Doing properly structured domain traffic tests are absolutely critical to extracting the complete value from your domain traffic. What it also means that you need to get down and dirty into the numbers to really understand what’s going on. I’m going to unpack what I mean by this and how we typicaly conduct traffic tests at ParkLogic.
First of all, let me say that doing a properly constructed traffic test is not for the faint hearted and is NEVER as simple as changing a nameserver.
I was speaking with a domain owner that has been in the industry for many years and still believes that changing the nameservers for their domains is how you start a traffic test. It’s one step in a larger plan and is rarely done straight away.
The first stage in any test is to establish what you are measuring against. For example if all of the domains are currently parked at Company A then the least you need to do is download the last months data to benchmark the success or failure of the test. This set of data is known as the baseline....