{"id":7502,"date":"2012-06-13T23:08:19","date_gmt":"2012-06-13T21:08:19","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=7502"},"modified":"2012-06-14T09:34:44","modified_gmt":"2012-06-14T07:34:44","slug":"lergonomie-incitative-il-reste-du-travail","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2012\/06\/13\/lergonomie-incitative-il-reste-du-travail\/","title":{"rendered":"L&rsquo;ergonomie incitative : il reste du travail !"},"content":{"rendered":"<p>Prenons les plus gros sites e-commerce (d&rsquo;apr\u00e8s le classement de la Fevad, et en enlevant les sites \u00e9trangers) :<\/p>\n<ul>\n<li>CDiscount<\/li>\n<li>Priceminister<\/li>\n<li>Fnac<\/li>\n<li>Voyages Sncf<\/li>\n<li>La Redoute<\/li>\n<li>VentePriv\u00e9e<\/li>\n<li>Pixmania<\/li>\n<\/ul>\n<p>Je m&rsquo;arr\u00eate l\u00e0.<\/p>\n<p>Ces sites mettent ils en place les principes de l&rsquo;ergonomie incitative ?<\/p>\n<p>Pour rappel, les principes de l&rsquo;ergonomie incitative sont assez simples.On peut r\u00e9sumer de la fa\u00e7on suivante :<\/p>\n<p>L&rsquo;id\u00e9e est de proposer \u00e0 l&rsquo;internaute un \u00ab\u00a0chemin unique\u00a0\u00bb, balis\u00e9 par un code graphique sans\u00a0ambigu\u00eft\u00e9.<\/p>\n<p>Concr\u00e8tement, sur les sites marchands, il s&rsquo;agit bien s\u00fbr de baliser le chemin, depuis l&rsquo;ajout au panier jusqu&rsquo;\u00e0 la confirmation de commande.<\/p>\n<p>Donc, le bouton auquel on veut associer l&rsquo;ergonomie incitative doit avoir la m\u00eame forme, la m\u00eame couleur, les m\u00eames codes graphiques, sur toutes les pages.<\/p>\n<p>De plus, la couleur doit trancher, par rapport \u00e0 l&rsquo;ensemble des autres couleurs du site.<\/p>\n<p>Petit plus appr\u00e9ciable : le bouton est encore plus incitatif s&rsquo;il change au survol et au clic.<\/p>\n<p>La r\u00e9f\u00e9rence dans le domaine, je ne vais pas vous \u00e9tonner, c&rsquo;est Amazon bien s\u00fbr, avec son code graphique bien connu :<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-13.41.21.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-7509\" title=\"Bouton incitatif sur le site d'Amazon\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-13.41.21.png\" alt=\"\" width=\"149\" height=\"41\" \/><\/a><\/p>\n<p>(on verra, sur un autre billet, la diff\u00e9rence entre ergonomie et ergonomie incitative)<\/p>\n<p>Allons voir sur les sites en t\u00eate du classement ce que \u00e7a donne.<\/p>\n<h3>Premier candidat : CDiscount<\/h3>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.04.37.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-7503\" title=\"Ajout au panier sur CDiscount\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.04.37-e1339488335532.png\" alt=\"\" width=\"649\" height=\"387\" \/><\/a><\/p>\n<p>Le bouton d&rsquo;ajout au panier est bien sur un code couleur qu&rsquo;on ne retrouve nul part ailleurs.<\/p>\n<p>Sur la page panier, les choses se\u00a0g\u00e2tent\u00a0:<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.06.50.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-7504\" title=\"Haut de la page panier\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.06.50-e1339488492176.png\" alt=\"\" width=\"647\" height=\"194\" \/><\/a><\/p>\n<p>&#8230;<\/p>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.07.07.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7505\" title=\"Bas de la page panier\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.07.07-e1339488537284.png\" alt=\"\" width=\"646\" height=\"151\" \/><\/a><\/p>\n<p>Le bouton qui devrait \u00eatre incitatif, c&rsquo;est le bouton \u00ab\u00a0passer commande\u00a0\u00bb, tout en bas de la page.<\/p>\n<p>La bande verte au dessus \u00ab\u00a0mon panier\u00a0\u00bb reprend les codes couleurs incitatifs. On n&rsquo;est donc plus avec de l&rsquo;ergonomie incitative, le bouton est noy\u00e9 dans la page (et tout en bas en plus).<\/p>\n<h3>Deuxi\u00e8me candidat : Priceminister<\/h3>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.11.15.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7506\" title=\"Bouton Ajout au panier\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.11.15-e1339488729172.png\" alt=\"\" width=\"649\" height=\"511\" \/><\/a><\/p>\n<p>On n&rsquo;a pas d&rsquo;ergonomie incitative : la couleur du bouton est bien trop proche de la couleur du logo, et de la couleur du bouton Rechercher.<\/p>\n<p>Sur les pages suivantes, le bouton principal devient rouge, puis bleu sur la page d&rsquo;apr\u00e8s&#8230;<\/p>\n<p>Donc, on est bien loin d&rsquo;une ergonomie incitative.<\/p>\n<h3>Troisi\u00e8me candidat : Fnac.com<\/h3>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.15.45.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7507\" title=\"Ajout au panier sur Fnac\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-10.15.45-e1339488990900.png\" alt=\"\" width=\"648\" height=\"302\" \/><\/a><\/p>\n<p>La couleur du bouton est celle du logo, et cette couleur est reprise un peu partout sur le site.