June 19 2018
The digitalization of books is an intensely discussed topic in the publishing industry. It has been discussed a lot for the last months and even years. Nowadays almost everybody has read an eBook at least once. Some readers may say that they are missing the feeling of holding a real paper book in their hands, other booklovers are glad that now they can take hundreds of books with them on their smartphone, tablet or eReader. eBooks offer a lot of new possibilities for publishers. There should not only be new possibilities and advantages for publishers but also for readers. Their reading experience should be improved and customized. Publishers do their best to activate the people to read. They create interesting content, try to have some added-value, take marketing measures or try to reach the people through reading samples.
To maximize the reading experience, it could also help to know, how the readers read the book. Previously, the sales numbers have been decisive for the success of a book. Nowadays, much more is needed to determine, how much a book pleases the readers. It does not only matter if a book is bought, but also how much is read and what parts are the most interesting. An analysis of use, which shows on the first sight, what the reader is interested in, offers enormous advantages for publishers. Especially for textbook publishers, Reader Analytics can be very instructive and contribute to further success. Reader Analytics gives a lot of insights about your readers and helps you to understand them better.
That brings us to the question:
As a publisher or author, you often ask yourself: “Who is the reader of your book?”. If you could only guess who buys the real paper books, you can draw conclusions on the reader and his preferences by selling eBooks. With the help of Reader Analytics you get to know your readers better and can better respond to them.
Especially for textbook publishers it is interesting to know, which chapters are often read, how many bookmarks are set where the readers stay longer than just for a few minutes. User behavior can be broken down by using Reader Analytics. Thanks to the new insights, books can continue to grow and adapt. Isn’t it interesting to see, that some chapters are read a lot and some others are just browsed through? Didn’t you always want to know when your book is read? Reader Analytics answer the questions if a book is a bedtime reading and for the pure pastime on the go and for some relaxing hours, or if they stay for hours on the same page because they are working with the book. Maybe there are some interesting graphs.
A heatmap shows exactly those facts. At a glance, you can see which pages are visited and how often. Not only a heatmap can help you to understand your readers better, but also graphs on behaviors of termination, reading process and where bookmarks were set are really interesting and insightful for publishers. Thereby it is possible to answer faster and easier the question, does the book need a revision, another chapter or should it be shorter and more concise.
Especially in this days everyone wants to know what happens to their data, which he or she leaves on the website or in this case in the books.
When processing data, security should be a top priority. Not only data economy, but also the anonymization of the data is an important point. The data will be delivered to the publishers on a statistical level and not on a personal profiling level. The Reader Analytics dashboard shows only the behavior of the readers in general and not the behavior of a single reader. You cannot see how many pages a single reader reads or when he prefers to read, but you can see when all the readers are mostly active. In this way, good conclusions about the reading behavior and the enthusiasm for a book can be analyzed and possibly improved or adapted.
Sales numbers are no longer meaningful enough to say if a book is a success or not. Sales numbers do not say if a book is really read or rather which part of a book is interesting. Surveys uncovered that only 50% finish a read. As a result, the reading behavior continues to come to the fore. Because who knows, who is reading his book and what is read in the book can adapt the marketing strategy to the target group. This can influence the sales numbers and the reading behavior in a positive way.
It is about a book for teenagers as the main target group. If you know this as publisher, you can place an ad in social media, like Instagram or snapchat, to lure your target group to the eBook and to impel them to read. But if it is a book for working people over 30 years, it makes no sense to place the ad on Instagram or snapchat.
Furthermore, the book can be adapted to the readers. Particularly interesting chapters can be promoted, extended and expanded accordingly. With the help of graphs, it is possible to read out the reading behavior quickly and the publisher can adapt his offer accordingly. This approach is based on the “Build, Learn, Measure” Cycle, which is explained in the blogpost (How eBook creators can be inspired by other digital business models). Not only the advertising for the book can be adapted, but also the advertising possibilities within the book can be optimally used. The publisher knows which parts are the most interesting for the readers and can then specifically place the advertising in those chapters or on those pages. This is especially interesting for textbook publishers.
But what to do with all the data from heatmaps, bar graphs and so on? Some may only look at the data and think “oh yes, really interesting that they like this chapter.” but the others want to work with the data and use them for further activities. The data results in completely new marketing strategies if you know how to use them. It can be found out when the advertising should be shown, in which chapter or through which channels the readers find the book.
With our Reader Analytics Dashboard it is possible to get exactly this data. You can analyze it and then use it specifically. It is like Google Analytics but for books and provides general and not personal insights regarding the book. A publishing house will find out how readers interact with the book. Reader statistics are anonymous and cannot be assigned to a single person. Our dashboard contains inter alia a heatmap, which shows the most interesting pages and chapters of a book. The dashboard contains also a graph with the most important “reading time”.
© cosee 2018