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Bob Hawkes

Is Domain Name Presentation Important?

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By Bob Hawkes, Jul 9, 2020
  1. trelgor

    trelgor Established Member ICA Member ★★★★★★★★★★

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    The coming years will see a lot of innovation in search. Domain search is stone age considering current and possible tech. Sadly, GD is taking the lead.

    Intelligent search is the answer to all discoverability issues that push down sell through and industry cred.

    By intelligent I don’t mean:

    Query:

    ”Banana”

    ”- Banana.com is taken. How about these?

    BananaFace.com
    FreeBananaHats.com
    YouBanana.com
    BananaX.com”

    I mean intelligent. Based primarily on the nature of the query, not the keyword, or it’s dictionary listed synonyms.
     
    Last edited: Jul 10, 2020
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  2. Mister Funsky

    Mister Funsky Top Contributor VIP

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    You MUST have a domain parked/available in such a way that makes it easy for someone to purchase or to inquire as to its availability.

    But the old saying applies to domain names...'you can't put lipstick on a pig'.

    https://en.wikipedia.org/wiki/Lipstick_on_a_pig

    ADD: Another great article...thanks Bob!
     
    Last edited: Jul 10, 2020
  3. trelgor

    trelgor Established Member ICA Member ★★★★★★★★★★

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    Why the focus on what presentation can’t do? What about what it can do? Much more interesting.
     
    Last edited: Jul 10, 2020
  4. lock

    lock DomainUsed.com VIP

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    The more you accumulate the less time to present it with frills. I would suggest building a portfolio building the landers before worrying about how to present it navigation will do as it took quite a bit of time for me (spare time) just to upload it all. After doing things manually have a fair idea of why dan epik do well as offer fast solutions so can work on the flare. Market place scripts plugins might be another avenue i will use but still wanted my own marketplaces both html and wordpress etc.
     
    Last edited: Jul 10, 2020
  5. etruscan

    etruscan Upgraded Member Blue Account

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    Description cannot harm the buyers intentions as they could see something even more valuable than you in the domain name and you are just adding something more.
     
  6. spikedo

    spikedo Top Member VIP ★★★★★★★★★★

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    Good article Bob! I wrestled with this question over the years. I finally came to the conclusion that all the fancy window dressing doesn't help in most cases. Perhaps with branding domains it can help some. But then I read AbdulBasit's recent sale of AutoFun.com for $50k from a basic Afternic lander and I believe it kinda drives home the point again: you don't necessarily need all that window dressing to make a great sale.
     
  7. QuestFuture

    QuestFuture Established Member

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  8. 3sixty

    3sixty Established Member

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    I don't like to thrust a logo onto the lander and complicate the idea's of the type in traffic. If they have entered in the url then chances are they know why they are typing it in.

    I do like the idea, that the presentation of the website holding the domain can validate the quality of the domain for sale however.

    A logo will work on a search based naming marketplace where an end user is searching for a name for a particular niche.

    But these are just my thoughts and not backed up by data.

    Now back to landers. I just discovered this lander by typing in curate[dot]ai. One of the best lander I have come across.

    Is it from NameCheap? It says powered by namecheap at the top.
     
    Last edited: Jul 10, 2020
  9. TCK

    TCK NameOptions.com VIP ★★★★★★★★★★

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    Presentation is only part of making a domain more sellable or garner higher value. But it is an important aspect and kudos to @Bob Hawkes to write about it in such detail.

    The first thing to consider is that many domain sellers, especially new ones, overestimate their bad domains and underestimate their good ones. Putting lipstick on a pig doesn't change the fact it is still a pig. (Apologies to pig lovers everywhere)

    Having written that, domains that have clear business use or make good candidates for revenue generating websites, can certainly benefit from a professional presentation. Few of the benefits are:
    1. More serious offers.
    2. More BIN sales.
    3. Lead generation.
    4. Establishes your authority/respectability/sophistication/professionalism/etc.
    Attention to presentation is for the farsighted domainer who wants to sharpen her or his sales skills. But of course, if you want to benefit from presentation you must forward your domains to custom landing or sales pages.

