WASHINGTON, May 3, 2012 – FairWinds Partners recently conducted a new analysis of the work that it had completed with Verizon Communications on Verizon’s domain name strategy. FairWinds had previously released a preliminary case study on this work in 2008, but found that, as of 2012, the improvements have had a significantly greater impact on Verizon's business than had been originally projected. The new results demonstrate how companies can make adjustments to their domain name strategies in order to ensure that they are effective and efficient in protecting and promoting their business interests online.
“The work we have done with FairWinds set us on the path to maintaining a lean, effective domain name portfolio, and our ongoing work continues to keep Verizon focused on domains that will have a positive impact on our bottom line,” said Sarah Deutsch, Vice President & Associate General Counsel of Verizon Communications. “This helps our team deliver on Verizon’s mission to provide quality customer service.”
The 2008 case study focused on the work FairWinds' and Verizon's combined teams made to improve Verizon's domain name strategy. FairWinds' analysis led to strategic recommendations that resulted in cutting low quality domain names, recovering high quality domain names, remapping domain names to the most relevant Verizon content, and converting new visitors to new sales. The significant projections cited in the 2008 case study were shattered as the performance in subsequent years increased and the results exceeded expectations. FairWinds and Verizon’s work has led to annual results of:
321,000 additional confirmed sales, totaling millions of dollars in revenue 93.2 million visitors to Verizon's main websites over three years
"We are excited for Verizon and very pleased with the results of this project and what this means for their business," said Josh Bourne, Managing Partner of FairWinds. "We are also excited about what this means in terms of showing other companies the value of direct navigation, an organic traffic source, and targeted domain name portfolio improvements."
In this case, by working with FairWinds' experts, Verizon was able to better provide its audience with safer and more rewarding online experiences, while doing so in a more cost-effective manner that has even helped Verizon increase its revenue. When Internet users can navigate directly to Verizon websites by entering domain names in the address bar – rather than being diverted to a pay-per-click site and clicking on an advertisement, which costs the user time and Verizon money – Verizon is able to both protect its marketing spend and decrease its dependence on paid search in the form of click fees. The study also highlights the utility and benefits of an effective and efficient domain name strategy for other companies as well. By making strategic changes to their own domain name strategies and portfolios, companies can also harness the power of the Internet to continue to meet their audiences' expectations in new and different ways.
To learn more about FairWinds domain name strategy services, please click here orcontact us.
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