La conversion, question de logique

Posté par Cedric, le 02/06/2008 - Marketing OnLine

Le taux de conversion est l’indicateur du passage de la visite à l’acte d’achat. Toute la science de marketing dit à la performance est de trouver des moyens simples par lesquels on peut inciter les visiteurs à transformer plus facilement.

Parmi ceux-ci, les connecteurs logiques sont importants. Nous disposons tous dans notre inconscient, d’un code génétique de l’acheteur, imprimé à travers notre vie de consommateur. Un code qui s’additionne à des codes culturels.

A la lumière de cette introduction, regardons cette image :

Jet4You introduit ici un moyen simple pour perdre de la conversion, en allant à l’encontre du code couleur le plus basique de tout être humain : l’opposition entre le vert et le rouge. Le cerveau humain associe en effet des couleurs à des concepts. Le concept de validation est associé à la couleur verte, tandis que le concept d’erreur et d’avertissement est associé au rouge.

Le site créé donc la confusion là ou il devrait pousser l’internaute à achever sa commande, en le rassurant et le conduisant délicatement au paiement (logos des cartes acceptées, cadenas symbole de la sécurité, etc.).

L’avantage d’Internet étant de tout pouvoir mesurer, j’aimerais pouvoir estimer l’impact d’une modification si simple sur la transformation. Par expérience, je pense qu’elle sera loin d’être négligeable.

Note : A l’inverse, Jet4You innove dans son système de réservation sans page de chargement. Vous choisissez vos dates, votre destination, et les résultats s’affichent directement, ce qui est rare chez les voyagistes et les compagnies, qui travaillent pour la plupart avec des systèmes énormes de réservation (GDS), et qui est très agréable à l’utilisation.

tags: conversion, jet4you

Comments Commentaires
C'est vrai que c'est assez maladroit cette opposition vert/rouge. Mais je ne suis pas si sur que cela baisse tant que ca le taux de conversion. Il me semble avoir vu une etude quelque part qui disait que les boutons rouges etaient plus cliques que les autres couleurs...

Posted by Jimmy on 03/06/2008

C'est vrai qu'il n'y a pas de vérité absolue sur ce genre de question, juste des tendances. Il faut jamais oublier que notre vision (acteurs du web, vs visiteurs) n'est pas du tout représentative de comment les amateurs se comportent. Il y a bcp d'exemples de sites très moches qui marchent du tonnerre et qui subissent une chute du trafic après une jolie refonte. Rien n'est logique la dedans, d'où l'utilité de tout mesurer.

Note: J'ai déja eu connaissance de ton site Jimmy, je trouve l'idée bonne et l'exécution pas mal du tout. Félicitations.

Posted by Cedric on 04/06/2008

Oui, et d'ailleurs il y a un parametre important qui rentre en compte c'est le profil de l'audience du site. Une audience de type Geek ne percevra pas un design de la meme maniere qu'une audience d'ados ou de fans de cuisine. Je crois que d'une maniere generale les designs amateurs ont tendance a rassurer le visiteur alors que les design trop cliquants effraient. Mais comme tu le dis, pas de verite absolue, le seul moyen de savoir et le test & l'analyse.

Merci pour le compliment, l'execution est pas aussi top que je le voudrais mais je fais ca a mes heures perdues ...

Posted by Jimmy on 06/06/2008

Dresses, evening, cocktail, prom dresses, formal gowns from eiDress. Homecoming dresses and bridesmaid.
discount Evening Dresses
Prom dresses, evening wear, daywear and accessories from celebrity designers and exclusive ranges. Buy online or visit our prom dresses stores
prom dresses
discount prom dresses
New Style Moncler,Moncler jackets,Moncler coats online
Moncler coats
Moncler
Moncler jackets,Moncler,Moncler coats,Moncler vest,discount Moncler outlet, moncler polot shirt Moncler Men Moncler Women Moncler Children Moncler Hats.
Moncler Jackets
UK Moncler

Posted by evening dresses on 17/06/2010

wedding dresses,wedding gowns,bride dresses,bridesmaids dresses,evening dresses,bridal gowns,
flower girl dresses.
Evening Dresses
wedding Dresses
discount wedding dresses
Prom Dresses: Find Online fashionable prom dresses,homecoming dresses from top USA prom gowns designers,
Evening dresses, sexy Tops , casual dress ,sexy
discoun prom prom dresses
Elegant couture designer evening gowns, sexy dresses, inexpensive on sale prom dresses,
discoun evening dresses
Nationwide bridal salon offers bridal and wedding gowns, bridesmaid dresses,
flower girl dresses, tuxedos, and other special occasion apparel. Site includes a bridal
links london
links of london
discoun prom dresses


