Concevoir un site, c’est, sur chaque page, sur chaque \u00e9l\u00e9ment du site, se poser tout un tas de questions.<\/p>\n
Doit on ajouter telle option sur telle page ?<\/p>\n
Et si l’internaute veut faire ceci, ou cela ?<\/p><\/blockquote>\n
Si on est plusieurs autour de la table, les id\u00e9es vont fuser, et cela permet d’\u00eatre s\u00fbr de bien regarder les choses sur plusieurs angles de vues.<\/p>\n
C’est tr\u00e8s bien.<\/p>\n
Sauf que…<\/p>\n
Sauf que, si on avance comme \u00e7a, on va rajouter tout un tas d’options, de liens, de boutons.<\/p>\n
Le site va \u00eatre \u00ab\u00a0boursoufl\u00e9\u00a0\u00bb.<\/p>\n
Le site est con\u00e7u sans coh\u00e9rence, sans ligne claire<\/strong>.<\/p>\n
Surtout : on ne drive pas la conception en fonction de crit\u00e8res de performance : principalement SEO et performance commerciale<\/strong>.<\/p>\n
Il est fondamental, dans cette phase, de d\u00e9finir et de garder ces objectifs en t\u00eate.<\/p>\n
L’objectif n’est pas que l’internaute puisse faire facilement ceci ou cela.<\/p>\n
L’objectif est de vendre plus ! (je sais, je suis un po\u00e8te…)<\/p>\n
Pour cela, on doit plut\u00f4t simplifier<\/strong> le site, de mani\u00e8re \u00e0 ce que les choses apparaissent comme tr\u00e8s claires, comme \u00e9videntes pour l’internaute.<\/p>\n
Et, je le dis souvent, faire simple, c’est compliqu\u00e9<\/strong>.<\/p>\n
C’est compliqu\u00e9 parce qu’il faut arbitrer<\/strong>, arbitrer entre ce qu’on doit garder et ce qu’on doit retirer.<\/p>\n
A ce stade, c’est souvent bien utile de faire appels \u00e0 des pros<\/strong> ;).<\/p>\n
Mais personne n’a la science infuse. Tout site doit faire ce travail de mani\u00e8re it\u00e9rative.<\/strong><\/p>\n
Faire de mani\u00e8re it\u00e9rative, cela veut dire bien mesurer ce qui se passe sur le site<\/strong>. Cela veut donc dire mettre en place les outils d’analytics… avec la mise en place d’indicateurs adapt\u00e9s aux questions qu’on se pose (aller au del\u00e0 du param\u00e9trage par d\u00e9faut donc).<\/p>\n
Cela veut dire aussi, si possible, faire des tests AB<\/strong>.<\/p>\n
Tout un programme !<\/p>\n
<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Concevoir un site, c’est, sur chaque page, sur chaque \u00e9l\u00e9ment du site, se poser tout un tas de questions. Doit on ajouter telle option sur telle page ? Et si l’internaute veut faire ceci, ou cela ? Si on est plusieurs autour de la table, les id\u00e9es vont fuser, et cela permet d’\u00eatre s\u00fbr de […]<\/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":[23,2,7],"tags":[379,371,373],"class_list":["post-6748","post","type-post","status-publish","format-standard","hentry","category-araok","category-e-commerce","category-e-marketing","tag-araok","tag-e-commerce","tag-e-marketing"],"yoast_head":"\n
Conception du site e-commerce - Quels crit\u00e8res pour d\u00e9cider ? - 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\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conception du site e-commerce - Quels crit\u00e8res pour d\u00e9cider ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Concevoir un site, c’est, sur chaque page, sur chaque \u00e9l\u00e9ment du site, se poser tout un tas de questions. Doit on ajouter telle option sur telle page ? Et si l’internaute veut faire ceci, ou cela ? Si on est plusieurs autour de la table, les id\u00e9es vont fuser, et cela permet d’\u00eatre s\u00fbr de […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2012-01-13T08:25:43+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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"headline\":\"Conception du site e-commerce – Quels crit\u00e8res pour d\u00e9cider ?\",\"datePublished\":\"2012-01-13T08:25:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/\"},\"wordCount\":341,\"commentCount\":3,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"keywords\":[\"ARAOK !\",\"e-commerce\",\"e-marketing\"],\"articleSection\":[\"ARAOK !\",\"e-commerce\",\"e-marketing\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/\",\"name\":\"Conception du site e-commerce - Quels crit\u00e8res pour d\u00e9cider ? - Ziserman.com\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#website\"},\"datePublished\":\"2012-01-13T08:25:43+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/01\\\/13\\\/conception-du-site-e-commerce-quels-criteres-pour-decider\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Conception du site e-commerce – Quels crit\u00e8res pour d\u00e9cider ?