If you want to read the full report, you can check it out on the Smashwords blog. But here’s a summary of what you, as an author, can take from the 2015 Smashwords survey.
1. Offering things for free makes a difference. It’s kind of a no-brainer. If a store that sells accessories is offering a free handbag, you’re more likely to go to the store to take advantage of the free handbag… and then purchase a few other things you like there. The same is true with books. For the first time this year, Smashwords analyzed the difference in sales between series with free series starters and series without free series starters. The results were clear: the free series starter group earned 66% more. In addition, free books (not surprisingly) got 41 times more downloads than priced books. For many authors, that’s a good first step to building loyal readers. As they describe on Smashwords, “A free book allows a reader to try you risk free, and if you’re offering them a great full length book, that’s a lot of hours the reader has spent with your words in which you’re earning and deserving their continued readership. Free works!”
2. There’s a value to preordering. For the first time, Smashwords compared the percentage of books available for preorder with those simply uploaded the day of release, as well as the sales of each one. Interestingly, less than 10 percent of the books available through Smashwords were available for preorder … and yet, two thirds of their top 200 bestselling titles were able to be preordered. That’s right: that small 10% of books made up 66% of the top sellers. Think about that for a minute. Then use that as motivation to allow people to preorder your book.
3. People still want traditional book-length books. There’s not a lot of detail in the report, but the stat is clear: longer books do better than some of today’s shorter e-books. Whether or not that trend will change as the industry changes is still to be determined.
4. $3.99 is the pricing sweet spot for e-books. Some interesting stats in here about the prices that help sell the most books. For the third year in a row, according to Smashwords, authors sold more units and earned more overall income with books priced at $3.99. As they explain, “This is significant because it counters the concern of some authors that the glut of high-quality will lead to ever lower prices. For great authors, readers are still willing to pay.” And the worst price point? That would be $1.99. “If you write full length fiction and you have books priced at $1.99, trying increasing the price to $2.99 or $3.99, and if your book performs as the aggregate does, you’ll probably sell more units. Or if it’s short and $2.99+ is too high, try 99 cents instead because the data suggests you’ll earn more and reach about 65% more readers,” Smashwords recommends.
5. Successful authors have a blog and social media presence. Much like people wanting stuff that’s free, this is another no brainer. According to the latest Smashwords research, bestselling authors are more likely to have a presence on Facebook and Twitter, as well as more likely to have a blog. If you’re interested in building an author website, blog or social media presence, we can certainly help you with that.
Keep in mind that all of this data is specific to Smashwords, which only publishes e-books, so do with it as you wish. But personally, I think there’s some really interesting stuff here about the current and future world of publishing.