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Welcome to the The
Lowdown from
DN Journal - your source for notable news
and information from all corners of the global
domain name
industry!
The Lowdown
is compiled by DN Journal
Editor & Publisher Ron Jackson. |
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12-Month
Study Shows .Store Strength and How New gTLDs Can
Cut Through the Clutter |
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ICANN
launched
their new gTLD program over a decade ago,
resulting in more than 1,100 new
domain extensions being available for
registration today. However, the ten
most
popular new gTLDs, less than 1%
of total TLDs, account for 53% of
all new
gTLD registrations. It is obvious that
reaching a high level of success with new
gTLDs is not an easy task. Even so, in
July ICANN green lighted the creation of another
round of new gTLDs that are expected
to arrive in 2Q-2026. With the already
stiff competition soon to get even
tougher, it is imperative that current and
future new GTLD operators figure out how they
can stake out a profitable piece of the
market for themselves. |
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A
good way to do that would be to look at what today's
successful operators have done to cut through the
clutter. That group includes Radix,
the operator of ten new TLDs, who has made
several of their extensions stand out in the crowd
using a multi-pronged strategy that has
included building
communities around specific TLDs, conducting
unique marketing campaigns that reward
participants and providing credible research that
demonstrates the inherent value of their TLDs.
With respect to the latter tack, Radix
commissioned a recently completed
independent 12-month
SEO study of .store
domains (one of the ten most popular
new TLDs) conducted by eCommerce
marketing agency Contrast
Digital.
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The
purpose of the study was to determine if there
were any performance differences in using a
.store vs a .com domain for an
eCommerce website. Contrast Founder Elliott
Davidson noted, "There isn’t any public
data available on this so to test this, we
launched two eCommerce sites that were the
same, selling the same products, the only major
difference being that one used .com and the other
used a .store domain name extension. We wanted to
run this as any business owner or creator would
want to do for their own store from a resources
and knowledge perspective. As such, the stores
were built using Shopify and we didn’t
invest an excessive amount of time into paid or
SEO that couldn't be replicated into a monthly
owner's workload." "The
main thing here is that, unlike most other
experiments like these, these would be actual
stores customers could buy from, not just a
front as a way to collect the data. This way, the
experiment could be as real as possible. So that
search engines and users interpret the sites as
unique, we reworded the content."
The
study determined that the
eCommerce businesses using .Store domains got 87% more traffic, a
12% lower cost per conversion and achieved
2X visibility by ranking faster and higher on search engines. |
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Suman
Das
Radix, VP of Brand Operations
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With the new
study in hand, Suman Das, VP of Brand
Operations at Radix, now has an even
stronger case to make for why eCommerce
entrepreneurs should have .store on their
radar. "A .Store domain inherently
communicates a clear, retail-focused
identity, helping businesses to stand
out in the crowded online
marketplace," Das said. "By
slashing customer acquisition costs and
boosting store visibility, .Store can
provide a marketing advantage to eCommerce
business owners. These advantages are vital
for businesses looking to establish a strong
online presence, drive more traffic, and,
ultimately, increase sales. The results of
this study not only highlight the
effectiveness of .Store, but also reinforce
our commitment to providing solutions that
address the real needs of the eCommerce
seller community."
Suman added,
"For eCommerce business owners, customer
acquisition and website traffic
are some of the key challenges today.
In fact, in a recent survey conducted by GoDaddy
Venture Forward (.pdf file), 42%
of small business owners listed online
marketing through ads, promotions, and
social media as one of the top three
challenges when starting their
business." |
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(Posted
December 4, 2023)
*****
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