Posted by xiaoxiao on 20/06/2010

thank you! I like this news, I also have information to share, here is my message.
mbt mbt mbt 靴 mbt 靴 mbtシューズ mbt シューズ

Posted by mbt on 08/07/2010

Nike Shox R4 Large Hook
Nike Shox R4 Line
Nike Shox R4 Men Shoes
Nike Shox R4 Mesh

Posted by nike shoes on sale on 21/07/2010

Almost all the ghd straighteners of all ages are proud of their straighteners hair.From the earliest women to the present GHD hair straighteners,women think that having that mass of hair straightners on their top is the best ghd cheap to have.Many women actually don’t want to go for short pink GHD for the fear that chi straightener are not going to look good.


But the chi hair straightener is that with proper styling,short chi hair dryer can look fabulous! Short cheap hair straighteners is easy to maintain and is healthier pink hair straighteners.There are a variety of short layered cheap straighteners with different styling best hair straightener that can make women look younger.The most popular short layered pink mk4 is the short layered bob.There are many ghd mk4 to it and using colors and highlights can accentuate the mk4 straighteners.

Posted by GHD straighteners on 22/07/2010

nfl jerseys have mentioned this before,but cheap nfl jerseys are going to say wholesale nfl jerseys again.Lately,everything Football Jerseys do turns into keyword research.NBA Jerseys love writing and MLB Jerseys have figured out a way to monetize nfl jerseys cheap - I've found something saints jerseys love and I'm getting paid for doing new orleans saints jerseys. If you're interested in another new orleans jerseys to create an income,check out my make drew brees jerseys HubPages and the of course join cheap saints jerseys.Anyway, back in January '08 when dallas cowboys jerseys joined HubPages I was out on maternity dallas cowboys jersey.Unfortunately,at that time,vikings jerseys were not eligible for the buffalo bills jerseys safety net of the miami dolphins jerseys by my employer or jets jersey by the state of New jets jerseys cheap.Now,in 2010,after pittsburgh steelers jerseys had that debilitating accident a few steeler jerseys years ago a new law has been passed and indianapolis colts jerseys many fall under it - the peyton manning jerseys.New Jersey is one of the first three new york giants jerseys to put this type of law into effect.

Posted by NFL jerseys on 22/07/2010

Now mbt shoes will state that these MBT shoes sale are not everyday walking skechers shoes.I would never reccommend going to work in discount mbt shoes within the first few months.The mbt shoes cheap is to start slow.5- 10 minutes a skechers shape up for the first three days,then increase at a comfortable Discount MBT.


They are designed to give your MBT Chapa the motion of walking on MBT Changa,a movement that requires the MBT Tataga of almost every muscle from your MBT Fora to your neck,forcing you to continually readjust your MBT Fanaka to gain its center of MBT Kaya.Take a look at people who walk at least 30 MBT Tunisha a day. Those who walk on the MBT Tembea become toned fasted than those who walk on flat,solid MBT VOI.

Posted by MBT shoes on 22/07/2010

ugg boots can save huge amounts of money by buying your ugg on sale online.It is always cheaper to buy from the UGG Bailey Button,rather than to buy from well known shopping tall ugg boots.The reason for is that the well known shopping discount ugg boots have to pay extra bills that an online ugg boots uk would not have to pay.For example,cheap ugg boots,electricity,heating, rent bills etc.Some UGG Classic Tall Boots might think that perhaps the shopping UGG Classic Cardy Boots would surely buy in bigger ugg cardy so can therefore sell the classic cardy boots at a cheaper price - however this is not always the classic cardy grey.More and more ugg classic tall are using the classic tall chestnut on a daily basis to do their bailey button boots,and therefore the orders going through the ugg button bailey for items such as ugg button and fashion are shooting up every ugg classic short.The shops that have been dominant for so many womens ugg boots are now starting to realise that in order to keep up with the online companies.

Posted by UGG boots on 22/07/2010

Cosplay Costumes Cosplay Wigs Movie TV Cosplay School Uniform Uniform Cosplay Cosplay Accessories .
cosplay costumes
cosplay
sexy lingerie
The Lingerie Store,The lingerie and nightwear SALE at Style Lingerie. All lingerie sale garments marked 30% to 70% off.
Sexy lingerie, ladies underwear and designer nightwear
lingerie store
lingerie sale
sexy lingerie
Sexy Clubwear
Lingerie, sleepwear and intimate apparel is our specialty, ranging from sexy lingerie to bridal lingerie,
including corset, bras, thongs and stockings.
Sexy Costumes
sexy nurses costume
sexy Sports costume
Vinyl Lingerie
lingerie sale

Posted by cosplay on 30/07/2010

Ajouter un commentaire