Embed Size (px)
Citation preview
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
4
5
6
Thirsty?
Broadband is more important to Irish to us than electricity, TV, phone and even water!
8
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…
