{"id":5981,"date":"2011-09-22T09:33:04","date_gmt":"2011-09-22T07:33:04","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=5981"},"modified":"2011-09-22T09:39:08","modified_gmt":"2011-09-22T07:39:08","slug":"page-didentification-petit-tour-dhorizon","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/09\/22\/page-didentification-petit-tour-dhorizon\/","title":{"rendered":"Page d&rsquo;identification &#8211; petit tour d&rsquo;horizon"},"content":{"rendered":"<p>Vous pensez que tous les sites se ressemblent : catalogue, fiche produit, gestion du compte et du processus achat&#8230; Du standard je vous dis !<\/p>\n<p>Erreur !<\/p>\n<p>Petit exemple avec la page d&rsquo;identification.<\/p>\n<p>On se dit, c&rsquo;est pas compliqu\u00e9 : apr\u00e8s avoir valid\u00e9 son panier, l&rsquo;internaute est dans trois situations possibles :<\/p>\n<ol>\n<li>Il est d\u00e9j\u00e0 identifi\u00e9, on peut passer \u00e0 la suite<\/li>\n<li>Il n&rsquo;est pas identifi\u00e9, et n&rsquo;a pas de compte (premier achat)<\/li>\n<li>Il n&rsquo;est pas identifi\u00e9 et a d\u00e9j\u00e0 un compte<\/li>\n<\/ol>\n<div>Le cas 1 est g\u00e9r\u00e9 automatiquement. L&rsquo;internaute arrive sur l&rsquo;\u00e9tape qui suit l&rsquo;authentification.<\/div>\n<div>Pour les autres cas, il \u00ab\u00a0suffit\u00a0\u00bb de proposer les deux options : cr\u00e9er un compte ou s&rsquo;identifier.<\/div>\n<div>Sauf que&#8230; Sauf qu&rsquo;il y a pleins de fa\u00e7ons de faire \u00e7a, et c&rsquo;est assez important de s&rsquo;appliquer, parce que cette \u00e9tape est bien souvent sujette aux \u00ab\u00a0fuites\u00a0\u00bb (abandon \u00e0 cette \u00e9tape).<\/div>\n<div>Pour poursuivre cette r\u00e9flexion, je vous propose un parcours sur un panel de sites.<\/div>\n<div>Go !<\/div>\n<div>Commen\u00e7ons par CDiscount :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/cdiscount1.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-5988\" title=\"cdiscount\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/cdiscount1.png\" alt=\"\" width=\"650\" height=\"412\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/cdiscount1.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/cdiscount1-300x190.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>CDiscount propose de garder le format g\u00e9n\u00e9ral du site. On retrouve donc en ce d\u00e9but de processus achat les menus pour naviguer dans les cat\u00e9gories produit.<\/div>\n<div>Autre \u00e9l\u00e9ment \u00ab\u00a0marquant\u00a0\u00bb : CDiscount propose de la publicit\u00e9, tr\u00e8s voyante, sur cette \u00e9tape. Cela veut dire que CDiscount pr\u00e9f\u00e8re que les clients \u00ab\u00a0ach\u00e8tent plus\u00a0\u00bb quite \u00e0 baisser un peu le taux de transformation.<\/div>\n<div>Pour l&rsquo;identification, CDiscount propose deux colonnes : D\u00e9j\u00e0 client ou Nouveau client.<\/div>\n<div>Si on est d\u00e9j\u00e0 client, on a tout ce qu&rsquo;il faut pour s&rsquo;identifier.<\/div>\n<div>Si on n&rsquo;a pas de compte client, on doit, d\u00e8s cette premi\u00e8re \u00e9tape, renseigner son email et choisir un mot de passe. CDiscount demande confirmation pour les deux champs.<\/div>\n<div>Enfin, on peut noter que les boutons de validation des formulaires sont particuli\u00e8rement discrets.<\/div>\n<div>Pixmania propose a peu pr\u00e8s la m\u00eame pr\u00e9sentation :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/pixmania.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-5992\" title=\"pixmania\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/pixmania.png\" alt=\"\" width=\"650\" height=\"402\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/pixmania.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/pixmania-300x185.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>Sauf que si je suis un nouveau client, on ne me demande d&rsquo;entrer que\u00a0mon email.<\/div>\n<div>Autre exemple, La redoute :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/laredoute.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-5989\" title=\"laredoute\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/laredoute.png\" alt=\"\" width=\"650\" height=\"601\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/laredoute.