Brandable Daily Sales Analysis

Discussion in 'Brandable Domain Discussion' started by Dnbolt, May 11, 2016.

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  1. Dnbolt

    Dnbolt Active Member VIP

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    Understanding the art of hand registering domains, is far much fruitful than understanding the art of back ordering domains. One of my favourite was "shiftlayer" which seem to have sold under 2 months.
     
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  2. Arca

    Arca Active Member VIP

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    Anyone know roughly what BB's sell-through in Q4 of 2016 was?
     
  3. disaac81

    disaac81 Active Member VIP

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    Couple of names sold this month, well/hive and on/vance both in king both for mid xxx
     
  4. Johnywang

    Johnywang Established Member

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    From where?
     
  5. Nat Hunt

    Nat Hunt Business Member Business Account VIP

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    I've got DnBolt recording 265 sales from October 1 thru Dec 31, today. Multiply that by 4 quarters = 1,060

    Use the Nov 12 inventory total of 41,700 (about halfway through the quarter)

    = 1,060 / 41,700 = 2.5%

    Better than I thought it would be, actually.
     
  6. Arca

    Arca Active Member VIP

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    Thank you @Nat Hunt.

    If you have the dnbolt data at hand, can you also see how many of the Q4 sales were for domains hand registered in 2015 and 2016? Would be even more interesting to know their current sell-through specifically for those names, as I assume the majority of most peoples’ BrandBucket portfolio is made up of domains hand registered in 2015-16 (that includes my own BB portfolio).
     
  7. Nat Hunt

    Nat Hunt Business Member Business Account VIP

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    @Arca 102 out of 265 were created in '15 or '16 but remember if you dropcatch a name the creation date resets, but that's not a hand-reg.
     
  8. Arca

    Arca Active Member VIP

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    So about one per day. They’ve added 35000 names +/- in 2015-16 (they had a 8400 names in mid Jan 2015), with most of the inventory growth over these two years presumably being hand-regged names. Assuming dnbolts sales numbers are accurate, that translates into a very low sell-through for this group of names (probably somewhere in the 1.2-1.4% range).
     
  9. Candace

    Candace Supportive Member NamePros Supporter

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    @Arca and @Nat Hunt , thanks for pointing that out. I did notice that most of the names that sell on BB aren't hand regged, but it's good to have a sense of the numbers.

    In the mean time, did you guys notice that pride.ly and pridely were both sold in December? I wonder if it's the same buyer. Maybe I'll go out there and get some .ly domains. LOL. j/k
     
  10. Brandworthy

    Brandworthy Established Member

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    Even lower I suspect. It's likely that once you remove the drop catch names the % of hand reg sales is closer to 20% of total. So you'll be closer to 0.5% sales rate for those names. One of the big factors with hand reg is the lack of traffic, and the dirty little secret of most marketplaces is that direct traffic is one of the best sales channels. I'd further hazard that quite a number of hand reg sales originate from traffic delivered into BB by other domains.
     
  11. Justin Matmor

    Justin Matmor Active Member VIP

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    IMO many of the BB sales originate by users just browsing BB's marketplace. Sales resulting from direct type in traffic would be negligible.
     
  12. Brandworthy

    Brandworthy Established Member

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    I should probably have mentioned that BB ran an affiliate program previously, and I know that my traffic lead to sales as I was credited with commissions. I also know that at one point they tested removing the related domains from listing pages, but this was quickly re-introduced, I presume due to lower sales rates. I can say conclusively from my own experience that a very substantial proportion of sales come from direct traffic. So do take care not to underestimate the value of the direct channel (note this isn't just type-in, but also includes referrals from historical links to domains from previous usage, and also some increased search traffic if you're not using their DNS).

    One other thing to consider: If direct channel is negligible why do you think all the brandable marketplaces insist on forwarding the name (even when they don't insist on exclusivity)?
     
  13. Justin Matmor

    Justin Matmor Active Member VIP

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    One other thing to consider: If direct channel is negligible why do you think all the brandable marketplaces insist on forwarding the name (even when they don't insist on exclusivity)?[/QUOTE]

    Only one way to find out - to check BB's analytics...but we will never find out.
     
  14. Brandworthy

    Brandworthy Established Member

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    I have the analytics provided by BB themselves of the sales that were attributed to my traffic. A significant number of those sales were for other user's names, not my own. So while I don't have analytics for all their traffic, I do have those stats for my own. Again, these stats come from BB themselves, not from some other source. You can make of that what you like. I'm posting it here for the benefit of anyone who is interested.
     