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/\",\"name\":\"BLOG E-COMMERCE\",\"description\":\"Fran\u00e7ois Ziserman : entrepreneur, IA et \u00e9b\u00e9nisterie\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\",\"name\":\"Fran\u00e7ois\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g\",\"caption\":\"Fran\u00e7ois\"},\"logo\":{\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g\"},\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/author\\\/admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Conception du site e-commerce - Quels crit\u00e8res pour d\u00e9cider ? - Ziserman.com","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/","og_locale":"fr_FR","og_type":"article","og_title":"Conception du site e-commerce - Quels crit\u00e8res pour d\u00e9cider ? - Ziserman.com","og_description":"Concevoir un site, c’est, sur chaque page, sur chaque \u00e9l\u00e9ment du site, se poser tout un tas de questions. Doit on ajouter telle option sur telle page ? Et si l’internaute veut faire ceci, ou cela ? Si on est plusieurs autour de la table, les id\u00e9es vont fuser, et cela permet d’\u00eatre s\u00fbr de […]","og_url":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/","og_site_name":"Ziserman.com","article_published_time":"2012-01-13T08:25:43+00:00","author":"Fran\u00e7ois","twitter_card":"summary_large_image","twitter_creator":"@ziserman","twitter_site":"@ziserman","twitter_misc":{"\u00c9crit par":"Fran\u00e7ois","Dur\u00e9e de lecture estim\u00e9e":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/#article","isPartOf":{"@id":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/"},"author":{"name":"Fran\u00e7ois","@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/f9bae013e59005579f4b86f162f89c72"},"headline":"Conception du site e-commerce – Quels crit\u00e8res pour d\u00e9cider ?","datePublished":"2012-01-13T08:25:43+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/"},"wordCount":341,"commentCount":3,"publisher":{"@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/f9bae013e59005579f4b86f162f89c72"},"keywords":["ARAOK !","e-commerce","e-marketing"],"articleSection":["ARAOK !","e-commerce","e-marketing"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/","url":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/","name":"Conception du site e-commerce - Quels crit\u00e8res pour d\u00e9cider ? - Ziserman.com","isPartOf":{"@id":"https:\/\/www.ziserman.com\/blog\/#website"},"datePublished":"2012-01-13T08:25:43+00:00","breadcrumb":{"@id":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.ziserman.com\/blog\/2012\/01\/13\/conception-du-site-e-commerce-quels-criteres-pour-decider\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/www.ziserman.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Conception du site e-commerce – Quels crit\u00e8res pour d\u00e9cider ?"}]},{"@type":"WebSite","@id":"https:\/\/www.ziserman.com\/blog\/#website","url":"https:\/\/www.ziserman.com\/blog\/","name":"BLOG E-COMMERCE","description":"Fran\u00e7ois Ziserman : entrepreneur, IA et \u00e9b\u00e9nisterie","publisher":{"@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/f9bae013e59005579f4b86f162f89c72"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.ziserman.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"},{"@type":["Person","Organization"],"@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/f9bae013e59005579f4b86f162f89c72","name":"Fran\u00e7ois","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/secure.gravatar.com\/avatar\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g","caption":"Fran\u00e7ois"},"logo":{"@id":"https:\/\/secure.gravatar.com\/avatar\/ba23809fd4de9b5f86f21715fd23efa8331e766f2929dc11d3ae98539ba237b4?s=96&d=mm&r=g"},"url":"https:\/\/www.ziserman.com\/blog\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/posts\/6748","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/comments?post=6748"}],"version-history":[{"count":0,"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/posts\/6748\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/media?parent=6748"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/categories?post=6748"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ziserman.com\/blog\/wp-json\/wp\/v2\/tags?post=6748"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}