{"id":6896,"date":"2012-02-10T09:27:22","date_gmt":"2012-02-10T08:27:22","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=6896"},"modified":"2012-02-10T09:27:22","modified_gmt":"2012-02-10T08:27:22","slug":"recommandation-et-recommandation","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/02\/10\/recommandation-et-recommandation\/","title":{"rendered":"Recommandation et recommandation"},"content":{"rendered":"<p><strong>Comment proposer le bon produit<\/strong> \u00e0 l&rsquo;internaute qui visite le site ?<\/p>\n<p>Prenons un et un seul exemple pour simplifier l&rsquo;explication : on veut proposer, sur la fiche produit, d&rsquo;autres produits, permettant \u00e0 l&rsquo;internaute d&rsquo;avoir d&rsquo;autres choix.<br \/>\nL&rsquo;id\u00e9e, c&rsquo;est un peu ce que fait le vendeur, quand vous avez un produit sous les yeux : il peut <strong>vous proposer des alternatives int\u00e9ressantes<\/strong>.<\/p>\n<p>C&rsquo;est commercialement <strong>une action d\u00e9licate<\/strong>, parce que si c&rsquo;est bien fait, \u00e7a peut permettre de conclure la vente, et m\u00eame \u00e9ventuellement de conclure avec un produit plus cher.<\/p>\n<p>Mais c&rsquo;est d\u00e9licat donc, parce que si cette action est maladroite, elle peut aboutir au r\u00e9sultat contraire : semer le doute dans la t\u00eate du client, et finalement le faire partir sans qu&rsquo;il n&rsquo;ach\u00e8te rien&#8230;<\/p>\n<p>Il y a plusieurs fa\u00e7on pour choisir les produits \u00e0 proposer au visiteur :<\/p>\n<ul>\n<li>On peut faire ce choix<strong> \u00e0 la main<\/strong>. Des personnes, qui connaissent bien l&rsquo;offre associent \u00e0 la main les produits entre eux.<\/li>\n<li>On peut faire tourner des \u00ab\u00a0moulinettes\u00a0\u00bb qui vont chercher \u00e0 <strong>faire des associations automatiques<\/strong>, \u00e0 partir de crit\u00e8res associ\u00e9s aux produits : associer un produit de la m\u00eame cat\u00e9gorie, mais avec une couleur diff\u00e9rente, ou une mati\u00e8re diff\u00e9rente. On peut aussi chercher \u00e0 associer des produits l\u00e9g\u00e8rement plus chers.<\/li>\n<li>Toujours dans l&rsquo;esprit de faire tourner des moulinettes, on peut chercher \u00e0 partir des achats pr\u00e9c\u00e9demment r\u00e9alis\u00e9s. On retrouve, sur cette id\u00e9e, l&rsquo;accroche d&rsquo;Amazon : \u00ab\u00a0Les clients qui ach\u00e8tent ce produit ach\u00e8tent souvent\u00a0\u00bb.<\/li>\n<li>Ou encore, on peut chercher \u00e0 associer des produits, \u00e0 partir des navigations des autres internautes : \u00ab\u00a0Que regardent les clients apr\u00e8s avoir vu ce produit\u00a0\u00bb<\/li>\n<\/ul>\n<p>On peut rendre cela bien plus compliqu\u00e9, en essayant de \u00ab\u00a0comprendre\u00a0\u00bb ce que fait l&rsquo;internaute sur le site, \u00e0 partir de sa navigation : les pages visit\u00e9es, les mots recherch\u00e9s, le temps pass\u00e9 sur les diff\u00e9rentes pages.<\/p>\n<p>Tout cela vous semble bien futile ? Gadget ? Vous de devriez pas \ud83d\ude09 !<\/p>\n<p>Bien fait, <strong>ces syst\u00e8mes permettent d&rsquo;am\u00e9liorer significativement la performance commerciale du site<\/strong>.<\/p>\n<p>C&rsquo;est expr\u00e8s que je ne parle pas directement du taux de transformation, qui n&rsquo;est que l&rsquo;un des facteurs de performance d&rsquo;un site e-commerce.<\/p>\n<p>Avec un tel service, bien param\u00e9tr\u00e9, on peut simultan\u00e9ment augmenter le panier moyen, le taux de transformation, voir la fid\u00e9lit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment proposer le bon produit \u00e0 l&rsquo;internaute qui visite le site ? Prenons un et un seul exemple pour simplifier l&rsquo;explication : on veut proposer, sur la fiche produit, d&rsquo;autres produits, permettant \u00e0 l&rsquo;internaute d&rsquo;avoir d&rsquo;autres choix. L&rsquo;id\u00e9e, c&rsquo;est un peu ce que fait le vendeur, quand vous avez un produit sous les yeux : [&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":[23,2,7],"tags":[371,373,306],"class_list":["post-6896","post","type-post","status-publish","format-standard","hentry","category-araok","category-e-commerce","category-e-marketing","tag-e-commerce","tag-e-marketing","tag-moteur-de-personnalisation"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Recommandation et recommandation - 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\/02\/10\/recommandation-et-recommandation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Recommandation et recommandation - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Comment proposer le bon produit \u00e0 l&rsquo;internaute qui visite le site ? Prenons un et un seul exemple pour simplifier l&rsquo;explication : on veut proposer, sur la fiche produit, d&rsquo;autres produits, permettant \u00e0 l&rsquo;internaute d&rsquo;avoir d&rsquo;autres choix. 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