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Data to Die For: Data to Die For:
k i i eBook Price Promotions
Presented by Josh Schanker Presented by Josh Schanker Founder & President, BookBub May 30 2013 May 30, 2013
What is BookBub?
Data to Die For: Data to Die For: eBook Price Promotions k i i - - PowerPoint PPT Presentation
Data to Die For: Data to Die For: eBook Price Promotions k i i - - PowerPoint PPT Presentation
Data to Die For: Data to Die For: eBook Price Promotions k i i Presented by Josh Schanker Presented by Josh Schanker Founder & President, BookBub May 30 2013 May 30, 2013 What is BookBub? 1 million+ members 1 million+ members Books on
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1 million+ members 1 million+ members
Books on sale! Books on sale!
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What is an What is an eBook Price Promotion? eBook Price Promotion?
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Over 50% Off Over 50% Off Regular List Price Regular List Price Limited‐Time Discount Window Publisher Initiated
Publisher Initiated Multi‐Retailer Deal
Multi‐Retailer Deal
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Why do publishers run Why do publishers run eBook price promotions? eBook price promotions?
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Give sleepy backlist titles a boost
Zzzz Zzzz…
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Drive sales of related books
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Drive sales of a series
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Grow audience and reviews
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Exclusive data on thousands Exclusive data on thousands
- f eBook price promotions
- f eBook price promotions
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Does the size of Does the size of the discount matter? the discount matter?
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Response Per Discount Response Per Discount
4x 5x
300% better response!
3x 4x 2x 3x 1x 0x
50‐59% 60‐69% 70‐79% 80‐89% 90‐99%
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Does price matter?
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Response Per Price Response Per Price
3x All about the same??? 2x 1x 0x 0x
$2.99 $1.99 $0.99
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Not Apples to Apples Not Apples to Apples
Bestselling Unknown Novelist $2 99 Author $0 99 $2.99 $0.99
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The Typo Test The Typo Test (Same Book – Different Prices) (Same Book Different Prices)
$0.99 $1.99
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Corrected Response Per Price Corrected Response Per Price
Twice the
2x
Twice the response!
2x 1x 0x 0x
$2.99 $1.99 $0.99
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Revenue Per Price Promotion Revenue Per Price Promotion
50% more
2x
50% more revenue!
1x 0x 0x
$2.99 $1.99 $0.99
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Bounce
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BOUNCE: BOUNCE: Percentage change in Percentage change in full‐priced sales of the full priced sales of the featured and related featured and related eBooks eBooks
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Average ‘Bounce’ Per Discount Average Bounce Per Discount
Twice the
5x 6x
bounce!
3 4x 2x 3x 0x 1x 0x
40‐59% 60‐79% 80‐99%
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Higher Prices: O i i di b k Optimizes discount book revenue Lower Prices: Lower Prices: Optimizes full‐price book revenue p p
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Free eBooks Free eBooks
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Average Response Rates Average Response Rates
10x the
8x
10x the response!
4 6x 2 4x 0x 2x 0x
Discounted Free
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Average ‘Bounce’ Average Bounce
3x the
15x
3x the bounce!
10x 5x 0x 0x
Discounted Free
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Do free eBooks
- free e ooks
condition readers to stop p paying for eBooks? p y g
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When I like a free eBook I have… When I like a free eBook I have…
69% 70%
h l d k Told a friend
28% 69%
Wrote a review Bought related eBook
26%
Liked on Facebook
4% 19%
Followed on Twitter Joined e‐mail list
4% 0% 25% 50% 75% 100%
Followed on Twitter
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Percentage reading more or the same Percentage reading more or the same
90% 83% 97%
100%
%
50% 75% 25% 50% 0%
F P id O ll Free eBooks Paid eBooks Overall Books
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Closing Thoughts Closing Thoughts
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Each Promotion is Different Each Promotion is Different
60 70 40 50 30 40 10 20 10
0.00% 1.00% 2.00% 3.00%
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“Simply dropping a book’s price doesn’t work well without concentrated promotion.” ‐BookBub Partner
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Summary Summary
1 Choose price strategically
- 1. Choose price strategically
2 Don’t be afraid of freebies
- 2. Don t be afraid of freebies
- 3. Advertise your promotion
- 3. Advertise your promotion
- 4. Try different books
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