{"id":242,"date":"2021-02-02T18:03:00","date_gmt":"2023-09-07T18:03:44","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=242"},"modified":"2023-11-27T16:31:30","modified_gmt":"2023-11-27T16:31:30","slug":"kpi-a-tester-d-urgence-pour-votre-marketing-digital","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/kpi-a-tester-d-urgence-pour-votre-marketing-digital\/","title":{"rendered":"6 KPI \u00e0 tester d\u2019urgence pour votre marketing digital"},"content":{"rendered":"\n

Conna\u00eetre le nombre de visiteurs sur un site ou de contacts g\u00e9n\u00e9r\u00e9s par une campagne est certes un excellent d\u00e9but, mais il est possible – et fortement recommand\u00e9 – d\u2019aller plus loin\u2026 Les key performance indicators (ou indicateurs-cl\u00e9s de performance<\/a>) mesurent en effet les retomb\u00e9es et l\u2019efficacit\u00e9 de vos actions marketing et commerciales B2B dans toutes leurs composantes, vous aidant ainsi \u00e0 am\u00e9liorer leur retour sur investissement.<\/p>\n\n\n\n

Voici 6 KPI que vous pouvez tester d\u00e8s maintenant pour orienter votre prise de d\u00e9cision et optimiser votre strat\u00e9gie de marketing digital.<\/p>\n\n\n\n

1\/ Le<\/b> taux de clic sur vos call to action, pour mesurer l\u2019attractivit\u00e9 de votre promesse commerciale<\/b><\/p>\n\n\n\n

Vos call-to-action sont-ils suffisamment convaincants ? <\/b>Ressortent-ils de la masse de contenus ? Sont-ils ais\u00e9ment accessibles ? <\/b>Ces portes d\u2019entr\u00e9e vers la <\/b>landing page de votre site sont essentielles puisqu\u2019elles transforment l\u2019internaute en contact puis en potentiel prospect. Un taux de clic important renseignera donc sur l’attractivit\u00e9 de votre promesse commerciale. <\/b> <\/p>\n\n\n\n

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Focus sur le marketing, 9\u00e8me \u00e9dition <\/h2>\n\t\t\t\t\t\t\t

Les plus grandes tendances du marketing n’auront plus de secret pour vous.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tLire le rapport<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\"Couverture\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\n

2\/ Le taux de conversion des formulaires pour mesurer l\u2019efficacit\u00e9 de vos landing pages<\/b><\/p>\n\n\n\n

Cet indicateur est r\u00e9v\u00e9lateur de l\u2019efficacit\u00e9 de vos landing pages. T\u00e9l\u00e9charger un e-book ou un livre blanc, s\u2019inscrire \u00e0 un webinaire, vous contacter\u2026 les interactions possibles avec les visiteurs sur votre site sont nombreuses. Mais l\u2019internaute souhaitant remplir l\u2019un de vos formulaires va-t-il toujours au bout de sa d\u00e9marche ? Les champs de formulaire sur cette page doivent en effet \u00eatre un fin \u00e9quilibre entre l\u2019exp\u00e9rience utilisateur et la collecte d\u2019informations sur ces visiteurs, potentiels futurs clients. Obtenir un bon taux de conversion signifie non seulement donner une bonne raison de renseigner le formulaire mais aussi demander la juste quantit\u00e9 d\u2019informations (nom, pr\u00e9nom, email, enjeux d\u2019achat\u2026) pour d\u00e9buter la relation commerciale. Selon que l\u2019internaute \u00ab atterrisse \u00bb sur votre landing page depuis un e-mail, un article de blog ou un r\u00e9seau social, sa r\u00e9action peut \u00eatre diff\u00e9rente. En fonction du taux de conversion, les formulaires pourront \u00eatre adapt\u00e9s \u00e0 ces diff\u00e9rents canaux. <\/b> <\/b> <\/p>\n\n\n\n

3\/ Le taux de conversion des leads en clients, pour atteindre vos objectifs commerciaux<\/b><\/p>\n\n\n\n

