First I want you to consider book reading as some sort of entertainment. People read books because they want to be entertained. With this being the 21st century the competition for entertainment is tremendous. You have books, you have movies, you have music, you have games. With that in mind people are not desperate to buy books and the majority of people prefer other forms of entertainment than reading a book.
A very high percentage of people buy a book, because they've heard about it somewhere. The book had a little buzz going on which was enough to interest someone in buying it. In that case the customer knew exactly the book's name and knew what to type in the ''Search bar''.
The other case is when a potential customer is not interested in a specific title and he searches the web for something interesting. The psychology around the browsing process is pretty much the same for everyone and goes as follows:
1) The customer opens the retailer's website.
2)
Browses
2-1) As
he browses he sees only these things:
A) Book
Covers
B) Book
Names
C)
Number of Reviews (Overall Rating)
D) Price
3) At this point the buyer sees multiple
titles and compares them judging by the things I mentioned above. If something
catches his eye, he opens the product page and examines closely.
From that you need to understand the following
thing - A buyer does not know the quality of the book, until he starts reading.
So you may have written the best book in the world, but nobody will know unless
he actually reads it. A poorly written book can sell ten times
more than a great one only because it looks more appealing and lures naive
customers.
With that in mind, you need to make your product appealing. Make it stand out by working on these factors - catchy book name, competitive price, high-quality cover and a very big number of reviews. Those factors will stay there for a lifetime and are worth investing in.
