Introducing Afternic Boost: More domain visibility, more domain sales

[GoDaddy]

We are thrilled to announce the launch of Afternic Boost, the new program that can contribute up to a 10% increase in sales performance for participating portfolios!*

We have been experimenting with how to drive more exposure for Afternic domains on GoDaddy, and we're thrilled to announce that these experiments yielded impressive results. As a result, we're rolling out Boost as a standard inclusion for all Afternic sellers starting September 4, 2024.


Why Afternic Boost Works:
We listened to your feedback and developed Afternic Boost to address your need for greater exposure on GoDaddy. Here’s what Boost provides at launch:

• Suggested search results: Your domains will gain higher placement in GoDaddy’s suggested search results, making them more discoverable.

• Verified Badges: Boost Fast Transfer domains will feature "Verified" badges on exact-match searches, aiding visibility.

• Verified Lander Badges: Eligible domains using Afternic’s Buy it Now and Custom Landers will display verified badges. Boosted domain names that aren't opted into Fast Transfer will display a "Premium" badge on Afternic's Buy it Now and Custom Landers.

• Targeted Email Marketing: Our targeted email campaigns will match your domain names with potential buyers at GoDaddy.

As the world’s largest domain registrar, GoDaddy offers a massive, continuously growing audience of domain shoppers. Afternic Boost leverages this vast customer base, ensuring that your domains are seen by a motivated, pre-qualified audience.




What You Should Know:

• • Boost begins on September 4, 2024. All Afternic sellers will be automatically opted in to Boost, ensuring your domains gain maximum exposure.
  • Additional Commission: To support this enhanced service, an additional 5% commission will apply for Boost customers from September 4, 2024.
  • Flexibility: We understand that one size doesn’t fit all. Therefore, you can opt out of Afternic Boost at any time from today (August 7, 2024) if it doesn’t align with your strategy by heading to afternic.com/account/boost.

Investing in Success:
Think of Afternic Boost as an investment rather than an expense. Online marketplaces, such as Amazon, Facebook, and Zillow, offer sponsored listings to increase sellers' exposure in search. Similarly, Boost allows domain investors to enhance their visibility in a digital marketplace, and the results are that Boost can contribute up to a 10% increase in sales performance for your portfolio*.

Next Steps:
Experimentation with Boost will continue through the month of August. On September 4, Afternic Boost will be automatically activated at the account level, optimizing your portfolio's visibility.

If you decide Boost isn't right for you, you can easily opt out. We recommend remaining enrolled to continue benefiting from enhanced visibility across the GoDaddy platform.


If you have any questions, read the launch blog post, or head to Afternic’s Help Center, where we’ve got you covered.

Want to learn more about what Boost offers? Head to our blog.

*Individual results may vary. Based on internal data of GoDaddy aftermarket sales from January 2024 through June 2024.

 

[Future Sensors]

I can't get my head around their thinking. I think it is reasonable that the badges would help sales. I like how they look on the landers, and will help trust. If they increase sales, GD/Afternic would make more sales, and would make more commission, if all who qualify have the badges. It is not like an extra cost really. How does it make sense to throttle the badges for those who do not agree to higher commission rate, and therefore GD/Afternic make less commission?

It’s incomprehensible, and this is precisely why we’ve started to question GoDaddy’s motives. However, it’s important to note that the situation we're now in, is not the fault of Afternic Sellers.

 

[doofer]

Just to clarify, afternic listings that are listed via Dan aren't included in 'boost' ?

My domains are pointing to Sedo servers, so if a domain were to sell via Dan/afternic I would already be relieved of 25% commission (up from 9% prior to GDs involvement) don't want to have to add another 5% to cover GDs fees on top of the extra $15% over & above Sedos 10% !

 

[davidc1]

Just to clarify, afternic listings that are listed via Dan aren't included in 'boost' ?

exactly, no choice in this case

 

[Garet]

I can't get my head around their thinking. I think it is reasonable that the badges would help sales. I like how they look on the landers, and will help trust. If they increase sales, GD/Afternic would make more sales, and would make more commission, if all who qualify have the badges. It is not like an extra cost really. How does it make sense to throttle the badges for those who do not agree to higher commission rate, and therefore GD/Afternic make less commission?

Yes, Bob, the zero extra cost is spot on with the badges. Whereas with premium placement, there is an opportunity cost if others are paying to play.

