As a voracious reader of digital comics, I’m always fascinated by how the sales break down for various books. Comixology Submit, in particular, is something that I’d love to know more about, but no one really shares their numbers online.
Though I’m nowhere near as important as Comixology Submit, I still think discussing numbers in an open way can’t be a bad thing. I know my numbers aren’t anything to brag about, but I still think it’s worthwhile to discuss and analyze, hopefully gaining some sort of insight from it. Thus, I figured doing a breakdown of sales and percentages for the first issue of Stuck in the Gutters, and possibly subsequent issues, could be a fun thing and maybe help others out (doubtful).
Anyway, let’s get into it.
Sales total (after fees) for the first issue up to 10/10: $97.33 total – $17.50 from Patreon and $79.83 from Gumroad.
That’s the broadest of the numbers. As Gumroad is where the majority of the sales occurred and the main platform where the magazine was distributed, I think it only makes sense to dive into and explored those numbers a bit more.
Gumroad has 58 total sales, with those sales splitting at 19 paid and 39 free. If you want to put that into money terms, that averages to roughly $4.20 per customer who paid and $1.38 per download.
I think the views and conversion rates are the most interesting aspect, though. The first issue had 449 total views in the ~two months from its publishing to 10/10, which, as you know, resulted in 58 sales. Or about 12.9% conversion from view to sale. Over half those views, 272, came from Twitter. Which makes sense as that’s where I posted about the magazine the most and it’s the only social media site I use. Of those 272 views, 23 actually bought the magazine, an 8.5% conversion rate. 8.5% conversion is not great.
The rest of the views and sales came from a ton of different sites and social media platforms. The next highest view source was “direct, email, IM”, which would refer to emails and direct messages on different sites. Likely most of those were ones I sent, but some had to be other people. That only accounted for 52 views, but 8 sales, or a 15.4% conversion rate. All the other views came from different sites where reviews were posted or contributors posted about the issue. Interestingly, this very site, the Stuck in the Gutter blog, only accounted for 14 clicks on the Gumroad link, but 8 sales, or a 57.1% conversion rate, the highest of any referring site.
Looking at the data, the various reviews and posts about the magazine on various sites didn’t often account for very many clicks to the Gumroad link, but they usually had a 25%+ conversion rate to a sale. Twitter, as you can see above, is a much lower conversion rate. The individual site posts seem to be much more targeted and effective, usually only getting a small number of clicks, but a good conversion rate. Twitter is more like a shotgun blast, covering a big range but not necessarily doing a whole lot. A combination of these two, the broad appeal and the targeted appeal, seems to be the way to go, but finding the balance will be the tricky part.
If there’s interest in this, I might do one for each issue, but I wanted to share about this first issue at the very least. So, questions, comments, concerns, let me know! And you can still download both Stuck in the Gutters #1 and #2 on Gumroad for whatever price you name!