registrant and reseller research · actionable insights registrant and reseller research november...
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Registrant and ResellerResearchThursday 5th November.nz Registrar ConferencePresented by David Morrison
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• We want to better understand registrants and resellers - Why .nz- How they are used
• By better understanding the market we can adapt and improve what we do as a registry and as registrars
Why do it?
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• Develop the survey tool• Open offer to registrars to participate• Setup individual web collectors for each
participating registrar• Regsitrars send out EDM to registrants and
resellers using the web collector link• Responses received centrally• Data analysed and presented (today)• Participating registrars get their own data
to review.
The process
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• Better question design• Should have done some controlled tests with a
small sample of registrants and resellers
• Controlled distribution /content?• Different response rates due to different
content? Not sure…
• Would satisfaction data be better on a more regular basis?
Some key learnings/insights
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• Registrant Survey - 9 Registrars participated - 1433 responses- Covering 57.56% market share by domain names
• Reseller survey- 3 Registrars participated- 89 responses- Warning: results unlikely to be representative of all
registrar reseller channels. But there are some interesting insights.
Registrar participation
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Registrant Research
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• Which 2LD• Awareness of 2LR• Reasons for purchase• Biz vs personal• Reseller or registrar?
- Are you leveraging your investment as a registrar?• Length as a customer• How found?• Other services• NPS• How many names• Learnt about domain names
- What is the opportunity?
Results – Registrant
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39%
49%
4%
3% 2% 3%
.nz .co.nz .org.nz .net.nz .kiwi.nz don't know
Type of name registered
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77%
23%
Yes No
Awareness of registrations at second level
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74%
26%
Business Personal
Intended use of domain name
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0% 10% 20% 30% 40% 50% 60% 70% 80%
to monetise the domain name
to resell the name
to redirect to somewhere else (e.g a social media page)
Other
for a future business idea
to redirect to an existing website using a different domain name
to protect the name from being used by someone else
email address
website address
Reasons for registration
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Reasons for registration
12
Other Category
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0% 20% 40% 60% 80% 100%
.nz allows people and organisations to identify as being part of New Zealand
.nz represents local, relevant content
content using .nz domain names is more trustworthy than other names
.nz is important to organisations that wish to engage New Zealand customers
Strongly disagree– Disagree– Neither agree or disagree– Agree – Strongly agree–
Statements rating
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54%
5%
41%
a .nz authorised registrar
an organisation that resells via .nz authorised registrar
I don't know
Is domain name provider…
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3%
6%
10%
25%56%
Less than six months
Six months to a year
This is my first purchase
1 - 2 years
3 or more years
Duration as a customer
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46%
36%
4%1%
2%11%
via Internet search
via a referral
via online advertising
via offline advertising
via Social Media
via Other
Discovery of domain name provider
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Discovery of domain name provider
17
Other Category
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Detractors (0-6), 25.12%
Passives (7-8), 35.80%
Promoters (9-10), 39.08%
0% 20% 40% 60% 80% 100%
Net Promoter Score = 14
18
NPS = Promoters (%) – Detractors (%)
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Net Promoter Score
19
Actionable insights
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2% 2%
10%
14%
30%
42%
More than 100
Between 51 - 100
Between 11-50
Between 6 - 10
One (1)
Between 2 - 5
Number of domains registered
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0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
From a course I attended
From a family member
From my domain name provider
Other (please specify)
From a friend or colleague
From work/industry
Via searching on the Internet
Learning about domain names
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Learning about domain names
22
Other Category
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Reseller Research
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• Individual vs Org• Offered services• Engagement methods• Purpose/use• Register on behalf of?• How many names managed• NPS• Customer management of domain names• Ts and Cs• nTLD thoughts
Results – Reseller
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95%
Australia
United States
Turkey
Germany
NZ + Aus
New Zealand
Based in which country
25
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17%
83%
Individual
Organisation
Sell domain names as a..
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0% 20% 40% 60% 80% 100%
Legal servicesBrand protection services
Other (WebDev)Graphic Design
Website template designSEO services
Consulting servicesEmail hosting
Website designWebsite hosting
Domain name managementDomain name registration
Services Offered
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0% 20% 40% 60% 80% 100%
Face to face
Phone
Website
Social media
Never– Rarely– (no label)– Sometimes– (no label)– Regularly–
Communication with customers by…
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7%
64%
25%
4% Always register the domain name using your details
Always register the domain name using the customer details
Sometimes register using your details and sometimes using the customer detailsOther (please specify)
When registering names…
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On behalf of customers
For me to use
To monetise the domain name
To resell the domain name
0% 20% 40% 60% 80% 100%
N/A– 1-5– 6 -10– 11-50– 51-100– 101-1,000– over 1,000–
Portfolios by category
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Detractors (0-6), 29.00%
Passives (7-8), 34.00%
Promoters (9-10), 37.00%
0% 20% 40% 60% 80% 100%
Net Promoter Score = 8
31
NPS = Promoters (%) – Detractors (%)
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Net Promoter Score = 8
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60.47%
39.53%
Provided by Registrar
Yes No
Customer facility
33
33%
67%
Do you give customers access?
Yes No
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40%
60%
Provided by Registrar
No Yes
Customer facility
34
33%
67%
Would you like to give customers
access?
Yes No
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30%
16%
53%
1% Yes, I have used Terms and Conditions supplied by our registrar
Yes, I have inserted my own Terms and Conditions
No, I have no Terms and Conditions relating to the registration of domain names
Other (please specify)
Terms and Conditions
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0% 20% 40% 60% 80% 100%
.nz allows people and organisations to identify as being part of New Zealand
.nz represents local relevant content
content using .nz domain names is more trustworthy than other names
.nz is important to organisations that wish to engage New Zealand customers
Strongly disagree– Disagree– Neither agree or disagree– Agree– Strongly agree–
Location and identity, not trust
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