{"id":825,"date":"2025-12-01T09:48:22","date_gmt":"2025-12-01T08:48:22","guid":{"rendered":"https:\/\/rouzade.com\/?p=825"},"modified":"2025-12-01T18:19:58","modified_gmt":"2025-12-01T17:19:58","slug":"a-b-testirovanie-teorija-i-praktika","status":"publish","type":"post","link":"https:\/\/rouzade.com\/fr\/a-b-testirovanie-teorija-i-praktika\/","title":{"rendered":"Tests A\/B\u00a0: th\u00e9orie et pratique"},"content":{"rendered":"<p>Lorsque vous cr\u00e9ez un site web, vous lui d\u00e9finissez un objectif pr\u00e9cis. Pour un blog d&#039;entreprise, il s&#039;agit de d\u00e9velopper l&#039;image de marque\u00a0; pour un site de parrainage, d&#039;augmenter le nombre d&#039;inscriptions via un lien d&#039;affiliation\u00a0; pour une boutique en ligne, d&#039;accro\u00eetre les ventes. Dans tous les cas, chaque site web poursuit un objectif sp\u00e9cifique. Supposons que votre site soit d\u00e9j\u00e0 assez populaire, avec quelques ventes ou inscriptions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-831\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-1024x683.jpg\" alt=\"\u0440\u0430\u0431\u043e\u0447\u0438\u0439 \u0441\u0442\u043e\u043b\" width=\"569\" height=\"379\" srcset=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-1024x683.jpg 1024w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-300x200.jpg 300w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-768x512.jpg 768w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-696x464.jpg 696w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-1068x712.jpg 1068w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-630x420.jpg 630w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920-1920x1280.jpg 1920w, https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/desk-4208112_1920.jpg 1200w\" sizes=\"auto, (max-width: 569px) 100vw, 569px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Vous commencez \u00e0 envisager de les augmenter. L&#039;un des \u00e9l\u00e9ments du marketing permettant d&#039;am\u00e9liorer la conversion (le ratio d&#039;utilisateurs ayant r\u00e9alis\u00e9 l&#039;action souhait\u00e9e par rapport au nombre total d&#039;utilisateurs) est le test A\/B.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Basculer la table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Basculer<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/rouzade.com\/fr\/a-b-testirovanie-teorija-i-praktika\/#%d0%a7%d1%82%d0%be_%d1%82%d0%b0%d0%ba%d0%be%d0%b5_ab_%d1%82%d0%b5%d1%81%d1%82%d0%b8%d1%80%d0%be%d0%b2%d0%b0%d0%bd%d0%b8%d0%b5\" >Qu&#039;est-ce qu&#039;un test A\/B\u00a0?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/rouzade.com\/fr\/a-b-testirovanie-teorija-i-praktika\/#%d0%9f%d1%80%d0%b0%d0%ba%d1%82%d0%b8%d0%ba%d0%b0\" >Pratique<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/rouzade.com\/fr\/a-b-testirovanie-teorija-i-praktika\/#%d0%a3%d0%b2%d0%b5%d0%bb%d0%b8%d1%87%d0%b5%d0%bd%d0%b8%d0%b5_%d0%ba%d0%be%d0%bd%d0%b2%d0%b5%d1%80%d1%81%d0%b8%d0%b8\" >Augmenter le taux de conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/rouzade.com\/fr\/a-b-testirovanie-teorija-i-praktika\/#%d0%a3%d0%b2%d0%b5%d0%bb%d0%b8%d1%87%d0%b5%d0%bd%d0%b8%d0%b5_%d0%bf%d1%80%d0%be%d0%b4%d0%b0%d0%b6_%d0%b2_2_%d1%80%d0%b0%d0%b7%d0%b0\" >Doubler les ventes<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a7%d1%82%d0%be_%d1%82%d0%b0%d0%ba%d0%be%d0%b5_ab_%d1%82%d0%b5%d1%81%d1%82%d0%b8%d1%80%d0%be%d0%b2%d0%b0%d0%bd%d0%b8%d0%b5\"><\/span>Qu&#039;est-ce qu&#039;un test A\/B\u00a0?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Le test A\/B est une technique marketing qui consiste \u00e0 pr\u00e9senter aux utilisateurs un nombre \u00e9gal de pages diff\u00e9rentes de votre site web afin de mesurer les conversions. Cela peut impliquer des modifications importantes (comme une refonte compl\u00e8te d&#039;une page) ou mineures (comme le changement de la couleur d&#039;un bouton). Il est important de pr\u00e9ciser qu&#039;il s&#039;agit d&#039;une technique de r\u00e9f\u00e9rencement naturel (SEO) parfaitement l\u00e9gale, utilis\u00e9e par des milliers d&#039;entreprises dans le monde entier (comme Amazon, par exemple).