In the next two installments of Ganxy’s guide to maximizing the effectiveness of your promoting efforts, we’ll be talking about one of the most powerful ways to boost your sales earnings: selling direct. Here’s the idea: you’re generating buzz for your content which is translating into traffic. Instead of driving that traffic away to retailers who’ll collect in the range of 30 – 65% of your earnings (Amazon, B&N, and iTunes), why not just sell directly to the customer and keep 90% of net sales?
You can try to piece together all of the functionality required for direct sales on your own, but you’ll face a number of obstacles if you do so. This week we’ll look at two of the technical and operational issues you’ll face if you go at it alone, namely: 1) payment processing and 2) hosting & delivering content. We’ll also show you how Ganxy enables you to handle these challenges with ease.
Payment processing: You’ll need to offer your customers a quick and convenient way to pay. There are plenty of companies out there that let you process payments, but integrating them into your site could require programming work and ongoing maintenance (services like PayPal simplify this process, but they have other limitations, described below). Moreover, regardless of the payment provider, you’ll be responsible for dealing with payment errors and customer refunds (these are a major pain as they often require back and forth with the payment provider and the customer).
The Ganxy solution: The Ganxy team comprises technical specialists who have worked on perfecting payment service integration so you don’t have to. We interface with payment processing services and handle refunds and payment errors so that you don’t have to. We keep tabs on changes to payment systems and update things on our end to make sure the buyer’s experience is always great.
Hosting files and delivering content: If you go the route of integrating a payment provider into your site, you’re going to have to worry about getting the content to buyers. Let’s say someone buys a piece of content from you – like your music track or eBook. How are you going to get it to them? Imagine that your album takes off and you have 100, 1000, or even 5000 buyers in a week? Do you want to be emailing individual tracks to buyers after each purchase they make?
The Ganxy solution: Ganxy handles content hosting and delivery for you. Once a customer has paid, they can immediately download their content from Ganxy. If they lose a file or want to access their purchase on a different device, they’re emailed a download link to access their own “content library” which works on any web-enabled device. With eBooks, authors and publishers can deliver content in multiple formats (e.g. ePub, Mobi, PDF) to ensure that customers can read on the e-reading app or device of their choice (more on this in our next installment).
A note about shopping cart services: Shopping cart systems cover some of this functionality, but they stop short of giving you all of what you need. Some require you to connect your own payment provider account to accept payments from customers; Ganxy connects with payment providers so you don’t have to. Some only provide your customers with a single download of their content (no loss protection, or availability on multiple devices). And they’re certainly not going to provide you with a Showcase to promote and sell your content from your website, Facebook page, blog, and more (more about Showcases here).
And compared to Ganxy, shopping cart services fall short on customer experience. Among other things, they don’t provide customers with guidance on how to access their books on multiple devices, and they offer poor or no customer support. We’ll cover this more in the next installment of this blog series.
The bottom line: Ganxy makes setting up direct sales a breeze
Ganxy has created a toolset that musicians, authors, publishers, and other digital content owners can use to set up direct-sales-enabled Showcases in just a few minutes. We’ve concentrated our efforts on making things easy for you, so that you can focus on what you do best: creating and marketing content. When your customers buy direct via Ganxy, you keep 90% of the net sales (net sales is the price of the book minus any payment provider fees, generally around 5%).
So are you ready to start selling direct via Ganxy? Go to get.ganxy.com to set up a direct sales enabled Showcase, and you’ll be off and running.
In our next installment, we’ll talk about some of the direct sales issues you’ll face in making sure your customers have a good experience. We’ll expand on a couple of the ideas introduced in the “Shopping Cart” section above and introduce a few more. If you have any questions or any topics you’d like us to cover, don’t hesitate to talk to us.