Pathworks.co | Product Performance Consulting

.CO

What they wanted

.CO are a disruptive domain extension. Through innovative D2C marketing and partnerships they continue to build their brand as the domain extension for startups and entrepreneurs. .CO were looking for ways to connect directly and engage with their customers directly. Branding a ‘commodity’ product like a domain is a challenge - to address this .CO decided to launch a free membership program to differentiate their product and provide a ‘value add’ for their customers. The MVP was launched to great industry acclaim – the task was now to develop it into a seamless extension of .CO’s brand presence online.

The Project

What they wanted

.CO are a disruptive domain extension - through innovative D2C marketing and partnerships they continue to build their brand as the domain extension for startups and entrepreneurs. In an effort to strengthen their brand and connect directly with their customers .CO decided to launch a free membership program to help their customers build their businesses online.

The Mission

what we did

Branding a ‘commodity’ product like a domain is a challenge - to address this .CO decided to launch a free membership program to differentiate their product and provide a ‘value add’ for their customers. The MVP was launched to great industry acclaim – the task was now to develop it into a seamless extension of.CO’s brand presence online.

The Result

what happened

The broader goal of the project was to engender loyalty and positively impact the domain renewal rate of .CO members. Within six months of launch we were able to produce the data to show that .CO members were more likely to renew their domains as compared to non-members.

what we did

We came aboard as an extension of their in-house team and took ownership of all aspects of product development –the goal was to transform and develop the beta site into a fully-fledged entity that would be integrated into the heart of their brand at go.co.

Working alongside the .CO Development and Design Teams we managed the build from whiteboard to public release. We prioritized all efforts around communicating .CO’s value proposition as distilled through voice of customer. Through building social features functionality at key customer touchpoints, we were able to capture and transmit that voice of customer.

Integrations with B2B Deal provider platform Rewardli and developing a more intuitive and fluid Signup Flow provided technical challenges which we worked through to deliver a seamless user experience.

Finally, using Facebook’s segmented targeting and tailored audiences features we found a way to route to market in the absence of direct solicitation of the customer.

We continue to advise on the product roadmap and provide inputs at program level on channels and routes to market.

what happened

The product was launched during Global Entrepreneurship Week

The broader goal was to engender loyalty and positively impact the domain renewal rate of .CO members.

Within six months of launch we were able to produce the data to show that .CO members were more likely to renew their domains. Through our analysis of user behavior on the program and benchmarking with non-members and other top level domains we were able to validate our client’s strategic goals.