{"id":8475,"date":"2020-01-24T10:00:43","date_gmt":"2020-01-24T09:00:43","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8475"},"modified":"2020-04-02T14:28:10","modified_gmt":"2020-04-02T13:28:10","slug":"la-redoute-la-data-on-site-au-service-de-la-performance-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/la-redoute-la-data-on-site-au-service-de-la-performance-sea\/","title":{"rendered":"La Redoute : la data on-site au service du SEA"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-1024x348.jpg\" alt=\"\" class=\"wp-image-8477\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-1536x522.jpg 1536w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-2048x696.jpg 2048w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/01\/La-redoute-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Voil\u00e0 ce qui s\u2019appelle penser le e-commerce de mani\u00e8re cr\u00e9ative&nbsp;! Acteur majeur du e-commerce et de la marketplace en France, La Redoute attire plus de 9 millions de visiteurs uniques sur son site chaque mois pour un catalogue de plus de 1,8 million de produits.<\/p>\n\n\n\n<p>Pour faire la promotion en ligne d\u2019un catalogue de cette envergure, La Redoute recourt bien s\u00fbr au SEA et <a href=\"https:\/\/www.keyade.com\/competitivite-prix-campagne-shopping\">aux outils de gestion automatis\u00e9s<\/a> mais la marque est \u00e9galement riche d\u2019une autre mine de data\u00a0: le comportement des internautes qui visitent son site. <\/p>\n\n\n\n<p>Ensemble, La Redoute et Keyade reprennent l\u2019id\u00e9e simple que\ns\u2019ils mettent en rapport les comportements de navigation des internautes avec\nles donn\u00e9es de conversion issues du SEA, ils obtiendront une meilleure\nappr\u00e9ciation du potentiel \u00e9conomique des pages du site. <\/p>\n\n\n\n<p>En particulier, ils concentrent leur attention sur les pages\nlistes (qui regroupent plusieurs liens vers des pages produits) et \u00e9tudient le\ntaux de passage d\u2019une page liste \u00e0 une page produit. L\u2019hypoth\u00e8se \u00e9tant que, pour\nune page liste donn\u00e9e, plus le taux de passage \u00e0 une page produit est \u00e9lev\u00e9,\nplus cela constitue un signal fort d\u2019intention d\u2019achat. <\/p>\n\n\n\n<p>Pour v\u00e9rifier cette hypoth\u00e8se dans la pratique, les\nconsultants Keyade \u00e9laborent un protocole en trois \u00e9tapes&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Pour chaque page liste, ils calculent le taux de\npassage \u00e0 une page produit (selon une m\u00e9thode pr\u00e9alablement convenue avec La\nRedoute).<\/li><li>En fonction de ce taux, ils classent les pages\nlistes au sein de 5 groupes de pages. Le groupe 1 correspond aux pages listes dont\nles taux de passage aux pages produits sont les plus faibles et le groupe 5\ncorrespond aux pages listes dont ces taux sont les plus \u00e9lev\u00e9s.<\/li><li>Les campagnes SEA sont ensuite labellis\u00e9es dans\nGoogle Ads pour int\u00e9grer cette nouvelle information de classification au sein\nde la structure des campagnes.<\/li><\/ul>\n\n\n\n<p>Dans ce protocole, les campagnes SEA sont actives pendant 4\nsemaines, sans ajustement d\u2019ench\u00e8res et avec un budget \u00e9quivalent pour tous les\ngroupes de pages. <\/p>\n\n\n\n<p>Au terme de ce premier test, les consultants Keyade\nobservent que les meilleures performances SEA sont attribu\u00e9es aux campagnes qui\nutilisent les pages des groupes 4 et 5. En particulier, les campagnes qui\nutilisent les pages du groupe 5 pr\u00e9sentent un taux de conversion 40 fois\nsup\u00e9rieur aux campagnes utilisant le reste des groupes de pages.<\/p>\n\n\n\n<p>Amin El Hajjam, Traffic Manager SEA chez La Redoute\ncommente&nbsp;<em>: \u00ab&nbsp;Ce protocole a \u00e9t\u00e9\ntr\u00e8s int\u00e9ressant pour nous. Il nous a permis de confirmer l\u2019hypoth\u00e8se selon\nlaquelle les comportements des visiteurs sur les pages listes constituent un\nsignal d\u2019intention d\u2019achat. Mieux, il nous a permis de le chiffrer.\nAujourd\u2019hui, nous imaginons d\u00e9j\u00e0 la prochaine \u00e9tape, \u00e0 savoir utiliser des\nnouvelles informations directement au sein du pilotage m\u00e9dia.&nbsp;\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Voil\u00e0 ce qui s\u2019appelle penser le e-commerce de mani\u00e8re cr\u00e9ative&nbsp;! Acteur majeur du e-commerce et de la marketplace en France, La Redoute attire plus de 9 millions de visiteurs uniques sur son site chaque mois pour un catalogue de plus de 1,8 million de produits. Pour faire la promotion en ligne d\u2019un catalogue de cette [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8479,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,133,295],"tags":[565,241,5],"class_list":["post-8475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-sea","category-fil-actualite","tag-comportement-itnernaute","tag-data","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Redoute : la data on-site au service de la performance SEA | Keyade<\/title>\n<meta name=\"description\" content=\"Et si les comportements de navigation des internautes sur votre site pouvaient se traduire en signaux d&#039;intention d&#039;achat ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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