{"id":545,"date":"2008-07-28T20:49:17","date_gmt":"2008-07-28T19:49:17","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=545"},"modified":"2008-08-25T18:18:36","modified_gmt":"2008-08-25T17:18:36","slug":"indicateurs-le-taux-de-transformation","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2008\/07\/28\/indicateurs-le-taux-de-transformation\/","title":{"rendered":"Indicateurs : le taux de transformation"},"content":{"rendered":"<p>L&rsquo;un des gros avantage du e-commerce, c&rsquo;est qu&rsquo;<strong>on dispose assez facilement de beaucoup de donn\u00e9es<\/strong>, <strong>permettant de bien suivre l&rsquo;activit\u00e9 du site, et quasiment en temps r\u00e9el<\/strong>.<\/p>\n<p>Le probl\u00e8me en fait sur Internet est surtout de \u00ab\u00a0faire le tri\u00a0\u00bb parmi le flot des donn\u00e9es, et de <strong>ne pas se laisser submerger<\/strong> sous ce flot, ou \u00e9blouir par un indicateur isol\u00e9.<\/p>\n<p>Exemple : le nombre de visiteurs unique.<\/p>\n<p>C&rsquo;est bien d&rsquo;avoir beaucoup de visiteurs. Cela veut dire qu&rsquo;on a gagn\u00e9 en notori\u00e9t\u00e9, ou alors qu&rsquo;on paie cher en campagnes de publicit\u00e9s ! Mais <strong>faire venir du monde est bien \u00e9videment qu&rsquo;une \u00e9tape. L&rsquo;objectif est de vendre !<br \/>\n<\/strong><br \/>\nLes indicateurs tr\u00e8s basiques, li\u00e9s \u00e0 la vente, sont bien entendu :<\/p>\n<ul>\n<li>Le chiffre d&rsquo;affaires ;<\/li>\n<li>Le nombre de ventes ;<\/li>\n<li>Le panier moyen ;<\/li>\n<li>La marge.<\/li>\n<\/ul>\n<p>La marge m\u00e9rite un petit zoom :<\/p>\n<p>Pour calculer une marge simplifi\u00e9 (mais tr\u00e8s int\u00e9ressante), il faut \u00eatre capable de faire la diff\u00e9rence entre :<\/p>\n<ul>\n<li>Le prix de vente (\u00e7a c&rsquo;est facile) ;<\/li>\n<li>Le prix d&rsquo;achat (pas difficile non plus \ud83d\ude09 ) ;<\/li>\n<li>Les co\u00fbts li\u00e9s \u00e0 la vente (exp\u00e9ditions s&rsquo;ils ne sont pas factur\u00e9s, logisticien si logistique externalis\u00e9, &#8230;)<\/li>\n<li>Le prix de la publicit\u00e9.<\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\"><em>(\u00e9videment, pour calculer une marge plus pr\u00e9cise, il faut \u00e9galement prendre en compte l&rsquo;ensemble des frais du commer\u00e7ant : gestion du site et du syst\u00e8me d&rsquo;information, salaire des personnels, &#8230; La marge pr\u00e9sent\u00e9 est donc une marge tr\u00e8s basique)<\/em><\/p>\n<p>Le prix de la publicit\u00e9 est un brin plus d\u00e9licat \u00e0 g\u00e9rer, mais tout \u00e0 fait important.<\/p>\n<p>Prenons un exemple.<\/p>\n<p>Un marchand met en place des campagnes adwords pour faire venir les clients.<\/p>\n<ul>\n<li>Il paye 0,5 \u20ac par clic en moyenne ;<\/li>\n<li>5% des internautes, qui arrivent via la publicit\u00e9 adwords, ach\u00e8tent r\u00e9ellement un produit.<\/li>\n<\/ul>\n<p>Le marchand a donc besoin de faire venir 20 clients pour faire une vente.<\/p>\n<p>Il paye donc 0,5 \u20ac * 20 = 10 \u20ac par vente : pour bien des marchands, 10 \u20ac, c&rsquo;est une somme tr\u00e8s importante, qui attaque directement la marge.<\/p>\n<p>Au passage, <strong>je viens de d\u00e9finir le taux de transformation : c&rsquo;est le ratio entre le nombre de vente sur le nombre de visiteurs<\/strong>. Dans notre exemple, le taux de transformation est de 5%, pour la campagne Adwords.<\/p>\n<p>J&rsquo;ai pris l&rsquo;exemple d&rsquo;une vente via une campagne adwords, mais la vente peut se faire via d&rsquo;autres canaux :<\/p>\n<ul>\n<li><strong>R\u00e9f\u00e9rencement naturel<\/strong> : dans ce cas, on ne paye pas le clic de l&rsquo;internaute, d&rsquo;o\u00f9 l&rsquo;importance de bien travailler le r\u00e9f\u00e9rencement naturel ;<\/li>\n<li><strong>R\u00e9-achat<\/strong> : le client a d\u00e9j\u00e0 achet\u00e9 sur le site. Il est satisfait de son achat et revient. Il tape directement l&rsquo;URL de la boutique. L\u00e0 non plus, on ne paye pas de publict\u00e9, et la marge s&rsquo;en porte bien mieux ;<\/li>\n<li><strong>Campagne d&#8217;email<\/strong> : le calcul est un peu comme pour adwords, mais ramen\u00e9 aux emails : prix d&rsquo;un email, taux de transformation.