<\/p>\n<p>Dommage, car sinon, d&rsquo;apr\u00e8s ce que j&rsquo;ai vu, ce site a fait un v\u00e9ritable travail de fond pour avoir une vrai coh\u00e9rence sur les boutons, dans les diff\u00e9rentes pages.<\/p>\n<h3>\u00a0Quatri\u00e8me candidat : Voyage-Sncf<\/h3>\n<p><a href=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-13-\u00e0-23.08.53.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7524\" title=\"Voyage SNCF\" src=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-13-\u00e0-23.08.53.png\" alt=\"\" width=\"266\" height=\"123\" \/><\/a><\/p>\n<p>La aussi, il y a eu un vrai travail d&rsquo;armonisation des boutons, mais la couleur ne ressort pas du tout : bleu sur bleu&#8230;<\/p>\n<p>&nbsp;<\/p>\n<p>Bon, vous aurez compris l&rsquo;id\u00e9e : m\u00eame les plus grands sites ne mettent pas en place certains principes de base de l&rsquo;ergonomie incitative.<\/p>\n<p>Vous pourrez me dire : et alors ? Ils ne s&rsquo;en sortent pas plus mal.<\/p>\n<p>Et bien \u00e7a se discute \ud83d\ude09<\/p>\n<p>Bien s\u00fbr ces sites font de beaux chiffres. Mais ils pourraient faire mieux&#8230; Am\u00e9liorer le taux de transformation, sur de tels sites, c&rsquo;est super important, comme sur n&rsquo;importe quel site en fait.<\/p>\n<p>Mais les sites sont gros, les chemins de d\u00e9cisions pas toujours lin\u00e9aires&#8230; Et les sites s&rsquo;en ressentent.<\/p>\n<p>Le c\u00f4t\u00e9 positif, c&rsquo;est que \u00e7a montre qu&rsquo;on a du chemin \u00e0 faire, des marges de progression \ud83d\ude09<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Prenons les plus gros sites e-commerce (d&rsquo;apr\u00e8s le classement de la Fevad, et en enlevant les sites \u00e9trangers) : CDiscount Priceminister Fnac Voyages Sncf La Redoute VentePriv\u00e9e Pixmania Je m&rsquo;arr\u00eate l\u00e0. Ces sites mettent ils en place les principes de l&rsquo;ergonomie incitative ? Pour rappel, les principes de l&rsquo;ergonomie incitative sont assez simples.On peut r\u00e9sumer [&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":[371,96],"class_list":["post-7502","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-commerce","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>L&#039;ergonomie incitative : il reste du travail ! - 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\/06\/13\/lergonomie-incitative-il-reste-du-travail\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;ergonomie incitative : il reste du travail ! - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Prenons les plus gros sites e-commerce (d&rsquo;apr\u00e8s le classement de la Fevad, et en enlevant les sites \u00e9trangers) : CDiscount Priceminister Fnac Voyages Sncf La Redoute VentePriv\u00e9e Pixmania Je m&rsquo;arr\u00eate l\u00e0. 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Pour rappel, les principes de l&rsquo;ergonomie incitative sont assez simples.On peut r\u00e9sumer [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2012\/06\/13\/lergonomie-incitative-il-reste-du-travail\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2012-06-13T21:08:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2012-06-14T07:34:44+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2012\/06\/Capture-d\u2019\u00e9cran-2012-06-12-\u00e0-13.41.21.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=\"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\\\/2012\\\/06\\\/13\\\/lergonomie-incitative-il-reste-du-travail\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/06\\\/13\\\/lergonomie-incitative-il-reste-du-travail\\\/\"},\"author\":{\"name\":\"Fran\u00e7ois\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"headline\":\"L&rsquo;ergonomie incitative : il reste du travail !\",\"datePublished\":\"2012-06-13T21:08:19+00:00\",\"dateModified\":\"2012-06-14T07:34:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/06\\\/13\\\/lergonomie-incitative-il-reste-du-travail\\\/\"},\"wordCount\":584,\"commentCount\":7,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"keywords\":[\"e-commerce\",\"Ergonomie incitative\"],\"articleSection\":[\"e-commerce\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/06\\\/13\\\/lergonomie-incitative-il-reste-du-travail\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/06\\\/13\\\/lergonomie-incitative-il-reste-du-travail\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2012\\\/06\\\/13\\\/lergonomie-incitative-il-reste-du-travail\\\/\",\"name\":\"L'ergonomie incitative : il reste du travail ! 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Ces sites mettent ils en place les principes de l&rsquo;ergonomie incitative ? 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