Le taux de lead-to-customer vous permet de d\u00e9terminer combien de leads sont n\u00e9cessaires pour conclure une vente et signer un contrat sur un temps donn\u00e9. Ce taux de conversion des leads en clients est donc le ratio entre le nombre de visites et le nombre de ventes. Le calcul doit \u00eatre r\u00e9alis\u00e9 sur une p\u00e9riode d\u00e9termin\u00e9e avec un intervalle r\u00e9gulier, qui d\u00e9pend de la dur\u00e9e de vos cycles de ventes. Gr\u00e2ce \u00e0 ce KPI, vous ajustez le nombre de lead \u00e0 g\u00e9n\u00e9rer (et donc votre strat\u00e9gie de marketing digital) en fonction des objectifs commerciaux fix\u00e9s. <\/p>\n\n\n\n

4\/ Le co\u00fbt par lead et le co\u00fbt par acquisition, objectif ROI<\/b><\/p>\n\n\n\n

Le co\u00fbt par lead et le co\u00fbt par acquisition mesurent le retour sur investissement de vos campagnes sur une dur\u00e9e pr\u00e9cise. Ils d\u00e9voilent les d\u00e9penses n\u00e9cessaires pour g\u00e9n\u00e9rer les contacts qualifi\u00e9s et clients finaux. On l\u2019obtient en divisant la somme des d\u00e9penses effectu\u00e9es pour la campagne (logiciel, contenus, achat de prestations externes\u2026) par le nombre total de leads ou de clients gagn\u00e9s. \u00c0 noter : il existe plusieurs fa\u00e7ons de calculer le co\u00fbt par lead, en fonction du niveau d’information obtenu sur le contact (lead brut vs lead qualifi\u00e9). <\/p>\n\n\n\n

5\/ Le taux d\u2019attrition ou churn rate, pour rebondir vite<\/b><\/p>\n\n\n\n

Ce KPI indique le pourcentage de clients ou d\u2019abonn\u00e9s perdus sur un mois, un trimestre ou un an. Le taux d\u2019attribution peut aider \u00e0 d\u00e9terminer et expliquer pourquoi les clients partent. Il est d\u00e9terminant pour les entreprises proposant leurs produits et services sous la forme d\u2019abonnement, comme c\u2019est le cas, par exemple, des fournisseurs de cloud. Vous pouvez anticiper et limiter ce \u00ab churn \u00bb en mettant en place des programmes de fid\u00e9lisation<\/a> et en am\u00e9liorant votre exp\u00e9rience client en continu. <\/b> <\/p>\n\n\n\n

6\/ Le taux de r\u00e9achat, pour mesurer la fid\u00e9lit\u00e9<\/b><\/p>\n\n\n\n

Il montre le nombre de clients ayant r\u00e9alis\u00e9 au minimum deux achats sur une p\u00e9riode donn\u00e9e. Cet indicateur est utilis\u00e9 pour mesurer l\u2019efficacit\u00e9 des campagnes de fid\u00e9lisation et in fine<\/i> la qualit\u00e9 de la relation commerciale. S\u2019il indique un nombre \u00e9lev\u00e9 de clients effectuant plusieurs achats dans l\u2019ann\u00e9e, c\u2019est le signe que vos efforts pour am\u00e9liorer leur satisfaction portent bien leurs fruits !<\/p>\n\n\n\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Retrouvez 6 KPI incontournables pour mesurer la qualit\u00e9 de votre audience et l’efficacit\u00e9 de vos actions marketing et commerciales B2B<\/p>\n","protected":false},"author":1,"featured_media":244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6],"sf_content_type":[],"blog":[357],"coauthors":[27],"class_list":["post-242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","blog-marketing"],"yoast_head":"\nKPI Marketing Digital : 6 indicateurs de performance indispensables - Salesforce<\/title>\n<meta name=\"description\" content=\"Retrouvez 6 KPI incontournables pour mesurer la qualit\u00e9 de votre audience et l'efficacit\u00e9 de vos actions marketing et commerciales B2B\" \/>\n<meta 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