{"id":4014,"date":"2010-09-20T12:55:26","date_gmt":"2010-09-20T11:55:26","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4014"},"modified":"2010-09-20T12:55:26","modified_gmt":"2010-09-20T11:55:26","slug":"lastucieux-ajout-au-panier-de-zara-com","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2010\/09\/20\/lastucieux-ajout-au-panier-de-zara-com\/","title":{"rendered":"L’astucieux \u00ab\u00a0ajout au panier\u00a0\u00bb de zara.com"},"content":{"rendered":"

Cet article est \u00e9crit par Christophe Davy<\/a>, dirigeant de Brand Online Commerce<\/a>, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog.<\/em><\/p><\/blockquote>\n

<\/a>\"Zara<\/a><\/p>\n

Depuis son lancement d\u00e9but septembre, le site e-commerce de Zara<\/a> a g\u00e9n\u00e9r\u00e9 beaucoup de commentaires, positifs pour la plupart. Il faut dire que ce site est vraiment bien fait<\/strong> : je ne lui trouve personnellement rien \u00e0 redire, si ce n’est le zoom sur les produits, qui ne s’active que sur un clic ; il aurait mieux valu me semble-t-il un zoom sur survol de la photo, sans clic (mais cela a peut-\u00eatre \u00e9t\u00e9 un choix d\u00e9lib\u00e9r\u00e9 pour acc\u00e9l\u00e9rer le chargement initial de la page et\/ou favoriser au maximum le r\u00e9f\u00e9rencement naturel dans Google).<\/p>\n

J’ai m\u00eame trouv\u00e9 sur le site zara.com une excellente innovation concernant la m\u00e9canique d’ajout d’un produit au panier<\/strong>. D\u00e9couvrons-la ensemble…<\/p>\n

Sur ce site, une fiche produit se pr\u00e9sente de la sorte :<\/p>\n

\"Zara<\/a><\/p>\n

La grande question que se pose tous les concepteurs de sites e-commerce, c’est comment faire r\u00e9agir le site lorsque l’internaute clique sur le bouton \u00ab\u00a0Ajouter au panier\u00a0\u00bb ?<\/strong><\/p>\n

Jusqu’\u00e0 pr\u00e9sent, j’avais crois\u00e9 3 types de gestion de l’ajout au panier<\/strong> :
\n– l’affichage direct du panier ; dans ce cas, on favorise une vente mono-produit, rapide et vite termin\u00e9e,
\n– l’affichage d’un pop-up demandant si l’on souhaite afficher le panier ou continuer ses achats ; l\u00e0 on invite l’internaute \u00e0 faire un choix, car le pop-up ne s’efface que lorsqu’une des deux options est choisie,
\n– l’affichage d’un compteur apr\u00e8s le mot panier, avec parfois une petite animation envoyant virtuellement le produit dans le panier ; avec ici le risque que l’internaute se demande ce qu’il doit faire pour terminer son achat.<\/p>\n

Et bien les concepteurs du site Zara.com proposent une nouvelle solution, avec l’affichage d’un 2\u00e8me bouton intitul\u00e9 \u00ab\u00a0Passer commande\u00a0\u00bb juste \u00e0 c\u00f4t\u00e9 du bouton \u00ab\u00a0Ajouter au panier\u00a0\u00bb<\/strong> :<\/p>\n

\"Zara<\/a><\/p>\n

C’est tr\u00e8s astucieux car, l’internaute venant de cliquer sur le bouton \u00ab\u00a0Ajouter au panier\u00a0\u00bb, son attention visuelle se situe dans cette zone de l’\u00e9cran<\/strong> (et pas en haut, l\u00e0 o\u00f9 se situe le Panier).<\/p>\n

Je ne serais donc pas \u00e9tonn\u00e9 de voir cette astuce reprise par d’autres sites e-commerce dans les prochains mois…<\/p>\n","protected":false},"excerpt":{"rendered":"

Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. Depuis son lancement d\u00e9but septembre, le site e-commerce de Zara a g\u00e9n\u00e9r\u00e9 beaucoup de commentaires, positifs pour la plupart. Il faut dire que ce site est vraiment bien fait : je ne lui trouve […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[371,6,218],"class_list":["post-4014","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","tag-ergonomie","tag-zara"],"yoast_head":"\nL'astucieux "ajout au panier" de zara.com - 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\/2010\/09\/20\/lastucieux-ajout-au-panier-de-zara-com\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'astucieux "ajout au panier" de zara.com - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. 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