{"id":116709,"date":"2015-01-28T00:00:00","date_gmt":"2015-01-27T23:00:00","guid":{"rendered":"https:\/\/www.mdirector.com\/2015\/03\/16\/comment-optimiser-une-landing-page-modele-lift\/"},"modified":"2024-04-30T08:32:43","modified_gmt":"2024-04-30T06:32:43","slug":"comment-optimiser-une-landing-page-modele-lift","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/fr\/blog\/comment-optimiser-une-landing-page-modele-lift\/","title":{"rendered":"Comment optimiser une landing page: mod\u00e8le LIFT"},"content":{"rendered":"
<\/div>

\"Optimizaci\u00f3n<\/a><\/p>\n

On utilise g\u00e9n\u00e9ralement le terme\u00a0<\/span>landing page pour identidier\u00a0la page vers laquelle est men\u00e9e l’utilisateur en cliquant sur un lien de texte ou un<\/span><\/a>e<\/span> image<\/strong><\/span><\/span>.<\/span>\u00a0Il est donc normal qu’une landing page fasse partie d’une campagne qui inclut d’autres \u00e9l\u00e9ments comme un email ou une annonce.<\/span><\/span><\/p>\n

Une landing page se diff\u00e9rencie d’une page web normale par le fait qu’elle est sp\u00e9cialement con\u00e7ue pour atteindre un objectif concret: convertir.<\/strong> Pour y arriver, plusieurs facteurs qui influent sur le rendement de toute landing page entrent en jeu<\/p>\n

L’optimisation des landing pages est donc un processus en continu<\/strong> qui a pour objectif d’am\u00e9liorer le pourcentage de visiteurs de la page qui se convertissent en leads, opportunit\u00e9s de ventes ou clients, connu comme le taux de conversion (CRO).<\/p>\n

Les 6 facteurs du Mod\u00e8le\u00a0\u201cLIFT\u201d\u00a0pour optimiser des landing pages<\/h3>\n

Il existe plusieurs fa\u00e7ons d’affronter l’optimisation d’une landing page mais la plupart passe par un travail d\u00e9di\u00e9\u00a0de chacun des facteurs: optimiser les formulaires, apporter des preuves sociales, ajouter des t\u00e9moignages ou tester divers textes, boutons, tailles, couleurs et images<\/strong>, par exemple.<\/p>\n

Toutefois, des apports sur une m\u00e9thodologie globale commencent \u00e0 voir le jour. Une m\u00e9thodologie est le\u00a0Mod\u00e8lo LIFT, (Landing Page Influence Function for Tests\u2122),\u00a0cr\u00e9\u00e9 par Chris Goward pour\u00a0Wider Funnel.<\/p>\n

Le Mod\u00e8le LIFT identifie 6 variables qui font partie du processus n\u00e9cessaire pour faire qu’une landing page soit optimis\u00e9e afin de convaincre l’utilisateur de l’action qu’il doit r\u00e9aliser.<\/p>\n

