{"id":396,"date":"2008-02-24T15:28:04","date_gmt":"2008-02-24T14:28:04","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/2008\/02\/24\/simplicite-choix-lexemple-dapple\/"},"modified":"2008-02-24T15:28:04","modified_gmt":"2008-02-24T14:28:04","slug":"simplicite-choix-lexemple-dapple","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2008\/02\/24\/simplicite-choix-lexemple-dapple\/","title":{"rendered":"Simplicit\u00e9 = choix ! L&rsquo;exemple d&rsquo;Apple"},"content":{"rendered":"<p>La simplicit\u00e9 est l&rsquo;un de mes sujets favori, <a href=\"http:\/\/www.ziserman.com\/blog\/2008\/01\/18\/eloge-de-la-simplicite\/\" title=\"Aller vers un billet pr\u00e9c\u00e9dent qui parle de la simplicit\u00e9\" target=\"_blank\">vous le savez <\/a>!<\/p>\n<p>Je suis compl\u00e8tement convaincu que <strong>pour r\u00e9ussir, il faut faire des choix<\/strong>.<img fetchpriority=\"high\" decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0802\/logoapple.jpg\" alt=\"Logo Apple\" align=\"right\" height=\"240\" width=\"240\" \/><\/p>\n<p>Un e-commer\u00e7ant doit faire des choix. Il se bat dans un environnement extr\u00eamement concurrentiel. Pour de d\u00e9marquer, il faut \u00eatre le meilleur. Et comme on ne peut pas \u00eatre bon partout&#8230;<\/p>\n<p>Je vous propose de regarder ce que fait Apple en la mati\u00e8re.<\/p>\n<p>Rappelons qu&rsquo;Apple a de nombreuses activit\u00e9s, entre la vente de logiciels serveurs, de serveurs, le support qui doit g\u00e9rer l&rsquo;historique des produits, &#8230;<\/p>\n<p>Comment le site Web d&rsquo;Apple est-il structur\u00e9 pour pr\u00e9senter simplement toutes ces activit\u00e9s ?<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0802\/apple1.jpg\" alt=\"Accueil du site Apple\" height=\"356\" width=\"500\" \/><\/p>\n<p>Cette <strong>page d&rsquo;accueil <\/strong>est<strong> vraiment remarquable<\/strong> pour plusieurs raisons.<\/p>\n<p>Premi\u00e8rement, <strong>90% de l&rsquo;espace est occup\u00e9 pour mettre en valeur le nouveau produit d&rsquo;Apple<\/strong> (le MacBook Air en l&rsquo;occurrence).<\/p>\n<p>Cette mise en avant est orient\u00e9e sur l&rsquo;image avec <strong>une grande photo du produit<\/strong>, et juste une phrase.<\/p>\n<p>Deuxi\u00e8mement, cette page contient <strong>tr\u00e8s peu de liens<\/strong>, et ouvre donc sur peu d&rsquo;actions : la barre d&rsquo;ent\u00eate du site ne contient que 7 boutons plus un champ de recherche : 3 boutons produits (Mac, iPod et iPhone), 2 boutons support, un bouton accueil et un bouton pour aller dans l&rsquo;espace marchand.<\/p>\n<p>Le champ de recherche est particuli\u00e8rement int\u00e9ressant :<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0802\/apple2.jpg\" alt=\"Champ de recherche du site Apple\" height=\"412\" width=\"265\" \/><\/p>\n<p>Plusieurs \u00e9l\u00e9ments remarquables :<\/p>\n<ul>\n<li>L&rsquo;affichage des r\u00e9sultats se fait en temps r\u00e9el, au fil de la saisie (fonction Ajax) ;<\/li>\n<li>Les r\u00e9sultats sont pr\u00e9sent\u00e9s de mani\u00e8re particuli\u00e8rement claire, avec des chapitres (Produits, Espace Marchand, &#8230;), et chaque \u00e9l\u00e9ment est pr\u00e9sent\u00e9 avec une petite image.<\/li>\n<li>Le syst\u00e8me n&rsquo;affiche pas tous les r\u00e9sultats : juste une s\u00e9lection, bien lisible.<\/li>\n<\/ul>\n<p>En dessous de la tr\u00e8s grande publicit\u00e9 pour le MacBook Air, une ligne de news, puis 4 espaces de publicit\u00e9 :<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0802\/apple3.jpg\" alt=\"Imagettes en bas du site Apple\" \/><\/p>\n<p>Trois images sur 4 pour mettre en avant les nouveaux produits d&rsquo;Apple&#8230;<\/p>\n<p>Enfin, le pied de page :<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.ziserman.com\/blog\/.images\/0802\/apple4.jpg\" alt=\"Pied de page du site Apple\" \/><\/p>\n<p>Au del\u00e0 des in\u00e9vitables liens obligatoires, ce pied de page est <strong>le seul endroit ou l&rsquo;on pourra trouver des informations tr\u00e8s utiles<\/strong>, comme le site-map, seul s\u00e9same pour acc\u00e9der \u00e0 certains services Apple (comme l&rsquo;espace Serveur) ou le s\u00e9lecteur de pays (tout en bas).<\/p>\n<p>Ce site est optimis\u00e9 pour s&rsquo;afficher sur un \u00e9cran 1024 de large. Choix raisonnable, mais qui \u00e9carte 8 \u00e0 9% des Internautes ayant un \u00e9cran 800*600 (et oui, \u00e7a existe encore \ud83d\ude09 ).<\/p>\n<h3>Pour conclure<\/h3>\n<p>Le site d&rsquo;Apple met en sc\u00e8ne une strat\u00e9gie particuli\u00e8rement claire :<\/p>\n<ul>\n<li>Mettre en avant les nouveaux produits (Macbook Air, iPhone, iPod) ;<\/li>\n<li>Vendre les produits en direct (espace marchand accessible depuis la page d&rsquo;accueil, et lien \u00ab\u00a0acheter\u00a0\u00bb sur les fiches produits).<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La simplicit\u00e9 est l&rsquo;un de mes sujets favori, vous le savez ! Je suis compl\u00e8tement convaincu que pour r\u00e9ussir, il faut faire des choix. Un e-commer\u00e7ant doit faire des choix. Il se bat dans un environnement extr\u00eamement concurrentiel. Pour de d\u00e9marquer, il faut \u00eatre le meilleur. Et comme on ne peut pas \u00eatre bon partout&#8230; [&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":[26,2,7],"tags":[380,371,373,6],"class_list":["post-396","post","type-post","status-publish","format-standard","hentry","category-apple","category-e-commerce","category-e-marketing","tag-apple","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>Simplicit\u00e9 = choix ! 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