{"id":8084,"date":"2023-05-04T10:38:25","date_gmt":"2023-05-04T08:38:25","guid":{"rendered":"https:\/\/www.wsinteractive.com\/?p=8084"},"modified":"2024-09-25T23:31:48","modified_gmt":"2024-09-25T21:31:48","slug":"ux-sxo-cro-referencement-web","status":"publish","type":"post","link":"https:\/\/www.wsinteractive.com\/fr\/blog\/ux-sxo-cro-referencement-web\/","title":{"rendered":"L\u2019importance de l\u2019UX dans le r\u00e9f\u00e9rencement web"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<p><strong>SXO &amp; CRO : l\u2019importance de l\u2019UX dans le r\u00e9f\u00e9rencement web<\/strong><\/p>\n\n\n\n<p><em>Entre SXO, CRO et d&rsquo;autres cl\u00e9s de l&rsquo;optimisation web, WS vous partage l&rsquo;importance de l&rsquo;exp\u00e9rience utilisateur sur le r\u00e9f\u00e9rencement de vos sites web !<\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p>D\u00e9velopper une <strong>bonne exp\u00e9rience utilisateur <\/strong>(UX) sur votre site est aujourd\u2019hui indispensable pour <strong>retenir vos visiteurs <\/strong>et les convertir en <strong>utilisateurs de votre site<\/strong>. Mais saviez-vous que ces \u00e9l\u00e9ments sont aujourd\u2019hui \u00e9galement pris en compte pour\u2026 le <strong>r\u00e9f\u00e9rencement <\/strong>et l&rsquo;<strong>optimisation de votre site ?&nbsp;<\/strong><\/p>\n\n\n\n<p>Et oui ! L\u2019UX est d\u00e9sormais au c\u0153ur des<strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\">algorithmes d\u2019indexation de Google<\/mark><\/strong>. Entre SXO et CRO, on vous explique ces nouveaux \u00e9l\u00e9ments \u00e0 prendre en compte pour <strong>optimiser votre site web.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sxo-search-experience-optimization-ux\"><strong>SXO : Search Experience Optimization<\/strong> (UX)<\/h2>\n\n\n\n<p><a href=\"https:\/\/comarketing-news.fr\/e-commerce-limportance-de-lux-en-15-chiffres-cles\/\" target=\"_blank\" rel=\"noreferrer noopener\">68% des internautes <\/a>quittent un site en raison d\u2019une mauvaise exp\u00e9rience utilisateur et <a href=\"https:\/\/www.testapic.com\/informations-pratiques\/actualites\/best-practices\/39-statistiques-chiffres-ux-parlent-elles-memes\/\" target=\"_blank\" rel=\"noreferrer noopener\">46% des acheteurs en ligne <\/a>d\u00e9clarent quitter un site car ils ne sont pas en mesure de comprendre ce que l&rsquo;entreprise propose. <\/p>\n\n\n\n<p>\u2026\u00c7a fait une sacr\u00e9e perte d\u2019audience, pas vrai ?&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>C\u2019est pour \u00e7a qu\u2019aujourd\u2019hui, l\u2019UX <strong>doit \u00eatre prise en compte dans la conception de votre site web\u2026 comme dans votre strat\u00e9gie marketing <\/strong>!<\/p>\n\n\n\n<p>C\u2019est le principe m\u00eame de la&nbsp; <strong>SXO<\/strong>, Search Experience Optimization, aussi appel\u00e9e l&rsquo;<mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\"><strong>optimisation de l&rsquo;exp\u00e9rience de recherche<\/strong>.<\/mark>Une strat\u00e9gie d\u2019optimisation qui se concentre sur l&rsquo;am\u00e9lioration de l\u2019<strong>exp\u00e9rience globale<\/strong> des visiteurs \/ utilisateurs de votre site.&nbsp;<\/p>\n\n\n\n<p>\ud83c\udfaf<strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\">Objectif de la SXO ?<\/mark><\/strong> <strong>Transformer vos visiteurs en utilisateurs<\/strong> actifs, puis en <strong>leads<\/strong>, en leur donnant acc\u00e8s \u00e0 ce qu\u2019ils recherchent <em>rapidement et simplement.&nbsp;<\/em><\/p>\n\n\n\n<p>La SXO influence donc votre r\u00e9f\u00e9rencement, et plus particuli\u00e8rement votre <strong>Taux de rebond<\/strong> et donc votre <strong>taux de r\u00e9tention<\/strong> des utilisateurs sur votre site !<\/p>\n\n\n\n<p><strong>Comment optimiser l\u2019exp\u00e9rience utilisateur <\/strong>(UX) de votre site web ?