{"id":1400,"date":"2011-08-20T17:15:40","date_gmt":"2011-08-20T20:15:40","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=1400"},"modified":"2011-08-20T17:30:24","modified_gmt":"2011-08-20T20:30:24","slug":"ab-testing-experimentar-con-uno-o-mas-elementos-a-la-vez","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/ab-testing-experiment-avec-un-ou-plusieurs-articles-a-la-fois\/","title":{"rendered":"Test A \/ B: Vous exp\u00e9rimentez avec un ou plusieurs \u00e9l\u00e9ments \u00e0 la fois?"},"content":{"rendered":"

Le mois d'ao\u00fbt est un peu lent en termes d'articles \u00e9crits, je profite donc du calme relatif de ce samedi pour \u00e9crire sur un sujet tr\u00e8s int\u00e9ressant.<\/p>\n

R\u00e9alisez un calendrier d'exp\u00e9rimentation avec diff\u00e9rentes pages de destination, cr\u00e9ations, images, incitations \u00e0 l'action, etc. C'est une partie essentielle du processus d'optimisation, non seulement pour les campagnes Google Adwords, mais pour les efforts de marketing en ligne en g\u00e9n\u00e9ral.<\/p>\n

Il existe \u00e9galement des outils pour tous les go\u00fbts, gratuits tels que Optimiseur de Site Google<\/a> ou vous payez comme Test et cible Omniture<\/a>, il n'y a donc pas d'excuses.<\/p>\n

L'une des questions les plus fr\u00e9quentes est de savoir si vous devez tester un ou plusieurs \u00e9l\u00e9ments d'une page de destination en m\u00eame temps, ou m\u00eame si vous devez tester une page de destination totalement diff\u00e9rente.<\/p>\n

La r\u00e9ponse est presque la m\u00eame que pour toutes les autres questions ... cela d\u00e9pend de vos objectifs actuels.<\/p>\n

Quand exp\u00e9rimenter avec un seul \u00e9l\u00e9ment<\/strong><\/p>\n

Exp\u00e9rimenter un seul \u00e9l\u00e9ment d'une page de destination (que ce soit une image, un appel \u00e0 l'action, un bouton de soumission de formulaire, etc.) est g\u00e9nial pour avoir un contr\u00f4le tr\u00e8s pr\u00e9cis sur la fa\u00e7on dont le changement effectu\u00e9 a eu un impact sur les performances de la campagne, c'est particuli\u00e8rement TR\u00c8S difficile lors de l'exp\u00e9rience de plusieurs modifications en m\u00eame temps.<\/p>\n

De la m\u00eame mani\u00e8re, si notre campagne a un retour sur investissement qui selon nos objectifs peut \u00eatre consid\u00e9r\u00e9 comme tr\u00e8s bon, peut-\u00eatre y a-t-il une petite \u00abcrainte\u00bb de ruiner totalement les performances d'une campagne avec un atterrissage qui risque de ne pas fonctionner aussi bien. Il est g\u00e9n\u00e9ralement dit "Ne r\u00e9parez pas ce qui n'est pas cass\u00e9".<\/p>\n

Exp\u00e9rimenter avec un seul \u00e9l\u00e9ment r\u00e9duit les chances que les performances de la campagne se d\u00e9t\u00e9riorent de mani\u00e8re catastrophique, bien qu'il soit \u00e9galement tr\u00e8s probable que les performances ne s'am\u00e9liorent pas tr\u00e8s brusquement non plus, bien s\u00fbr, il y a des exceptions et des cas tr\u00e8s curieux o\u00f9 changer un seul \u00e9l\u00e9ment se retourne. la planche enti\u00e8re.<\/p>\n

\"\"
Je vous ai dit d'essayer de changer la couleur du bouton!<\/figcaption><\/figure>\n

Bref, si les choses se passent relativement bien, je conseillerais seulement d'exp\u00e9rimenter des \u00e9l\u00e9ments tr\u00e8s sp\u00e9cifiques du d\u00e9barquement pour affiner progressivement le retour sur investissement obtenu.<\/p>\n

Quand exp\u00e9rimenter plusieurs \u00e9l\u00e9ments ou un atterrissage totalement diff\u00e9rent<\/strong><\/p>\n

