Are your parked domain landing pages optimized? If not, you may be missing out on revenue. Parked domains can be optimized using the same process used for websites. Those using search engines enter a query to get an answer. They have an expectation of the result they will get. If the website matches that expectation, then it is useful to them and converts well. If not, they will move on quickly.
User expectations matter
Similarly when someone types in a domain name, they have an expectation of what they will find there. In this case, they will be presented with a set of links. If those links look like they will provide the information that the user is looking for, they will convert. So matching the users expectations is just as important on domain landing pages.
Ambiguous terms
Some terms have multiple meanings and this meaning may vary depending on variety of variables including the geographic location of the individual. This may lower the conversion rate of your parked domain. So how do you get a handle on how ambiguous your domain name is?
There are two simple ways. The first is to use a good dictionary. It should list the various meaning of the term. The second way is to use a search engine such as Google. This gives a more realistic view of the use of the term since it is based on real world demand for the term.
Here I have used the term “Pain” as the search term. As you can see below, at the top of the page is a list of refinements which try to identify the expectations of the searcher more clearly. A health professional has a different expectation from a patient for example.
Furthermore the page is divided into three sections. The capture below shows the division between two of those sections. Again these are used to clarify the intent of the searcher.
Getting it wrong
I particularly enjoyed the parked page example given in the Domainer’s Gazette of the Chinook salmon domain. From the picture of meat (not fish), the blue link and the furniture link further down the page, how does this meet the user’s expectations? Sadly this is one of the more optimized landing pages on the web because some effort was put in.
Parking companies
The ability to optimize landing pages varies by parking company so do not be afraid to try out several companies and check out all the options they give you. If you are daunted by tackling optimization of hundreds of domains in your portfolio, then start with those that are returning the least profit.
Complete control over your domain landing page
If you want complete control over your domain landing page, then you have to create it yourself. The catch here is that you have to find and manage your own ad inventory. However you can capture a greater proportion of the money and target specific demographics. You can also drive traffic to the domain. I will have an e-book available sometime in March that steps you through the use of WordPress for simple websites and the use of WordPressMU to manage multiple sites from one code base which would be ideal for managing your own domain landing pages.
In summary many parked domains are dropped because a sincere effort has not been made to optimize them and make them profitable. If you are thinking of dropping less profitable domains, try optimizing them before you make a decision and you might be surprised by a domain or two.
