UPC and eCommerce

UPCAn overview of UPC’s eCommerce activities

Paul Stafford, Social Media StrategistWednesday May 29th, Digital Marketing Institute/Ahain Group

A little about me…

Social media strategist @UPC

Ireland

Digital Future

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5

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Thirsty?

Broadband is more important to Irish to us than electricity, TV, phone and even water!

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Web conversions @2.7 roughly 2.5x industry average

UPC Sales breakdown by channel

Strategy

eCommerce elements

Awarerness

Consideration

Purchase

Display

PPC/SEO

Website

Awarerness

Display

Consideration

SEO/PPC

Purchase

WINNING THE CLICK

Website

Purchase

Website

Price points need to be clear and tested around the ‘offer price’

The labelling along the navigation bar needs to be ultra clear.

There should always be a clear avenue back to the home page.

Every purchase action a customer makes needs to be clearly visible - especially the shopping basket.

Needs to be an avenue to find more information and an easy path to purchase (is it a direct CTA (click to buy) or select & checkout?

Is it clear/is there an area for returning/existing customers?Is this area visible enough?You don’t want people going back to the main navigation.

Also important to have a clearly placed search box on your landing page.

KPI’s

• CPA• Site Visits• Bounce Rates• CTR’s• CPC’s• Profit Per Impression• Impressions • Google Position• Cost Per View

KPI’s

Of course the ultimate KPI is additional Sales!

Social

Social Commerce

Social measurement

Social NPS

Social KPI’s

Social• Content

• Community

• Commerce

• Context

• Connection

• Conversation

6 C’s at the heart of Social Commerce

Social advertising

Page Post Ads Promoted Post ASU’s

Social advertising works!

12,000+ rentals to date

Social advertising works!

#1 App in both iPad and iPhone charts within 24hrs

Social advertising

• 14,000 unique entries• 8,215 social shares• CTR on in game banners

@.72%• 29,636 clicks @ €.19 CPC

Social ads

Promoted Tweets

Social advertising

Social advertising

Social advertising

Social advertising

Social advertising. What’s next?

Mobile future

Responsive web design project currently underway. No need to tell everyone how important is but it is important to understand how people are using various devices e.g tablet to research and laptop to buy.

What’s next for UPC? Well, there’s plenty more on the Horizon…

Thank Youpstafford@upc.ie

Paul Stafford