Readersforum's Blog

August 1, 2011

Vook proposes ten rules of e-book and app pricing

Filed under: e-tailers — Tags: , , , , , , , — Bookblurb @ 8:03 pm

By Chris Meadows

Yesterday I mentioned the importance of pricing to e-book sales, using the example of a 1992 novel that shot to the top of e-bestseller listsafter going on sale for 99 cents. However, 99 cents is not always the right answer.

Publishers Weekly has a post looking at ten pricing rules that Vook has come up with after studying what elements make e-books and apps successful. Vook determined that it was not simply a matter of price, but also category.

Proper categorization helps books get discovered and in turn contributes to what Vook calls “lift effects.” Lift effects are things that raise them to prominent shelf positions and keep titles there with high purchase rates. According to [Vook head of operations and finance Greg] Bateman, to help titles gain traction, publishers should keep the launch price as low as possible for a period ranging from three days to two weeks before raising the price to a more appropriate level.

Vook experimented with variable pricing on 40 e-books and 20 apps over a three month period to determine the right price points, and came up with the following rules:

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