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Avant d’aller dans les médias
sociaux, mon site Web est-il
à la hauteur?
Table des matières


    Mise en contexte
    Quoi améliorer sur mon site web?
    L’acquisition: outils et exemples
 ...
Mise en contexte
“Il faut faire une page _____________ !”
Pourquoi?


            © confidentiel / w.illi.am/ 14 décembre 2009
Qui?

 Quoi?


Comment?
Mesurer
Mesure = Analytique Web




                   © confidentiel / w.illi.am/ 14 décembre 2009
Quoi améliorer sur mon site web?
L' acquisition
Pay-Per-Click                Drive to Web – TV


                Bannières




                            Drive to Web – ...
Référencement organique (SEO)   Pay-Per-Click
Acquisition

Action :
     Optimisation des mots clés
     Section Formation continue
     Cégep régional de Lanaudière...
Source: Google Analytics, CÉGEP Lanaudière
Source: Google Analytics, CÉGEP Lanaudière
Source: Google Analytics, CÉGEP Lanaudière
Acquisition

Action : Optimisation de campagne marketing

Intervenants:
    Équipe marketing
    Équipe Web
    Équipe ...
Exemple - Campagnes web
Une campagne…


    Médium                     A


    Source        Site 1                    Site 2


    Contenu   a   ...
Résultat
La rétention
© confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
La conversion
Qu’est-ce qu’une
  conversion?

              © confidentiel / w.illi.am/ 14 décembre 2009
Abonnement




             Demande de
             soumission




                          Achat




                   ...
Approche habituelle

∆ Visites        x   % conversion    = x conversions

10 000 Visites   x   1% conversion   = 100 conv...
Nouvelle approche

Visites          x   ∆% conversion   = x conversions

10 000 Visites   x   1% conversion   = 100 conver...
Tests A/B
(Google Website Optimizer)




                       © confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
Source | www.cotenordtremblant.com



                                     © confidentiel / w.illi.am/ 14 décembre 2009
Source | www.streamtheworld.com



                                  © confidentiel / w.illi.am/ 14 décembre 2009
Tests multivariables
(Google Website Optimizer)




                       © confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
© confidentiel / w.illi.am/ 14 décembre 2009
L’optimisation...
Votre site évolue…

la nécessité de l’optimiser aussi!
Identifier/
          Mesurer




Tester                 Analyser




          Concevoir
Dois-je optimiser la page d’accueil en
premier ?
                                         Autres

Répartition des visites
...
Taux de rebond ?
Qu’arrive-t-il à l’étape 3 ?

                     Étape 1


                                  5000 (71 %)
               ...
Tests d’expérimentation
L’optimisation...

une culture d’entreprise
Pourquoi est-ce difficile ?
Pour instaurer une culture
d’optimisation continue

   Reconnaître que la perfection n’existe pas

   Travailler en équi...
Vous
 n’êtes pas
l’utilisateur
Humberto Valencia
Directeur, Optimisation
w.illi.am/



Twitter.com/humberto2210
Linkedin.com/in/HumbertoValencia
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.ill...
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Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.illi.am/

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Conférence sur le Web 1.0
Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur?
Comment optimiser mon site Web? Quels sont les outils et les moyens pour en mesurer l’efficacité? Comment le rendre plus
intéressant en fonction de clientèles ciblées?
— Étude du site d’un
collège.

Published in: Business
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Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur? - Federation des CEGEPS, Humberto Valencia, w.illi.am/

