{"id":17434,"date":"2019-02-14T10:33:00","date_gmt":"2019-02-14T17:33:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=17434"},"modified":"2022-02-11T13:49:31","modified_gmt":"2022-02-11T20:49:31","slug":"the-pros-and-cons-of-offering-trial-periods-on-your-membership-site","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/","title":{"rendered":"Proposer une adh\u00e9sion \u00e0 l'essai (les bons et les mauvais c\u00f4t\u00e9s)"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Qu'est-ce qui attire autant les foules que des produits et des services gratuits ? Pas grand-chose ! Apr\u00e8s tout, l'id\u00e9e est gagnante \u00e0 la fois pour les entreprises et pour les consommateurs. <\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6abf652e35170\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6abf652e35170\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Types_of_Trial_Periods\" >Types de p\u00e9riodes d'essai<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#What_Type_of_Trial_Membership_is_Best\" >Quel est le meilleur type d'adh\u00e9sion \u00e0 l'essai ?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Offering_a_Trial_Membership_The_Good\" >Proposer une adh\u00e9sion \u00e0 l'essai (le bon c\u00f4t\u00e9 des choses)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Eases_fear_of_commitment\" >Att\u00e9nue la peur de l'engagement<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Builds_your_email_list\" >Construisez votre liste d'adresses \u00e9lectroniques<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Built-in_product_testing\" >Tests de produits int\u00e9gr\u00e9s<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Captive_audience\" >Un public captif<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Offering_a_Trial_Membership_The_Bad\" >Proposer une adh\u00e9sion \u00e0 l'essai (le mauvais)<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Potential_loss_of_money\" >Perte potentielle d'argent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/memberpress.com\/fr\/blog\/the-pros-and-cons-of-offering-trial-periods-on-your-membership-site\/#Potential_for_wasted_time\" >Risque de perte de temps<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">En tant que chef d'entreprise, vous avez la possibilit\u00e9 de pr\u00e9senter vos produits et services \u00e0 un public, et en tant que consommateur, vous obtenez quelque chose de gratuit. <a href=\"https:\/\/memberpress.com\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">MemberPress <\/a>vous permet de mettre en place toutes sortes de structures tarifaires, y compris des p\u00e9riodes d'essai. Bien s\u00fbr, offrir votre produit gratuitement n'est pas sans risque - mais les choses qui valent la peine d'\u00eatre faites comportent souvent un certain risque, n'est-ce pas ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Proposer un abonnement d'essai sur votre site web ne diff\u00e8re en rien de cela. Dans cet article, nous passerons en revue les diff\u00e9rents types d'abonnements d'essai et vous pr\u00e9senterons les avantages et les inconv\u00e9nients li\u00e9s \u00e0 cette offre. C'est parti !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"types-of-trial-periods\"><span class=\"ez-toc-section\" id=\"Types_of_Trial_Periods\"><\/span><strong>Types de p\u00e9riodes d'essai<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il existe diff\u00e9rentes fa\u00e7ons de proposer une p\u00e9riode d'essai. Par exemple, vous pouvez offrir \u00e0 vos clients potentiels une p\u00e9riode d'essai gratuite - par exemple, trente jours d'acc\u00e8s gratuit \u00e0 votre site d'adh\u00e9sion. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez \u00e9galement proposer une version d'essai \u00e0 acc\u00e8s limit\u00e9, qui permet aux clients potentiels de consulter votre site d'affiliation, mais avec un nombre limit\u00e9 de fonctionnalit\u00e9s. Vous les limitez peut-\u00eatre au niveau d'entr\u00e9e, ou vous les laissez acc\u00e9der au niveau interm\u00e9diaire, mais vous restreignez l'acc\u00e8s \u00e0 certaines fonctions, telles que <a href=\"https:\/\/memberpress.com\/fr\/introducing-memberpress-courses\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"Pr\u00e9sentation des cours MemberPress\">cours en ligne<\/a> ou des forums de discussion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Gardez \u00e9galement \u00e0 l'esprit que les p\u00e9riodes d'essai ne doivent pas n\u00e9cessairement \u00eatre gratuites. Vous pouvez proposer des p\u00e9riodes d'essai \u00e0 un tarif r\u00e9duit ou offrir une incitation, par exemple en accordant aux prospects un mois d'acc\u00e8s gratuit s'ils s'engagent \u00e0 souscrire un abonnement. &nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"what-type-of-trial-membership-is-best\"><span class=\"ez-toc-section\" id=\"What_Type_of_Trial_Membership_is_Best\"><\/span><strong>Quel est le meilleur type d'adh\u00e9sion \u00e0 l'essai ?&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vous devrez tenir compte de trois \u00e9l\u00e9ments fondamentaux, en fonction du type de produit ou de service que vous proposez.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Tout d\u2019abord, demandez-vous si la p\u00e9riode d\u2019essai est suffisamment longue. Les consommateurs auront besoin de suffisamment de temps pour d\u00e9terminer s\u2019ils tireront profit de votre produit ou service. En ce qui concerne l\u2019acc\u00e8s limit\u00e9, vous devrez d\u00e9terminer si les ressources restreintes sont suffisantes pour leur permettre de d\u00e9cider si votre produit ou service leur convient.