{"id":518,"date":"2017-02-14T18:08:00","date_gmt":"2023-09-07T18:08:20","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=518"},"modified":"2023-11-14T14:26:15","modified_gmt":"2023-11-14T14:26:15","slug":"5-regles-e-commerce-decoller-ventes-en-ligne","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/5-regles-e-commerce-decoller-ventes-en-ligne\/","title":{"rendered":"5 r\u00e8gles d\u2019e-commerce pour faire d\u00e9coller vos ventes en ligne"},"content":{"rendered":"\n<p><b>Il est loin le temps o\u00f9 l\u2019e-commerce se r\u00e9sumait \u00e0 une boutique de vente en ligne qui alignait ses produits comme sur un \u00e9tal de march\u00e9. Aujourd\u2019hui, les sites d\u2019e-commerce doivent offrir des services toujours plus personnalis\u00e9s. L\u2019e-commerce a une carte \u00e0 jouer pour r\u00e9pondre aux nouveaux modes d\u2019achat. Encore faut-il avoir les bons atouts en main.<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-personnaliser-l-approche-commerciale-avec-l-analyse-predictive-automatisee\">1 &#8211; Personnaliser l\u2019approche commerciale avec l\u2019analyse pr\u00e9dictive automatis\u00e9e<\/h2>\n\n\n\n<p>Les e-commer\u00e7ants connaissent bien leurs clients : les sites visit\u00e9s, les produits regard\u00e9s&#8230; Ces informations permettent de pr\u00e9senter <b>des suggestions de produits personnalis\u00e9es<\/b> d\u00e8s la page d\u2019accueil. C\u2019est ce que l\u2019on appelle le <b><i>predictive merchandising, <\/i><\/b>qui optimise le taux de conversion, augmente la valeur du panier moyen (<i>up-sell<\/i>) et favorise le <i>cross-sell, <\/i>ou vente crois\u00e9e<i>, <\/i>c\u2019est-\u00e0-dire la vente de produits compl\u00e9mentaires (une spatule ou un fouet propos\u00e9 apr\u00e8s l\u2019achat d\u2019un moule \u00e0 g\u00e2teau, par exemple). Pour que ces propositions aient encore plus d\u2019impact, accompagnez-les d\u2019avis ou de notes laiss\u00e9s par les clients. Une vraie baguette magique dans les mains de l\u2019e-commer\u00e7ant !<\/p>\n\n\n\n<div class=\"layout-four wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\"><br>Focus sur le e-commerce<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Nous avons interrog\u00e9 plus de 4\u00a0000\u00a0cadres du e-commerce et analys\u00e9 les transactions de plus d&rsquo;un milliard de consommateurs dans le monde, pour comprendre les mutations du e-commerce<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/fr\/resources\/research-reports\/state-of-commerce\/?nc=7013y000000vkkGAAQ\">D\u00e9couvrir les mutations<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"400\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png\" class=\"attachment-full size-full\" alt=\"State of ecommerce\" srcset=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png 400w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png?w=150&amp;h=150 150w, https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2020\/11\/state-of-commerce-2nd-fr-form.png?w=300&amp;h=300 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/>\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-four.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-four.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-four.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-humaniser-la-relation-et-le-conseil-online\">2 &#8211; Humaniser la relation et le conseil online<\/h2>\n\n\n\n<p>La confiance est le nerf de la guerre. C\u2019est la raison pour laquelle les grandes enseignes, connues et respect\u00e9es, restent en premi\u00e8res places des classements des sites d\u2019e-commerce. La solution pour les autres ? Humaniser au maximum la relation. Un module <em>click to chat<\/em> permet \u00e0 un internaute de prendre directement contact avec un conseiller en ligne qui va l\u2019orienter et l\u2019accompagner, comme dans un magasin physique. <a href=\"https:\/\/www.comm100.com\/blog\/online-consumers-want-meeting-live-chat-user-expectations.html\" target=\"_blank\" rel=\"noreferrer noopener\">82 % des consommateurs affirment \u00eatre rassur\u00e9s par la possibilit\u00e9 d\u2019une conversation avec un conseiller client\u00e8le<\/a>. Le <em>click to chat<\/em> pr\u00e9dictif am\u00e9liore encore plus la relation client : ce module appara\u00eet d\u00e8s que le site comprend que le visiteur a peut-\u00eatre besoin d\u2019aide (une page qui reste longtemps ouverte sans action, par exemple).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-reduire-les-couts-d-acquisition-grace-au-retargeting\">3 &#8211; R\u00e9duire les co\u00fbts d\u2019acquisition gr\u00e2ce au <i>retargeting<\/i><\/h2>\n\n\n\n<p>La concurrence entre e-commer\u00e7ants fait rage. <a adhocenable=\"false\" href=\"http:\/\/www.journaldunet.com\/ebusiness\/commerce\/1087164-nombre-de-sites-marchands-en-france\/\" target=\"_blank\" rel=\"noopener\">Rien qu\u2019en France, le nombre de sites marchands de vente en ligne actifs a augment\u00e9 de 15 % entre 2014 et 2015.