GoDaddy Registry

A domain name registry that manages top-level domains (TLDs) for many organizations, including governments, brands, and other registries.

Translating user feedback into actionable insights increasing traffic.

How might we…

translate insights from user feedback, and incorporate new pages, to an existing website to enhance the experience and
increase conversion.

Overview

Stakeholders

Business owners or individuals looking to own a distinct domain (ex: .vodka, .co, .us)
GoDaddy Registry team who work on slinging those TLDs as a branch of GoDaddy

The Creators

The Matic Digital crew including a copywriter/ strategist, a UX Researcher and Designer (me again, suprise), a brand and UI pro swiss army knife

Deliverables

Updates to the Registry site incorporating feedback from users who tested out the site and purchase path
Incorporating new e-commerce pages highlighting the premium domain offerings
Updated copy and language to help users understand the offerings of GoDaddy Registry

Discovery activities

Internal calls to align and review the creative brief and formulate questions for the client
Interview stakeholders about their roles, the Registry site, and the GoDaddy Registry space to understand pain points
Gain information about users from the stakeholders who interface with them frequently

User Research

Review user feedback from testing that was conducted and translate it into tangible UX improvements
Request any feedback from current users that the Registry team had
Conduct my own guerrilla research on Reddit threads, Facebook groups, and in my day to day posing as a small business owner interested in alternative domain to interact with those in similar positions

From insights to improvements

After uncovering the pain points and feedback from both the users and the Registry team, I got to translating the pain points into tangible updates in a list of items. I crafted a list of opportunities for the team to review, which included:

Add more social proof to the homepage (these can be stories / blog content that lead to the Blog)
Educate users about why they might consider an alternative extension.
Add a “how it works” module on the homepage.
Add a section on the homepage calling out the relationship between GoDaddy and GoDaddy Registry.
Make the “purchase flow” less complicated and more informational by letting the user know what to expect.
Consider removing or renaming the “suggested” tab, what is its function?
Determine a hierarchy of partner sites, while not being able to add pricing, perhaps add some copy that would tell users why they might want to choose a certain partner. Are there services that some registrars provide that others do not?
Add a “copy to clipboard button” on the modal when the user is redirected.
Explore new taglines that promote the lesser known value of alternatives
Explore opportunities to tell the story of how .com came to fruition, and why the time to implement alts is now
Test targeted ads that promote specific alts to their respective industries (i.e. .tattoo, .food, .design, etc.)
Consider serving alternative suggestions based on flagged keywords in initial search. For instance, if the user includes “portfolio” in their search, suggest “.design”

Wireframing the updates

After turning insights into updates, I turned my list of recommendations and opportunities into wireframe and experience updates for the GoDaddy Registry site.