&nbsp;<\/p>\n\n\n\n<p>La fluidit\u00e9 est la cl\u00e9 ! Vos utilisateurs doivent pouvoir :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trouver<strong> des r\u00e9sultats pertinents <\/strong>et<strong> cibl\u00e9s<\/strong>, qui <strong>correspondent <\/strong>et<strong> r\u00e9pondent \u00e0 leur recherche<\/strong>,&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Naviguer<\/strong> <strong>rapidement<\/strong> (vitesse, temps de chargement) et <strong>simplement<\/strong>&nbsp; sur votre site web,<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Comprendre<\/strong> les produits, services ou informations pr\u00e9sent\u00e9s sur vos diff\u00e9rentes pages\u2026<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" width=\"532\" height=\"1024\" src=\"https:\/\/www.wsinteractive.com\/wp-content\/uploads\/2023\/05\/article_image_4-1-532x1024.png\" alt=\"Une bonne experience utilisateur = Web marketing = outils d'optimisation et de r\u00e9f\u00e9rencement web \n\" class=\"wp-image-8042\" style=\"width:362px;height:697px\" srcset=\"https:\/\/www.wsinteractive.com\/wp-content\/uploads\/2023\/05\/article_image_4-1-532x1024.png 532w, https:\/\/www.wsinteractive.com\/wp-content\/uploads\/2023\/05\/article_image_4-1-156x300.png 156w, https:\/\/www.wsinteractive.com\/wp-content\/uploads\/2023\/05\/article_image_4-1-768x1477.png 768w, https:\/\/www.wsinteractive.com\/wp-content\/uploads\/2023\/05\/article_image_4-1-799x1536.png 799w, https:\/\/www.wsinteractive.com\/wp-content\/uploads\/2023\/05\/article_image_4-1.png 911w\" sizes=\"(max-width: 532px) 100vw, 532px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>L\u2019<strong>UX <\/strong>repose donc tant sur la <strong>conception<\/strong> (graphique et technique) de votre site, que sur la <strong>qualit\u00e9 et la facilit\u00e9 de compr\u00e9hension de vos contenus <\/strong>(on parle d\u2019<em>UX Writing<\/em>) !&nbsp;<\/p>\n\n\n\n<p>Chaque d\u00e9tail compte ! Chaque aspect de l\u2019<strong>UX<\/strong> <em>(exp\u00e9rience utilisateur)<\/em> est analys\u00e9 par les moteurs de recherche pour <strong>noter<\/strong>, <strong>r\u00e9f\u00e9rencer <\/strong>et <strong>classer <\/strong>votre site web, en termes de <em>fiabilit\u00e9 &#8211; qualit\u00e9 de contenus<\/em>\u2026 comme d\u2019<em>exp\u00e9rience de navigation<\/em> sur votre site. Et au-del\u00e0 de la note d\u2019exp\u00e9rience utilisateur des moteurs de recherche\u2026 C\u2019est quand m\u00eame mieux de construire un site qui puisse \u00eatre utilis\u00e9 par vos cibles, non ?<\/p>\n\n\n\n<p>Le secret pour construire un site web UX-friendly ? Avoir une<mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\"><strong>approche de conception centr\u00e9e sur l&rsquo;utilisateur<\/strong><\/mark>, pour <strong>vous projeter dans l\u2019utilisation<\/strong> de votre site web. Une fois votre site con\u00e7u et mis en ligne, le mieux reste encore de le mettre \u00e0 l\u2019\u00e9preuve et d\u2019analyser les r\u00e9sultats de vos tests ! Votre <a href=\"https:\/\/www.wsinteractive.com\/fr\/agence\/\">agence web<\/a> peut vous accompagner et vous conseiller en ce sens.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-cro-conversion-rate-optimization\"><strong>CRO : Conversion Rate Optimization<\/strong><\/h2>\n\n\n\n<p>Voici venue l&rsquo;\u00e9tape finale de votre <strong>tunnel utilisateur<\/strong> : le graal de la <strong>Conversion<\/strong> ! Vos utilisateurs ont rep\u00e9r\u00e9 votre site dans les r\u00e9sultats de leur recherche, ont cliqu\u00e9 sur le lien de votre page et parcourent d\u00e9sormais votre contenu, en toute fluidit\u00e9. Il est d\u00e9sormais temps de les <strong>convaincre<\/strong> et les <strong>convertir<\/strong> ! <\/p>\n\n\n\n<p>De l&rsquo;utilisateur \u00e0 l&rsquo;acheteur, ambassadeur, partenaire ou candidat potentiel&#8230; l&rsquo;<strong>attraction <\/strong>&#8211;<strong> conversion de vos cibles<\/strong> est g\u00e9n\u00e9ralement centrale dans la conception de tout site web. Les optimisations r\u00e9alis\u00e9es dans ce but rel\u00e8vent de la <strong>CRO<\/strong>, la <em>Conversion Rate Optimization<\/em> !