Registrant and Reseller Research · Actionable insights Registrant and Reseller Research November...

Registrant and ResellerResearchThursday 5th November.nz Registrar ConferencePresented by David Morrison

• 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?

November 2015Registrant and Reseller Research 2

• 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

3November 2015Registrant and Reseller Research

• 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


• 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


Registrant Research

• 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


39%

49%

4%

3% 2% 3%

.nz .co.nz .org.nz .net.nz .kiwi.nz don't know

Type of name registered


77%

23%

Yes No

Awareness of registrations at second level


74%

26%

Business Personal

Intended use of domain name


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


Reasons for registration

12

Other Category

November 2015Registrant and Reseller Research

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


54%

5%

41%

a .nz authorised registrar

an organisation that resells via .nz authorised registrar

I don't know

Is domain name provider…


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


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


Discovery of domain name provider

17

Other Category


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 (%)


Net Promoter Score

19

Actionable insights


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


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


Learning about domain names

22

Other Category


Reseller Research

• 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


95%

Australia

United States

Turkey

Germany

NZ + Aus

New Zealand

Based in which country

25

17%

83%

Individual

Organisation

Sell domain names as a..


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


0% 20% 40% 60% 80% 100%

Face to face

Email

Phone

Website

Social media

Never– Rarely– (no label)– Sometimes– (no label)– Regularly–

Communication with customers by…


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…


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


Detractors (0-6), 29.00%

Passives (7-8), 34.00%

Promoters (9-10), 37.00%

0% 20% 40% 60% 80% 100%


31

NPS = Promoters (%) – Detractors (%)


60.47%

39.53%

Provided by Registrar

Yes No

Customer facility

33

33%

67%

Do you give customers access?

Yes No


40%

60%

Provided by Registrar

No Yes

Customer facility

34

33%

67%

Would you like to give customers

access?

Yes No


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


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


Contact:www.nzrs.net.nz

[email protected], @davidmorrisonnz

Thank you!Any questions?

Registrant and Reseller Research · Actionable insights Registrant and Reseller Research November...

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