{"id":1107,"date":"2009-04-06T19:39:33","date_gmt":"2009-04-06T18:39:33","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=1107"},"modified":"2009-04-06T19:39:33","modified_gmt":"2009-04-06T18:39:33","slug":"estee-lauder-us-vers-lexcellence","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/04\/06\/estee-lauder-us-vers-lexcellence\/","title":{"rendered":"Est\u00e9e Lauder us &#8211; vers l&rsquo;excellence"},"content":{"rendered":"<p>Quand on est dans le e-commerce, on passe n\u00e9cessairement son temps \u00e0 regarder, analyser, diss\u00e9quer des sites.<\/p>\n<p>Soyons honn\u00eate : assez peu de site sortent du lot&#8230;<\/p>\n<p>Alors le site d&rsquo;Est\u00e9e Lauder, il faut aller y faire un tour quand on a le blues, pour se remonter le moral, et voir un site tr\u00e8s bien fait :<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone\" title=\"Page daccueil de la partie maquillage du site Est\u00e9e Lauder\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0903\/estee1.jpg\" alt=\"\" width=\"500\" height=\"449\" \/><\/p>\n<p>Euh, petit d\u00e9tail : il s&rsquo;agit du site am\u00e9ricain, et pas du site Fran\u00e7ais.<\/p>\n<p>D&rsquo;ailleurs, difficile d&rsquo;aller sur se site : le serveur d\u00e9tecte que le client \u00e0 une IP Fran\u00e7aise, et vous redirige illico vers le site Fran\u00e7ais&#8230; Bien moins int\u00e9ressant&#8230;<\/p>\n<p>Donc le site US :<\/p>\n<p>D\u00e8s cete page, ce qui est remarquable, c&rsquo;est le mix entre l&rsquo;annimation marketing, tr\u00e8s pr\u00e9sente (les grosses photos pour mettre en avant des produits ou des gammes) et la structure, le \u00ab\u00a0template\u00a0\u00bb : plut\u00f4t d\u00e9pouill\u00e9, le site respire, et l&#8217;emplacement de chaque zone, bien \u00e0 sa place, bien visible.<\/p>\n<p>Autre point cl\u00e9 : les cat\u00e9gories, \u00e0 gauche :<\/p>\n<p><img decoding=\"async\" class=\"alignnone\" title=\"Barre verticale de navigation dans les cat\u00e9gories\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0903\/estee3.jpg\" alt=\"\" width=\"96\" height=\"389\" \/><\/p>\n<p>Dans ce menu, les cat\u00e9gories (FACE, EYES, &#8230;) ne sont pas cliquables !<\/p>\n<p>Seuls les sous cat\u00e9gories sont cliquables.<\/p>\n<p>Pourquoi ce choix ?<\/p>\n<p>Mais c&rsquo;est simple : pour gagner un clic ! Cela permet de conduire le client plus vite vers les pages produits.<\/p>\n<p>Les pages interm\u00e9diaires font en g\u00e9n\u00e9ral bien plaisir aux \u00e9quipes marqueting mais les chiffres sont l\u00e0 : moins il y en a, et plus le site transforme !<\/p>\n<p>Autre point cl\u00e9 : la barre de menu, en haut.<\/p>\n<p>Quand on clique sur un item, le menu se d\u00e9roule, pour afficher une large zone :<\/p>\n<p><img decoding=\"async\" class=\"alignnone\" title=\"Menu d\u00e9roulant\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0903\/estee2.jpg\" alt=\"\" width=\"328\" height=\"353\" \/><\/p>\n<p>L\u00e0 aussi, on est loin de ce qu&rsquo;on peut voir habituellement&#8230;<\/p>\n<p>L&rsquo;espace est clair, d\u00e9gag\u00e9.<\/p>\n<p>Comme pour la liste des cat\u00e9gories a gauche, seuls les sous cat\u00e9gories sont cliquacles.<\/p>\n<p>Enfin, le bas du menu est un espace de publicit\u00e9, avec une belle image du produit, et un lien pour aller l&rsquo;acheter directement !<\/p>\n<p>La page \u00ab\u00a0liste des produits\u00a0\u00bb est \u00e9galement tr\u00e8s bien faite :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" title=\"Page affichant la liste des produits\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0903\/estee4.jpg\" alt=\"\" width=\"500\" height=\"378\" \/><\/p>\n<p>Ici, la qualit\u00e9 est au niveau de la mise en sc\u00e8ne de chaque produit : remarquez les photos des rouges \u00e0 l\u00e8vres, qui \u00ab\u00a0sortent du cadre\u00a0\u00bb !<\/p>\n<p>Ah, nous voici sur la page produit :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" title=\"Page Produit\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0903\/estee5.jpg\" alt=\"\" width=\"500\" height=\"415\" \/><\/p>\n<p>Comme sur bien des sites, on est sur une mise en page \u00ab\u00a0pleine largeur\u00a0\u00bb, de mani\u00e8re \u00e0 bien mettre en avant le produit.<\/p>\n<p>La d\u00e9clinaison des couleur est bien g\u00e9r\u00e9e, avec un nuancier clair et surtout une grande image de la couleur.<\/p>\n<p>Je pense que le site pourrait encore gagner en visibilit\u00e9 avec un bouton \u00ab\u00a0add to bag\u00a0\u00bb plus visible.<\/p>\n<p>Voil\u00e0 au final un bien beau site ! Beaucoup pourraient prendre exemple&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quand on est dans le e-commerce, on passe n\u00e9cessairement son temps \u00e0 regarder, analyser, diss\u00e9quer des sites. Soyons honn\u00eate : assez peu de site sortent du lot&#8230; Alors le site d&rsquo;Est\u00e9e Lauder, il faut aller y faire un tour quand on a le blues, pour se remonter le moral, et voir un site tr\u00e8s bien [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,371,373],"class_list":["post-1107","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Est\u00e9e Lauder us - vers l&#039;excellence - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2009\/04\/06\/estee-lauder-us-vers-lexcellence\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Est\u00e9e Lauder us - vers l&#039;excellence - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Quand on est dans le e-commerce, on passe n\u00e9cessairement son temps \u00e0 regarder, analyser, diss\u00e9quer des sites. 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