{"id":259,"date":"2007-08-23T22:37:51","date_gmt":"2007-08-23T21:37:51","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2007\/08\/23\/il-se-passe-quoi-quand-on-clique-sur-le-bouton-acheter\/"},"modified":"2007-08-23T22:37:51","modified_gmt":"2007-08-23T21:37:51","slug":"il-se-passe-quoi-quand-on-clique-sur-le-bouton-acheter","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2007\/08\/23\/il-se-passe-quoi-quand-on-clique-sur-le-bouton-acheter\/","title":{"rendered":"Il se passe quoi quand on clique sur le bouton \u00ab\u00a0Acheter\u00a0\u00bb ?"},"content":{"rendered":"<p><strong>Il y a un avant et un apr\u00e8s<\/strong>.<\/p>\n<p>Avant, le client se prom\u00e8ne dans un catalogue, il regarde, il fl\u00e2ne.<\/p>\n<p>Le client a d\u00e9cid\u00e9 de cliquer sur le bouton \u00ab\u00a0Acheter\u00a0\u00bb (ou \u00ab\u00a0Commander\u00a0\u00bb, ou \u00ab\u00a0Ajouter au panier\u00a0\u00bb, ou&#8230;).<\/p>\n<p><strong>Il a fait un premier pas vers l&rsquo;acte d&rsquo;achat<\/strong>.<\/p>\n<p>Quelles sont les actions qu&rsquo;on peut lui proposer, \u00e0 notre client ?<\/p>\n<p>Certains sites ne proposent rien du tout. On a cliqu\u00e9 sur acheter, le produit est ajout\u00e9 au panier, et le client est ainsi plut\u00f4t invit\u00e9 \u00e0 poursuivre sa balade dans le catalogue des produits (au risque qu&rsquo;il n&rsquo;enclenche jamais ce processus achat).<\/p>\n<p>A l&rsquo;oppos\u00e9, d&rsquo;autres sites enclenchent directement le processus achat (pr\u00e9senter le panier, et proposer de s&rsquo;identifier).<\/p>\n<p>Entre les deux, Amazon propose, juste apr\u00e8s le clic, cette page :<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0708\/amazonpostachat.jpg\" title=\"L'\u00e9cran, juste apr\u00e8s le clic sur le bouton \" alt=\"L'\u00e9cran, juste apr\u00e8s le clic sur le bouton \" height=\"291\" width=\"500\" \/><\/p>\n<p>Un bon \u00ab\u00a080%\u00a0\u00bb de l&rsquo;\u00e9cran est pris par des produits compl\u00e9mentaires, pouss\u00e9s par Amazon.<\/p>\n<p>On comprend bien l&rsquo;id\u00e9e : le client vient d&rsquo;acheter un produit, c&rsquo;est le bon moment pour lui proposer des produits li\u00e9s.<\/p>\n<p>Avantage : augmenter le panier moyen.<\/p>\n<p>Risque : baisser le taux de transformation, en ne mettant pas tout de suite le panier sous les yeux du client.<\/p>\n<p>Int\u00e9ressant de noter que sur Endless, Amazon ne cherche pas du tout \u00e0 pousser des produits compl\u00e9mentaires, en enclenchant directement le processus achat. Pourquoi ? A l&rsquo;\u00e9vidence, cela d\u00e9pend des produits que l&rsquo;on vend. Si vous vendez des produits pas tr\u00e8s chers, vous avez int\u00e9r\u00eat \u00e0 ce que les clients restent dans la boutique et remplissent le panier. Vous n&rsquo;allez pas pr\u00e9senter la caisse \u00e0 tout bout de champ.<\/p>\n<p>A contrario, si vous vendez des produits chers, votre objectif prioritaire, une fois que le client a mis un produit dans le panier, c&rsquo;est qu&rsquo;il passe \u00e0 la caisse.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il y a un avant et un apr\u00e8s. Avant, le client se prom\u00e8ne dans un catalogue, il regarde, il fl\u00e2ne. Le client a d\u00e9cid\u00e9 de cliquer sur le bouton \u00ab\u00a0Acheter\u00a0\u00bb (ou \u00ab\u00a0Commander\u00a0\u00bb, ou \u00ab\u00a0Ajouter au panier\u00a0\u00bb, ou&#8230;). Il a fait un premier pas vers l&rsquo;acte d&rsquo;achat. Quelles sont les actions qu&rsquo;on peut lui proposer, \u00e0 [&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":[371,373,6],"class_list":["post-259","post","type-post","status-publish","format-standard","hentry","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing","tag-ergonomie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Il se passe quoi quand on clique sur le bouton &quot;Acheter&quot; ? - 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\/23\/il-se-passe-quoi-quand-on-clique-sur-le-bouton-acheter\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il se passe quoi quand on clique sur le bouton &quot;Acheter&quot; ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Il y a un avant et un apr\u00e8s. Avant, le client se prom\u00e8ne dans un catalogue, il regarde, il fl\u00e2ne. Le client a d\u00e9cid\u00e9 de cliquer sur le bouton \u00ab\u00a0Acheter\u00a0\u00bb (ou \u00ab\u00a0Commander\u00a0\u00bb, ou \u00ab\u00a0Ajouter au panier\u00a0\u00bb, ou&#8230;). Il a fait un premier pas vers l&rsquo;acte d&rsquo;achat. 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