{"id":254,"date":"2007-08-15T23:59:22","date_gmt":"2007-08-15T22:59:22","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/08\/15\/processus-achat-lexemple-endless\/"},"modified":"2007-08-15T23:59:22","modified_gmt":"2007-08-15T22:59:22","slug":"processus-achat-lexemple-endless","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/08\/15\/processus-achat-lexemple-endless\/","title":{"rendered":"Processus achat : l’exemple Endless"},"content":{"rendered":"

Je vous avais bien dit que je vous en reparlerai<\/a> \ud83d\ude09<\/p>\n

La plupart des sites sont constuits avec un \u00ab\u00a0squelette\u00a0\u00bb universel<\/strong>, valable sur l’ensemble du site, qui d\u00e9finit souvent la barre d’ent\u00eate et les colonnes.<\/p>\n

Ainsi, dans l’ensemble du site, on retrouve ces \u00e9l\u00e9ments structurants.<\/p>\n

L’avantage, c’est qu’on n’a pas \u00e0 programmer ces \u00e9l\u00e9ments \u00e0 chaque fois. Autre point positif : quand on modifie ce squelette, la modification est valable sur l’ensemble du site.<\/p>\n

Inconv\u00e9nient ? Et bien, dans certaines parties du site, ces \u00e9l\u00e9ments ne sont pas forc\u00e9ment adapt\u00e9s.<\/p>\n

Exemple : pendant le processus achat, quand le client doit \u00ab\u00a0passer \u00e0 la caisse\u00a0\u00bb, est-il vraiment pertinent de lui afficher les cat\u00e9gories, la barre de recherche, de pousser des produits en promotion, … ?<\/p>\n

Endless a r\u00e9pondu par la n\u00e9gative et propose un processus achat hyper minimaliste<\/strong>.<\/p>\n

D\u00e9j\u00e0, le site Endless est particuli\u00e8rement d\u00e9pouill\u00e9 :<\/p>\n

\"Endless<\/p>\n

Le seul \u00e9l\u00e9ment du squelette est la barre en haut.<\/p>\n

Comme bien souvent pour les sites proposant des produits chers, d\u00e8s que le client clique sur \u00ab\u00a0Acheter\u00a0\u00bb, le site propose de visualiser le panier, et de \u00ab\u00a0passer \u00e0 la caisse\u00a0\u00bb :<\/p>\n

\"Phase<\/p>\n

Dans cette \u00e9tape interm\u00e9diaire, la barre d’ent\u00eate est toujours pr\u00e9sente.<\/p>\n

Tout change dans la phase suivante :<\/p>\n

\"Phase<\/p>\n

Le seul rep\u00e8re, permettant de savoir qu’on est bien chez Endless : le logo, en haut \u00e0 gauche.<\/p>\n

Pour le reste, on a juste un \u00ab\u00a0chemin de fer\u00a0\u00bb en haut \u00e0 droite (liste des \u00e9tapes pour le processus achat) et sur 90% de l’\u00e9cran, le formulaire.<\/p>\n

Avec un tel choix, Endless a la place de mettre une grande police et de bien a\u00e9rer ses \u00e9crans.<\/p>\n

Etape suivante :<\/p>\n

\"Phase<\/p>\n

L\u00e0 encore, le formulaire est particuli\u00e8rement d\u00e9pouill\u00e9.<\/p>\n

Et comme pour Amazon (bon, d’accord, c’est facile, c’est la m\u00eame boite), Endless ne demande que des champs obligatoires, et n’encombre pas ses formulaires avec des champs superflus.<\/p>\n

Enfin, l’\u00e9tape paiement :<\/p>\n

\"Phase<\/p>\n

Minimaliste et ma\u00eetris\u00e9 : le paiement est int\u00e9gr\u00e9 dans le site (on ne bascule donc pas sur une page g\u00e9r\u00e9e par une banque).<\/p>\n

C’est important car cela permet de ne pas terminer le processus achat par l’entr\u00e9e du num\u00e9ro de carte, et d’ajouter d’autres \u00e9tapes apr\u00e8s.<\/p>\n","protected":false},"excerpt":{"rendered":"

Je vous avais bien dit que je vous en reparlerai \ud83d\ude09 La plupart des sites sont constuits avec un \u00ab\u00a0squelette\u00a0\u00bb universel, valable sur l’ensemble du site, qui d\u00e9finit souvent la barre d’ent\u00eate et les colonnes. Ainsi, dans l’ensemble du site, on retrouve ces \u00e9l\u00e9ments structurants. L’avantage, c’est qu’on n’a pas \u00e0 programmer ces \u00e9l\u00e9ments \u00e0 […]<\/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":[371,373,6],"class_list":["post-254","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing","tag-ergonomie"],"yoast_head":"\nProcessus achat : l'exemple Endless - 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\/2007\/08\/15\/processus-achat-lexemple-endless\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Processus achat : l'exemple Endless - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Je vous avais bien dit que je vous en reparlerai \ud83d\ude09 La plupart des sites sont constuits avec un \u00ab\u00a0squelette\u00a0\u00bb universel, valable sur l’ensemble du site, qui d\u00e9finit souvent la barre d’ent\u00eate et les colonnes. 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