Sale lander boosted leads 47%. But how do you measure success? — This for

I’m curious how improved sales landers lead to more sales.

GoDaddy introduced a fresh “for sale” lander a couple of months ago. Following running an A/B test, it states that the fresh lander increased conversions 47%. It’s measuring conversion by how many people feel out the inquiry form.

This is a shocking number but got me thinking: how ought to we measure the success of domain landers?

Leads are great. In theory, the more leads at the top of the funnel, the greater your chance for sales.

But I’ve also heard domainers say that, if someone really wants to buy your domain, tweaks in messaging don’t matter that much. They type it in to see if it’s available, and even if your sales pitch is weak, they’ll fill out a contact form regardless.

As domain investors, all we care regarding is how changes impact sales, not leads.

There are some landing page features that I think could lead to more sales. An example is Squadhelp’s live chat feature. Chatting with someone immediately probably helps sales.

And Afternic has frequently stated that getting someone on the phone is the key to closing sales, which is why its landers are all regarding collecting information or giving people the option to call a phone number immediately.

Like many other domainers, I’d love to see GoDaddy test “buy now” landers for lower-priced domains. This would be easy to do using the fresh lander.

I’m open to any data that for sale landing page platforms can share regarding this. Email me.