    I'm a little saddened that Bob did not mention our unique SaaS (Software as a Service), DMP, for building domain shops and landing pages as it basically gives you flexibility to use any of the presentation elements mentioned and more. But I still like you, Bob. ;)
     
  10. Bob Hawkes

    Bob Hawkes Top Member NameTalent VIP Gold Account Trusted Blogger

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    Thank you for your perceptive commentary on presentation in general, @TCK . And sorry about....
    The entire area of scripts and services outside the big marketplaces did not get covered, other than brief mention of Efty. I am glad that you have informed readers through your comment of the flexibility of your offering in supporting all of the types of presentation mentioned here.

    Thank you :xf.smile:.

    Bob
     
    Last edited: Jul 10, 2020
  11. WatchDogue

    WatchDogue Top Contributor VIP

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    Yes, presentation can be of the upmost importance in interesting a buyer.

    Many of our domains were attractive to hobbyists, small businesses, entrepreneurs and the like.

    These potential end-users were as likely as not to have a bit of an emotional reaction to a name rather than purely a business perspective - reaction to a name.

    Accordingly we used very " name specific " landers - complete with some of the names shown in various fonts and designs and on occasion, illustrations or photographs specific to the domain.

    I would always visualize the potential end-user typing in the domain to see where it went, then arriving at an attractive and really informative inviting lander and then, envisioning for themselves how they may use the domain name for their respective purpose..

    Today I primarily just list and describe on a major platform, more a matter of time and convenience than a smarter alternative.

    Great topic Bob!
     
    Last edited: Jul 10, 2020
  12. jim h

    jim h Upgraded Member Gold Account

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    Thank you for sharing, Sir.
     
  13. Bruce81

    Bruce81 Established Member

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    Thank you Bob for another brilliant writeup.

    We have a large percentage of our population who are visual learners from birth.

    It is not their fault; they have to see diagrams, pictures, graphs, etc. before they can make some sense out of this world.

    For example, a visual learner may see a domain name in black and white written in a small font parked somewhere. His or her mind will not be able to register any meaningful information.

    However, the same domain will be parked somewhere else adorned with logo in vibrant colors with impressive fonts and something will click in their mind: “Oh boy, I can use this domain for this and that!”

    It is the way of the world.

    Our Creator wants varieties, different races, different animals, different learners, etc.

    We must respect Him for that.
     
  14. Bruce81

    Bruce81 Established Member

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    3sixty,you are absolutely right about the lander for Curate(dot)ai. It is impressive.

    I have no idea that Namecheap offers special or individualized landers.

    At the moment, I have 60 domains in my Namecheap account all having their generic lander with ads (with the exception of those I parked elsewhere).

    You can check the example of one of my domains at Namecheap, Doemart(dot)Com.

    If they are into special landers then it is commendable. I shall try and exploit it.
     
  15. DomainRecap

    DomainRecap Top Contributor VIP

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    I think a lot of this just creates busywork for domainers "looking for that secret formula", when it really comes down to whether anyone is out there is actually interested in buying your name. You can't polish a turd and quality really matters - it's like a big producer once said, if you have a truly great script and just toss copies out on the LA freeway, someone will contact you and buy it.

    If they are interested in your domain, they will look for it, they will find it, and they will attempt to buy it.

    You certainly don't want a poorly-designed lander or some sketchy parking page that could detract from the visual appeal, but a lot of the constant "prettying up" is just insecurity and the hope that there's some "secret formula" to riches and suddenly you'll be able to sell millions of dollars in domains. It's like women and shampoo, domain investors are always trying new things and always hoping.

    Instead, concentrate on domain quality, marketability, and value.
     
    Last edited: Jul 11, 2020
  16. koolishman

    koolishman Upgraded Member Blue Account

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    Even iPhone does advertise!
     
  17. DomainRecap

    DomainRecap Top Contributor VIP

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    I think you're in the wrong thread - we're talking about Domain Name Presentation, not spending money on paid advertising.

    That's a whole different conversation, and I highly doubt purchasing a Super Bowl ad would pay of for any domain investor. Even the Domain King would take a bath on that one.
     
    Last edited: Jul 11, 2020
  18. HotKey

    HotKey Made in Canada VIP

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    Well Super Bowl ads, I'm sure it paid off for a registry *edit, registrar.. at the very least. At this point, as much as we don't like it, GD could also be considered an investor.

