{"id":29313,"date":"2018-11-07T08:30:18","date_gmt":"2018-11-07T07:30:18","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=29313"},"modified":"2021-06-19T15:00:21","modified_gmt":"2021-06-19T13:00:21","slug":"contenu-et-e-commerce","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2018\/11\/07\/contenu-et-e-commerce\/","title":{"rendered":"Contenu et e-commerce : le catalogue ne suffit plus"},"content":{"rendered":"

Avec l\u2019explosion de l\u2019offre et l\u2019exigence accrue des consommateurs, une simple photo du produit et sa taille ne suffisent plus. En effet, selon shotfarm<\/a>, 30% des utilisateurs ont d\u00e9j\u00e0 abandonn\u00e9 un panier en ligne \u00e0 cause d’une description insuffisante, et ils sont 40% \u00e0 avoir d\u00fb retourner un produit par manque d\u2019information lors de l\u2019achat.<\/em><\/p>\n

Contenu et e-commerce : le catalogue ne suffit plus<\/h2>\n

De plus, pour le e-commerce, la d\u00e9finition de contenu ne s\u2019arr\u00eate pas \u00e0 la fiche technique du produit<\/a>.\u00a0<\/em>Dans un article publi\u00e9 par ecommerce mag<\/a> pour le compte de notre client\u00a0eZ systems<\/a>, nous avons r\u00e9alis\u00e9 une \u00e9tude sur l\u2019influence du contenu sur le commerce \u00e9lectronique. En voil\u00e0 un aper\u00e7u :<\/em><\/p>\n

\"\"<\/p>\n

<\/h3>\n

Contenu profond et taux de transformation<\/h3>\n

Selon Demand metric<\/a>, 70% des internautes pr\u00e9f\u00e8rent apprendre d\u2019une entreprise par un article que par la publicit\u00e9.
\nAlimenter un blog, \u00e9crire un livre blanc ou encore animer une chaine YouTube permet de donner une visibilit\u00e9 \u00e0 la marque. Diffuser des informations pertinentes sur le site de la marque, permet d’augmenter le trafic organique de la plateforme et d’am\u00e9liorer son r\u00e9f\u00e9rencement sur les moteurs de recherche.<\/p>\n

<\/p>\n

Le site d\u2019achat group\u00e9 Groupon en est un bon exemple. Avec leur campagne \u00ab\u00a0Groupon Stars 2018<\/a>\u00a0\u00bb notamment, ils mettent en avant leurs meilleurs partenaires et les interrogent quant aux bonnes pratiques \u00e0 adopter pour d\u00e9marrer sur la plateforme.<\/p>\n

Ces conseils sont d\u2019autant plus dignes de confiance qu\u2019ils proviennent directement des partenaires les mieux not\u00e9s de la plateforme.<\/p>\n

Ces contenus vid\u00e9os<\/a> sont accompagn\u00e9es d\u2019articles r\u00e9dig\u00e9s sur une page de blog r\u00e9guli\u00e8rement aliment\u00e9e.<\/p>\n

Avec cette campagne, Groupon a r\u00e9ussi un m\u00e9lange de contenu de fond et de contenu g\u00e9n\u00e9r\u00e9 par l\u2019utilisateur (UGC).<\/p>\n

contenu UGC (User Generated Content) et e-commerce<\/h3>\n

Le contenu g\u00e9n\u00e9r\u00e9 par les utilisateurs a son importance dans le domaine de la vente en ligne :\u00a093% des consommateurs se disent influenc\u00e9s par les avis en ligne<\/a>. Et ils sont 77% \u00e0 \u00eatre pr\u00eats \u00e0 en laisser un si on leur propose.<\/p>\n

La palette de l\u2019UGC est vaste, elle va de la notation jusqu\u2019au forum participatif d\u2019entraide direct entre consommateurs. L\u2019objectif de cette forme de contenu est de convertir les consommateurs en ambassadeurs de la marque.<\/p>\n

La phase ultime \u00e9tant la g\u00e9n\u00e9ration spontan\u00e9e de contenu par les utilisateurs<\/a>. Elle est n\u00e9anmoins r\u00e9serv\u00e9e \u00e0 quelques marques aim\u00e9es.<\/p>\n

Il existe plusieurs fa\u00e7ons de g\u00e9rer sa politique de contenu en e-commerce. N\u00e9anmoins il est indispensable d\u2019en avoir une. Nous avons \u00e9tudi\u00e9 les diff\u00e9rentes politiques de contenu des 15 premiers sites e-commerce selon la FEVAD dans cet article :<\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Avec l\u2019explosion de l\u2019offre et l\u2019exigence accrue des consommateurs, une simple photo du produit et sa taille ne suffisent plus. En effet, selon shotfarm, 30% des utilisateurs ont d\u00e9j\u00e0 abandonn\u00e9 un panier en ligne \u00e0 cause d’une description insuffisante, et ils sont 40% \u00e0 avoir d\u00fb retourner un produit par manque d\u2019information lors de l\u2019achat. …<\/p>\n","protected":false},"author":2,"featured_media":63850,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[121],"tags":[],"class_list":["post-29313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-business"],"yoast_head":"\nContenu et e-commerce : le catalogue ne suffit plus<\/title>\n<meta name=\"description\" content=\"30% des utilisateurs ont d\u00e9j\u00e0 abandonn\u00e9 un panier en ligne \u00e0 cause d'une description insuffisante. 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