Supposons que nous obtenions un taux de conversion de 1,5% alors que nous avons vraiment besoin d'au moins 5% pour rentabiliser la campagne, que nous sommes en difficult\u00e9 et que le client n'est pas tr\u00e8s satisfait.<\/p>\n

Dans ces cas, le bon sens veut que changer un seul \u00e9l\u00e9ment de l'atterrissage ne signifie pas n\u00e9cessairement un changement significatif des performances, car il est tr\u00e8s probable que PLUSIEURS \u00e9l\u00e9ments de l'atterrissage soient \u00e0 l'origine du probl\u00e8me de performances.<\/p>\n

Tout cela en supposant que la qualit\u00e9 du trafic est bonne, si les campagnes d'Adwords, d'Email Marketing, d'Affili\u00e9s, etc. ils fournissent un trafic de faible qualit\u00e9, il n'y a pas d'atterrissage ou de test A \/ B qui sauveront la journ\u00e9e\u2026 mais c'est un sujet pour un autre article.<\/p>\n

Lorsque les choses ne vont clairement pas bien et que des changements drastiques dans les performances de la campagne sont n\u00e9cessaires pour atteindre nos objectifs, l'id\u00e9al est d'identifier quels sont les \u00e9l\u00e9ments possibles \u00e0 l'origine de la mauvaise performance pour cr\u00e9er 2 ou 3 atterrissages diff\u00e9rents et les tester.<\/p>\n

Si l'un des atterrissages montre les performances dont nous avons besoin pour rentabiliser la campagne ou si un atterrissage est au moins tr\u00e8s proche de l'objectif, des modifications individuelles et sp\u00e9cifiques peuvent \u00eatre apport\u00e9es \u00e0 cet atterrissage sp\u00e9cifique pour continuer \u00e0 l'am\u00e9liorer.<\/p>\n

Le probl\u00e8me en essayant 2 ou 3 atterrissages compl\u00e8tement diff\u00e9rents est que, au-del\u00e0 de la sp\u00e9culation, il est TR\u00c8S difficile de d\u00e9terminer pr\u00e9cis\u00e9ment quel (ou) facteur (s) a rendu l'atterrissage gagnant plus performant.<\/p>\n

En prime, je vous recommande de t\u00e9l\u00e9charger l'eBook suivant sur les tests A \/ B d'Anne Holland que j'ai traduit en espagnol \ud83d\ude42<\/p>\n

T\u00c9L\u00c9CHARGER<\/a> "Ce qui vaut la peine d'\u00eatre test\u00e9 et ce qui ne l'est pas"<\/a><\/p>\n

Maintenant c'est ton tour!<\/strong> Avez-vous une anecdote sur l'une de vos exp\u00e9riences de test A \/ B? Quelle est votre exp\u00e9rience la plus int\u00e9ressante avec une campagne?<\/p>","protected":false},"excerpt":{"rendered":"