  15. Johnywang

    Johnywang Established Member

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    Would you be able to share the names please? Also I don't understand why you multiplied by 4?
    Also what is the uses of knowing BB sale through rate? I am I missing anything?
     
    Last edited: Jan 2, 2017
  16. disaac81

    disaac81 Active Member VIP

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    Take away MK's sales and the % of total inventory sold must be lower than 2% right?
     
  17. Michael M

    Michael M Established Member ★★★★★★★★★★

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    He multiplied by 4 to get the annual sell through rate. (3 months x 4 = 12 months)

    The annual sale through rate is a good market indicator to those that have a business relationship with BB.
     
  18. Michael M

    Michael M Established Member ★★★★★★★★★★

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    This is the dirty "secret" in the industry that I think most seasoned domainers understand, but a lot of people do not comprehend it because they have never really dealt with the flow of internet traffic before.

    Your traffic on your domains is most definitely utilized by BB to sell any domain in their inventory that they can, not just yours. The combination of all the traffic from the redirected domains most probably makes up the majority of the traffic that any brandable marketplace receives.

    The main point to understand is - yes you can "lose" some of your traffic to a sale of another domain - but this works both ways and you can gain a sale from anothers domain.
     
  19. Michael M

    Michael M Established Member ★★★★★★★★★★

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    One thing I forgot to add to that last post... BB used to show "similar" domains on the landing page for a domain - which could cause you to "bleed" traffic to another domain. But I have noticed as of recent that BB landing page does not show similar domains so long as you use their NS servers, and not forwarding.

    (minus the button at the bottom that says discover more names)

    So in this case your domain should retain all of its hits within itself. If that makes sense.
     
  20. Arca

    Arca Active Member VIP

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    A lot of money, work and infrastructure has been invested into the BB model/marketplace: The acquisition cost of 40K+ names (with annual holding cost of close to $400 000), BB's name review and suggested pricing system, listing fees have been paid, description and keyword tags have been written, 40K+ logos have been designed by their designers (accompanied by $100-$500 logo fees and an industry-high 30% commission), all to provide a certain packaging/branding of these domains, where the final product is the presentation of these names at BrandBucket's visually appealing marketplace.

    That's seems like an enormous amount of effort for a 2.5% sell through, and possibly as low as 0.50%, as pointed out by @Brandworthy, when considering just their 2015/16 hand regged names (the bulk of their inventory) in isolation.

    What does this indicate about the brandable marketplace model? Is it actually a viable/worthwhile model? Are all the resources expended on the infrastructure required of the brandable marketplace model, a cost largely carried by domainers/sellers, justified by the turnover rate they provide?
     
  21. Keith DeBoer

    Keith DeBoer BrandBucket Brand Ambassador Business Account VIP

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    I think there are pros and cons to any marketplace and/or sales strategy. However this kind of discussion and sharing of experience can be helpful to us domainers who often have to make difficult choices about where and how to market our domains without much data except our own sales figures. This is one of the many reasons why domaining is so speculative, profitability so challenging and success so elusive.

    One piece of advice that is often given in financial investment circles is to have some diversity in one's portfolio. In domaining that may take the form of multiple sales channels or a handful of different domaining niches ie generics, geos, CHIPs etc. The challenge, of course, is in having the time and creativity to master more than one niche. I think people new to this industry greatly underestimate the cost (both in dollars and time) of the learning curve to competency and the high level of competition. I know I did.

    Wishing all continued and expanded success in 2017! :glasses:
     
    Last edited: Jan 2, 2017
  22. Hemanttilotia

    Hemanttilotia Established Member

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    @Keith DeBoer Thanks. My issue with BB account is resolved now. Just got an email. I appreciate your concern.
     
  23. Keith DeBoer

    Keith DeBoer BrandBucket Brand Ambassador Business Account VIP

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    Wonderful!! Glad to hear it!!
    You can message me anytime if you have a question or need help in the future.
    Happy New Year!
     
  24. Hemanttilotia

    Hemanttilotia Established Member

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  25. Candace

    Candace Supportive Member NamePros Supporter

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    Does BB sell at least 1 domain per day. @Dnbolt, according to your site, they do not. However, I'm not sure if this is the case, or if you site simply aggregate sales over a range of days.

    Can you shed some light?
     

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