With badges (or withholding badges), I have to imagine that GoDaddy's calculation of lost revenue from decreased sales from non-Boosters (the cost) is less than their expected increased commission across ALL sales from Boosters. Boost gets expensive for us because it hits EVERY sale regardless of where and how it originated.

 

[D Haynes]

I can't get my head around their thinking. I think it is reasonable that the badges would help sales. I like how they look on the landers, and will help trust. If they increase sales, GD/Afternic would make more sales, and would make more commission, if all who qualify have the badges. It is not like an extra cost really. How does it make sense to throttle the badges for those who do not agree to higher commission rate, and therefore GD/Afternic make less commission?

I agree this makes no sense to me whatsoever.

The use of words like "verified" only serve to confuse potential buyers. When so few results show the badge it makes buyers question the rest of the inventory (most of which is GD's) and surely generates trust issues for GD. I mean after all why are GD trying to sell so many unverified domains?! Are these domains untrustworthy?!

Even the use of the word "premium" rubs me the wrong way. Who's to say what's premium and what isn't? Being privately owned makes it premium?

For such a large and well funder company they must have scraped the barrel when hiring for their business development team as they clearly have no idea what they're doing.

 

[boziffous]

I noticed this change just now on GoDaddy search results. This is for one of my names. I'm opted in for Boost and also have fast transfer enabled.

 

[davidc1]

I noticed this change just now on GoDaddy search results. This is for one of my names. I'm opted in for Boost and also have fast transfer enabled.

Show attachment 262292

great, they are beginning their tests

 

[Future Sensors]

great, they are beginning their tests

If that’s indeed the case, it’s quite late, as the product is already in full operation. This makes it even more uncertain for sellers to understand what they are actually getting with this Boost feature.

 

[wwwweb]

Can Godaddy remove appraisals for unpriced names, on search queries, if namefind won’t sell their names for Godaddy appraisal, why should we lose a sale because a buyer is miseducated?

 

[davidc1]

If that’s indeed the case, it’s quite late, as the product is already in full operation. This makes it even more uncertain for sellers to understand what they are actually getting with this Boost feature.

They said, boost in ON since January 2023...
But we see badges since few hours...

 

[Future Sensors]

They said, boost in ON since January 2023...
But we see badges since few hours...

It’s become an incomprehensible mess...

 

[NameGroove]

Boost sucks. I typed "gush" into the search bar. No TLD. Just gush. Here is what was cross-promoted (boosted):

A variety of gush TLDs, including .sucks
gushuae.com
gush-me.com
uxsts.com
guessrz.com
uxhha.com
auricls.com
uxste.com

Now you want to tell me that any small biz who types in the word "gush" is interested in any of the above 7 .com's? There are tons of gush+keyword names avail, many of which are opt-ed in to boost. Not one, that's correct not ONE, shows.

And yet, here is an opted in Gush word that DID NOT show but is paying 5% extra to be "boosted".
Gushology.com

Can you imagine the owner of Gushology paying 5% for boost and watching GoDaddy's ai show
uxsts.com, guessrz.com, uxhha.com, auricls.com, and uxste.com instead?

And when Gushology sells via Afternic this domainer is going to be like - yay, one of my boosted names sold!! Worth the extra 5%. See I told ya! No. Sorry. It's happenstance if your name sells on Afternic... it is not boost related.

 

[Jannes]

boost.sucks is registry premium

 

[DN_Hunter]

I noticed this change just now on GoDaddy search results. This is for one of my names. I'm opted in for Boost and also have fast transfer enabled.

Interesting with the side-by-side (BIN + LEASE). I am unBoosted, FastTransfer enabled -- I only get the lavender "PREMIUM" badge (no diamond). That's fine with me -- because a new user looking for a name won't know what other badges look like -- they will see "PREMIUM" and that's ok...

Perhaps a user does notice different badges -- well, the best name for that user should win regardless of the badges shown (imho)

 

[Future Sensors]

because a new user looking for a name won't know what other badges look like

This is a crucial point. SMBs looking for a great name for their business should always be presented with the best possible options. Creating an artificial distinction that only really applies to and will be understood by Afternic Sellers does not serve GoDaddy's ultimate SMB customers effectively, at all.

 

[Wisher]

I can't get my head around their thinking. I think it is reasonable that the badges would help sales. I like how they look on the landers, and will help trust. If they increase sales, GD/Afternic would make more sales, and would make more commission, if all who qualify have the badges. It is not like an extra cost really. How does it make sense to throttle the badges for those who do not agree to higher commission rate, and therefore GD/Afternic make less commission?