<\/a> Le co\u00fbt de g\u00e9n\u00e9ration de trafic (c\u2019est-\u00e0-dire ce qu\u2019il faut d\u00e9penser pour qu\u2019un internaute arrive sur un site) est donc de plus en plus \u00e9lev\u00e9. Puisque le visiteur est de plus en plus cher, <b>am\u00e9liorer le taux de conversion est devenu une n\u00e9cessit\u00e9<\/b>. <br>H\u00e9las, m\u00eame quand les internautes constituent un panier sur un site marchand, <b>3 sur 4<\/b> <b><b>l\u2019abandonnent avant de passer \u00e0 la caisse !<\/b><\/b> Une proportion effrayante qu\u2019un e-commer\u00e7ant s\u2019efforcera de limiter avec le <b><i>retargeting<\/i><\/b>. Gr\u00e2ce aux cookies permettant de traquer un \u00ab abandonniste \u00bb, il est possible <b>d\u2019afficher des banni\u00e8res publicitaires cibl\u00e9es sur le produit laiss\u00e9 dans le panier<\/b>. Une pratique courante pour les sites <i>marketplace<\/i> comme <b><i>cdiscount<\/i><\/b> ou <b><i>amazon<\/i><\/b>, et qui permettrait de <a adhocenable=\"false\" href=\"http:\/\/www.ad-exchange.fr\/infographie-7-chiffres-a-retenir-en-matiere-defficacite-des-campagnes-de-retargeting-17742\/\" target=\"_blank\" rel=\"noopener\">faire revenir 26 % des internautes \u00e9chapp\u00e9s<\/a>. M\u00eame constat pour le <b><i>retargeting<\/i><\/b> par e-mail, qui consiste \u00e0 rappeler par e-mail \u00e0 un visiteur que son panier est toujours disponible. Le taux d\u2019ouverture moyen de ces e-mails <a adhocenable=\"false\" href=\"http:\/\/www.webmarketing-com.com\/2014\/03\/26\/26797-lemail-retargeting-le-nouveau-must-du-marketing-digital\" target=\"_blank\" rel=\"noopener\">d\u00e9passe les 40 % !<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-penser-omnicanal\">4 &#8211; Penser <i>omnicanal<\/i><b><\/b><\/h2>\n\n\n\n<p>Les acheteurs veulent vivre la m\u00eame exp\u00e9rience quel que soit le canal qu\u2019ils utilisent : appli, ordinateur, smartphone, tablette et m\u00eame magasin. <b>Un produit vu sur le web depuis l\u2019ordinateur familial sera peut-\u00eatre achet\u00e9 plus tard sur tablette.<\/b> Dans les rayons des boutiques, 53 % des mobinautes consultent des informations sur les produits depuis leur smartphone, selon une \u00e9tude m\u00e9diam\u00e9trie de 2015. <b>D\u2019o\u00f9 la n\u00e9cessit\u00e9 de penser <i>omnicanal<\/i><\/b> : tous les canaux offrent les m\u00eames services (ou des services compl\u00e9mentaires), ils communiquent entre eux et permettent une exp\u00e9rience client fluide et sans rupture. <b>Cela n\u00e9cessite que l\u2019information client soit centralis\u00e9e et disponible en tout lieu et sur tout support.<\/b> Ainsi, le client est reconnu partout o\u00f9 il passe : sur le web, bien s\u00fbr, mais aussi dans les magasins o\u00f9 chaque vendeur peut imm\u00e9diatement avoir acc\u00e8s au \u00ab profil \u00bb de son client via une tablette, par exemple. Et si une r\u00e9f\u00e9rence manque en magasin ? Il suffit de surfer sur le site de la boutique pour le commander. <i>L\u2019omnicanal<\/i> permet de passer du site de vente en ligne au magasin connect\u00e9 ! <br>Alin\u00e9a, sp\u00e9cialiste du meuble, propose ainsi sur son site Internet le syst\u00e8me de <i>click and collect<\/i> : l\u2019internaute commande en ligne et vient retirer ses achats en magasin. Cette solution repr\u00e9sentait, en 2015, 12 % du chiffre d\u2019affaires g\u00e9n\u00e9r\u00e9 par le web !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-rayonner-par-le-content-marketing\">5 &#8211; Rayonner par le content marketing<\/h2>\n\n\n\n<p>L\u2019e-commer\u00e7ant n\u2019est pas un \u00e9picier. Il ne peut pas se contenter de rester derri\u00e8re son comptoir num\u00e9rique. Un e-commer\u00e7ant doit <b>construire un univers<\/b>, une image de marque et rayonner sur l\u2019ensemble du web. <b><a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2016\/07\/content-marketing.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Le content marketing<\/a><\/b>, <b>contenu informatif ou pratique donn\u00e9 aux internautes, participe \u00e0 cette mise en sc\u00e8ne<\/b>. Publi\u00e9 sur un blog ou en marge du site d\u2019e-commerce, il am\u00e9liore la visibilit\u00e9 de la marque, participe \u00e0 sa notori\u00e9t\u00e9 et happe des prospects par un contenu non commercial. De m\u00eame, <a href=\"https:\/\/www.salesforce.com\/fr\/blog\/2016\/05\/quelle-strategie-social-media--.html\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">une pr\u00e9sence active sur les r\u00e9seaux sociaux<\/a> permet de f\u00e9d\u00e9rer une communaut\u00e9 autour d\u2019une marque pour la faire grandir et la propager de mani\u00e8re virale.<\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>5 r\u00e8gles \u00e0 adopter pour que votre site de e-commerce soit le plus efficace et que vos ventes en ligne d\u00e9collent 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