{"id":4570,"date":"2011-01-21T12:05:59","date_gmt":"2011-01-21T11:05:59","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4570"},"modified":"2011-01-21T15:59:01","modified_gmt":"2011-01-21T14:59:01","slug":"la-performance-nest-pas-un-hasard-analyse-de-groupon","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/01\/21\/la-performance-nest-pas-un-hasard-analyse-de-groupon\/","title":{"rendered":"La performance n&rsquo;est pas un hasard&#8230; Analyse de Groupon"},"content":{"rendered":"<p>Je me suis amus\u00e9 \u00e0 tester Groupon, sous l&rsquo;angle de l&rsquo;analyse de performance.<\/p>\n<p>Rien n&rsquo;ai laiss\u00e9 au hasard&#8230; Mais rien n&rsquo;est vraiment compliqu\u00e9 non plus : c&rsquo;est juste un bon usage de techniques bien connues.<\/p>\n<p>Analyse !<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.35.32.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4571\" title=\"Accueil du nouveau venu sur Groupon\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.35.32-e1295606914360.png\" alt=\"\" width=\"600\" height=\"343\" \/><\/a><\/p>\n<p>Premier \u00e9cran :<\/p>\n<p>La promesse est forte : 90% d&rsquo;\u00e9conomie, et en plus, c&rsquo;est pr\u00e8s e chez moi !<\/p>\n<p>Le formulaire est r\u00e9duit au strict n\u00e9cessaire : je ne dois renseigner que le mail.La ville peut \u00eatre modifi\u00e9e, mais elle est pr\u00e9 renseign\u00e9e.<\/p>\n<p>La ville est simplement d\u00e9duite \u00e0 partir de mon IP.<\/p>\n<p>Autr point, \u00e9videment : le bouton \u00ab\u00a0voir l&rsquo;offre du jour\u00a0\u00bb. Si je ne le vois pas, c&rsquo;est que je dois me faire soigner de toute urgence ;).<\/p>\n<p>D&rsquo;ailleurs, en faisant des tests, je suis tomb\u00e9 sur ce bouton :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/button_arrow.gif\"><img decoding=\"async\" class=\"alignnone size-full wp-image-4572\" title=\"Bouton anim\u00e9\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/button_arrow.gif\" alt=\"\" width=\"187\" height=\"42\" \/><\/a><\/p>\n<p>Groupon fait probablement de l&rsquo;AB testing.<\/p>\n<p>Je ne sais pas ce que vous en pensez, mais j&rsquo;aurais tendance \u00e0 penser que ce bouton anim\u00e9 doit plut\u00f4t bien transformer&#8230;<\/p>\n<p>Une fois que j&rsquo;ai valid\u00e9, on me propose un deuxi\u00e8me \u00e9cran :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.41.53.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-4573\" title=\"Deuxi\u00e8me \u00e9cran de Groupon\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.41.53-e1295607272892.png\" alt=\"\" width=\"600\" height=\"455\" \/><\/a><\/p>\n<p>Groupon ne tient donc pas sa promesse : au lieu de me proposer ce que j&rsquo;avais demander (voir l&rsquo;offre), il m&rsquo;invite \u00e0 &#8230; Gagner de l&rsquo;argent.<\/p>\n<p>Et on me propose pas 3 \u20ac, mais 120 !<\/p>\n<p>Et en plus, \u00e7a ne prend pas de temps ;).<\/p>\n<p>L\u00e0 encore, la promesse est\u00a0suffisamment\u00a0forte pour que je \u00ab\u00a0me laisse aller\u00a0\u00bb.<\/p>\n<p>Le formulaire est court, clair.<\/p>\n<p>Et le bouton de validation est particuli\u00e8rement visible.<\/p>\n<p>Le traitement des erreurs est simple mais bien fait :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.43.12.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4574\" title=\"Traitement des erreurs sur le deuxi\u00e8me \u00e9cran\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.43.12-e1295607469375.png\" alt=\"\" width=\"600\" height=\"551\" \/><\/a><\/p>\n<p>Personnellement, j&rsquo;aurais \u00e9galement entour\u00e9 de rouge le bouton radio \u00e0 cliquer.<\/p>\n<p>Apr\u00e8s validation, que ce passe-t-il ?<\/p>\n<p>On me propose&#8230; encore un \u00e9cran :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.43.27.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4575\" title=\"Troisi\u00e8me \u00e9cran sur Groupon\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.43.27-e1295607557466.png\" alt=\"\" width=\"600\" height=\"470\" \/><\/a><\/p>\n<p>Ce coup ci, on me propose d&rsquo;inviter mes amis.<\/p>\n<p>Pourquoi ferais-je \u00e7a ?<\/p>\n<p>Parce que je vais gagner 6 \u20ac par inscrit !<\/p>\n<p>Les outils pour m&rsquo;aider sont nombreux : saisie directe d&rsquo;un email, lien avec Facebook ou twitter, ou encore lien avec mon carnet d&rsquo;adresse gmail&#8230;<\/p>\n<p>Et si jamais je d\u00e9cline cette offre, elle reste propos\u00e9e, bien visible, sur le site :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.43.59.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4577\" title=\"ergonomie incitative sur Groupon\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-11.43.59-e1295607747119.png\" alt=\"\" width=\"600\" height=\"176\" \/><\/a><\/p>\n<p>Voil\u00e0, fin de cette petite analyse !<\/p>\n<p>Alors, avec de tels outils, pas \u00e9tonnant que Groupon ait une croissance de folie :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-15.57.17.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4599\" title=\"Strafic compar\u00e9, entre Groupon et Kelkoo\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/01\/Capture-d\u2019\u00e9cran-2011-01-21-\u00e0-15.57.17.png\" alt=\"\" width=\"595\" height=\"226\" \/><\/a><\/p>\n<p>Et pourquoi si peu de sites mettent en oeuvre de tels techniques ?<\/p>\n<p>C&rsquo;est un peu\u00a0myst\u00e9rieux\u00a0pour moi ;). Je pencherais pour un \u00e9norm\u00e9 d\u00e9ficit de vrai culture e-marketing.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je me suis amus\u00e9 \u00e0 tester Groupon, sous l&rsquo;angle de l&rsquo;analyse de performance. Rien n&rsquo;ai laiss\u00e9 au hasard&#8230; Mais rien n&rsquo;est vraiment compliqu\u00e9 non plus : c&rsquo;est juste un bon usage de techniques bien connues. Analyse ! Premier \u00e9cran : La promesse est forte : 90% d&rsquo;\u00e9conomie, et en plus, c&rsquo;est pr\u00e8s e chez moi [&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],"tags":[379,373,17],"class_list":["post-4570","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-marketing","tag-leaders-internet"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La performance n&#039;est pas un hasard... 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