{"id":2146,"date":"2009-11-18T20:20:11","date_gmt":"2009-11-18T19:20:11","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2146"},"modified":"2009-11-18T07:58:47","modified_gmt":"2009-11-18T06:58:47","slug":"le-piege-du-prix-a-la-performance","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/11\/18\/le-piege-du-prix-a-la-performance\/","title":{"rendered":"Le pi\u00e8ge du prix \u00e0 la performance"},"content":{"rendered":"<p>Quand on g\u00e8re un site e-commerce, on se retrouve \u00e0 acheter pas mal de prestations, dont certaines se payent \u00e0 la performance.<\/p>\n<p>L&rsquo;achat de trafic est bien \u00e9videmment dans cette cat\u00e9gorie : vous payez au clic ou \u00e0 la transaction, mais vous payez bien en fonction du volume des visiteurs.<\/p>\n<p>Mais beaucoup d&rsquo;autres prestations se basent \u00e9galement sur ce business model.<\/p>\n<p>Vous pouvez ainsi payer \u00e0 la performance :<\/p>\n<ul>\n<li>Votre moteur e-commerce ;<\/li>\n<li>Le moteur de merchandising, compl\u00e9mentaire du moteur e-commerce ;<\/li>\n<li>La publication vers des places de march\u00e9 (voir article sur Neteven) ;<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>L&rsquo;avantage de ce mod\u00e8le est qu&rsquo;il permet de <strong>minimiser l&rsquo;investissement initial<\/strong>. Pas besoin d&#8217;emprunter, vous payez en fonction de votre chiffre d&rsquo;affaires.<\/p>\n<p>Mais c&rsquo;est un pi\u00e8ge, qui attaque en fin de compte l\u00e0 ou \u00e7a fait mal : sur la marge.<\/p>\n<p><strong>A force de payer \u00e0 la performance, le e-marchand prend le risque de b\u00e2tir une entreprise structurellement incapable de d\u00e9gager le moindre b\u00e9n\u00e9fice<\/strong>.<\/p>\n<p>Et c&rsquo;est pourtant un sujet sensible, la marge, dans le e-commerce !<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quand on g\u00e8re un site e-commerce, on se retrouve \u00e0 acheter pas mal de prestations, dont certaines se payent \u00e0 la performance. L&rsquo;achat de trafic est bien \u00e9videmment dans cette cat\u00e9gorie : vous payez au clic ou \u00e0 la transaction, mais vous payez bien en fonction du volume des visiteurs. Mais beaucoup d&rsquo;autres prestations se [&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-2146","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>Le pi\u00e8ge du prix \u00e0 la performance - 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\/11\/18\/le-piege-du-prix-a-la-performance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le pi\u00e8ge du prix \u00e0 la performance - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Quand on g\u00e8re un site e-commerce, on se retrouve \u00e0 acheter pas mal de prestations, dont certaines se payent \u00e0 la performance. 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