© 2014 WaveCloud Publishing Self-Publishing Wednesday Webinar: Optimize Your Amazon™ Sales Page for Maximum Book Sales Bill Van Orsdel (303) 974-7845 [email protected]
Optimize Your Amazon Sales Page for Maximum Sales / BookFuel by WaveCloud Self-Publishing Webinars
May 24, 2015
BookFuel by WaveCloud's Self-Publishing Webinar Series. The webinar may be viewed for free here: https://www.wavecloud.com/webinar-optimize-your-amazon-sales-page-maximum-book-sales
Join Bill Van Orsdel for an in-depth discussion of the Amazon sales platform, its inner-workings, and the most effective ways to make the internet’s most powerful product search engine work for you.
As an self-publishing author, you must understand the many ways in which your book’s presentation can and will effect your sales volume, and public perception of your work. This week Bill will take you deeper into Amazon’s processes, and teach you how to use their services to your greatest advantage. The topics will include:
1. Key factors for Search, Discovery, and Browsing buyer behavior.
2. What you can do to improve the look and the content of your Amazon sales page.
3. How does your sales page match up with consumer buying behavior?
Watch the webinar now: https://www.wavecloud.com/webinar-optimize-your-amazon-sales-page-maximum-book-sales
Join Bill Van Orsdel for an in-depth discussion of the Amazon sales platform, its inner-workings, and the most effective ways to make the internet’s most powerful product search engine work for you.
As an self-publishing author, you must understand the many ways in which your book’s presentation can and will effect your sales volume, and public perception of your work. This week Bill will take you deeper into Amazon’s processes, and teach you how to use their services to your greatest advantage. The topics will include:
1. Key factors for Search, Discovery, and Browsing buyer behavior.
2. What you can do to improve the look and the content of your Amazon sales page.
3. How does your sales page match up with consumer buying behavior?
Watch the webinar now: https://www.wavecloud.com/webinar-optimize-your-amazon-sales-page-maximum-book-sales
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© 2014 WaveCloud Publishing
�Self-Publishing Wednesday Webinar:�
��
Optimize Your Amazon™ Sales Page for Maximum Book Sales �
Bill Van Orsdel!(303) [email protected]!
© 2014 WaveCloud Publishing
Before we get started… �Checklist:!
ü You have researched your market!
ü You have a book up in Amazon!
ü You already have metadata in place!
ü You can modify/control the metadata!
ü This is part of a bigger marketing plan!
© 2014 WaveCloud Publishing
A word from our sponsor �
• Not a sales pitch!
• Not a “How To Do” but a “What To Do”!
• BookFuel is a web-wizard, assistant!
• Helping writers become successful authors is our #1 priority!
• Watch: Optimize Your Amazon Sales Page for Maximum Book Sales!
�
Bill Van Orsdel�WaveCloud CMO!
© 2014 WaveCloud Publishing
Key Points�1) Professional Book Cover drives Interest!2) Book Title is artistic and a SEO element!3) Reviews act as Social Proof!4) Price(s) should match strategy!5) Book Description sets the hook!6) Print on Demand version offers choice!7) Categories help with browsers and rankings!8) Keywords (key phrases) improve in-Amazon SEO!9) Author page adds credibility, chances for engagement!
© 2014 WaveCloud Publishing
Why does this matter? �Goal: Convert those who visit your page to buy your book!
• Applicable to all channels!
• Point of Sale presentation affects book sales!
• Traffic is precious, every visitor a possible sale!
• Point of Sale improvement requires work!
• Research your book shelf (competitors/neighborhood)!
• Better book sales page = better conversion!
• Better conversion = book sales!
• Book sales = self-reinforcing cycle!
© 2014 WaveCloud Publishing
Book Cover Goals �1) Capture the eye with image, palette or composition!
2) Confirm your genre(s) or subject area!
3) Convey your professionalism:!• Composition, typography, thumbnail readability, competitive
images, colors, themes & image quality!
4) + for Nonfiction: Communicate Benefit Promise!
© 2014 WaveCloud Publishing
Outstanding/arresting image?!Confirm genres or subject area?!Convey professionalism?!
Fiction Examples�
© 2014 WaveCloud Publishing
Outstanding/arresting image?!Confirm genres or subject area?!Convey professionalism?!
Nonfiction Examples �
Benefit Promise?!
© 2014 WaveCloud Publishing
Book Title Selection�1) Nonfiction: contains SEO keywords for your genre
AND your benefit promise!• Research key SEO phrases and words: www.UberSuggest.org !
• Consider the power of numbers: 5 Weeks, 21 Days, 10 Secrets!
• Solve a Problem for your reader in the title!
• Re-state Benefit Promise in the subtitle!
• Clear Title: think about someone who can’t see the cover!
• Use a play on words, twist other popular titles!
• Find a key phrase within your book’s contents!
© 2014 WaveCloud Publishing
Book Title Selection (cont’d) �2) Fiction: more art than science!
• Genre Appropriate!• Easy to remember (for positive word of mouth)!
• Character, Setting, story Event, catchy “in-story” phrase!• Concept from the story!
• Consider titling series for easy of display!