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/laredoute-300x277.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>L&rsquo;\u00e9tape d&rsquo;identification n&rsquo;est pas propos\u00e9e dans une nouvelle page, mais dans un \u00ab\u00a0popup calc\u00a0\u00bb, affich\u00e9 par dessus le panier.<\/div>\n<div>Pourquoi pas, mais dans ce cas, il serait sans doute plus efficace de griser le fond de la fen\u00eatre, de mani\u00e8re \u00e0 mieux faire ressortir la popup d&rsquo;identification.<\/div>\n<div>Dans cette popup, l&rsquo;organisation est tr\u00e8s diff\u00e9rente de celle propos\u00e9e par CDiscount :<\/div>\n<div>Ici, on me demande en premier mon email, et ensuite, je dois choisir entre cr\u00e9er un compte ou m&rsquo;identifier.<\/div>\n<div>Au fond, cela revient au m\u00eame que ce que propose Amazon (on y reviendra). Ce qui me semble d\u00e9licat, c&rsquo;est l&rsquo;organisation de la page :<\/div>\n<div>\n<ul>\n<li>Organisation verticale entre l&#8217;email et la suite (le point 1 puis 2)<\/li>\n<li>Organisation horizontale entre d\u00e9j\u00e0 client ou nouveau client<\/li>\n<\/ul>\n<div>Il faut savoir, quand on analyse ce type de page, que l&rsquo;internaute ne lit pas ce qui est \u00e9crit, et en tout cas, ne lit pas de mani\u00e8re lin\u00e9aire.<\/div>\n<div>sur cette page, je ne suis pas s\u00fbr que les choses soient tr\u00e8s claires pour un internaute.<\/div>\n<\/div>\n<div>Dans cet esprit, on peut faire beaucoup plus simple :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/apple.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5993\" title=\"apple\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/apple.png\" alt=\"\" width=\"650\" height=\"450\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/apple.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/apple-300x207.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>On a bien deux options, propos\u00e9es en colonnes. Mais tout est simplifi\u00e9, pour plus de clart\u00e9. D&rsquo;abord, la page est compl\u00e8tement nettoy\u00e9e, pour \u00e9viter que l&rsquo;internaute soit perdu. ensuite, en cas de cr\u00e9ation de compte, on a juste a cliquer, on ne demande rien \u00e0 ce stade.<\/div>\n<div>LDLC, qui vient re faire une refonte de son site, propose une solution diff\u00e9rente :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/ldlc.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5990\" title=\"ldlc\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/ldlc.png\" alt=\"\" width=\"650\" height=\"307\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/ldlc.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/ldlc-300x141.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>La solution propos\u00e9e par LDLC consiste \u00e0 demander, \u00e0 tous, l&rsquo;eMail du client.<\/div>\n<div>La diff\u00e9rence, c&rsquo;est qu&rsquo;ensuite, l&rsquo;internaute doit choisir par un bouton radio s&rsquo;il est nouveau client ou d\u00e9j\u00e0 enregistr\u00e9.<\/div>\n<div>L&rsquo;avantage, c&rsquo;est que cela permet de n&rsquo;avoir qu&rsquo;<strong>un seul bouton d&rsquo;action et donc de mettre en place une ergonomie incitative.<\/strong><\/div>\n<div>Sauf que LDLC ne l&rsquo;a pas fait, puisque le bouton d&rsquo;action a la m\u00eame couleur que le gros bandeau du haut.<\/div>\n<div>Bon, bien s\u00fbr, cela rappelle un peu cela :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/amazon.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5991\" title=\"amazon\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/amazon.png\" alt=\"\" width=\"650\" height=\"279\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/amazon.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/amazon-300x128.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>Sauf que pour Amazon, on est sur une page compl\u00e8tement d\u00e9pouill\u00e9e. Plus de menu, plus de boutons (comme pour Apple).<\/div>\n<div>Et bien s\u00fbr, Amazon propose une ergonomie incitative tr\u00e8s forte. Le bouton d&rsquo;action a un code couleur, une identit\u00e9 visuelle unique.