    \n
  1. Proposition de valeur<\/strong>: C’est un \u00e9l\u00e9ment fondamental. C’est d’ailleurs le facteur consid\u00e9r\u00e9 comme le plus important. L’utilisateur doit \u00eatre capable de savoir\u00a0ce qui lui est demand\u00e9 de faire en moins de 5 secondes,\u00a0une proposition de valeur unique<\/strong>, claire et int\u00e9ressante doit \u00eatre envisag\u00e9e<\/span>. La proposition de valeur doit se focaliser sur\u00a0les b\u00e9n\u00e9fices qui s’obtiennent si la conversion est r\u00e9alis\u00e9e<\/span>. L’exemple\u00a0de\u00a0Basecamp<\/span>\u00a0<\/a>est clair: en quelques secondes on sait que le but recherch\u00e9 et que l’utilisateur teste le logiciel gratuitement pendant 60 jours.\"landing<\/li>\n
  2. Pertinence<\/strong>: Indique la pertinence de notre proposition\u00a0du point de vue de l’utilisateur. A-t-il trouv\u00e9 ce qu’il recherchait ou alors a-t-il \u00e9t\u00e9 d\u00e9\u00e7u dans ses attentes\u00a0?\u00a0Plus pertinent sera le\u00a0contenu de notre landing page, plus seront les possibilit\u00e9 de convertir efficacement.\u00a0<\/strong><\/li>\n
  3. Clart\u00e9<\/strong>: c’est-\u00e0-dire la fa\u00e7on dont est dispos\u00e9 le contenu, tout comme le contenu en soi. C’est un des principaux probl\u00e8mes auquel est confront\u00e9 la cr\u00e9ation\u00a0d’une landing page puisque le but est d’expliquer le plus possible en le minimum d’espace possible. Avec un\u00a0design\u00a0clair<\/strong>, des images percutentes\u00a0et le texte n\u00e9cessaire<\/span>, une landing a beaucoup de chances de s\u00e9duire l’utilisateur. Un bon exemple est cette\u00a0landing page de\u00a0Hootsuite<\/span>\u00a0<\/a>en o\u00f9 les pas \u00e0 r\u00e9aliser pour commencer \u00e0 utiliser le produit sont pr\u00e9sent\u00e9s de fa\u00e7on graphique et claire.\"image<\/a><\/li>\n
  4. Urgence: <\/span>Une landing page optimis\u00e9e doit provoquer la sensation d’urgence chez le visiteur.<\/strong>\u00a0La conversion sera possible que de cette fa\u00e7on. Une fa\u00e7on habituelle d’obtenir\u00a0est d’identifier des fen\u00eatres temporelles\u00a0en dehors desquelles l’offre est perdue, comme dans cet exemple\u00a0de\u00a0Uvinum<\/span><\/a>.
    \n<\/a><\/li>\n
  5. Anxi\u00e9t\u00e9<\/strong>: Il est essentiel d’essayer de r\u00e9soudre\u00a0tous les possible doutes\u00a0que l’utilisateur peut avoir. L’anxi\u00e9t\u00e9 fait r\u00e9f\u00e9rence \u00e0, fondamentalement, g\u00e9rer fa\u00e7on appropri\u00e9e, en premier lieu,\u00a0la\u00a0cr\u00e9dibilit\u00e9 de la page<\/span>\u00a0qui apport assez de confiance\u00a0au visiteur et, par ailleurs, \u00e0 disposer de m\u00e9canismes\u00a0comme les vid\u00e9os de d\u00e9monstration\u00a0qu aident \u00e0\u00a0r\u00e9duire le seuil d’incertitude pour prendre une d\u00e9cision.<\/span><\/li>\n
  6. Distraction<\/strong>: Une landing page optimis\u00e9e doit minimiser les possibles distractions en supprimant menus ou liens ext\u00e9rieurs.<\/strong> Si ceci est r\u00e9ussi, il est possible que le taux de conversion augment significativement.<\/li>\n<\/ol>\n

    Enfin, il est important de souligner que les 4 premiers facteurs dirigent vers la conversion tandis que la non application des deux derniers est nocive puisqu’ils inhibent l’utilisateur pour r\u00e9aliser l’action propos\u00e9e.<\/p>\n","protected":false},"excerpt":{"rendered":"

    On utilise g\u00e9n\u00e9ralement le terme\u00a0landing page pour identidier\u00a0la page vers laquelle est men\u00e9e l’utilisateur en cliquant sur un lien de texte ou une image.\u00a0Il est donc normal qu’une landing page fasse partie d’une campagne qui […]<\/p>\n","protected":false},"author":2,"featured_media":15219,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","rating_form_position":"","rating_results_position":"","mr_structured_data_type":"","footnotes":""},"categories":[1884],"tags":[],"class_list":["post-116709","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"acf":[],"yoast_head":"\nComment optimiser une landing page: mod\u00e8le LIFT<\/title>\n<meta name=\"description\" content=\"On utilise g\u00e9n\u00e9ralement le terme\u00a0landing page pour identidier\u00a0la page vers laquelle est men\u00e9e l'utilisateur en 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