1.
UPC
An overview of UPC’s eCommerce activities
Paul Stafford, Social Media Strategist
Wednesday May 29th
, Digital Marketing Institute/Ahain Group

2.
A little about me…
Social media
strategist @UPC
Ireland

3.
Digital Future

4.
4

5.
5

6.
6

7.
Thirsty?
Broadband is more important to Irish to us than electricity, TV, phone
and even water!

8.
8

9.
Web conversions @2.7 roughly 2.5x industry average
UPC Sales breakdown by channel

10.
Strategy

11.
eCommerce elements

12.
Awarerness
Consideration
Purchase
Display
PPC/SEO
Website

13.
Awarerness
Display

14.
Consideration
SEO/PPC

15.
Purchase
WINNING THE CLICK
Website

16.
Purchase
Website

17.
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.

18.
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.

19.
KPI’s
• CPA
• Site Visits
• Bounce Rates
• CTR’s
• CPC’s
• Profit Per Impression
• Impressions
• Google Position
• Cost Per View

20.
KPI’s
Of course the
ultimate KPI is
additional
Sales!

21.
Social

22.
Social Commerce

23.
Social measurement
Social NPS
Social KPI’s

24.
Social
• Content
• Community
• Commerce
• Context
• Connection
• Conversation
6 C’s at the heart of Social Commerce

25.
Social advertising
Page Post Ads Promoted Post ASU’s

26.
Social advertising works!
12,000+ rentals to date

27.
Social advertising works!
#1 App in both iPad and iPhone
charts within 24hrs

28.
Social advertising
• 14,000 unique entries
• 8,215 social shares
• CTR on in game banners
@.72%
• 29,636 clicks @ €.19 CPC

29.
Social ads
Promoted Tweets

30.
Social advertising

31.
Social advertising

32.
Social advertising

33.
Social advertising

34.
Social advertising. What’s next?

35.
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.

36.
What’s next for UPC? Well, there’s plenty more on the Horizon…

37.
Thank You
pstafford@upc.ie
Paul Stafford