{"id":1242,"date":"2011-05-19T21:05:36","date_gmt":"2011-05-20T00:05:36","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1242"},"modified":"2011-05-19T21:05:36","modified_gmt":"2011-05-20T00:05:36","slug":"ab-testing-de-landing-pages-para-mejorar-conversiones-offline","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/ab-testing-landing-pages-to-better-offline-conversions\/","title":{"rendered":"Test A \/ B des pages de destination pour am\u00e9liorer les conversions hors ligne"},"content":{"rendered":"

En faisant un peu de recherche sur la relation entre le marketing en ligne et hors ligne, j'ai trouv\u00e9 un excellent article sur le blog officiel de l'Optimiseur de Site Google sur la fa\u00e7on dont vous pouvez mesurer les r\u00e9sultats des tests A \/ B pour les conversions hors ligne.<\/p>\n

L'article est un peu vieux (de 2009), mais l'info est toujours tr\u00e8s pertinente et utile, vous pouvez voir l'article original ici:\u00a0Test de la page de destination avec les conversions hors ligne<\/a><\/p>\n

Lorsque les conversions se produisent hors ligne, les choses deviennent un peu plus d\u00e9licates<\/h2>\n

En raison de la nature du march\u00e9 ou du public avec lequel nous travaillons, il est tr\u00e8s possible que la majorit\u00e9 des conversions que nous obtenons se produisent par des moyens hors ligne.<\/p>\n

Le fait de ne pas mesurer les conversions qui se produisent hors ligne gr\u00e2ce \u00e0 nos efforts de marketing peut faire de notre campagne un \u00e9chec alors qu'en fait c'est un succ\u00e8s retentissant.<\/p>\n

Je m'avoue moi-m\u00eame coupable de pr\u00e9f\u00e9rer appeler par t\u00e9l\u00e9phone plut\u00f4t que de remplir un formulaire web, non seulement \u00e0 cause de la \u00abl\u00e9gende urbaine\u00bb que personne ne vous r\u00e9pond jamais (cela m'est arriv\u00e9 mille fois), mais parce que louer certains services ou acheter certains produits je pr\u00e9f\u00e8re \u00e9couter la voix d'une vraie personne et savoir qui est de l'autre c\u00f4t\u00e9.<\/p>\n

Lorsque toutes vos conversions se produisent en ligne, elles sont tr\u00e8s faciles \u00e0 mesurer et nous pouvons les optimiser avec une pr\u00e9cision laser, mais lorsque les conversions se produisent hors ligne, les choses deviennent un peu plus d\u00e9licates.<\/p>\n

Pourquoi effectuer des tests A \/ B pour les conversions hors ligne?<\/h3>\n

Pour exactement la m\u00eame raison que nous effectuons des tests A \/ B pour les conversions en ligne, afin de tirer le meilleur parti de notre investissement.<\/p>\n

Si c'\u00e9tait l\u00e9gal, j'\u00e9pouserais cette id\u00e9e! Comment le mettre en pratique?!<\/h3>\n

1) Le test commence comme tout autre test A \/ B, cr\u00e9ant des versions alternatives de la page de destination en fonction des r\u00e9sultats de l'analyse des \u00e9l\u00e9ments qui pourraient \u00eatre am\u00e9lior\u00e9s sur notre page de destination actuelle.<\/p>\n

C'\u00e9tait le test qu'ils ont fait dans le test de l'article que j'ai mentionn\u00e9 ci-dessus.<\/p>\n

\"\"<\/a>2) Nous attribuons diff\u00e9rents num\u00e9ros de t\u00e9l\u00e9phone \u00e0 chaque page de destination, il existe des outils comme Clickpath <\/a>Ils vont encore plus loin et permettent l'insertion dynamique de num\u00e9ros de t\u00e9l\u00e9phone pour m\u00eame suivre les conversions au niveau des mots cl\u00e9s et des annonces.<\/p>\n

3) Nous utilisons Optimiseur de Site Google<\/strong> Pour mettre en place l'exp\u00e9rience A \/ B, nous nous assurons ainsi que les visiteurs r\u00e9currents voient toujours le m\u00eame num\u00e9ro de t\u00e9l\u00e9phone qu'ils ont vu la premi\u00e8re fois qu'ils ont visit\u00e9 l'atterrissage.<\/p>\n

4) Si vous n'utilisez pas d'outil pour compter les appels, n'oubliez pas de compter le nombre d'appels que re\u00e7oit chacune des lignes utilis\u00e9es pour l'exp\u00e9rience!<\/p>\n

5) Attendez de collecter suffisamment de donn\u00e9es pour atteindre un r\u00e9sultat concluant.<\/p>\n

Analyser!<\/h3>\n

L'analyse des donn\u00e9es obtenues gr\u00e2ce \u00e0 ce type de test n'est rien d'un autre monde, ni quelque chose que vous n'avez jamais vu auparavant.<\/p>\n

Supposons que nous obtenions les donn\u00e9es de la mani\u00e8re suivante:
\n\"\"<\/a><\/p>\n

De cette fa\u00e7on, nous pouvons d\u00e9terminer que la version 2 de la page de destination a vraiment un effet positif sur le volume d'appels t\u00e9l\u00e9phoniques re\u00e7us par l'entreprise.<\/p>\n

La cl\u00e9 est d'attribuer diff\u00e9rents num\u00e9ros de t\u00e9l\u00e9phone \u00e0 chaque palier et de nous assurer que nous utilisons un bon outil de test A \/ B afin que les utilisateurs r\u00e9guliers voient \u00e0 nouveau le m\u00eame num\u00e9ro de t\u00e9l\u00e9phone qu'ils ont vu lors de leur premi\u00e8re visite.<\/p>","protected":false},"excerpt":{"rendered":"

Investigando un poco sobre la relaci\u00f3n entre Marketing Online y Offline, encontr\u00e9 un genial art\u00edculo en el blog oficial de Google Website Optimizer sobre c\u00f3mo se pueden medir los resultados de A\/B testing para conversiones Offline. El art\u00edculo es algo viejito (del 2009), pero la info sigue siendo muy relevante y \u00fatil, pueden ver el…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4],"tags":[14],"class_list":["post-1242","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","category-ppc-google-ads","tag-google-adwords"],"aioseo_notices":[],"yoast_head":"\nA\/B Testing de Landing Pages para Mejorar Conversiones Offline - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"A\/B Testing de Landing Pages para Mejorar Conversiones Offline. C\u00f3mo mejorar los llamados telef\u00f3nicos mediante Google Website Optimizer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/ab-testing-landing-pages-to-better-offline-conversions\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A\/B Testing de Landing Pages para Mejorar Conversiones Offline - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"A\/B Testing de Landing Pages para Mejorar Conversiones Offline. 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