<\/div>\n<div>Sears, tr\u00e8s gros acteur am\u00e9ricain propose quelque chose d&rsquo;assez proche :<\/div>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5994\" title=\"sears\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears.png\" alt=\"\" width=\"650\" height=\"274\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears-300x126.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>Toujours une page tr\u00e8s propre, et toujours un seul champ pour tous : entrer son email.<\/div>\n<div>La diff\u00e9rence par rapport \u00e0 Amazon est \u00e0 plusieurs niveaux :<\/div>\n<div>\n<ul>\n<li>La question pos\u00e9e \u00e0 l&rsquo;internaute est tr\u00e8s diff\u00e9rente. Ici, on demande \u00e0 l&rsquo;internaute s&rsquo;il a d\u00e9j\u00e0 un mot de passe. Cela n&rsquo;a l&rsquo;air de rien, mais c&rsquo;est clairement une question plus simple que \u00ab\u00a0avez vous d\u00e9j\u00e0 un compte client\u00a0\u00bb. Ca, c&rsquo;est quoi un compte client ?<\/li>\n<li>Le formulaire change dynamiquement, en fonction de la r\u00e9ponse :<\/li>\n<\/ul>\n<div><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5995\" title=\"sears2\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears2.png\" alt=\"\" width=\"650\" height=\"455\" srcset=\"https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears2.png 650w, https:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/sears2-300x210.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><\/a><\/div>\n<div>Bon, je pourrais continuer, il y a encore bien d&rsquo;autres fa\u00e7ons de faire.<\/div>\n<div>Vous pensez que je chipote, que ce sont des d\u00e9tails ?<\/div>\n<div>Sans doute, mais <strong>ce sont bien ces d\u00e9tails qui font la diff\u00e9rence entre un site qui marche et un site qui bricole<\/strong>.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Vous pensez que tous les sites se ressemblent : catalogue, fiche produit, gestion du compte et du processus achat&#8230; Du standard je vous dis ! Erreur ! Petit exemple avec la page d&rsquo;identification. On se dit, c&rsquo;est pas compliqu\u00e9 : apr\u00e8s avoir valid\u00e9 son panier, l&rsquo;internaute est dans trois situations possibles : Il est d\u00e9j\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":[23,2],"tags":[379,371,373,6,96],"class_list":["post-5981","post","type-post","status-publish","format-standard","hentry","category-araok","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing","tag-ergonomie","tag-ergonomie-incitative"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Page d&#039;identification - petit tour d&#039;horizon - 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\/2011\/09\/22\/page-didentification-petit-tour-dhorizon\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Page d&#039;identification - petit tour d&#039;horizon - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Vous pensez que tous les sites se ressemblent : catalogue, fiche produit, gestion du compte et du processus achat&#8230; Du standard je vous dis ! Erreur ! Petit exemple avec la page d&rsquo;identification. On se dit, c&rsquo;est pas compliqu\u00e9 : apr\u00e8s avoir valid\u00e9 son panier, l&rsquo;internaute est dans trois situations possibles : Il est d\u00e9j\u00e0 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2011\/09\/22\/page-didentification-petit-tour-dhorizon\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2011-09-22T07:33:04+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-09-22T07:39:08+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/09\/cdiscount1.png\" \/>\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=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/22\\\/page-didentification-petit-tour-dhorizon\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/09\\\/22\\\/page-didentification-petit-tour-dhorizon\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"headline\":\"Page d&rsquo;identification &#8211; 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Du standard je vous dis ! Erreur ! Petit exemple avec la page d&rsquo;identification. 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