{"id":870,"date":"2008-12-09T18:19:49","date_gmt":"2008-12-09T17:19:49","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=870"},"modified":"2008-12-23T16:01:05","modified_gmt":"2008-12-23T15:01:05","slug":"ameliorer-son-site-avec-le-mvt-et-interwoven-optimost","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2008\/12\/09\/ameliorer-son-site-avec-le-mvt-et-interwoven-optimost\/","title":{"rendered":"Am\u00e9liorer son site avec le MVT et Interwoven Optimost"},"content":{"rendered":"<p>MVT ?<\/p>\n<p>Oui : <strong>Multi Variable Testing<\/strong> !<\/p>\n<p>Bon, vous avez un site.<\/p>\n<p><strong>Vous payez (cher) pour faire venir du monde<\/strong>.<\/p>\n<p>Mais la vie est cruelle : sur 100 visiteurs qui arrivent sur le site, 3 ou 4 visiteurs vont \u00ab\u00a0transformer\u00a0\u00bb (c&rsquo;est \u00e0 dire faire ce qu&rsquo;on attend d&rsquo;eux, qui peut \u00eatre diff\u00e9rent suivant les sites : acheter, remplir un formulaire, &#8230;).<\/p>\n<p>Donc, <strong>am\u00e9liorer son site est bien \u00e9videmment une obsession bien naturelle pour tout e-marchand.<\/strong><\/p>\n<p>Am\u00e9liorer son site e-commerce, c&rsquo;est (par exemple) :<\/p>\n<ul>\n<li>Augmenter le nombre de clients qui ach\u00e8tent (augmenter le taux de conversion donc) ;<\/li>\n<li>Augmenter le panier moyen ;<\/li>\n<li>Augmenter la marge, en priorisant certains produits, en optimisant l&rsquo;achat des mots cl\u00e9s et le parcours des clients qui viennent \u00e0 partir de ces mots cl\u00e9s, &#8230;<\/li>\n<\/ul>\n<p>Pour faire \u00e7a, on peut faire appel \u00e0 du conseil, et \u00e7a peut \u00eatre une bonne \u00e9tape (surtout si le consultant fait bien son travail, j&rsquo;en connais un&#8230; \ud83d\ude09 ).<\/p>\n<p>On peut \u00e9galement demander l&rsquo;avis des internautes, via des focus groups, des questionnaires en lignes, ou m\u00eame faire de l&rsquo;eyes tracking, pour analyser comment les internautes se comportent en face d&rsquo;un site.<\/p>\n<p>Enfin, on peut <strong>directement tester le comportement des internautes<\/strong>, en r\u00e9alisant des tests en lignes, du MVT donc.<\/p>\n<p>Le MVT \u00ab\u00a0historique\u00a0\u00bb, c&rsquo;est l&rsquo;AB Testing.<\/p>\n<p>On prend une page que l&rsquo;on veut optimiser, on la d\u00e9cline en plusieurs versions, et on test en ligne, directement aupr\u00e8s des clients.<\/p>\n<p>Concr\u00e8tement, cela veut dire que <strong>deux clients, qui arrivent sur la m\u00eame page, pourront voir deux pages diff\u00e9rentes<\/strong>.<\/p>\n<p>Ensuite, le travail est au niveau de l&rsquo;analyse : on compare le comportement des clients, sur les diff\u00e9rentes versions de la page.<\/p>\n<p>Le MVT, c&rsquo;est la m\u00eame chose en plus \u00e9volu\u00e9 :<\/p>\n<p>On teste simultan\u00e9ment plusieurs zones de la page, que l&rsquo;on fait \u00ab\u00a0varier\u00a0\u00bb : un bouton, un formulaire, une image, un texte, &#8230;<\/p>\n<p>Sauf que, si on fait varier pleins d&rsquo;\u00e9l\u00e9ments, le nombre de combinaisons est vite \u00e9norme.<\/p>\n<p>C&rsquo;est l\u00e0 que des solutions pros sont indispensable.<\/p>\n<p><a title=\"Aller sur la page d'accueil de Optimost, solution SAAS pour faire du MVT\" href=\"http:\/\/www.optimost.com\/\" target=\"_blank\">Interwoven Optimost<\/a> est une solution SAAS, qui permet de mettre en oeuvre le MVT tr\u00e8s simplement et tr\u00e8s rapidement.<\/p>\n<p>La mise en oeuvre de tels solutions permet de <strong>gagner tr\u00e8s rapidement quelques pr\u00e9cieux points<\/strong>. <strong>Le ROI est donc tr\u00e8s rapide et tr\u00e8s fort<\/strong>.<\/p>\n<p>Dans les ann\u00e9es qui viennent, ces solutions se d\u00e9mocratiseront, mais aujourd&rsquo;hui, ces solutions sont plut\u00f4t r\u00e9serv\u00e9es aux grands sites.<\/p>\n<p>Je vous en reparlerais, parce que je pense que c&rsquo;est un vrai sujet important, et qu&rsquo;en France, on est assez en retard avec de telles solutions, bien mieux d\u00e9velopp\u00e9es aux US bien s\u00fbr, mais \u00e9galement en Uk&#8230;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>MVT ? Oui : Multi Variable Testing ! Bon, vous avez un site. Vous payez (cher) pour faire venir du monde. Mais la vie est cruelle : sur 100 visiteurs qui arrivent sur le site, 3 ou 4 visiteurs vont \u00ab\u00a0transformer\u00a0\u00bb (c&rsquo;est \u00e0 dire faire ce qu&rsquo;on attend d&rsquo;eux, qui peut \u00eatre diff\u00e9rent suivant les [&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":[379,371,373,144,37],"class_list":["post-870","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-e-commerce","tag-e-marketing","tag-mvt","tag-saas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Am\u00e9liorer son site avec le MVT et Interwoven Optimost - 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\/2008\/12\/09\/ameliorer-son-site-avec-le-mvt-et-interwoven-optimost\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Am\u00e9liorer son site avec le MVT et Interwoven Optimost - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"MVT ? Oui : Multi Variable Testing ! Bon, vous avez un site. Vous payez (cher) pour faire venir du monde. 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