{"id":430,"date":"2019-07-30T08:54:45","date_gmt":"2019-07-30T06:54:45","guid":{"rendered":"https:\/\/www.wsinteractive.com\/content-strategy-user-scenarios\/"},"modified":"2023-01-22T09:03:12","modified_gmt":"2023-01-22T08:03:12","slug":"strategie-contenu-scenarios-utilisateur","status":"publish","type":"post","link":"https:\/\/www.wsinteractive.com\/fr\/blog\/strategie-contenu-scenarios-utilisateur\/","title":{"rendered":"La strat\u00e9gie de contenu \u00e0 l’agence web"},"content":{"rendered":"\n

Un projet web commence par la compr\u00e9hension de vos objectifs commerciaux. Cela signifie comprendre vos besoins pour les transformer en objectifs et imaginer des interfaces qui permettent d\u2019y r\u00e9pondre.\u00a0Entrer donc la strat\u00e9gie de contenu.<\/p>\n\n\n\n

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La strat\u00e9gie de contenu \u00e0 l’agence web<\/em><\/p>\n<\/div>\n\n\n\n

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La strat\u00e9gie d’abord<\/h2>\n\n\n\n

A l’agence web, notre strat\u00e9gie de contenu vise d’abord \u00e0 simplifier le message. Elle vous permet de mieux communiquer sur le web. En plus des b\u00e9n\u00e9fices SEO<\/a>, un message clair permet de proposer une exp\u00e9rience digitale efficace et de convertir.<\/p>\n\n\n\n

Dans le monde du B2B et du commerce \u00e9lectronique, nous passons notre temps \u00e0 essayer de convaincre et convertir nos clients potentiels.\u00a0Toute strat\u00e9gie de contenu n\u00e9cessite une connaissance fine de son \u00e9cosyst\u00e8me afin de proposer des solutions et donc des interactions rapides.<\/p>\n\n\n\n

\"strat\u00e9gie<\/figure>\n\n\n\n

Comment r\u00e9pondre \u00e0 ce double enjeu \u00e0 la fois commercial et ergonomique ? Catalogues de produits, services propos\u00e9s, quelle que soit votre activit\u00e9 : la strat\u00e9gie de contenu doit cr\u00e9er de la valeur.<\/p>\n\n\n\n

La strat\u00e9gie de contenu<\/a> vous aidera \u00e0 parler le m\u00eame langage que vos clients et \u00e0 les comprendre. C\u2019est une discipline et une approche tr\u00e8s sp\u00e9cifique qui permet de structurer votre contenu. Une hi\u00e9rarchie bien pens\u00e9e permet une r\u00e9daction de contenus optimis\u00e9e.<\/p>\n\n\n\n

Scenarios utilisateur<\/h2>\n\n\n\n

Il existe plusieurs m\u00e9thodes, mais celle que nous utilisons chez WS implique notamment des \u201csc\u00e9narios utilisateur<\/strong>\u201d.<\/p>\n\n\n\n

Vous entendrez ainsi souvent parler de \u201cpersonas<\/strong>\u201d pour vous aider \u00e0 identifier les profils de vos utilisateurs.<\/p>\n\n\n\n

Gr\u00e2ce \u00e0 ces profils types, les parcours de navigations sont identifi\u00e9s.<\/p>\n\n\n\n

Vous l\u2019aurez compris, la clef c\u2019est comprendre vos utilisateurs et anticiper leurs attentes.<\/p>\n\n\n\n

    \n
  • Comment sont-ils arriv\u00e9s sur votre site ?<\/strong> Un terme de recherche, une deuxi\u00e8me visite, une r\u00e9f\u00e9rence, une publicit\u00e9. Analyser l\u2019origine des visites de vos utilisateurs, leurs parcours sont des indices pr\u00e9cieux.<\/li>\n\n\n\n
  • Quel est leur besoin ?<\/strong> Rechercher des informations, acheter un produit… Pour chaque attente, le sc\u00e9nario doit d\u00e9finir le chemin le plus rapide et le plus logique pour y r\u00e9pondre.<\/li>\n\n\n\n
  • Ont-ils r\u00e9ussi ?<\/strong> Les utilisateurs partageront votre site s’il a r\u00e9pondu rapidement, efficacement \u00e0 leurs besoins.<\/li>\n<\/ul>\n\n\n\n

    Toutes ces informations peuvent \u00eatre collect\u00e9es \u00e0 l’aide des donn\u00e9es de votre site actuel, mais \u00e9galement en interviewant un \u00e9chantillon de clients.<\/p>\n\n\n\n

    \"strat\u00e9gie<\/figure>\n\n\n\n

    Toutes ces informations peuvent \u00eatre collect\u00e9es \u00e0 l’aide des donn\u00e9es de votre site actuel, mais \u00e9galement en interviewant un \u00e9chantillon de clients.<\/p>\n\n\n\n

    Nous obtenons d\u2019excellents r\u00e9sultats en organisant un atelier pour discuter des objectifs de votre site avec vos \u00e9quipes. Un exercice pratique pour d\u00e9finir un sc\u00e9nario utilisateur est par exemple de dessiner sur un tableau blanc deux points distants. 
    Le premier repr\u00e9sente l\u2019arriv\u00e9e d\u2019un utilisateur sur votre site, le second ses attentes. Tracez une ligne entre les deux points et imaginez avec vos collaborateurs comment le site r\u00e9pond aux attentes de ce persona. <\/p>\n\n\n\n

    Chaque \u00e9tape permet ainsi de d\u00e9finir les axes clefs de vos contenus ou les pages essentielles pour guider vos utilisateurs. Ainsi vous structurez aussi vos futures pages. <\/p>\n\n\n\n

    Choisir c\u2019est renoncer, vous ne pourrez couvrir 100% des besoins de vos utilisateurs mais gr\u00e2ce \u00e0 votre strat\u00e9gie de contenus vous offrirez des parcours de navigation bien pens\u00e9s.<\/p>\n\n\n\n

    La r\u00e9compense pour l’agence web<\/h2>\n\n\n\n

    Ce n\u2019est qu\u2019une fois votre strat\u00e9gie mise en place, vos contenus r\u00e9dig\u00e9s que le travail de design d\u2019interface commence. Gr\u00e2ce \u00e0 votre strat\u00e9gie de contenu, les interfaces propos\u00e9es servent l\u2019exp\u00e9rience de vos utilisateurs. Un utilisateur converti peut alors devenir votre client. <\/p>\n\n\n\n

    Le contenu joue un r\u00f4le pr\u00e9cieux sur les r\u00e9seaux sociaux, les campagnes de mailing et autres outils marketing pour amener des utilisateurs sur votre site web.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    La strat\u00e9gie de contenu vous aidera \u00e0 parler le m\u00eame langage et \u00e0 comprendre vos clients.<\/p>\n","protected":false},"author":1,"featured_media":424,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[29,70],"class_list":["post-430","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie-web","tag-international","tag-strategie-de-contenu"],"yoast_head":"\nLa strat\u00e9gie de contenu \u00e0 l'agence web - WS Interactive<\/title>\n<meta name=\"description\" content=\"La strat\u00e9gie de contenu vous aidera \u00e0 parler le m\u00eame langage et \u00e0 comprendre vos clients.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wsinteractive.com\/fr\/blog\/strategie-contenu-scenarios-utilisateur\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La strat\u00e9gie de contenu \u00e0 l'agence web - 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