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- Brexit and .fr
- Analysis of the .RE
- Brands answer the call to the 2nd ‘Cercle des .marque’ event
- About the attack on French ISPs’ DNS resolvers
- Using Afnic open data : example with the term COVID
- Hosting a domain name with compound characters
- Eligibility of a holder located in the United Kingdom post Brexit
- Can compound characters be used in a domain name?
- Functioning of Afnic during lockdown
- Which Top Level Domains have an IP address?
- Lala Andriamampianina, may you rest in peace
- Resolutions for 2020: Afnic goes elliptic
- 6 tips to prevent your website from being hacked
- In search of low-cost nTLDs
- Exploring the city through the .paris community
- .org - an alternative perspective
- Looking back on the success of the first meeting of the Cercle des .marque
- Key success factors for Internet extensions: an evaluation grid
- [Video] Conclusions on the Internet Governance Forum (IGF) France 2019
- A brief example of using Afnic Open Data
- Food for thought on the "new TLD" business models
- 30 years of success and danger: the Web, URLs and the future
- [Success stories] Strengthen your infrastructure to suit your ambitions
- February 1, 2019: is the DNS going to shake?
- [Success stories] They chose to have their own TLD
- [Success stories] .museum, how a historic Internet suffix was revived
- The main steps in effectively launching your .brand
- 6 secrets on how to improve the renewal of domain names
- [Video] Back to IGF 2018 in Paris
- A .BRAND to enhance customer experience
- Afnic commits to DNS security at the international level
- Replacement of the KSK of the root zone: Are you ready?
- How the SNCF implemented its new digital strategy with oui.sncf
- Franco-Dutch research project on automatic classification of domain name abuse
- The auditive memorization of domain names
- What are the possible actions against domain name abuses?
- Identity theft by domain name: what Afnic does
- Cybersquatting, Spam, Phishing… the different types of domain name abuses
- [Video] Review of the French Internet Governance Forum 2018
- Custom Internet extensions: the opportunities for brands
- How to avoid inadmissibility in the SYRELI procedure
- Which English terms are most used in .FR domain names?
- Domain name security, the example of cryptocurrencies
- What are the terms most used in .fr domain names?
- Personality test: Are you ready for GDPR?
- Do GeoTLDs like .alsace have an effect on local SEO?
- The 11 vital locations to display your domain name!
- What means of action for a Right-holder ineligible under the Naming Policy?
- Domain name litigation: the recognition of an AOC rights in the SYRELI procedure
- Why choose a domain name under a geoTLD?
- Afnic, a community first and foremost!
- The defense of personality rights in the SYRELI procedure
- When will the next round of the new gTLDs take place?
- A million good reasons for coming to the Afnic Forum...
- Yeti DNS-over-TLS public resolver
- 2016, the beginning of a new cycle for Afnic
- .fr has just passed the 3 million domain names milestone
- My experience inside the Afnic Legal Department
- Future of ICANN Privatization? Internationalization? Supervision?
- Excellence at Afnic - Our coming-out
- Speech at the transmittal of the IANA Stewardship Transition Plan
- Exclusive offer: 100% money back on your domain name*!
- 8 tips for choosing the right domain name
- IPv6 and DNSSEC are respectively 20 and 19 years old. Same fight and challenges?
- L.45-2 paragraph 1 of the CPCE: When a domain name disrupts the French law
- How to avoid getting your domain name stolen by email?
- Accountability and IANA transition: behind the scenes
- Stop selling domain names!
- abc.xyz : erratum.xyz
- A comprehensive approach to French regional branding
- abc.xyz : Meanwhile, back in France…
- abc.xyz: Why not alphabet.com? (The conspiracy theory version)
- abc.xyz : The controversial success of .xyz
- Corporate Communications, Constant Crisis
- abc.xyz : Why not alphabet.com ?
- alphabet.xyz : How Alphabet got its domain name
- abc.xyz : Don't worry, we're still getting used to the name too!
- IANA transition crosses a major milestone in Buenos Aires
- A day in the life of the Icann empowered community
- IANA transition : the machine is moving, but the deadline is approaching
- Corporate Social Responsibility and the DNA of ccTLDs
- China Changing in Leaps and Bounds
- Towards a less intrusive DNS
- ICANN: what does accountability stand for?
- ICANN Singapore. A debate at the other end of the world
- ICANN Reform, or opening Pandora's box
- Internet Governance Forum: What is to be done?
- Slam spam!
- Icann : freeze !