Perhaps those badges don't make much or a difference after all and that's why GD doesn't care that non boosted Landers wont have them...

Personally seeing a tiny badge saying Verified would have no impact on me buying a name. Probably just confuse the average customer. Thinking why wouldn't it be verified or what does that even mean? I imagine most customers just think its GD selling the domain anyway.

The only thing I can see that would make an impact is the suggested search. And that is minimal.

 

[NameGroove]

Boost sucks. I typed "gush" into the search bar. No TLD. Just gush. Here is what was cross-promoted (boosted):

A variety of gush TLDs, including .sucks
gushuae.com
gush-me.com
uxsts.com
guessrz.com
uxhha.com
auricls.com
uxste.com

Now you want to tell me that any small biz who types in the word "gush" is interested in any of the above 7 .com's? There are tons of gush+keyword names avail, many of which are opt-ed in to boost. Not one, that's correct not ONE, shows.

And yet, here is an opted in Gush word that DID NOT show but is paying 5% extra to be "boosted".
Gushology.com

Can you imagine the owner of Gushology paying 5% for boost and watching GoDaddy's ai show
uxsts.com, guessrz.com, uxhha.com, auricls.com, and uxste.com instead?

And when Gushology sells via Afternic this domainer is going to be like - yay, one of my boosted names sold!! Worth the extra 5%. See I told ya! No. Sorry. It's happenstance if your name sells on Afternic... it is not boost related.

We could do this all day. I typed "mend" without TLD into the search bar.

Results (drum roll please)
A variety of exact match TLDs including .sucks
menduae.com
mend-me.com
mendksa.com
messeds.com
yokeing.com
getfondly.com
toohhh.com
bellowly.com

Again, not ONE premium boosted name appears as cross promoted. Millions upon millions of opted in boosted names, and GDs Ai could not find ONE SINGLE NAME to cross promote. (all the above suggestions are avail to hand reg).

But guess what? Certain domainers have opted in to boost and have appropriate names for the search term "mend".

MendFast.com Boosted and verified! But GDs ai felt toohhh.com was a better boost here.
MendHere.com Boosted and verified!!! But GDs ai decided yokeing.com was more appropriate as a boost here.

I could go on, but you get the point. This is all patently absurd. How could they roll out a program like this. And look us in the eyes and say, we think this is worth an extra 5%?

You don't have to believe my searches. Search any keyword without TLD for yourself. See any appropriate boosted names? How many (of the millions that remain opted in)? Is this really worth 5%?

 

[Future Sensors]

This is all patently absurd.

I like how you put it. Should GoDaddy patent their knack for doing absurd things with their loyal customers?

https://domainnamewire.com/2016/04/28/godaddy-patent-title/

https://domainnamewire.com/2018/04/24/godaddy-gets-extensive-aftermarket-domain-transfer-patent/

 

[bmugford]

This is a crucial point. SMBs looking for a great name for their business should always be presented with the best possible options. Creating an artificial distinction that only really applies to and will be understood by Afternic Sellers does not serve GoDaddy's ultimate SMB customers effectively, at all.

Yeah, there is no world where .sucks, .foo, and all these other oddball extensions are the best options.

They are just the best options for GoDaddy, as they are being paid to promote them.

Even then, many of these extensions have hardly any registrations at GoDaddy. So, either the promotion doesn't really work or the product is so awful nothing will help it.

These turds are first options being presented to potential domain buyers and GoDaddy wants an extra fee from domain owners to be even further down the list.

As far as the "verified" badge thing, it is just stupid and pointless. It's not like it is using extra resources to display that. I also doubt the vast majority of potential buyers would care.

The vast majority of sales almost certainly come from direct traffic to the lander or direct search, not the suggested garbage.

If anything, this program has just placed a spotlight on what GoDaddy is actually doing with the "suggested" section. It makes no sense.

Brad

 

[wwwweb]

I know this sounds horrible, but they make more money from people registering alt extensions, and they tag them with auto renewal, which 90% of people forget, and get billed for, and so forth. So in order for them to give up this placement, and gtld revenue stream, they had to create this boost nonsense, and up the 5%. Effective, if your stupid enough to believe it. Large users are starting to feel the itch, I hope someone here starts listening, this is not the way.

It is not afternic, or it's brokers, this is coming from a higher management side, which doesn't exactly understand the full business model. If you charge for a boost, you are going to have to deliver over average results, and once people do not see such a boost, they will be very angry. Once again, we have to expect better from vendors we work with.

