{"id":1716,"date":"2009-09-07T18:38:20","date_gmt":"2009-09-07T16:38:20","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=1716"},"modified":"2009-09-07T18:38:20","modified_gmt":"2009-09-07T16:38:20","slug":"lart-du-catalogue-e-commerce","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/09\/07\/lart-du-catalogue-e-commerce\/","title":{"rendered":"L’art du catalogue e-commerce"},"content":{"rendered":"

Rien de plus simple qu’un catalogue de produits :<\/p>\n

Ce n’est qu’une table, ou l’on range les produits…<\/p>\n

Erreur !<\/p>\n

Le catalogue est un \u00e9l\u00e9ment fondamental d’une bonne boutique<\/strong>.<\/p>\n

Voici un bon contre exemple<\/strong> :<\/p>\n

\"Un<\/p>\n

Sur cette page cat\u00e9gorie, je vois tout pleins de produits, qui ont tous le m\u00eame nom, avec des prix diff\u00e9rents, sans que je puisse comprendre pourquoi<\/strong>.<\/p>\n

Bref, en tant que consommateur, je n’ai aucune information pour \u00ab\u00a0d\u00e9crypter\u00a0\u00bb cette page<\/strong>.<\/p>\n

Il ne me reste que deux options : partir, ou aller \u00e0 la p\u00eache \u00e0 l’information… Si je choisi la deuxi\u00e8me option, je risque au bout de quelques clics de finalement me rabattre sur la premi\u00e8re option…<\/p>\n

Bref, une telle cat\u00e9gorie fait chuter le taux de transformation<\/strong> !<\/p>\n

D’ou vient le probl\u00e8me ?<\/p>\n

En premier, du choix, de regrouper (ou non) des produits en \u00ab\u00a0produits d\u00e9clinables\u00a0\u00bb.<\/p>\n

Un produit d\u00e9clinable n’apparait qu’une fois dans les pages cat\u00e9gories, puis, l’internaute peut s\u00e9lectionner sa d\u00e9clinaison sur la page produit.<\/p>\n

Avantage : La page cat\u00e9gorie est plus l\u00e9g\u00e8re, puisque toutes les d\u00e9clinaisons n’encombrent pas cette page.<\/p>\n

Inconv\u00e9nient : Vous souhaitez peut \u00eatre faire remonter, au niveau de la cat\u00e9gorie, certaines d\u00e9clinaisons.<\/p>\n

Exemple : vous avez 3 couleurs, et ce choix de couleur vous semble tr\u00e8s important, il est probablement mieux de garder un produit par couleur…<\/p>\n

(autre exemple int\u00e9ressant : imaginez le site archiduchesse<\/a> avec un seul produit d\u00e9clinable ;). \u00e7a aurait l’avantage de faire un site encore plus original ! )<\/p>\n

Deuxi\u00e8me probl\u00e8me sur notre contre exemple : les informations affich\u00e9es au niveau de la page cat\u00e9gorie. Dans l’exemple, aucune information ne permet de diff\u00e9rentier les diff\u00e9rents produits… La situation serait donc moins critique si on avait au moins un crit\u00e8re de diff\u00e9rentiation entre les produits (la taille des stores en l’occurrence).<\/p>\n

C’est bien l’art du e-merchandising : bien choisir ou et comment les produits vont \u00eatre mis en avant, sur les l’ensemble des pages du site !<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Rien de plus simple qu’un catalogue de produits : Ce n’est qu’une table, ou l’on range les produits… Erreur ! Le catalogue est un \u00e9l\u00e9ment fondamental d’une bonne boutique. Voici un bon contre exemple : Sur cette page cat\u00e9gorie, je vois tout pleins de produits, qui ont tous le m\u00eame nom, avec des prix diff\u00e9rents, […]<\/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-1716","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing"],"yoast_head":"\nL'art du catalogue e-commerce - 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\/09\/07\/lart-du-catalogue-e-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'art du catalogue e-commerce - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Rien de plus simple qu’un catalogue de produits : Ce n’est qu’une table, ou l’on range les produits… Erreur ! 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