Getting what you pay
for:
Weaving price into reader
engagement
Nathan Maharaj
Director,
Merchandising
#TECHFORUM14
HOW DO WE KNOW?
HOW DO WE KNOW?
METRICS BEYOND “UNITS SOLD”
% opened
% completed
# sessions & length
WINNERS!
0
10
20
30
40
50
60
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
% Opened % Completed Avg. Sessions to Complete
HOURLY COST OF READING
Bio/Autobio
Myst/Detective
Lit Fic
CGN & Manga
Avg. Cost/Hr ASP Avg. Abandon
WHAT WE LEARNED
<100% of readers open the ebooks they buy.
And <100% of ebooks opened are read to the end.
Big Ideas come ...
POLL!
PHEW!
#DAYS TO OPEN
DEALS! DEALS! DEALS!
BOOK #1
Was $12.99
Marked down to $2.99 without
promotion
Then featured as a Daily Deal
Carried on at $2.99
0
5
10
15
20
2...
BOOK #2
Was $14.99
Marked down to $2.99 for 1 day;
featured as a Daily Deal
0
5
10
15
20
25
30
35
40
0.0%
10.0%
20.0%
30.0...
BOOK #3
Initial price $11.99
Promoted at $4.99
Permanently marked down to $9.99
Not the first installment in an erotic
rom...
SO?
When a book is opened, it’s often a month after it was paid for
A price-motivated customer isn’t necessarily a motivat...
THANK YOU!
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj
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How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj

"How prices weaves into reader engagement" by Nathan Maharaj (Kobo) for Tech Forum 2015, presented by BookNet Canada - March 12, 2015
Published on: Mar 4, 2016
Published in: Education      
Source: www.slideshare.net


Transcripts - How prices weaves into reader engagement - Tech Forum 2015 - Nathan Maharaj

  • 1. Getting what you pay for: Weaving price into reader engagement
  • 2. Nathan Maharaj Director, Merchandising
  • 3. #TECHFORUM14
  • 4. HOW DO WE KNOW?
  • 5. HOW DO WE KNOW?
  • 6. METRICS BEYOND “UNITS SOLD” % opened % completed # sessions & length
  • 7. WINNERS! 0 10 20 30 40 50 60 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% % Opened % Completed Avg. Sessions to Complete
  • 8. HOURLY COST OF READING Bio/Autobio Myst/Detective Lit Fic CGN & Manga Avg. Cost/Hr ASP Avg. Abandon
  • 9. WHAT WE LEARNED <100% of readers open the ebooks they buy. And <100% of ebooks opened are read to the end. Big Ideas come with a relatively big price tag for an evening’s amusement.
  • 10. POLL!
  • 11. PHEW!
  • 12. #DAYS TO OPEN
  • 13. DEALS! DEALS! DEALS!
  • 14. BOOK #1 Was $12.99 Marked down to $2.99 without promotion Then featured as a Daily Deal Carried on at $2.99 0 5 10 15 20 25 30 35 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% "pre DD markdown to $2.99" Daily Deal Post-DD, still marked down Full price Book #1 Median days between purchase and open Open % Complete % <25% OF UNITS SOLD AT FULL PRICE
  • 15. BOOK #2 Was $14.99 Marked down to $2.99 for 1 day; featured as a Daily Deal 0 5 10 15 20 25 30 35 40 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% DD $2.99 Full price $14.99 Book #2 Median Days to Open Open Rate Completion Rate
  • 16. BOOK #3 Initial price $11.99 Promoted at $4.99 Permanently marked down to $9.99 Not the first installment in an erotic romance series 0 5 10 15 20 25 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 4.99 9.99 11.99 Book #3 Median Days to Open Open Rate Completion Rate
  • 17. SO? When a book is opened, it’s often a month after it was paid for A price-motivated customer isn’t necessarily a motivated reader (and that’s okay) Conversely, paying more seems to correlate with stronger engagement
  • 18. THANK YOU!