Kellie Peterson – Domain Metrics – D2S1 – Live from Traffic DownUnder 2008
November 18, 1 Comment - Author: Simon JohnsonKellie is the Director of Marketing & Operations, Name.com. She launched right into her slides with a very softly spoken voice. This was a great presentation that managed to steer everyone back to the focus on making $$$. Well done.
What Metrics Matter To You
- Are you a monetizer?
- Are you a flipper?
- Are you a developer?
- Are you a premium domain investor?
When Buying
This is what should matter to you:
- Traffic
- Revenue
- Traffic Origin
- Multiple / Price
- Resale – if there are 3 people in the world who can legally buy your domain, its a harder road.
When Monetizing
- Traffic
- R/EPC
- RPM
- Rev
When Selling
- Revenue history
- Comparables
- Replacabiity – What is your replacement cost? eg: if you sell pizza.com, its harder to replace on a category killer.
- ROI
What Else Matters?
- Venue – exposure
- Inventory
- Sell thru rates – What is the likelihood of getting a domain name sold?
- Average sales price. This depends on the place you sell it at.
The Case Against Metrics
- iReport.com – Ricks domain.
- Floral-Elegance.net – One that makes Kellie about $2 a month
- TiltRotor.com – Name.com brokered the deal for 5 figures $$$
- OpenSocial.org – Hand registered est June 2007, no traffic, stats, revenue. Google wanted the domain and a Name.com client had it.
- End user sales (non premium)
Summary
- Metrics will always matter.
- Metrics will matter to investors
- Metrics will not matter to end users.
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Facebook comments:
The last point on The Case Against Metrics
* End user sales (non premium)
that is a big motivational driver of people entering the domaining:) when you see non-premium names sell for what looks ridiculous price, you think you can do it too, because you can think of what you think are better names.