El mes de Agosto se viene algo lento en cuanto a art\u00edculos escritos, as\u00ed que aprovecho la relativa calma de este s\u00e1bado para escribir sobre un tema bastante interesante. Llevar a cabo una agenda de experimentos con landing pages, creatividades, im\u00e1genes, calls to action distintos, etc. es parte esencial del proceso de optimizaci\u00f3n, no solo…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[75,131],"class_list":["post-1400","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-ab-testing","tag-ppc-google-adwords"],"aioseo_notices":[],"yoast_head":"\nA\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez? - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Consejos para realizar A\/B Testing y pruebas multivariables con uno o m\u00e1s elementos.\" \/>\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\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez? - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"Consejos para realizar A\/B Testing y pruebas multivariables con uno o m\u00e1s elementos.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/guillermopareja.com\/fr\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/consultorgoogleadwords\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-08-20T20:15:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-08-20T20:30:24+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg\" \/>\n<meta name=\"author\" content=\"Guillermo Pareja\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@guillepareja\" \/>\n<meta name=\"twitter:site\" content=\"@guillepareja\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Guillermo Pareja\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/\",\"url\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/\",\"name\":\"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez? - Marketing y Anal\u00edtica Digital\",\"isPartOf\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg\",\"datePublished\":\"2011-08-20T20:15:40+00:00\",\"dateModified\":\"2011-08-20T20:30:24+00:00\",\"author\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\"},\"description\":\"Consejos para realizar A\/B Testing y pruebas multivariables con uno o m\u00e1s elementos.\",\"breadcrumb\":{\"@id\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#primaryimage\",\"url\":\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg\",\"contentUrl\":\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/guillermopareja.com\/de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\",\"url\":\"https:\/\/guillermopareja.com\/de\/\",\"name\":\"Marketing y Anal\u00edtica Digital\",\"description\":\"Blog de Guillermo Pareja\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/guillermopareja.com\/de\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\",\"name\":\"Guillermo Pareja\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x\",\"caption\":\"Guillermo Pareja\"},\"description\":\"Soy Guillermo Pareja, consultor de Marketing en Motores de B\u00fasqueda. En este blog escribo sobre Google Adwords, Facebook Ads, Google Analytics y todo lo referente a publicitar en internet, ya sean tus propios proyectos, tus clientes o incluso a vos mismo como profesional.\",\"sameAs\":[\"http:\/\/guillermopareja.com\"],\"url\":\"https:\/\/guillermopareja.com\/fr\/author\/admin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez? - Marketing y Anal\u00edtica Digital","description":"Consejos para realizar A\/B Testing y pruebas multivariables con uno o m\u00e1s elementos.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/guillermopareja.com\/fr\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/","og_locale":"fr_FR","og_type":"article","og_title":"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez? - Marketing y Anal\u00edtica Digital","og_description":"Consejos para realizar A\/B Testing y pruebas multivariables con uno o m\u00e1s elementos.","og_url":"https:\/\/guillermopareja.com\/fr\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/","og_site_name":"Marketing y Anal\u00edtica Digital","article_publisher":"https:\/\/www.facebook.com\/consultorgoogleadwords\/","article_published_time":"2011-08-20T20:15:40+00:00","article_modified_time":"2011-08-20T20:30:24+00:00","og_image":[{"url":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg"}],"author":"Guillermo Pareja","twitter_card":"summary_large_image","twitter_creator":"@guillepareja","twitter_site":"@guillepareja","twitter_misc":{"\u00c9crit par":"Guillermo Pareja","Dur\u00e9e de lecture estim\u00e9e":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/","url":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/","name":"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez? - Marketing y Anal\u00edtica Digital","isPartOf":{"@id":"https:\/\/guillermopareja.com\/de\/#website"},"primaryImageOfPage":{"@id":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#primaryimage"},"image":{"@id":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#primaryimage"},"thumbnailUrl":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg","datePublished":"2011-08-20T20:15:40+00:00","dateModified":"2011-08-20T20:30:24+00:00","author":{"@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88"},"description":"Consejos para realizar A\/B Testing y pruebas multivariables con uno o m\u00e1s elementos.","breadcrumb":{"@id":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#primaryimage","url":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg","contentUrl":"http:\/\/guillermopareja.com\/wp-content\/uploads\/2011\/08\/cataclismo.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/guillermopareja.com\/pt\/marketing-digital\/ab-testing-experiment-with-one-or-more-items-a-time\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/guillermopareja.com\/de\/"},{"@type":"ListItem","position":2,"name":"A\/B Testing: Experimentar con uno o m\u00e1s elementos a la vez?"}]},{"@type":"WebSite","@id":"https:\/\/guillermopareja.com\/de\/#website","url":"https:\/\/guillermopareja.com\/de\/","name":"Marketing y Anal\u00edtica Digital","description":"Blog de Guillermo Pareja","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/guillermopareja.com\/de\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"},{"@type":"Person","@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88","name":"Guillermo Pareja","image":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/581ffbd20dfb508e0083e5e76c2d65ec?s=96&d=mm&r=x","caption":"Guillermo Pareja"},"description":"Soy Guillermo Pareja, consultor de Marketing en Motores de B\u00fasqueda. En este blog escribo sobre Google Adwords, Facebook Ads, Google Analytics y todo lo referente a publicitar en internet, ya sean tus propios proyectos, tus clientes o incluso a vos mismo como profesional.","sameAs":["http:\/\/guillermopareja.com"],"url":"https:\/\/guillermopareja.com\/fr\/author\/admin\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/posts\/1400"}],"collection":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/comments?post=1400"}],"version-history":[{"count":0,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/posts\/1400\/revisions"}],"wp:attachment":[{"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/media?parent=1400"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/categories?post=1400"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/guillermopareja.com\/fr\/wp-json\/wp\/v2\/tags?post=1400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}