{"id":726,"date":"2008-10-20T20:41:55","date_gmt":"2008-10-20T19:41:55","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=726"},"modified":"2008-10-20T20:42:51","modified_gmt":"2008-10-20T19:42:51","slug":"comment-augmenter-la-marge-un-peu-de-pub","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2008\/10\/20\/comment-augmenter-la-marge-un-peu-de-pub\/","title":{"rendered":"Comment augmenter la marge ? Un peu de pub ?"},"content":{"rendered":"<p><a title=\"Aller sur le billet pr\u00e9c\u00e9dent, qui parle de l'importance de la marge pour bien g\u00e9rer sa boutique\" href=\"http:\/\/www.ziserman.com\/blog\/2008\/10\/16\/lobsession-de-la-marge-pour-le-e-commerce\/\" target=\"_blank\">La marge est une vrai pr\u00e9occupation pour le e-commerce<\/a> donc.<\/p>\n<p>Mais comment l&rsquo;augmenter ?<\/p>\n<p>Beaucoup de sites ont pas mal de trafic, assez qualifi\u00e9 : pourquoi pas \u00ab\u00a0mon\u00e9tiser\u00a0\u00bb ce trafic, et int\u00e9grer de la publicit\u00e9 sur le site ?<\/p>\n<p>J&rsquo;avais abord\u00e9 ce sujet, dans un billet pr\u00e9c\u00e9dent (<a title=\"Aller sur le billet pr\u00e9c\u00e9dent, qui parle d'int\u00e9grer de la publicit\u00e9 dans un site marchand\" href=\"http:\/\/www.ziserman.com\/blog\/2008\/08\/15\/publicite-pour-des-tiers-dans-le-site-e-commerce-no-comment\/\" target=\"_blank\">ici<\/a>).<\/p>\n<p>Dans ce premier billet, mon avis \u00e9tait tr\u00e8s tranch\u00e9 (et pas tr\u00e8s positif) : il faut dire que l&rsquo;exemple est extr\u00eame : mettre de la pub sur la page d&rsquo;accueil, en haut, qui pointe pratiquement directement vers un concurrent&#8230;<\/p>\n<p>En fait, pas mal de sites int\u00e8grent de la pub, et on peut expliquer cette d\u00e9marche de la mani\u00e8re suivante :<\/p>\n<blockquote>\n<ul>\n<li>J&rsquo;ai pay\u00e9 pour faire venir les internautes.<\/li>\n<li>Soit ils trouvent un produit qui les int\u00e9ressent, et je gagne ma vie en leur vendant le produit qui va bien ;<\/li>\n<li>Soit il ne trouvent pas et vont partir.<\/li>\n<li>Dans ce cas, pourquoi ne pas les aider \u00e0 trouver le bon produit ou le bon service, sur un autre site, et gagner un peu d&rsquo;argent au passage ?<\/li>\n<\/ul>\n<\/blockquote>\n<p>Cette \u00ab\u00a0th\u00e9orie\u00a0\u00bb est bien jolie, mais la r\u00e9alit\u00e9 est assez subtile, parce qu&rsquo;on n&rsquo;est pas dans la t\u00eate des internautes, et donc qu&rsquo;il est impossible de savoir si l&rsquo;internaute peut acheter ou pas un produit.<\/p>\n<p>Ajouter de la pub dans le site, c&rsquo;est donc prendre le risque que l&rsquo;internaute quitte le site, encourag\u00e9 par un lien, alors qu&rsquo;il aurai pu acheter un peu plus tard&#8230;<\/p>\n<p>Pour palier ce risque, la plupart des sites qui int\u00e8grent de la publicit\u00e9 prennent plusieurs pr\u00e9cautions :<\/p>\n<ul>\n<li>Ne mettre de la publicit\u00e9 que tout en bas des pages ;<\/li>\n<li>Principalement sur la page produit ;<\/li>\n<li>Bien filtrer les annonces pass\u00e9es, pour \u00e9viter les concurrents directes.<\/li>\n<\/ul>\n<p>Une autre fa\u00e7on d&rsquo;avancer sur ce sujet est de v\u00e9rifier, r\u00e9guli\u00e8rement, que la publicit\u00e9 ne plombe pas le taux de transformation.<\/p>\n<p>Comment ?<\/p>\n<p>Tout simple : un p&rsquo;tit coup d&rsquo;AB Testing !<\/p>\n<p>Au final, mes recommandations sont les suivantes :<\/p>\n<ul>\n<li>Si vous \u00eates arriv\u00e9 \u00e0 un tr\u00e8s bon niveau de transformation et de trafic, vous pouvez r\u00e9fl\u00e9chir \u00e0 int\u00e9grer mod\u00e9r\u00e9ment de la publicit\u00e9 dans certaines pages ;<\/li>\n<li>Sinon, si vous \u00eates en phase moins aboutie, il vaut mieux se concentrer sur les fondamentaux !<\/li>\n<\/ul>\n<h3>Articles li\u00e9s<\/h3>\n<ul>\n<li> <a title=\"Permanent Link to Publicit\u00e9 pour des tiers dans le site e-commerce ? No comment !\" rel=\"bookmark\" href=\"..\/2008\/08\/15\/publicite-pour-des-tiers-dans-le-site-e-commerce-no-comment\/\">Publicit\u00e9 pour des tiers dans le site e-commerce ? No comment !<\/a><\/li>\n<li> <a title=\"Permanent Link to Fid\u00e9liser les clients pour augmenter la marge ?\" rel=\"bookmark\" href=\"..\/2008\/08\/23\/fideliser-les-clients-pour-augmenter-la-marge\/\">Fid\u00e9liser les clients pour augmenter la marge ?<\/a><\/li>\n<li> <a title=\"Permanent Link to Indicateurs : le taux de transformation\" rel=\"bookmark\" href=\"..\/2008\/07\/28\/indicateurs-le-taux-de-transformation\/\">Indicateurs : le taux de transformation<\/a><\/li>\n<li> <a title=\"Lien permanent vers L\u2019obsession de la marge pour le e-commerce\" rel=\"bookmark\" href=\"..\/2008\/10\/16\/lobsession-de-la-marge-pour-le-e-commerce\/\">L\u2019obsession de la marge pour le e-commerce<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>La marge est une vrai pr\u00e9occupation pour le e-commerce donc. Mais comment l&rsquo;augmenter ? Beaucoup de sites ont pas mal de trafic, assez qualifi\u00e9 : pourquoi pas \u00ab\u00a0mon\u00e9tiser\u00a0\u00bb ce trafic, et int\u00e9grer de la publicit\u00e9 sur le site ? J&rsquo;avais abord\u00e9 ce sujet, dans un billet pr\u00e9c\u00e9dent (ici). Dans ce premier billet, mon avis \u00e9tait [&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":[379,371,373],"class_list":["post-726","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment augmenter la marge ? 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