 

[bmugford]

I know this sounds horrible, but they make more money from people registering alt extensions, and they tag them with auto renewal, which 90% of people forget, and get billed for, and so forth. So in order for them to give up this placement, and gtld revenue stream, they had to create this boost nonsense, and up the 5%. Effective, if your stupid enough to believe it. Large users are starting to feel the itch, I hope someone here starts listening, this is not the way.

But, they are not giving up the placement for that 5%.

GoDaddy just wants us to pay an extra 5% on every sale to get non-premium slots.

It's not like our domains are in the first or second slot.

You have to scroll down to like 12th - 20th position under all the promoted nonsense that is occupying any potentially valuable shelf space.

Brad

 

[DomainBanana]

I can't get my head around their thinking. I think it is reasonable that the badges would help sales. I like how they look on the landers, and will help trust. If they increase sales, GD/Afternic would make more sales, and would make more commission, if all who qualify have the badges. It is not like an extra cost really. How does it make sense to throttle the badges for those who do not agree to higher commission rate, and therefore GD/Afternic make less commission?

I had the same question and got a response from Afternic on this. Their thinking is: "investors have asked for better placement in the GD search path, but we could be charging registry partners for that placement. So to offset the cost, we need to raise commission by 5%. But the search path boost in itself doesn't significantly increase sales, so we have to think of other value adds that could justify a 5% increase."

So they started pulling from other areas, like UI improvements and email marketing, which, as you say, cost practically nothing to implement for everyone and would raise everyone's sales.

This is also why they keep saying "boost will get better over time" -- because they're scrambling to find things that can actually justify the increased commission.

Artifically witholding value on features that cost them nothing to better justify a commission increase is not the best way to solve this problem, IMO. Features that improve Afternic's revenue and cost nothing to implement should be given to everyone, as has Afternic has always done in the past.

'Boost' is a poorly conceived, rushed plan, that simply doesn't keep the interests of sellers and Afternic aligned.

 

[Future Sensors]

Their thinking is: "investors have asked for better placement in the GD search path, but we could be charging registry partners for that placement. So to offset the cost, we need to raise commission by 5%. But the search path boost in itself doesn't significantly increase sales, so we have to think of other value adds that could justify a 5% increase."

Their approach is fundamentally flawed, and should always prioritize the best interests of SMBs. Even if this isn’t aligned with the interests of us, domain investors.

 

[NameGroove]

Now, let's take this from another angle. Let's see what is being boosted against one of my non-boosted names.
MendHomes.com. Nice name (I think anyway). So I typed MendHomes into the GD search bar. No TLD.

Here is what was boosted:
MendHomes.com appears #1! (yay!!! Note I did NOT type the TLD and I also did NOT pay for boost).

Next up:
mend-homes.com (my name hyphented)
9 exact match TLDs including .sucks
Mandahomes.com (a boosted name but it does not show verified, also clearly not competitive to MendHomes)
MendHomz.com (a playful spelling, but not better than MendHomes)
MendHom.com (garbage)
TheMendHomes.com (my name with "the" before it)
MendHoms.com (garbage)
MendHomesuae.com (Ai loves UAE for some unknown reason)
MendedHomes.com (past tense of my first keyword)
MendRooms.com (not a bad cross promotion from an ai bot)
21 more exact match TLDs

Now, I did not pay an extra 5%. And others did. Seems to be I should be worried that their names will be promoted against mine. With verified badges and listing right next to mine. Scary to think what the ai is going to show! But ha!!! It showed nothing that was better than my, non boosted, non verified name. Only one name of the millions of registered boosted names was shown. MandaHomes.com, listed #11. Clearly not competitive to MendHomes imo. And interestingly it doesn't show the verified badge in the search results (meaning at #11 it looks identically premium to my MendHomes.com name). Only when you click on the name does the "verified" badge show.

So nothing to fear here. Opting out did not put me in a competitive situation. I am no worse off than before and had I opted in, I would only be out 5% if this name sells via Afternic... cause it doesn't appear when someone types "mend" and nothing overly competitive comes up against it. See for yourself. I'm #1. If you were me, would you be scared of the following "boosted" names reducing your chance of selling? Would you pay 5% extra to... well, I'm not sure what I'd get. Oh yea, my name would have badge next to it. I'll discuss this in my next post

 

[rh2000]

This is what domainers should be seeing with the new Boost program.