  1. 1. Avant d’aller dans les médias sociaux, mon site Web est-il à la hauteur?
  2. 2. Table des matières  Mise en contexte  Quoi améliorer sur mon site web?  L’acquisition: outils et exemples  La rétention: outils et exemples  La conversion: outils et exemples  L’optimisation, une culture
  3. 3. Mise en contexte
  4. 4. “Il faut faire une page _____________ !”
  5. 5. Pourquoi? © confidentiel / w.illi.am/ 14 décembre 2009
  6. 6. Qui? Quoi? Comment?
  7. 7. Mesurer
  8. 8. Mesure = Analytique Web © confidentiel / w.illi.am/ 14 décembre 2009
  9. 9. Quoi améliorer sur mon site web?
  10. 10. L' acquisition
  11. 11. Pay-Per-Click Drive to Web – TV Bannières Drive to Web – Édition © confidentiel / w.illi.am/ 14 décembre 2009
  12. 12. Référencement organique (SEO) Pay-Per-Click
  13. 13. Acquisition Action :  Optimisation des mots clés  Section Formation continue  Cégep régional de Lanaudière Intervenants:  Équipe marketing  Équipe Web  Équipe IT Outils:  Analytique web  Référencement organique (SEO)
  14. 14. Source: Google Analytics, CÉGEP Lanaudière
  15. 15. Source: Google Analytics, CÉGEP Lanaudière
  16. 16. Source: Google Analytics, CÉGEP Lanaudière
  17. 17. Acquisition Action : Optimisation de campagne marketing Intervenants:  Équipe marketing  Équipe Web  Équipe IT
  18. 18. Exemple - Campagnes web
  19. 19. Une campagne… Médium A Source Site 1 Site 2 Contenu a b c D Page d’entrée (landing page)
  20. 20. Résultat
  21. 21. La rétention
  22. 22. © confidentiel / w.illi.am/ 14 décembre 2009
  23. 23. © confidentiel / w.illi.am/ 14 décembre 2009
  24. 24. © confidentiel / w.illi.am/ 14 décembre 2009
  25. 25. © confidentiel / w.illi.am/ 14 décembre 2009
  26. 26. © confidentiel / w.illi.am/ 14 décembre 2009
  27. 27. La conversion
  28. 28. Qu’est-ce qu’une conversion? © confidentiel / w.illi.am/ 14 décembre 2009
  29. 29. Abonnement Demande de soumission Achat Téléchargement Consultation © confidentiel / w.illi.am/ 14 décembre 2009
  30. 30. Approche habituelle ∆ Visites x % conversion = x conversions 10 000 Visites x 1% conversion = 100 conversions 20 000 Visites x 1% conversion = 200 conversions © confidentiel / w.illi.am/ 14 décembre 2009
  31. 31. Nouvelle approche Visites x ∆% conversion = x conversions 10 000 Visites x 1% conversion = 100 conversions 10 000 Visites x 3% conversion = 300 conversions © confidentiel / w.illi.am/ 14 décembre 2009
  32. 32. Tests A/B (Google Website Optimizer) © confidentiel / w.illi.am/ 14 décembre 2009
  33. 33. © confidentiel / w.illi.am/ 14 décembre 2009
  34. 34. Source | www.cotenordtremblant.com © confidentiel / w.illi.am/ 14 décembre 2009
  35. 35. Source | www.streamtheworld.com © confidentiel / w.illi.am/ 14 décembre 2009
  36. 36. Tests multivariables (Google Website Optimizer) © confidentiel / w.illi.am/ 14 décembre 2009
  37. 37. © confidentiel / w.illi.am/ 14 décembre 2009
  38. 38. © confidentiel / w.illi.am/ 14 décembre 2009
  39. 39. © confidentiel / w.illi.am/ 14 décembre 2009
  40. 40. L’optimisation...
  41. 41. Votre site évolue… la nécessité de l’optimiser aussi!
  42. 42. Identifier/ Mesurer Tester Analyser Concevoir
  43. 43. Dois-je optimiser la page d’accueil en premier ? Autres Répartition des visites par type de page d’entrée Catégories Accueil Produits
  44. 44. Taux de rebond ?
  45. 45. Qu’arrive-t-il à l’étape 3 ? Étape 1 5000 (71 %) Étape 2 3550 (65 %) Étape 3 1597 (45 %) Confirmation
  46. 46. Tests d’expérimentation
  47. 47. L’optimisation... une culture d’entreprise
  48. 48. Pourquoi est-ce difficile ?
  49. 49. Pour instaurer une culture d’optimisation continue  Reconnaître que la perfection n’existe pas  Travailler en équipe  Prioriser (nouveauté vs. amélioration de l’existant)  Mesurer
  50. 50. Vous n’êtes pas l’utilisateur
  51. 51. Humberto Valencia Directeur, Optimisation w.illi.am/ Twitter.com/humberto2210 Linkedin.com/in/HumbertoValencia

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