{"id":3326,"date":"2014-11-25T08:13:53","date_gmt":"2014-11-25T11:13:53","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=3326"},"modified":"2014-11-25T08:24:56","modified_gmt":"2014-11-25T11:24:56","slug":"optimizacion-de-landing-pages-test-de-congruencia","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/optimisation-des-pages-de-destination-test-de-congruence\/","title":{"rendered":"Optimisation de la page de destination: test de congruence"},"content":{"rendered":"

Dans l'un des derniers articles publi\u00e9s sur l'optimisation des pages de destination publi\u00e9 sur Unbounce.com, intitul\u00e9: 6 choses que je fais sur mes pages de destination lorsque mes taux de conversion sont faibles<\/a>, Oli Gardner a pr\u00e9sent\u00e9 le test de congruence de campagne qu'il utilise pour aligner tous les \u00e9l\u00e9ments d'une Landing Page avec l'objectif principal de la campagne Marketing<\/strong>.<\/p>\n

L'id\u00e9e de ce Test est d'identifier tous les \u00e9l\u00e9ments d'une Landing Page et d'attribuer un score en fonction de leur alignement avec l'objectif principal de la campagne.<\/p>\n

\u00c9tapes du test de congruence de la campagne<\/strong><\/p>\n

    \n
  1. \u00c9tablissez l'objectif de la campagne. Il est important de noter qu'il ne devrait y avoir qu'un seul objectif, tel que le t\u00e9l\u00e9chargement d'un eBook.<\/li>\n
  2. Cr\u00e9ez un document r\u00e9pertoriant chacun des \u00e9l\u00e9ments de la page de destination. \u00c9crivez le texte de l'\u00e9l\u00e9ment \u00e0 c\u00f4t\u00e9 du nom. Si l'\u00e9l\u00e9ment est une image ou une vid\u00e9o, vous devez \u00e9crire ce que vous voyez lors de l'observation de l'\u00e9l\u00e9ment. Dans le cas de la vid\u00e9o, le contenu de la vid\u00e9o ne doit pas \u00eatre \u00e9crit, mais la premi\u00e8re impression de ce qu'un utilisateur verrait lors de l'ouverture de la page de destination<\/li>\n
  3. Chaque \u00e9l\u00e9ment doit se voir attribuer une valeur en fonction de son alignement avec l'objectif de la campagne. 0: non align\u00e9 avec l'objectif de la campagne. 1: mal align\u00e9 avec la cible.2: enti\u00e8rement align\u00e9 avec la cible.<\/li>\n
  4. Publiez le score de la page de destination. Si notre page de destination comporte 12 \u00e9l\u00e9ments, le score maximum est de 24<\/li>\n
  5. R\u00e9\u00e9crivez ou supprimez tout \u00e9l\u00e9ment avec un score de 0 ou 1.<\/li>\n
  6. R\u00e9p\u00e9tez jusqu'\u00e0 ce que le 100% des \u00e9l\u00e9ments de la page de destination soit enti\u00e8rement align\u00e9 avec l'objectif marketing.<\/li>\n<\/ol>\n

    Ensuite, l'article offre un bon exemple de la fa\u00e7on d'effectuer le test de congruence, bas\u00e9 sur l'image suivante:<\/p>\n

    \"optimisation<\/p>\n

    L'objectif principal de cette Landing Page est de t\u00e9l\u00e9charger une enqu\u00eate men\u00e9e par l'entreprise.<\/p>\n

    Voyons une liste de ses \u00e9l\u00e9ments:
    \n[table id = 1 \/]<\/p>\n

    Le score de la page de destination est tr\u00e8s mauvais (4\/24), principalement parce que aucun \u00e9l\u00e9ment ne parle de l'objectif principal de la campagne<\/strong>, qui consiste \u00e0 t\u00e9l\u00e9charger une enqu\u00eate.<\/strong><\/p>\n

    Le probl\u00e8me principal est que la Landing Page parle beaucoup de l'entreprise et du produit qu'elle essaie de vendre, perdant de vue l'objectif principal \u00e0 atteindre avec elle.<\/p>\n

    Effectuer un test de congruence est tr\u00e8s utile pour identifier les \u00e9l\u00e9ments avec lesquels nous pourrions exp\u00e9rimenter pour chercher \u00e0 optimiser le taux de conversion de nos campagnes.<\/p>","protected":false},"excerpt":{"rendered":"

    En uno de los \u00faltimos art\u00edculos publicados sobre optimizaci\u00f3n de Landing Pages publicado en Unbounce.com, titulado: 6 Things I Do To My Landing Pages When My Conversion Rates Suck, Oli Gardner present\u00f3 el Test de Congruencia de Campa\u00f1a que utiliza para alinear todos los elementos de una Landing Page con el objetivo principal de la…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[80],"class_list":["post-3326","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-landing-pages"],"aioseo_notices":[],"yoast_head":"\nOptimizaci\u00f3n de Landing Pages: Test de Congruencia - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Aprende a optimizar tus Landing Pages realizando un Test de Congruencia.\" \/>\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\/digital-marketing\/optimization-of-landing-pages-congruence-test\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimizaci\u00f3n de Landing Pages: Test de Congruencia - 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