{"id":23792,"date":"2017-03-23T09:00:38","date_gmt":"2017-03-23T08:00:38","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=23792"},"modified":"2023-10-30T21:05:33","modified_gmt":"2023-10-30T20:05:33","slug":"de-lapplication-mobile-au-roi","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/03\/23\/de-lapplication-mobile-au-roi\/","title":{"rendered":"De l\u2019application mobile au ROI : conseils et bonnes pratiques"},"content":{"rendered":"

Nous avons tous une belle vitrine d’applications mobiles sur nos smartphones. Il existe une grande palette d’applications que ce soit application de banque, de sport, de messagerie, de livraison \u00e0 domicile ou autre. En effet, un utilisateur de smartphone poss\u00e8de en moyenne 28 applications mais n’en utilise que 5 environ<\/a>. Yann Gourvennec a anim\u00e9 une table ronde sur une probl\u00e9matique tr\u00e8s int\u00e9ressante: \u00ab\u00a0De l’application mobile au ROI: T\u00e9l\u00e9chargement, engagement, transformation\u00a0\u00bb. Deux participants, Michael Flautre<\/span> et Gaye Delahousse<\/span> ont \u00e9chang\u00e9 sur ce sujet. Dans cet article, je vais reprendre les points cl\u00e9s de cette discussion.<\/em><\/p>\n

Quelques conseils pour sortir du lot<\/h2>\n

Il existe \u00e9norm\u00e9ment d’applications pr\u00eates \u00e0 \u00eatre t\u00e9l\u00e9charg\u00e9es sur nos smartphone<\/a>. Pourquoi certaines arrivent dans les meilleurs classement? Comment se d\u00e9marquer dans ce domaine tr\u00e8s comp\u00e9titif? Les r\u00e9ponses varient selon diff\u00e9rents \u00e9l\u00e9ments comme par exemple l’objectif de l’application ou encore le secteur d’activit\u00e9.<\/p>\n

\"Comment<\/a>
Comment se d\u00e9marquer dans un contexte assez comp\u00e9titif?<\/figcaption><\/figure>\n

Pour mieux illustrer ce propos, je partagerai avec vous les exemples donn\u00e9s par les deux participants.
\nVal-d’Is\u00e8re est une application mobile qui a pour objectif principal d’am\u00e9liorer le customer journey. Cette application est r\u00e9serv\u00e9e aux clients qui visite cette station. Donc dans ce contexte l\u00e0, on n’essaie pas de concurrencer toutes les applications disponibles sur les smartphones mais on essaye plut\u00f4t de convaincre les clients d’adopter l’application et de passer de meilleurs moments \u00e0 Val-d’Is\u00e8re.
\nMichael donne un autre exemple, celui du Groupe La Poste. Plusieurs actions ont \u00e9t\u00e9\u00a0faites pour mettre en avant l’application mobile: Les imprim\u00e9s publicitaires, la diffusion de vid\u00e9os en bureaux de poste, l’utilisation d’autres applications du groupe en font partie. Oui un passage de l’ online vers l’offline peut \u00eatre tr\u00e8s strat\u00e9gique.<\/p>\n

Que faire pour faire partie des \u00ab\u00a0applications utilis\u00e9es\u00a0\u00bb sur un smartphone?<\/h2>\n

Convaincre des utilisateurs de smartphone de t\u00e9l\u00e9charger une application est un premier challenge<\/a>. Il est suivi par un autre: encourager l’utilisation de cette application et \u00e9viter l’abandon. Il est important de recruter des utilisateurs de mani\u00e8re efficace car il est difficile de les fid\u00e9liser. Les raisons d’abandon d’une application sont nombreuses<\/span>; l’utilisateur peut penser que l’ergonomie de l’application n’est pas adapt\u00e9e \u00e0 lui, que le contenu n’est pas mise \u00e0 jour ou optimis\u00e9e, qu’il y a trop de publicit\u00e9 agressive.<\/p>\n

<\/p>\n

Pour \u00e9viter la d\u00e9sinstallation d’une application mobile il est important de communiquer avec un autre utilisateur, et envoyer des email des notifications push. Interagir avec son utilisateur et une valeur ajout\u00e9e qu’il ne faut pas n\u00e9gliger. Nos deux intervenants \u00e9taient d’accord sur une tactique efficace pour \u00e9loigner la lassitude: la mise en place d’une \u00ab\u00a0gamification\u00a0\u00bb<\/a>.<\/p>\n

\"La<\/a>
La gamification est un \u00e9l\u00e9ment strat\u00e9gique qu’il faut prendre en compte- Photo par Mia Tawil\u00e9<\/figcaption><\/figure>\n

Vendre dans une application, un nouveau challenge?<\/h2>\n

On nous a souvent expliqu\u00e9 les diff\u00e9rents types d’applications mobiles en s’attardant sur le mod\u00e8le freemium qui est\u00a0assez int\u00e9ressant<\/a>. Certaines applications ne sont pas payantes au moment du t\u00e9l\u00e9chargement, mais peuvent le devenir \u00e0 certains moments strat\u00e9giques de notre utilisation. Il faut savoir pousser la vente au bon moment. Oui cela est difficile mais certaines marques r\u00e9ussissent tr\u00e8s bien. Ces derni\u00e8res applique les codes du e-commerce; apr\u00e8s tout on se rapproche un petit peu. Pour vendre sur une application mobile il faut rendre cela simple et rapide. Je vais pas pour expliquer l’exemple typique du \u00ab\u00a0one click\u00a0\u00bb Amazon.<\/p>\n

Quelques bonnes pratiques pour d\u00e9velopper son application mobile<\/h2>\n

Il faut tout d’abord se mettre \u00e0 la place de l’utilisateur pour mieux comprendre comment r\u00e9pondre \u00e0 ses attentes et m\u00eame les d\u00e9passer. On parle donc the user experience (UX). Il faut aussi savoir attirer et inspirer l’utilisateur. Pour faire cela tous les moyens sont bons: R\u00e9seaux sociaux, e-mailing, vid\u00e9o etc. L’utilisateur doit sentir une certaine appartenance \u00e0 une communaut\u00e9, celle de cette application mobile. Enfin, une fois que le t\u00e9l\u00e9chargement est fait, et l’engagement d\u00e9velopp\u00e9, il faut fid\u00e9liser ses clients pour qu’il continue \u00e0 utiliser notre application mobile. Il faut donc l’\u00e9couter, analyser son feedback et s’adapter \u00e0 ses besoins.<\/p>\n","protected":false},"excerpt":{"rendered":"

Nous avons tous une belle vitrine d’applications mobiles sur nos smartphones. Il existe une grande palette d’applications que ce soit application de banque, de sport, de messagerie, de livraison \u00e0 domicile ou autre. En effet, un utilisateur de smartphone poss\u00e8de en moyenne 28 applications mais n’en utilise que 5 environ. Yann Gourvennec a anim\u00e9 une …<\/p>\n","protected":false},"author":37,"featured_media":34061,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-23792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nDe l'application mobile au ROI : t\u00e9l\u00e9chargement, engagement et transformation<\/title>\n<meta name=\"description\" content=\"Nous avons tous une belle vitrine d'applications mobiles sur nos smartphones.Un utilisateur de smartphone poss\u00e8de en moyenne 28 applications.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2017\/03\/23\/de-lapplication-mobile-au-roi\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta 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