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%9f%d1%80%d0%b0%d0%ba%d1%82%d0%b8%d0%ba%d0%b0\"><\/span>Pratique<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Notre \u00e9quipe travaille actuellement sur une startup anglophone, un service permettant de cr\u00e9er des propositions commerciales en ligne. Apr\u00e8s avoir atteint un trafic satisfaisant, nous avons lanc\u00e9 diff\u00e9rents tests pour optimiser le taux de conversion. Notre premier test consistait \u00e0 remplacer une page d&#039;accueil par une autre. Vous trouverez ci-dessous la premi\u00e8re version et une version similaire.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-830\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/407178.jpg\" alt=\"dokument-1\" width=\"232\" height=\"341\" \/><\/p>\n<p>Le test a \u00e9chou\u00e9\u00a0! Le taux de conversion a diminu\u00e9 d&#039;environ 201\u00a0TP3T. Cela est tr\u00e8s probablement d\u00fb au fait que les utilisateurs ont besoin de voir des informations en haut de la page, ce qui n&#039;\u00e9tait pas le cas lors du test.<\/p>\n<p>Nous avons ensuite travaill\u00e9 sur les couleurs et l&#039;emplacement des boutons. Nous avons acquis une exp\u00e9rience pr\u00e9cieuse que nous sommes heureux de partager (par exemple, le taux de conversion a augment\u00e9 avec l&#039;utilisation de boutons verts, oranges et bleus, et en pla\u00e7ant les boutons d&#039;inscription en haut et en bas plut\u00f4t qu&#039;au milieu).<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a3%d0%b2%d0%b5%d0%bb%d0%b8%d1%87%d0%b5%d0%bd%d0%b8%d0%b5_%d0%ba%d0%be%d0%bd%d0%b2%d0%b5%d1%80%d1%81%d0%b8%d0%b8\"><\/span>Augmenter le taux de conversion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Le test A\/B est toujours en cours, mais nous avons pu augmenter le taux de conversion de 30 % gr\u00e2ce \u00e0 quelques ajustements mineurs. Une analyse plus pouss\u00e9e des statistiques a r\u00e9v\u00e9l\u00e9 qu&#039;un pourcentage important d&#039;utilisateurs abandonnaient leur panier apr\u00e8s avoir acc\u00e9d\u00e9 au formulaire d&#039;inscription.<\/p>\n<p>Le test majeur suivant consistait \u00e0 remplacer le formulaire d&#039;inscription. Voici les anciens et les nouveaux formulaires.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-827\" src=\"https:\/\/rouzade.com\/wp-content\/uploads\/2019\/05\/407179.jpg\" alt=\"document-2\" width=\"210\" height=\"397\" \/>Comme l&#039;ont montr\u00e9 les r\u00e9sultats, la modification du formulaire a permis d&#039;augmenter le taux de conversion de 601\u00a0000 \u00e0 3\u00a0000 personnes suppl\u00e9mentaires. Bien que certains d\u00e9tails soient encore en cours d&#039;am\u00e9lioration, il est clair que les formulaires de plus de cinq lignes rebutent de nombreuses personnes.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%d0%a3%d0%b2%d0%b5%d0%bb%d0%b8%d1%87%d0%b5%d0%bd%d0%b8%d0%b5_%d0%bf%d1%80%d0%be%d0%b4%d0%b0%d0%b6_%d0%b2_2_%d1%80%d0%b0%d0%b7%d0%b0\"><\/span>Doubler les ventes<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Comme vous pouvez le constater, les tests A\/B ont permis de doubler les ventes, malgr\u00e9 un trafic inchang\u00e9. Techniquement, c&#039;est \u00e9galement tr\u00e8s simple\u00a0: il suffit de cr\u00e9er la m\u00eame page sur votre site web en utilisant ces services\u00a0:<\/p>\n<ul>\n<li>Optimiseur de site Web Google,<\/li>\n<li>Optimiser,<\/li>\n<li>Rebondissez,<\/li>\n<li>ou KissMetrics.<\/li>\n<\/ul>\n<p>Vous modifiez certains \u00e9l\u00e9ments et vous recevez un code Java \u00e0 coller sur deux pages. Les utilisateurs verront alors les deux pages dans des proportions \u00e9gales.<\/p>\n<p>Bonne journ\u00e9e et bonnes ventes !<\/p>","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment augmenter le trafic vers votre ressource en ligne gr\u00e2ce \u00e0 des actions marketing simples.<\/p>","protected":false},"author":1,"featured_media":833,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[6],"tags":[372],"class_list":{"0":"post-825","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","8":"tag-growth-hacking"},"acf":[],"yoast_head":"<title>\u041a\u0430\u043a \u0443\u0432\u0435\u043b\u0438\u0447\u0438\u0442\u044c \u043f\u0440\u043e\u0434\u0430\u0436\u0438 \u0441 \u043f\u043e\u043c\u043e\u0449\u044c\u044e \u0410\/\u0412 \u0442\u0435\u0441\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f \u043d\u0430 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