<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Comme on le voit, il est tr\u00e8s important de mesurer le taux de transformation associ\u00e9 \u00e0 une op\u00e9ration, plut\u00f4t qu&rsquo;un taux global.<\/p>\n<p>Autre point important : il est tr\u00e8s important de travailler les modes de ventes qui sont les plus rentables : le r\u00e9f\u00e9rencement naturel bien s\u00fbr et le r\u00e9achat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;un des gros avantage du e-commerce, c&rsquo;est qu&rsquo;on dispose assez facilement de beaucoup de donn\u00e9es, permettant de bien suivre l&rsquo;activit\u00e9 du site, et quasiment en temps r\u00e9el. Le probl\u00e8me en fait sur Internet est surtout de \u00ab\u00a0faire le tri\u00a0\u00bb parmi le flot des donn\u00e9es, et de ne pas se laisser submerger sous ce flot, ou [&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":[118,371,373,114],"class_list":["post-545","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-conseil-en-e-commerce","tag-e-commerce","tag-e-marketing","tag-indicateurs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Indicateurs : le taux de transformation - 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\/2008\/07\/28\/indicateurs-le-taux-de-transformation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Indicateurs : le taux de transformation - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"L&rsquo;un des gros avantage du e-commerce, c&rsquo;est qu&rsquo;on dispose assez facilement de beaucoup de donn\u00e9es, permettant de bien suivre l&rsquo;activit\u00e9 du site, et quasiment en temps r\u00e9el. Le probl\u00e8me en fait sur Internet est surtout de \u00ab\u00a0faire le tri\u00a0\u00bb parmi le flot des donn\u00e9es, et de ne pas se laisser submerger sous ce flot, ou [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2008\/07\/28\/indicateurs-le-taux-de-transformation\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2008-07-28T19:49:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2008-08-25T17:18:36+00:00\" \/>\n<meta name=\"author\" content=\"Fran\u00e7ois\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ziserman\" \/>\n<meta name=\"twitter:site\" content=\"@ziserman\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fran\u00e7ois\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2008\\\/07\\\/28\\\/indicateurs-le-taux-de-transformation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2008\\\/07\\\/28\\\/indicateurs-le-taux-de-transformation\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"headline\":\"Indicateurs : le taux de transformation\",\"datePublished\":\"2008-07-28T19:49:17+00:00\",\"dateModified\":\"2008-08-25T17:18:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2008\\\/07\\\/28\\\/indicateurs-le-taux-de-transformation\\\/\"},\"wordCount\":558,\"commentCount\":4,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"keywords\":[\"Conseil en e-commerce\",\"e-commerce\",\"e-marketing\",\"Indicateurs\"],\"articleSection\":[\"e-commerce\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2008\\\/07\\\/28\\\/indicateurs-le-taux-de-transformation\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2008\\\/07\\\/28\\\/indicateurs-le-taux-de-transformation\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2008\\\/07\\\/28\\\/indicateurs-le-taux-de-transformation\\\/\",\"name\":\"Indicateurs : le taux de transformation - 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