{"id":377,"date":"2009-12-30T15:08:01","date_gmt":"2009-12-30T18:08:01","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=377"},"modified":"2009-12-30T15:08:01","modified_gmt":"2009-12-30T18:08:01","slug":"3-consejos-de-split-testing","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/3-conseils-de-test-fractionnes\/","title":{"rendered":"3 conseils de test fractionn\u00e9"},"content":{"rendered":"

Les trois \u00e9tapes fondamentales du marketing sont: essayer quelque chose, analyser les r\u00e9sultats et optimiser pour r\u00e9p\u00e9ter les \u00e9tapes \u00e0 nouveau. Les tests fractionn\u00e9s ou tests A \/ B sont l'une des m\u00e9thodes qui nous aident \u00e0 optimiser nos campagnes.<\/strong><\/p>\n

J'ai d\u00e9j\u00e0 vu combien d'entreprises font l'erreur de baser leurs sites Web, campagnes, etc. dans le go\u00fbt personnel des managers et quelques r\u00e8gles de base du graphisme, commettre des atrocit\u00e9s en termes d'optimisation de la conversion uniquement sur des caprices.<\/strong><\/p>\n

L'important est de parvenir \u00e0 ce que les objectifs que nous nous sommes fix\u00e9s soient atteints et pour cela il est n\u00e9cessaire de v\u00e9rifier les diff\u00e9rents messages ou styles dans la pratique pour voir lesquels ont la meilleure r\u00e9ponse.<\/p>\n

<\/a>Qu'est-ce que le test fractionn\u00e9?<\/strong><\/p>\n

Comme son nom l'indique, cette technique \u00e9galement appel\u00e9e test A \/ B consiste \u00e0 tester diff\u00e9rentes versions par exemple d'une annonce, d'une banni\u00e8re, d'une page Web, etc. pour voir lesquels ont le meilleur CTR, le plus grand potentiel de conversion et la meilleure r\u00e9ponse g\u00e9n\u00e9rale du march\u00e9.<\/p>\n

Dans le marketing en ligne, le Split Testing est tr\u00e8s facile \u00e0 r\u00e9aliser et \u00e0 analyser les r\u00e9sultats obtenus avec chaque version de l'annonce, en le comparant \u00e0 la publicit\u00e9 hors ligne, nous avons donc un tr\u00e8s grand avantage pour optimiser nos campagnes sur Internet.<\/p>\n

<\/a>3 conseils pour les tests fractionn\u00e9s<\/strong><\/p>\n

1) Optimisez vos titres:<\/strong> Le titre d'une page de destination est probablement le facteur le plus important, un bon titre fait la diff\u00e9rence entre continuer \u00e0 lire la page ou l'abandonner, donc trouver le titre qui a la meilleure r\u00e9ponse fait varier consid\u00e9rablement le taux de conversion.<\/p>\n

2) Optimiser le premier paragraphe:<\/strong> La patience n'existe pratiquement plus et sur internet encore moins, les utilisateurs ont tendance \u00e0 lire un peu du premier paragraphe pour voir s'il y a quelque chose d'utile et ensuite scanner le reste de la page avec leurs yeux au cas o\u00f9 ils trouveraient quelque chose qui attire leur attention .<\/p>\n

Votre public pr\u00e9f\u00e8re un paragraphe complet ou une liste qui en 2 ou 3 \u00e9l\u00e9ments explique en quoi consiste votre produit \/ service?<\/strong> Avoir la r\u00e9ponse \u00e0 cette question peut faire une diff\u00e9rence qui change la direction de la campagne.<\/p>\n

3) Optimiser les formulaires:<\/strong> S'il est vital pour notre campagne de s'abonner \u00e0 des newsletters ou d'\u00e9tablir des contacts via des formulaires, nous devrions essayer diff\u00e9rents types de formulaires.<\/p>\n

Bien que cela semble incroyable, m\u00eame de petits changements dans le nombre de champs ou dans la taille du bouton d'envoi font de grandes diff\u00e9rences.<\/strong><\/p>\n

<\/a>Formation sur les tests fractionn\u00e9s<\/strong><\/p>\n

Une excellente ressource pour en savoir plus sur les tests fractionn\u00e9s est Quel test a remport\u00e9<\/a> d'Anne Holland, o\u00f9 des cas r\u00e9els sont analys\u00e9s chaque semaine pour voir quelles diff\u00e9rences entre une annonce et une autre ou entre deux pages de destination ont obtenu de meilleurs r\u00e9sultats dans une campagne et pourquoi.<\/p>\n

Je vous recommande de jeter un \u0153il \u00e0 cette page chaque semaine, vous apprenez beaucoup et c'est d'ailleurs tr\u00e8s amusant de tester vos comp\u00e9tences en marketing en ligne en votant pour la version de l'annonce qui, selon nous, a remport\u00e9 le test.<\/p>","protected":false},"excerpt":{"rendered":"

Los tres pasos fundamentales del Marketing son: probar algo, analizar los resultados y optimizar para repetir los pasos de nuevo. El split testing o prueba A\/B es uno de los m\u00e9todos que nos ayuda a optimizar nuestras campa\u00f1as. Ya vi como muchas empresas caen en el error de basar sus sitios web, campa\u00f1as, etc. en…<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,1],"tags":[10,36],"class_list":["post-377","post","type-post","status-publish","format-standard","hentry","category-copywriting","category-marketing-digital","tag-marketing-online","tag-split-testing"],"aioseo_notices":[],"yoast_head":"\n3 Consejos de Split Testing - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"La importancia del Split Testing y las pruebas A\/B en el Marketing Online, qu\u00e9 es el Split Testing y 3 consejos de optimizaci\u00f3n.\" \/>\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\/3-conseils-de-test-fractionnes\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 Consejos de Split Testing - Marketing y Anal\u00edtica Digital\" \/>\n<meta property=\"og:description\" content=\"La importancia del Split Testing y las pruebas A\/B en el Marketing Online, qu\u00e9 es el Split Testing y 3 consejos de optimizaci\u00f3n.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/3-conseils-de-test-fractionnes\/\" \/>\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=\"2009-12-30T18:08:01+00:00\" \/>\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=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/guillermopareja.com\/es_es\/marketing-digital\/3-consejos-de-split-testing\/\",\"url\":\"https:\/\/guillermopareja.com\/es_es\/marketing-digital\/3-consejos-de-split-testing\/\",\"name\":\"3 Consejos de Split Testing - Marketing y Anal\u00edtica Digital\",\"isPartOf\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#website\"},\"datePublished\":\"2009-12-30T18:08:01+00:00\",\"dateModified\":\"2009-12-30T18:08:01+00:00\",\"author\":{\"@id\":\"https:\/\/guillermopareja.com\/de\/#\/schema\/person\/3a5d999cd86f355d4bc64ae36f295d88\"},\"description\":\"La importancia del Split Testing y las pruebas A\/B en el Marketing Online, qu\u00e9 es el Split Testing y 3 consejos de optimizaci\u00f3n.\",\"breadcrumb\":{\"@id\":\"https:\/\/guillermopareja.com\/es_es\/marketing-digital\/3-consejos-de-split-testing\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/guillermopareja.com\/es_es\/marketing-digital\/3-consejos-de-split-testing\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/guillermopareja.com\/es_es\/marketing-digital\/3-consejos-de-split-testing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/guillermopareja.com\/de\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"3 Consejos de Split Testing\"}]},{\"@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. 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