Below are the 18 most common mistakes many people make when selling ebooks online. Review your web site with this list in hand, and avoid these costly mistakes.
1. The title does not fit the contents of the ebook. The title of a book needs to convey the subject of the book and must focus on the target audience.
2. The title or the subtitle of the ebook does not clearly indicate the benefits buyers will receive by purchasing the ebook. Expressing benefits on the ebook cover helps to support your sales letter.
3. Me-oriented sales letter to satisfy the ego of the author. Write a compelling sales letter with an attention-getting, benefit-oriented headline, focus on your customers and tell them what's in it for them.
4. Not providing several ordering options. Make it easy to buy from you by providing several ordering options, including a secure online order form, an 800 number, and a fax number.
5. Not accepting credit cards. Offer several payment methods, including major credit cards. The majority of sales will come from online orders paid with credit cards. If you are not accepting credit cards online via a secured server, you will lose sales.
6. Trying to be everything to everyone. Focus on what makes your different.
7. Missing or hard-to-find contact information. Mention your contact information on every page to build trust and make it easy to buy from you.
8. Not identifying the author. The identity of the ebook author should be clearly displayed either on the ebook cover image or on the web site. Without someone they can identify with, your customers may feel less confident about purchasing anything from your site.
9. No guarantee. Reduce the perceived risk by offering a money back guarantee.
10. Not using an ebook cover image. People like to see what they are buying, even if what they see is only a symbolic representation.
11. Using a flat, two-dimensional cover image. This is better than not using an ebook cover image, but it is still not as effective as a 3-dimensional cover image. The 3-D image gives the potential buyer the sense that what the book is indeed real.
12. Poorly done 3-D effect of the cover image. This could possibly wipe out any positive affect arising from having a 3-D cover. Also, customers will judge you by your site. If your text and images are professional quality, then they will feel more confident about buying from you.
13. The title and subtitle fonts are unreadable in the small ebook cover image. This diminishes the positive effect a 3-D cover can have on a potential buyer.
14. Using inappropriate images on the ebook cover. At the least, this will dilute the impact of your ebook cover. At worst, the wrong image will negate any positive affect the cover, title, and even the sales letter might have had.
15. Choosing colors for the cover that are not appropriate for the target audience or clash with the colors on the web site. Colors have very real impact. The affect the wrong colors will have on your potential customers can range from very little to very profound.
16. Lack of marketing. You need to market your web site if you want to get web traffic.
17. Lack of keywords in your web content. This will result in poor search engine positioning. Optimizing your site will go a long way towards getting free search engine traffic.
18. Lack of support information. Build trust by providing a table of contents, reviews, and testimonials.
Avoiding these pitfalls and making the needed changes will greatly increase your ebook sales.
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