{"id":2752,"date":"2016-03-28T19:55:59","date_gmt":"2016-03-28T23:55:59","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=2752"},"modified":"2019-02-12T15:25:40","modified_gmt":"2019-02-12T20:25:40","slug":"la-cle-du-succes-en-commerce-electronique","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/la-cle-du-succes-en-commerce-electronique\/","title":{"rendered":"La cl\u00e9 du succ\u00e8s en commerce \u00e9lectronique: communiquer lors des moments qui comptent"},"content":{"rendered":"<p>Le niveau de succ\u00e8s d\u2019un site de commerce \u00e9lectronique est la plupart du temps \u00e9valu\u00e9 sur les revenus g\u00e9n\u00e9r\u00e9s par celui-ci. Toute entreprise se doit donc d\u2019avoir un plan s\u00e9rieux sur comment <a href=\"https:\/\/www.pertinencemedia.com\/fr\/services\/ecommerce\/\">acc\u00e9l\u00e9rer ses\u00a0ventes e-commerce<\/a>. D\u2019o\u00f9 la croissance proviendra-t-elle? Nouveaux clients? Augmentation de la valeur moyenne des ventes? Plusieurs options sont disponibles.<\/p>\n<p>L&rsquo;acquisition de nouveaux clients \u00e9tant une activit\u00e9 souvent plus co\u00fbteuse, une option int\u00e9ressante devient de travailler avec nos clients existants afin d\u2019augmenter la valeur des transactions de ceux-ci. La probabilit\u00e9 de vendre \u00e0 un client existant \u00e9tant entre 60 et 70% versus entre 5 et 20% pour un nouveau, cette option devient tr\u00e8s int\u00e9ressante.<\/p>\n<p>Deux crit\u00e8res sont importants afin de garantir un succ\u00e8s dans cette approche:<\/p>\n<ol>\n<li>Utilisez les moments critiques de votre relation client afin d\u2019offrir des opportunit\u00e9s d\u2019achat additionnelles.<\/li>\n<li>Personnaliser et dynamiser vos communications afin de mieux cibler vos offres et promotions sur vos clients.<\/li>\n<\/ol>\n<h2><strong>COMMUNIQUER LORS DE MOMENTS CRITIQUES DE LA RELATION<\/strong><\/h2>\n<p>Selon ce que vous vendez, il peut exister plusieurs moments critiques que vous pouvez exploiter afin d\u2019augmenter vos occasions de ventes. En voici quelques exemples :<\/p>\n<ul>\n<li>Lors de l\u2019ouverture de compte afin de souhaiter la bienvenue \u00e0 votre nouveau client.<\/li>\n<li>Suite \u00e0 l\u2019achat en ligne afin d\u2019offrir un produit compl\u00e9mentaire.<\/li>\n<li>Suite \u00e0 l\u2019abandon d\u2019un processus d\u2019achat ou de r\u00e9servation en ligne afin de r\u00e9activer le processus d\u2019achat du client.<\/li>\n<li>Lors de l\u2019anniversaire de naissance d\u2019un client.<\/li>\n<li>Apr\u00e8s une p\u00e9riode d\u2019inactivit\u00e9 d\u2019un client.<\/li>\n<\/ul>\n<p>L\u2019utilisation des courriels transactionnels vous permettra d\u2019interagir avec vos clients \u00e0 un moment o\u00f9 ils sont tr\u00e8s r\u00e9ceptifs, attentifs et pr\u00eat \u00e0 avoir un \u00e9change avec votre entreprise. Par cons\u00e9quent, ces courriels vous offrent une opportunit\u00e9 r\u00eav\u00e9e pour faire valoir vos offres, votre message et\/ou votre entreprise.<\/p>\n<p>Selon eMarketer, les courriels transactionnels automatis\u00e9s obtiennent en moyenne un taux d\u2019ouverture de 49.8% et un CTR de 9.8%. Wow!<\/p>\n<h2><strong>PERSONNALISER ET DYNAMISER<\/strong><\/h2>\n<p>La cl\u00e9 du succ\u00e8s est la pertinence: le bon message, au bon moment, \u00e0 la bonne personne.<\/p>\n<p>Le contenu dynamique vous assure une pertinence. Aussi connu sous le nom de contenu adaptatif ou comportemental, le contenu dynamique fait r\u00e9f\u00e9rence \u00e0 une partie de site web, un appel \u00e0 l\u2019action, une annonce ou une section de courriel qui est modifi\u00e9e en fonction des int\u00e9r\u00eats, des informations socio-d\u00e9mos ou des comportements pass\u00e9s d\u2019un client. Le contenu dynamique permet donc de cr\u00e9er une exp\u00e9rience hyper-personnalis\u00e9e pour cet internaute \u00e0 un moment sp\u00e9cifique.<\/p>\n<p>Est-ce que l\u2019internaute est un client r\u00e9cent, un client potentiel ou un client fid\u00e8le? Est-il pr\u00eat \u00e0 acheter, ou \u00e0 la recherche de plus d\u2019informations? Utilisez l\u2019information que vous avez pour mieux identifier le besoin de votre client et offrez-lui dynamiquement l\u2019offre correspondante. Client fid\u00e8le? Offrez-lui un rabais VIP. \u00c0 la recherche d\u2019information? Offrez-lui de l\u2019information sur des gens comme lui ou elle qui ont proc\u00e9d\u00e9 \u00e0 un achat.<\/p>\n<p>Une approche de communication aux moments critiques de votre relation client combin\u00e9 \u00e0 des offres de marketing personnalis\u00e9 vous permettra d\u2019avoir un impact positif sur vos ventes en plus d\u2019offrir \u00e0 vos clients une exp\u00e9rience tr\u00e8s agr\u00e9able et personnalis\u00e9e. C\u2019est une strat\u00e9gie que vous ne pouvez pas vous permettre d\u2019ignorer si vous but est d&rsquo;<a href=\"https:\/\/www.pertinencemedia.com\/fr\/services\/ecommerce\/\" target=\"_blank\" rel=\"noopener\">acc\u00e9l\u00e9rer vos ventes e-commerce<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le niveau de succ\u00e8s d\u2019un site de commerce \u00e9lectronique est la plupart du temps \u00e9valu\u00e9 sur les revenus g\u00e9n\u00e9r\u00e9s par celui-ci. Toute entreprise se doit donc d\u2019avoir un plan s\u00e9rieux sur comment acc\u00e9l\u00e9rer ses ventes e-commerce. 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