L eadership Buy-in for Driving Social-learning in Organizations
What Makes Customers Click to Buy -Driving Online Sales for IDPF 2016
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Transcript of What Makes Customers Click to Buy -Driving Online Sales for IDPF 2016
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Kelly Peterson Director of Client Services, INscribe Digital
Meet Your Moderator...
Manage merchandising for 300+ clients at retailers & library services worldwide
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Nathan MaharajDirector of Merchandising
Meet Your Panelist
Manages International team of booksellers spanning 8 languages
Offers millions of titles across 77 languages
Has award-winning apps and devices available around the world
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Erica LazzaroGeneral Counsel and Director
of Publisher Account
Services
Meet Your Panelist
Leads OverDrive’s licensing, content acquisition and business development
Services 34,000 library and retail marketplaces, publishers and booksellers
Has negotiated agreements with leading companies in digital media
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Andrew Weinstein
Vice President of Content
Acquisition and Strategy
Meet Your Panelist
Responsible for content partnerships and business development
Largest selection of books, audiobooks, comics, documents and sheet music
Monthly, 80 million readers visit Scribd from over 190 countries
Driving Online Sales:
Understanding What Makes
Customers Click to Buy
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First, They Need to Find You…
Search Engines: Optimize Now!
Recommendations from other readers
Via Social Sampling
Sharing on Social Media
Blogs and Editorial Reviews
Back of Book links
Discount Newsletters and Promotions
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Search Engine Optimization (SEO)
Making Your URL count
Encourage Links from Authors and Social Media
Affiliate Programs
Advertisement
Contests
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Somewhere between 80-90% of customers now check
online reviews prior to making a purchase, and that’s
expected to increase.
— Forbes
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Social Sharing
Available months before on-sale
Can be created from sample or full file
Retailer and social media buttons on EVERY
page
Maximize profits by using your own affiliate
links
Handy for email, blog, and website
One-click social media sharing
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Keep Them Coming Back
Back matter link direct to each major
retailers in your
back-of-book for ease of instant
shopping experience
Ability to use affiliate links for extra
revenue
With series, 20-50% of customers
seamlessly purchase next book
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Advertising and Newsletters
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Affiliate Ads
Bookbub
Kindle/Kobo/Nook Daily
Promotions
They Can Enter From Any
Page…and Go to Any Other Page!
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What Makes Customers Click Once On-Site?
Personalization
Informed/Expert Selections
Merchandising - Forward…Always Forward!
Great Cover & Metadata
Customer Reviews and Editorial Reviews
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Personalization is Key on all Pages Main Page
Featured at bottom to “catch“ customers who
haven’t found a path in
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Personalization is Key on all Pages
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Title Page
Customers Who Bought This is the most clicked spot
on the page – left to right
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Informed Selections Make You The Expert
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Areas of Interest
Subject Pages
Themed Lists
Best of…Placement
Highest Reviewed
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How Merchandising Works at Libraries
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Arcadia Publishing
Example
Targeted zip codes
1099% increase =revenue
1674% increase in units
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One Important Thing to Remember…
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Customers Rarely Go Back
They Click Forward!
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Need to Catch Them Quickly
Powerful cover
Metadata that sells
Strong keywords
Proper BISACs
A few things that help...
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Resources
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Using the Landing Page Report in Google Analytics: http://goo.gl/edZK7B
7 Reasons Why Your Business Should Invest in SEO: http://goo.gl/eYPGp8
42 Web Design Mistakes Your Business Should Avoid: http://goo.gl/k7G1M9
Five Questions Publishing Leaders Need to Ask About Metadata:
http://goo.gl/ZjsNNf
Metadata Mindset: Optimize Your BISAC Codes in 8 Easy Steps
http://goo.gl/m1ZC63
Seven Keys to Digital Publishing Success: http://bit.ly/1cVq22q