3) Overall:!• Short title, 2-3 words, no more than 6 words!• Use a subtitle for series name or benefit promise!
• Be original, but beware of controversy!
© 2014 WaveCloud Publishing
Reviews & Social Proof �1) Social Proof as a substitute for “trial”!
2) Significant number of reviews: 12, 24, 100!
3) Average rating: 5-Star average looks suspicious!
4) What shows “above the fold”!• Up-vote, Down-vote campaign!
© 2014 WaveCloud Publishing
Pricing Research/Strategy�1) Price flexibility: powerful tool for Self-Publishing
Authors. Experiment with your pricing!
2) Match your current marketing strategy!
3) Cognizant of competitive and bookstore prices!
4) Free? Start of Series, Part of review acquisition
strategy!Free! Price for maximum downloads, sampling strategy!99 cents! Price for maximum readership!$2.99-$9.99! Price for maximum revenue or branding!
© 2014 WaveCloud Publishing
Pricing Considerations �� Amazon royalty bands (70% vs. 35%)!
� The status of your “Author Brand”!
� The book’s placement in your series!
� Norms for genre (Established vs. Debut Author)!
� And what are traditional publishers doing?!
� Where is your book in its lifecycle?!
� What experiment are you running today?!
© 2014 WaveCloud Publishing
Book Description�1) Your description is your personal sales representative!2) Employ your keywords and key phrases, beyond the “7”!3) Fiction formula elements: !
• Setting, Inciting Incident, Protagonist, Conflict, Antagonist, Hook!
4) Nonfiction formula elements!• Benefit Promise, Unique Selling Proposition, Expert Credentials,
Testimonials, Call to Action (optional)!
5) Special Case: Narrative Nonfiction uses fiction formula!• i.e. memoir, historical nonfiction, “reality” books!
6) Beware “below the fold”, but ok for reviews/testimonials!
7) Format your description: KDP vs. Createspace vs. Bowker!
© 2014 WaveCloud Publishing
Format Your Description!�
• Use AuthorMarketingClub.com‘s FREE TOOL!!
© 2014 WaveCloud Publishing
Description Tags Allowed�HTML Tag Allowed in KDP Allowed in Createspace
Text Style:
<b> or <strong> <i> or <em> <font> (align, color, and face) <pre> <s> or <strike> <sub> <sup> <u> <h1>, <h2>, <h3>, <h4> <h5>, <h6>, <hr>
ü ü ü ü ü ü ü ü ü ü
ü ü ü ü ü ü ü ü
Formatting:
<p> <br> <ol>, <ul>, and <li>
ü ü ü
ü ü ü
© 2014 WaveCloud Publishing
Print on Demand�1) Every author can benefit from a Print-On-Demand setup!
• Reach more readers (key for nonfiction)!• Look more professional!
2) Print-On-Demand setup isn’t very expensive!3) Print cover requires more work and elements!4) Setup in both Createspace and IngramSpark!
• Pick a single common trim size for both!
• Don’t select “expanded distribution” in either system!
5) Price your Print-On-Demand correctly!• Nonfiction $$.$$ vs. Fiction $.$$ strategy!
© 2014 WaveCloud Publishing
Categories/Genres �1) People who like books by _________ will also like my books.
(choose their genres)!
2) Kindle vs. Book categories (they’re different)!
3) Select two Kindle categories:!
• Most relevant one to catch browsers!
• Smallest relevant one to dominate!
4) Once you post a PoD, select two MORE book categories,
perhaps different from Kindle!
• May require email to Createspace to get it right!
5) ALSO: Make sure your ebook and PoD book are on the same
“page” in Amazon store.!
© 2014 WaveCloud Publishing
Key Words, Key Phrases�1) In your metadata, during upload to KDP.Amazon.com!
2) Phrases more powerful than words!
3) Most important for nonfiction works, esp. prescriptive nonfiction!
4) Specific to your story or topic. Refresh periodically.!
5) Look for search terms that stand out (# of searches)!
• www.Freekeywords.wordtracker.com !
• www.UberSuggest.org!
• www.Wordpot.com!
• http://tools.seobook.com/keyword-tools/seobook/ !
6) DON’T use other authors’ names or their book titles as key words!!
© 2014 WaveCloud Publishing
Author Page �1) Set one up today, even if using a pen name!
2) Can drive traffic to your author blog!
3) Fiction authors: position yourself and your writing!
4) Nonfiction authors: build credibility & authority!
5) Connect to your Twitter account!
6) Upload your video book trailer!
7) Engage with your readers (Customer Discussions)!
© 2014 WaveCloud Publishing
Final Recommendations�1) Professional Book Cover drives Interest!
2) Book Title is artistic and a SEO element!
3) Reviews act as Social Proof!
4) Price(s) should match strategy!
5) Book Description sets the hook!
6) Print on Demand version offers choice!
7) Categories help with browsers and rankings!
8) Keywords (key phrases) improve in-Amazon SEO!
9) Author page adds credibility, chances for engagement!
© 2014 WaveCloud Publishing
Self-Publishing Wednesday Webinar Series �
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Additional webinars can be viewed here: BookFuel by WaveCloud
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