How to Release an eBook

TL;DR: What is the best way for a first-time author to release a self-published book, get traffic to his / her website, and convert that traffic into sales?

I have been writing a book on working abroad in Japan (workabroadinjapan.com) for the last 6 months. I am planning to release this book as part of a bigger project called Expat Empire (expatempire.com). The book is about 120 pages long so far, and I have just received comments from a few friends that read the most recent draft.

Their feedback is positive, and two of the four editors have asked how I plan to release it as the content is very in-depth and could potentially be broken out into multiple releases. As I think about it now, there are a few options for how I can release this book:

• Release all of the content in a single book (let's say for $29)
• Break it out into two books ($19 each, or $29 in a bundle)
• Break it out into individual purchasable chapters for ~$5 each

In addition, I think it would also be good to release some of the book's content as blog posts on the site so that I can get traffic for keywords related to this topic. I am also thinking to provide a chapter of the book as an email sign-up incentive. However, I do not want to give away all of the content for free as I think it is valuable enough for the target market to be directly monetizable.

I would like to know the community's thoughts on the best way to release this book so that I can get traffic, convert that traffic into sales, and maximize this launch opportunity. Thanks in advance!