More for domain name parking — Less is

GoDaddy generates more revenue from parked pages by showing fewer ads.

A landing page ad for a Uniregistry parked domain shows an ad for clear bags

How do you optimize revenue for a parked domain name lander?

Less is more, as stated by GoDaddy.

Following acquiring Uniregistry, the firm tested Uniregistry landers to optimize revenue performance. It was able to increase revenue by showing fewer ad topics and fewer ads.

Typical domain parking landers require two clicks to visit an advertiser’s website. The first click is on an ad topic. This delivers a second page that has the ads related to the ad topic.

Uniregistry found that overall revenue increased if it decreased the number of ad categories from 10 to 6 and the number of ads on the second page from 12 to 3. (Mobile landers are still showing more ads than desktop, but this might be a test.)

The firm attributes some of the lift to showing only the highest paying ads. But I’d also argue this is part of the Paradox of Choice.

GoDaddy also expanded the clickable area of ads and experimented with colors and the call-to-action.