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E-commerce 2.0

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Les leviers de croissance et de différenciation du E-commerce 2.0.

Publicada em: Tecnologia
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E-commerce 2.0

  1. 1. E-commerce 2.0 Exploitez les nouveaux leviers de performance Convention E-commerce - 14 Septembre 2006
  2. 2. E-commerce et web 2.0
  3. 3. Rétrospective sur les géants du e-commerce
  4. 4. Du web 1.0 au web 2.0 ?
  5. 5. Cartographie du web 2.0
  6. 6. Cartographie du e-commerce 2.0 <ul><li>Les principales composantes : </li></ul><ul><ul><li>Interfaces riches </li></ul></ul><ul><ul><li>Marketing collaboratif </li></ul></ul><ul><ul><li>Ré-intermédiation </li></ul></ul><ul><ul><li>Co-création de valeur </li></ul></ul>
  7. 7. E-commerce 2.0 ?
  8. 8. Interfaces riches : plus de confort et de rapidité http://www.gap.com/ http://www. amazon .com/ http://www.camper. es /
  9. 9. Marketing collaboratif : nous sommes tous des influenceurs http://www. amazon .fr/ http://shopping.yahoo.com/ shoposphere /
  10. 10. Ré-intermédiation : la chaîne de valeur s’allonge à l’infinie http://www. shopzilla .fr/ http:// corkd .com/ http://www. boompa .com/ http://www. shopwiki .com/
  11. 11. Co-création de valeur : tout le monde aura sa part du gâteau http://www. lafraise .com/ http://www. zlio .com/ http://www. etsy .com/
  12. 12. Des bonnes idées à expérimenter http://www. nosibay .com http://www. rightcart .com/ http://www. farecast .com/
  13. 13. Les nouveaux leviers du e-commerce
  14. 14. La théorie de Darwin appliquée au e-commerce Vous êtes ici (peut-être) Part du commerce électronique dans le commerce de détail aux Etats-Unis (hors services financiers, voyages et billetterie) - source : US Census Bureau
  15. 15. Les nouveaux leviers <ul><li>Rich commerce </li></ul><ul><li>Parcours client </li></ul><ul><li>Ergonomie incitative </li></ul><ul><li>Marketing collaboratif </li></ul><ul><li>Mesure de la performance </li></ul>
  16. 16. Rich commerce
  17. 17. Quelle valeur ajoutée ? <ul><li>Des messages mieux mis en scène </li></ul><ul><li>Des univers émotionnels plus riches </li></ul><ul><li>Des produits mieux valorisés </li></ul><ul><li>De nouvelles possibilités d’interaction et de manipulation </li></ul><ul><li>Un guidage et une personnalisation plus forts </li></ul><ul><li>Des processus d’achat simplifiés </li></ul>
  18. 18. Showroom virtuels et catalogue interactif http://www.jaguar.com/ http://www. decathlon .fr/
  19. 19. Démonstrateur et émulateur http://www.a-to-s. co . uk / http://www. elmwoodreclaimedtimber .com/ flooringtool /
  20. 20. Assistant d’achat et vidéo en ligne http://www. sfdnet .fr/ http://www. pixmania .com/
  21. 21. Configurateur et mannequin virtuel http://www. laredoute .com/ http://www. hummer .com/
  22. 22. Parcours client
  23. 23. Votre page d’accueil n’est plus le point d’entrée unique
  24. 24. Une approche de transformation orientée processus
  25. 25. Les personas pour segmenter vos visiteurs <ul><li>Nom </li></ul><ul><li>Photo </li></ul><ul><li>Âge </li></ul><ul><li>Situation de famille </li></ul><ul><li>Environnement professionnel </li></ul><ul><li>Hobbies </li></ul><ul><li>Compétence technique </li></ul><ul><li>Besoins, contraintes, motivations, freins </li></ul><ul><li>Comportements d'achat en ligne </li></ul><ul><li>Citation </li></ul>
  26. 26. En cohérence avec le cycle de vie Cycle de décision Processus marchand Service au client Notoriété Image Adéquation offre Passage à l’acte Fidélisation Découverte Évaluation Achat Usage Renouvellement
  27. 27. Un processus unifié
  28. 28. Ergonomie incitative
  29. 29. Quelle différence avec l’ergonomie ?
