Part 1 - Traffic Test - Baseline Data

Running a Traffic Test

Getting your hands around the data is paramount when it comes to working with domain traffic monetisation. I’ve had a number of readers ask me to write further about how ParkLogic conducts a traffic test and whether it really is worth all the hassle.

The first thing we ask for is baseline data from where the domains were previously being monetised. Some people get suspicious with asking for this information and take the approach that we should just perform as “good as we can” so I thought it would be good to unpack why we ask for this data.

There are three primary reasons:
1.    Focus
2.    Accountability
3.    Trust

By having data prior to starting the test helps us immediately focus immediately on where the effort will have the most impact. Without baseline data we end up spinning our wheels for the first part of the test and this is not worthwhile for either ourselves or the potential partner.

Accountability is crucial in any transparent relationship. We take managing domains very seriously and we believe we need to be held accountable against the baseline data at the very least. Let’s face it, the revenue from these domains goes to paying mortgages and putting food on the table for many domain investors.

The last reason is trust and, in many respects, this is the most important reason out of the three. ParkLogic has a stance that we do not have people who use our service, but partners and these relationships are built upon a solid foundation of mutual trust.

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