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Selling eBooks Online
The document discusses the complexities and considerations involved in direct-to-consumer (D2C) ebook sales, highlighting reasons for publishers to sell directly, such as better reader understanding and increased margins. It compares various D2C solutions, detailing their pros and cons regarding costs, functionality, and user experience. The author emphasizes the importance of strategic planning and selecting the right tools for effectively reaching and understanding readers while managing the associated challenges.
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Selling eBooks Online
- 1. The Promise andthe Pitfalls of Selling Direct Gareth Cuddy, Founder and CEO of Vearsa The IPG’s Digital and Marketing Quarterly September 17, 2015
- 2. Vearsa helps Publishers sellmore eBooks using smart technology
- 3. Publishing is extremely complex in 2015 1 Publishingis extremely complex in 2015
- 4. The industry isfocused on destination sites where you can buy almost every book If you can find it….
- 5. Why Go Direct? •I want to know my readers • I need to be able to market to my readers • I want to make more margin • I want more money
- 6. PAGE 6 • Costs– Set-up and ongoing • Integration/Set-up • DRM • Control • Formats • TAXES • Flexibility • Target Market Choosing Your D2C Solution What You Should Look For
- 7. Adobe Content Server Pros •The most proven solution • Widely adopted • Lots of support • Plenty of reader apps • Strongest DRM protection • Most robust for full eCommerce Cons • Very expensive • Ongoing expenses • Difficult to implement • Poor reader experience
- 8. Sell your bookson the social web, mobile first Pros • Preview and sell inside Twitter, Facebook, Pinterest, LinkedIn in each network's native post format. • Embeddable on your website (Aer.io) • Collects purchasers’ email addresses • Mobile responsive Cons • No functionality for collecting sales tax • Higher transactional fees • Aerbook is more for discovery than serious ecommerce
- 9. Sell eBooks toanyone using just a link Pros • Marketing features (coupon codes and affiliate opportunities/easy sharing) • Collects purchasers’ email addresses • Reports and pays EU VAT • Google Analytics integration Cons • Primarily marketing platform
- 10. Simple eBook selling Pros •Embeddable on your website, social media, newsletters • Simple checkout process • D2C communication + detailed analytics (view conversion rates of sources) • Can be used for physical items as well as digital. Includes subscription content Cons • Doesn’t offer key features required for selling books at scale (shopping cart, storefront, etc.) • Directs away from your site • No functionality for collecting sales tax
- 11. PAGE 11 COMPARING YOUROPTIONS Name Ease of Install /10 Set-up cost Annual Cost Transaction Cost DRM? Sales Tax ePub? PDF? Adobe 4 $15,000+ $1,500 $.15 + cc fees Any No Yes Yes Gumroad 9 $0 $0 $.25 + 5% Watermark No Yes Yes Aerbook 8 $0 $0-$99 15% Light Yes Yes Yes Payhip 9 $0 $0 5% + PayPal fee Watermark Yes Yes Yes
- 12. PAGE 12 • IfI want more control – ability to upsell, then yes • If I want reading data, then yes • But what would you do with that data? • Readers prefer reading in their favourite App • Make it easy! • Outsource, Outsource, Outsource • Will integrate with DRM solutions DO I NEED A READER?
- 13. PAGE 13 Strategic Considerations DesireRequired Challenges Know my readers / market Contact info, preferences, CRM. Marketing Permissions, Value More sales / revenue Invest in marketing, brand, conversion rates Expertise & skills– ecommerce and tech
- 14. Summary • Decide ondesired outcomes and work backwards • Outsource or use established method where possible • Challenges with tax and interoperability critical
- 15.