    Any advertising, paid or not, imo, is relevant because it could be considered a form of DN presentation. Or are we just talking about the end-result, ie lander? I mean, wouldn't a well-constructed tweet, for example, with some catchy hashtags and cute emojis describing the DN, be considered a form of presentation? At the same time, a few thousand re-tweets and now it's turned itself into an advertisement.
     
    Last edited: Jul 11, 2020
  19. DomainRecap

    DomainRecap Top Contributor VIP

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    Sure, just like Microsoft and Google, and Jeff Bezos owns a small book store.
     
  20. Bob Hawkes

    Bob Hawkes Top Member NameTalent VIP Gold Account Trusted Blogger

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    I really appreciate all the excellent points, on many sides, being made in this thread.

    Although it was not part of the examples in the OP, I am not sure that I agree that advertising is off-topic.
    It seems to me that one could view advertising as one form of presentation. It is an interesting question on the economics of whether it might pay off, and that topic is somewhere on my list of 100 or so things I am considering writing on at some point.

    It seems to me interesting that the brandable marketplaces do things differently from the general purpose ones. As noted in article, they use logos as the presentation, rather than list. They also encourage search via niche, something that as far as I can tell Afternic search does not permit. If you use the filters on Sedo you can search using their different category levels, so closer to the brandable. At DAN you can, as at Sedo, use filters and starts with or ends with in search, but as far as I can see no browse by category. The big sellers, or at least the several I checked, do not seem to include much in presentation.

    While some have focussed on quality of name is what matters, or presentation won't make a good name sell, I think that is pretty obvious as the original article points out. The question is whether presentation makes a difference in selling domain names. Some have pointed out that domains are of course used for websites, and it seems strange that the power of at least a modest presenting page seems missing from a majority of the names for sale. I agree that seems unusual to me too.

    I know some end users do browse or belong to NamePros. I would love to get feedback from those who buy retail names on whether presentation has any influence on their choice, or what would influence their choice.

    BTW I do agree with @DomainRecap that one should not view presentation as some secret sauce. Rather, I would view it more as a form of advertising, maybe help you reach a few other potential purchasers, maybe slightly influence them positively.

    Thanks again for all of the excellent points being made.

    Bob
     
  21. DomainRecap

    DomainRecap Top Contributor VIP

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    You're correct Bob, but in that specific case I was replying to the "Even iPhone does advertise!" statement, which denotes massive corporations like Apple, Microsoft, etc. and not some domain investor spending $20 on Google ads or sending out a pile of outgoing email inquiries.

    I look at that as more promotional tools rather than pure advertising, but hey, potatoe - potato.

    Something like iPhone ads (hence my "Super Bowl ad" hyperbole) are either not affordable or not viable for domain investors to start exploring.
     
    Last edited: Jul 11, 2020
  22. Bruce81

    Bruce81 Established Member

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    Thanks Bob for your observation and suggestion.

    However, I doubt whether any domainer on NP would like to own up publicly that they buy domains based solely on presentation.

    Rather, I am suggesting that those of you who own private mini domain markets should carry out this little experiment:

    One page will have domains presented with logos, etc. These same domains will be presented in a list form on another page.

    These two forms of presentation will be given the same exposure.

    After a period, perhaps one year, a form of A/B testing will be carried out to determine which form of display is more profitable.

    This form of experiment removes all forms of subjectivities, etc.

    It appears tedious, but it is the best way of finding the truth!

    I am glad to know you Bob. There are lots of things I am going to learn from you.
     
  23. barman

    barman Top Contributor VIP

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    Given that afternic search barely works, it would be a lost cause if anyone dare to try
     
  24. koolishman

    koolishman Upgraded Member Blue Account

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    I am in the right thread.

    Having a appealing lander may get some eyeballs and may be a sale. Not end use sale necessarily.

    By the way, not all iPhone ads are done at Superbowl.

    There are some people, who buy domain names based on appeal and then build a business around it.

    But to each his own. I understand that.
     
    Last edited: Jul 12, 2020
  25. manpreet

    manpreet Top Contributor VIP ★★★★★★★★★★

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    Nice points there, Bob. I would like to add, for Domain Names market, its solely a Buyer's market. What buyer Wants and at what price, is sometimes totally unexpected. I have had sales for domains which I thought I won't be even renewing the next year. I am sure lots of people face this too. Likewise, some good domains keep sitting at your portfolio year after year.
     
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