domain Investors Matter!

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I don’t know about you but I’m getting really tired of some new gTLD registries treating domain investors as second-class citizens. So how are investors treated in this manner?

Escrow.com

It starts with language. There will be statements from registries such as, “We want to see real usage of our extension.” This suggests that domain investors who park a domain or use it for some other purpose aren’t doing so for legitimate business reasons. This is the height of arrogance by the registries!

I want to put registries that speak in this manner on notice that domain monetisation in any form (traffic, selling domains etc.) IS a legitimate business model and to change their disparaging language. In fact, if it wasn’t for the domain investment community many of the registries would be drowning in a bath of red ink……so don’t bite the hand that’s feeding you!

I was recently speaking with a registry and they proudly espoused the fact they had such a large “actual” use of their extension compared to others. When you really think about it what they were saying was that domain investors don’t use their domains. This couldn’t be further from the truth!

Domain investors have the right use their domains in any manner they wish. Because a domain doesn’t have a fancy website doesn’t mean the domain isn’t important for the investor. It could be they are in the middle of a negotiation to sell the domain for a premium, monetising the domain traffic, using it for an email address or plan on building it into a profitable business. That’s the owners prerogative and their own business.

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jsass
Hi Michael. Good, thought-provoking post, as always. However, I don't necessarily agree that Registries should necessarily change ... Read More
17 February 2018
mgilmour
Jeff, I would 100% agree with you.....that's why I said that some registries behave in the matter I outlined. .CLUB is one of thos... Read More
17 February 2018
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