<\/p>\n\n\n\n<p>La<strong> CRO<\/strong> (<em>Conversion Rate Optimization<\/em>) d\u00e9signe les analyses &amp; techniques d\u2019<mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\"><strong>optimisation du taux de conversion<\/strong>.<\/mark> Son principe : <strong>analyser<\/strong> <strong>les tendances de votre domaine<\/strong>,<strong> <\/strong>les <strong>comportements de vos cibles <\/strong>et la <strong>navigation de vos utilisateurs <\/strong>pour mieux comprendre leurs interactions avec votre site et ses contenus. <\/p>\n\n\n\n<p>\ud83c\udfaf<strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\">Objectif de la CRO ?<\/mark><\/strong> <strong>\u00c9valuer la pertinence de votre strat\u00e9gie globale<\/strong> pour mieux l&rsquo;orienter, et <strong>optimiser votre site <\/strong>pour <strong>maximiser votre taux de conversion <\/strong>! Selon les angles et objectifs de votre strat\u00e9gie (prospection, cr\u00e9ation d&rsquo;une communaut\u00e9, augmentation de la client\u00e8le, utilisation d&rsquo;un service&#8230;), cette conversion peut relever de diff\u00e9rentes actions r\u00e9alis\u00e9es par l&rsquo;utilisateur :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cr\u00e9ation d&rsquo;un compte client ou compl\u00e9tion d&rsquo;un formulaire,<\/li>\n\n\n\n<li>Achat d&rsquo;un service \/ produit ou souscription d&rsquo;un abonnement payant, <\/li>\n\n\n\n<li>Diffusion \/ Partage ou r\u00e9action \u00e0 une publication, <\/li>\n\n\n\n<li>Abonnement \u00e0 votre Newsletter \/ R\u00e9seau social,<\/li>\n\n\n\n<li>Participation \u00e0 un \u00e9v\u00e8nement \/ webinaire,<\/li>\n\n\n\n<li>Publication d&rsquo;un avis client,<\/li>\n\n\n\n<li>Contact&#8230; etc. !<\/li>\n<\/ul>\n\n\n\n<p>Pour optimiser votre<strong> taux de conversion<\/strong>, vous devez donc bien comprendre <strong>ce que recherchent vos utilisateurs-cibles<\/strong>, puis <strong>comment vos utilisateurs actifs interagissent avec votre site<\/strong> : quelles actions entreprennent-ils ? Quels obstacles les emp\u00eachent d&rsquo;aller au bout de l&rsquo;action que vous souhaitez les voir r\u00e9aliser ? Un captcha intrusif ? Un bug de votre formulaire ? Ou un contenu tout simplement peu engageant ? <\/p>\n\n\n\n<p>Le secret de la CRO r\u00e9side donc dans l&rsquo;<strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\">art de comprendre<\/mark><\/strong>et<mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\"><strong>guider<\/strong> <strong>vos visiteurs<\/strong><\/mark>dans leur navigation&#8230; jusqu&rsquo;\u00e0 la conversion !<\/p>\n\n\n\n<p>En bref, le <strong>Conversion Rate Optimization<\/strong> est la cl\u00e9 centrale de la r\u00e9alisation de vos objectifs strat\u00e9giques.<\/p>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-white-background-color has-background\">Bien plus ample, le <strong>webmarketing<\/strong> englobe tous ces <strong>leviers de r\u00e9f\u00e9rencement<\/strong> et va m\u00eame plus loin\u2026 Et oui, il existe de nombreuses autres formes d\u2019<strong>optimisation de contenus web<\/strong> (<em>via la publicit\u00e9 vid\u00e9o, l&rsquo;affiliation ou l&rsquo;inbound marketing, par exemple<\/em>) \u00e0 d\u00e9couvrir dans<strong><a href=\"https:\/\/www.wsinteractive.com\/fr\/blog\/optimiser-son-referencement-web\/\"><mark style=\"background-color:rgba(0, 0, 0, 0);color:#8865fa\" class=\"has-inline-color\">notre article sur les autres cl\u00e9s de l\u2019optimisation web<\/mark><\/a><\/strong>!<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Entre SXO, CRO et d&rsquo;autres cl\u00e9s de l&rsquo;optimisation web, WS vous partage l&rsquo;importance de l&rsquo;exp\u00e9rience utilisateur sur le r\u00e9f\u00e9rencement de vos sites web !<\/p>\n","protected":false},"author":1,"featured_media":8005,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56,48],"tags":[],"class_list":["post-8084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-developpement-web","category-seo-smo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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