{"id":977,"date":"2010-12-05T14:01:54","date_gmt":"2010-12-05T17:01:54","guid":{"rendered":"http:\/\/guillermopareja.com\/?p=977"},"modified":"2010-12-05T14:05:12","modified_gmt":"2010-12-05T17:05:12","slug":"obama-y-el-split-testing","status":"publish","type":"post","link":"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/obama-et-le-split-testing\/","title":{"rendered":"Obama et les tests fractionn\u00e9s"},"content":{"rendered":"<p>Il y a quelques jours, je suis tomb\u00e9 sur un article tr\u00e8s int\u00e9ressant sur le blog Optimizely, un outil qui facilite les tests A \/ B, sur la fa\u00e7on dont l&#039;\u00e9quipe d&#039;Obama a r\u00e9ussi \u00e0 augmenter le taux de conversion d&#039;une landing page pour les dons en 2007 gr\u00e2ce \u00e0 une simple exp\u00e9rience.<\/p>\n<p><strong>Cette exp\u00e9rience simple qui consistait \u00e0 tester diff\u00e9rentes variantes d&#039;images et d&#039;appels \u00e0 l&#039;action sur la landing page leur a permis de changer le cours de la campagne<\/strong>.<\/p>\n<p>Les sections de la page de destination \u00e0 tester \u00e9taient appel\u00e9es &quot;M\u00e9dias&quot; (pour l&#039;image du haut) et &quot;Bouton&quot; (pour le bouton avec l&#039;appel \u00e0 l&#039;action).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-978\" title=\"test d&#039;Obama\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-300x211.jpg\" alt=\"\" width=\"300\" height=\"211\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-300x211.jpg 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing-820x577.jpg 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/obama-testing.jpg 823w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Au cours de l&#039;exp\u00e9rience, 6 types diff\u00e9rents de &quot;M\u00e9dias&quot; (3 images et 3 vid\u00e9os) et 4 boutons ont \u00e9t\u00e9 test\u00e9s, soit un total de 24 combinaisons. L&#039;exp\u00e9rience a \u00e9t\u00e9 r\u00e9alis\u00e9e en utilisant le <a href=\"https:\/\/guillermopareja.com\/fr\/le-marketing-numerique\/ab-testing-with-google-website-optimizer\/\">Optimiseur de Site Google<\/a>.<\/p>\n<p>Les boutons \u00e9taient tous du m\u00eame format, variant simplement l&#039;appel \u00e0 l&#039;action, les appels \u00e0 l&#039;action suivants ont \u00e9t\u00e9 utilis\u00e9s: \u00abInscrivez-vous\u00bb, \u00abInscrivez-vous maintenant\u00bb, \u00abEn savoir plus\u00bb et \u00abRejoignez-nous maintenant\u00bb.<\/p>\n<p>Vous pouvez voir les diff\u00e9rentes images et vid\u00e9os qui ont \u00e9t\u00e9 test\u00e9es lors de l&#039;exp\u00e9rimentation en cliquant sur le lien suivant: <a href=\"http:\/\/www.flickr.com\/photos\/optimizely\/sets\/72157625300462626\/show\/\">Exp\u00e9rience de la page de d\u00e9marrage<\/a><\/p>\n<p><strong>R\u00e9sultats<\/strong><\/p>\n<p>La m\u00e9trique pour mesurer le succ\u00e8s de la campagne \u00e9tait le pourcentage de visiteurs qui se sont abonn\u00e9s, la combinaison gagnante \u00e9tait la suivante:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-980\" title=\"page de destination gagnante\" src=\"http:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-300x242.png\" alt=\"\" width=\"300\" height=\"242\" srcset=\"https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-300x242.png 300w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora-820x663.png 820w, https:\/\/guillermopareja.com\/wp-content\/uploads\/2010\/12\/landing-page-ganadora.png 844w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>Le taux de conversion de la version gagnante \u00e9tait de 11,6%. ce que repr\u00e9sente<strong> une am\u00e9lioration de 40,6%<\/strong> En ce qui concerne le taux de conversion de la page de destination d&#039;origine, rien de plus que 8,22%<\/p>\n<p>On estime que gr\u00e2ce \u00e0 l&#039;augmentation du pourcentage de conversions, 60 millions de dollars suppl\u00e9mentaires de dons pourraient \u00eatre collect\u00e9s.<\/p>\n<p>Il convient de noter que les membres du personnel d&#039;Obama avaient une pr\u00e9f\u00e9rence pour les vid\u00e9os par rapport aux images et ont envisag\u00e9 de les utiliser sur la page de destination, <strong>cela aurait \u00e9t\u00e9 une \u00e9norme erreur<\/strong> car pendant l&#039;exp\u00e9rience, les vid\u00e9os ont pr\u00e9sent\u00e9 les pires performances.<\/p>\n<p><strong>La morale<\/strong><\/p>\n<p>Souvent, les d\u00e9cisions sont prises sur la base d&#039;hypoth\u00e8ses et, dans le pire des cas, sont bas\u00e9es uniquement sur les go\u00fbts personnels de la personne la plus \u00e9lev\u00e9e.<\/p>\n<p>Gr\u00e2ce au grand arsenal d&#039;outils dont nous disposons aujourd&#039;hui, dont beaucoup sont m\u00eame gratuits, il est au moins insens\u00e9 de prendre des d\u00e9cisions de cette mani\u00e8re.<\/p>\n<p>Avec un peu plus d&#039;efforts, vous pouvez prendre des d\u00e9cisions bas\u00e9es sur des faits concrets plut\u00f4t que sur vos propres pr\u00e9f\u00e9rences.<\/p>\n<p><strong>Et quelle exp\u00e9rience avec Testing pouvez-vous partager?<\/strong> \ud83d\ude09<\/p>\n<p>Vous pouvez voir l&#039;article original ici: <a href=\"http:\/\/blog.optimizely.com\/how-obama-raised-60-million-by-running-an-exp\">Blog Optimizely<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Il y a quelques jours je suis tomb\u00e9 sur un article tr\u00e8s int\u00e9ressant sur le blog Optimizely, un outil qui facilite l&#039;A\/B Testing, sur la fa\u00e7on dont l&#039;\u00e9quipe Obama a r\u00e9ussi \u00e0 augmenter le taux de conversion d&#039;une landing page de dons en 2007 gr\u00e2ce \u00e0 une simple exp\u00e9rimentation. Cette exp\u00e9rience simple qui consistait \u00e0...<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[75,65],"class_list":["post-977","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-ab-testing","tag-google-website-optimizer"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Obama y el Split Testing - Marketing y Anal\u00edtica Digital<\/title>\n<meta name=\"description\" content=\"Obama y el Split Testing. 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