  30. 30. Les fondamentaux <ul><li>Un raisonnement au niveau de l’écran </li></ul><ul><ul><li>Le design persuasif oriente le regard </li></ul></ul><ul><ul><li>L’ergonomie incitative invite à passer à l’action </li></ul></ul><ul><li>Une approche centrée sur les objectifs </li></ul><ul><ul><li>« Quel objectif doit remplir la page d’accueil ? » </li></ul></ul><ul><ul><li>« Quel objectif pour la fiche produit ? »… </li></ul></ul>
  31. 31. Exemple http://www. netflix .com/
  32. 32. Marketing collaboratif
  33. 33. Connaissez-vous Amazon ? http://www. amazon .com/
  34. 34. Vers du marketing collaboratif générique ? http://www. amazon .com/ http://www. librarything .com/
  35. 35. Sous-traiter le marketing de vos produits http://www. bazaarvoice .com/ http://www. ikarma .com/ http://www. rapleaf .com/
  36. 36. Mesure de la performance
  37. 37. Qu’est-ce qu’un site performant ? <ul><li>Avant de penser « performance », pensez « objectifs » </li></ul><ul><li>La performance se définit sur la base des objectifs identifiés </li></ul>
  38. 38. Du détail à la tendance Macro Tendance Micro Détail Audit, Revue experte 1 ergonome Tests utilisateurs / focus 10 utilisateurs Questionnaires 100+ répondants Statistiques web 1000+ visiteurs Écoute du buzz, Emails reçus
  39. 39. Les outils traditionnels http://www. webtrends .com/ http://www. google .com/analytics/
  40. 40. Les nouveaux outils http://www.clicktale.com/ http://www.feedburner.com/ http://www.crazyegg.com/
  41. 41. Exemple de tableau de bord
  42. 42. Cas pratique
  43. 43. Vue d’ensemble <ul><li>2003 - 2004 : Refonte ergonomique </li></ul><ul><ul><li>Nombre d’étapes, aide au choix, contextualisation des aides et légendes, réduction du nombre d’erreurs </li></ul></ul><ul><li>2004 - 2005 : Refonte ergonomique et graphique </li></ul><ul><ul><li>Image de marque, positionnement, design, incitation </li></ul></ul><ul><li>Résultats obtenus : réduction de 50% du taux d'abandon dans le processus d'achat </li></ul>
  44. 44. 2003 : Version 1
  45. 45. 2005 : Version 2
  46. 46. 2006 : Version 3
  47. 47. Survol de la démarche <ul><li>Audit ergonomique </li></ul><ul><li>Tests utilisateurs </li></ul><ul><li>Tests comparatifs </li></ul><ul><li>Storyboard </li></ul><ul><li>Création graphique </li></ul>
  48. 48. 1. Audit ergonomique <ul><li>L’analyse experte (audit et analyse du trafic) permet d’ identifier les points de friction </li></ul>Zone pub Formulaire de recherche Bouton de validation
  49. 49. 2. Tests utilisateurs <ul><li>Observation du comportement des utilisateurs en situation réelle </li></ul>« Le testeur réussit à renseigner le formulaire de réservation…Jusque là, pas de problème…. « Sans voir le bouton de validation, il descend en bas de page. Il valide par les vignettes publicitaires…. «Mais où est-ce que je peux valider ?… Ca doit être en fin de page !… Oui ! C’est là ! »
  50. 50. 3. Tests comparatifs <ul><li>Les tests comparatifs mettent à jour les bonnes pratiques </li></ul>
  51. 51. 4. Storyboard <ul><li>Une vue fonctionnelle de la future version du site </li></ul>
  52. 52. 5. Création graphique <ul><li>Production de solutions </li></ul>Processus de commande Découverte Aide au choix
  53. 53. 2003 > 2005 : Processus de commande Propositions Allers-retours Passagers Véhicules Cabines Étude des possibles Décision Tarifs Résumé Engagement Liste passagers Confir- mation Propositions Allers-retours Passagers Véhicules Cabines Étude des possibles Prestations Assurance Décision Tarifs Confirmation Engagement Paiement (passagers et CB)
  54. 54. 2003 > 2005 : Moteur de réservation
  55. 55. 2003 > 2005 : Options ‘Véhicules’
  56. 56. 2003 > 2005 : Options ‘Cabines’
  57. 57. 2005 > 2006 : Optimisations ergonomiques
  58. 58. 2005 > 2006 : Éléments d’incitation
  59. 59. Des questions ?
  60. 60. Pour aller plus loin http://www.EmarketingGarden.com/ http://www.FredCavazza.net/ http://www.sqliagency.com/

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