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Le Multi-Device au cœur de votre stratégie mobile - évènement AT Internet

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Présentation du petit-déjeuner AT Internet du mardi 11 mars 2014.

Le multi device au cœur de votre stratégie digitale
La multiplicité des nouveaux supports (smartphone, tablette, PC, smart TV...) crée de nouveaux modes de consommation du web. Tester, mesurer, optimiser : les outils de l’analytique sont plus que jamais au service d’une stratégie basée sur l’analyse des comportements sur chaque support.

Analyzer met à votre disposition un panel d’analyses pour mieux appréhender le comportement de vos utilisateurs et affiner votre stratégie. Pour chaque support, vous pouvez comparer vos taux de rebond, distinguer vos sources, analysez les contenus les plus cliqués… Nous reviendrons à cette occasion sur les meilleures pratiques de nos clients aussi bien sur les sites que sur les applications mobiles.

Published in: Business
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Le Multi-Device au cœur de votre stratégie mobile - évènement AT Internet

  1. 1. Online Intelligence Solutions Le Multi-device au cœur de votre stratégie mobile
  2. 2. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS AGENDA  Tendances marché  Analyse des supports  Etude  Vue holistique  Témoignage : Christine Letouche, Le Monde interactif
  3. 3. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS TENDANCES MARCHÉ
  4. 4. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS TENDANCES MARCHÉ FOCUS SUR LES APPLICATIONS Etude réalisée du 1er janvier 2012 au 31 décembre 2013 sur un périmètre de 2 933 sites web et 263 applications audités par AT Internet.
  5. 5. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS TENDANCES MARCHÉ HÉTÉROGÉNÉITÉ DES ÉCRANS
  6. 6. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS TENDANCES MARCHÉ TEMPS MOYEN PAR INTERACTION Source Sterling Brands/ Ipsos 1661 participants
  7. 7. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS TENDANCES MARCHÉ MODES DE CONSOMMATION Source Sterling Brands/ Ipsos 1661 participants
  8. 8. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ANALYSE DES SUPPORTS
  9. 9. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ANALYSE DES SUPPORTS o Créer une expérience utilisateur riche et cohérente en cross- device, o Adapter le contenu au contexte et optimiser les fonctionnalités liées à la mobilité, o Identifier les supports les plus performants et améliorer la fidélité pour chacun d’eux. ENJEUX
  10. 10. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ANALYSE DES SUPPORTS  Optimiser les parcours utilisateurs o KPI : taux de rebond, sources, tunnels…  Adapter l’offre selon les supports o KPI : TOP 10 des produits achetés  Identifier les supports d’acquisition o KPI: conversions par support (nouveaux visiteurs) SCENARII POUR LES SITES WEB
  11. 11. Online Intelligence Solutions LE CROSS DEVICE ETUDE
  12. 12. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ETUDE  Supports étudiés o Site web o Site mobile o Applications Iphone et Ipad  Mieux connaître l’expérience globale des visiteurs identifiés o Quelles sont les associations les plus répandues ? o A quels profils de visiteurs correspondent-elles ?  Adapter sa stratégie aux différentes clientèles o Ciblage des actions de communication o Contenu adéquat o Mise à jour des offres CONTEXTE
  13. 13. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ETUDE Taux de conversion plus faible pour les smartphones (support qui se prête moins à l’achat direct) CONVERSIONS Web Appli Iphone Appli Ipad Conversions 8 547 295 1 032 302 311 549 Taux de conversions 3,317% 1,922% 3,232%
  14. 14. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ETUDE VISITEURS INTER-SUPPORTS 11 % de trafic additionnel
  15. 15. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS ETUDE EXCLUSIVITÉ DES SUPPORTS Pages vues Temps passé Les exclusifs application iPhone voient plus de pages par visite que les exclusifs site web en beaucoup moins de temps
  16. 16. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS VERS UNE VUE HOLISTIQUE
  17. 17. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS UNE VUE HOLISTIQUE CONTEXTE web mobile
  18. 18. © COPYRIGHT 2014ONLINE INTELLIGENCE SOLUTIONS UNE VUE HOLISTIQUE  Mesurer les hauteurs et largeurs d’écrans  Analyser les marques et modèles pour les sites web  Créer des groupes mobile sites + apps + web ENJEUX
  19. 19. Online Intelligence Solutions QUESTIONS ?

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