- Scams and identity theft, the experience of a SYRELI reporter
- French Regional Reform Does Not Mean the End of GeoTLDs
- Lessons Learnt from NETmundial
- Suggestions for a successful IANA transition
- Wind of change at Afnic!
- Back to the future of the Afnic Legal Service
- The US Backs ICANN for Internet Governance
- Should the registrars streamline their gTLD strategy?
- The IANA elephant in the room
- 2014 : change of course for the naming system
- Why do regions want a place online?
- What can Afnic do?
- Internet governance: let’s get to work!
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FAQ
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Glossary
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Certificates
Exclusive offer: 100% money back on your domain name*!
15 March 2016 - By Mickael Vigreux
If you’re reading this, it means my message has got through. If it worked with you, it will work with your customers as well.
I still say "Stop selling domain names" ... alone, because good business means selling domain names backed by a use.
To get back to the subject of this post, I told you that retail traders always have three basic needs for their business:
- Develop their attractiveness: find new customers and retain those that are already customers
- Increase productivity: sell more products or services
- Increase profitability: have comfortable margins
The good news: All of the above is just as true now as it was then and can be also applied to domain names sold alone. I suggest considering an angle that I have not yet seen in our industry: Deferred reimbursement.
What I find today in searching registrar home pages and sales strategies:
First of all, I have two main ways of finding the website of a registrar, either or by directly typing their web address, or via search engines. If I use the search I mentioned in my last post: I arrive first on four sponsored links via Adwords, the cost of which is around about 5 to 8 euros per click. These links provide an "underground" version of the official website, with a "Google fee" often around € 0.99. When you know that the unit cost of a creation, option 1, under the .fr TLD is € 4.56 (excluding package deals) and the cost per click is a minimum of € 5, this means that the registrar pays about € 9 for each new customer (if the latter takes a single domain name). Given the interest in the offer, I presume the operation is nonetheless profitable.
By going directly to the web pages of the registrars, it is rare not to see a multitude of special namespace promotions, often all the same and for periods that have no meaning ("*Special promotion until 31/12/2016") on all of the registrars' websites when it comes to the new gTLDs.
How can one stand out from the competition in this context? Why would a customer come to one registrar rather than another when they offer exactly the same promotions on the exact same products?
Standing out by completely reimbursing the cost of the domain names!
"100% Money Back!" is a recurring promotional message we see every day, especially in the food sector or in Telecoms in France. The promise allows customers to test a new product or service without taking any risk, since the purchase will be fully refunded. For retail traders, it is a boon as it will attract hesitant customers (thus developing the traders' "attractiveness" and "productivity") to whom they can sell additional, more profitable services (profitability).
Reimbursing the purchases has a number of advantages:
- The customer promise "100% money back" is more attractive than "your domain name for 1 euro." In both cases, the customers will have to take out their credit card, but in the first case, they will get their money back... enough to improve the conversion rate!
- Not every customer requests a refund once the purchase has been made... but all of the customers who receive a direct discount have reduced the margin. Generally, less than one out of two customers asks for a refund and the lower the refund, the lower the return rate. That means, for a constant budget, many more domain names can be sold or simply lower acquisition costs.
- Requesting something in exchange for the refund. For example, a registrar can ask customers to send an email to a special address. The email must be sent from the address that the customers have created using the domain name they have registered. In so doing, you ensure that your customers use their domain name and you automatically boost your renewal rate (attractiveness, profitability).
- Simple set-up: the registrars already have all the customer information in hand; all is needed is to monitor the incoming emails (to ensure consistency between the domain name and the email address). If it really is too complex, there are plenty of companies that can assist in setting up such a system and manage it (Sogec, Tessi, etc.)
- If we take the example of the email at € 0, the offer is more competitive than Gmail, Yahoo! or Outlook: no ads, a personal email address ... and addressing a huge, untapped market in France: 1,117,228 individuals (source Open Data Afnic March 2016) are holders of a domain name under the .fr TLD in France, but French people have over 68 million email addresses. A highly attractive potential market!
- Offering alternatives to customers such as converting their refund into a credit note, doubling it if they take another service, or offering to extend the registration period by one year ...
- Nothing prevents a registrar from proposing it to its already existing customers as part of a loyalty or anti-churn program (provided you have something to offer in exchange)
- Finally, a registrar will really stand out from all the others, who all have the same promotions.
So, are the registrars ready to try it out with the .fr TLD? Feel free to send me your comments by email!
* Offer limited to those who want to do business, valid while stocks last.
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