{"id":245,"date":"2007-08-02T20:19:02","date_gmt":"2007-08-02T19:19:02","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/08\/02\/augmenter-le-panier-moyen-des-resultats-inattendus\/"},"modified":"2007-08-02T20:19:02","modified_gmt":"2007-08-02T19:19:02","slug":"augmenter-le-panier-moyen-des-resultats-inattendus","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/08\/02\/augmenter-le-panier-moyen-des-resultats-inattendus\/","title":{"rendered":"Augmenter le panier moyen ? Des r\u00e9sultats inattendus"},"content":{"rendered":"<p><strong>Tous les marchands souhaitent gagner plus d&rsquo;argent<\/strong>, soit en augmentant le nombre de visiteurs, soit en augmentant le nombre de visiteurs qui ach\u00e8tent, soit en augmentant le montant du panier (soit en faisant tout \u00e7a en parall\u00e8le !).<\/p>\n<p>Comment augmenter le panier moyen ?  Il faut soit <strong>vendre des produits plus chers<\/strong>, soit <strong>pousser les clients \u00e0 acheter tout pleins de produits<\/strong>.<\/p>\n<p>Et comment pousser les utilisateurs \u00e0 acheter plusieurs produits ? <strong>En proposant des produits, au bon moment, pendant le processus achat<\/strong>. Par exemple : le client a achet\u00e9 un produit, et bien \u00ab\u00a0on ne va pas le l\u00e2cher\u00a0\u00bb et on va lui proposer d&rsquo;autres produits, qui, si on a les bons outils, seront tous plus compl\u00e9mentaires du premier produit achet\u00e9.<\/p>\n<p>Ainsi, si un client a achet\u00e9 un iPod, on va lui proposer une housse, un chargeur de voiture, une extension radio, sans compter toutes les offres de service compl\u00e9mentaires : assurance transport, extension de garantie, option paquet cadeau, la livraison express super plus&#8230;<\/p>\n<p>Et bien, sur certains segments, <strong>il appara\u00eet que cette strat\u00e9gie peut avoir le r\u00e9sultat exactement inverse de celui attendu : une baisse du taux de transformation<\/strong> !<\/p>\n<p><strong>Ainsi, si vous vendez des produits plut\u00f4t chers, qualitatifs, il appara\u00eet qu&rsquo;en moyenne, chercher \u00e0 pousser des produits compl\u00e9mentaire entra\u00eene une baisse d&rsquo;environ 1% du taux de transformation, ce qui est \u00e9norme !<\/strong><\/p>\n<p><small>(<a href=\"http:\/\/www.getelastic.com\/ecommerce-checkout-report\/\" title=\"Aller sur la page permettant de t\u00e9l\u00e9charger l'\u00e9tude comparative r\u00e9alis\u00e9e sur une centaine de sites marchands US (Gb)\" target=\"_blank\">D&rsquo;apr\u00e8s cette \u00e9tude<\/a> : merci <a href=\"http:\/\/www.capitaine-commerce.com\/\" title=\"Aller sur le blog du Capitaine Commerce, open source et e-commerce en folie !\" target=\"_blank\">capitaine<\/a>)<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tous les marchands souhaitent gagner plus d&rsquo;argent, soit en augmentant le nombre de visiteurs, soit en augmentant le nombre de visiteurs qui ach\u00e8tent, soit en augmentant le montant du panier (soit en faisant tout \u00e7a en parall\u00e8le !). Comment augmenter le panier moyen ? Il faut soit vendre des produits plus chers, soit pousser les [&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":[2,7],"tags":[371,373],"class_list":["post-245","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","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>Augmenter le panier moyen ? 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