&nbsp;<\/li><li>Examinons ensuite l'aspect financier. Avez-vous les moyens d'offrir gratuitement des produits ou des services, ou d'accorder un acc\u00e8s gratuit ? De m\u00eame, la r\u00e9duction accord\u00e9e justifie-t-elle le temps qu'il faudra pour mettre en place un service destin\u00e9 \u00e0 un non-client ?<\/li><li>Enfin, combien de temps pensez-vous devoir attendre avant de savoir si les clients \u00e0 l'essai ach\u00e8teront vos produits et deviendront des clients r\u00e9guliers ? Comme vous le savez, en affaires, le temps, c'est de l'argent.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">En \u00e9valuant soigneusement les r\u00e9ponses \u00e0 ces questions, vous serez mieux \u00e0 m\u00eame de d\u00e9terminer quel type d'offre d'essai convient le mieux \u00e0 votre mod\u00e8le d'entreprise.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"offering-a-trial-membership-the-good\"><span class=\"ez-toc-section\" id=\"Offering_a_Trial_Membership_The_Good\"><\/span><strong>Proposer une adh\u00e9sion \u00e0 l'essai (le bon c\u00f4t\u00e9 des choses)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Comme nous l'avons d\u00e9j\u00e0 dit, <a href=\"https:\/\/optinmonster.com\/free-to-paid-conversion-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">p\u00e9riodes d'essai<\/a> vous permettent de pr\u00e9senter votre produit \u00e0 un public et vous donnent l'occasion de prouver \u00e0 quel point vos services (et vous-m\u00eame !) sont g\u00e9niaux. Voici quelques-uns des avantages qui en d\u00e9coulent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"eases-fear-of-commitment\"><span class=\"ez-toc-section\" id=\"Eases_fear_of_commitment\"><\/span>Att\u00e9nue la peur de l'engagement <span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">En proposant un essai gratuit ou \u00e0 un prix symbolique, vous permettez \u00e0 votre public de se rendre compte de ce qu'il manque (votre service ou votre produit) et vous att\u00e9nuez sa crainte de s'engager en lui montrant ce dont il ne peut plus se passer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"builds-your-email-list\"><span class=\"ez-toc-section\" id=\"Builds_your_email_list\"><\/span>Construisez votre liste d'adresses \u00e9lectroniques<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Un autre avantage r\u00e9side dans le fait qu\u2019un prospect qui participe \u00e0 un essai gratuit (contrairement \u00e0 un prospect provenant d\u2019une autre source) a pris le temps de se connecter, de cr\u00e9er un profil et de consulter le contenu disponible. Cela signifie qu\u2019il est plus susceptible de rester fid\u00e8le \u00e0 long terme. De plus, vous avez ainsi obtenu son adresse e-mail pour vos futures communications.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"built-in-product-testing\"><span class=\"ez-toc-section\" id=\"Built-in_product_testing\"><\/span>Tests de produits int\u00e9gr\u00e9s<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les p\u00e9riodes d'essai sont \u00e9galement une excellente occasion de demander un retour d'information sur vos services et vos produits. Vous obtiendrez tr\u00e8s probablement des informations pr\u00e9cieuses : c'est \u00e0 la fois du marketing et des tests de produits ! <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"captive-audience\"><span class=\"ez-toc-section\" id=\"Captive_audience\"><\/span>Un public captif<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Les produits et services propos\u00e9s dans le cadre d'une p\u00e9riode d'essai se vendent pratiquement tout seuls ; il n'est donc pas n\u00e9cessaire de recourir \u00e0 des efforts suppl\u00e9mentaires de marketing ou de persuasion \u2014 \u00e0 condition, bien s\u00fbr, que vous vous soyez assur\u00e9 que ce que vous proposez est d'une qualit\u00e9 irr\u00e9prochable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toutefois, lorsque les prospects r\u00e9fl\u00e9chissent \u00e0 la possibilit\u00e9 d'adh\u00e9rer pleinement \u00e0 votre site d'adh\u00e9sion au cours de leur p\u00e9riode d'essai, vous pouvez profiter de leur attention en leur proposant des incitations suppl\u00e9mentaires, telles que des remises sur une adh\u00e9sion annuelle, une remise sur les parrainages ou un kickback, ou peut-\u00eatre m\u00eame un acc\u00e8s anticip\u00e9 \u00e0 un cours que vous pr\u00e9voyez de lancer prochainement.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et s'il vous fallait une raison suppl\u00e9mentaire pour vous convaincre de proposer une p\u00e9riode d'essai, la voici : les clients qui testent votre service avant d'acheter savent d\u00e9j\u00e0 \u00e0 quoi s'attendre lorsqu'ils passent commande, ce qui signifie que leurs attentes sont d\u00e9j\u00e0 combl\u00e9es et qu'ils sont satisfaits. (Il ne vous reste plus qu'\u00e0 continuer sur cette lanc\u00e9e !)<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"offering-a-trial-membership-the-bad\"><span class=\"ez-toc-section\" id=\"Offering_a_Trial_Membership_The_Bad\"><\/span><strong>Proposer une adh\u00e9sion \u00e0 l'essai (le mauvais)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bien que les avantages semblent innombrables, les p\u00e9riodes d'essai pr\u00e9sentent quelques inconv\u00e9nients. Le plus flagrant est probablement li\u00e9 \u00e0 l'argent. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"potential-loss-of-money\"><span class=\"ez-toc-section\" id=\"Potential_loss_of_money\"><\/span>Perte potentielle d'argent<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Non seulement vous devez vous demander si vous en avez les moyens, mais vous devez \u00e9galement vous m\u00e9fier de ceux qui ont bien l'intention d'accepter votre offre, mais qui n'ont absolument pas l'intention de s'inscrire \u00e0 votre site d'abonnement. C'est pourquoi il est important de prendre en compte les risques li\u00e9s au fait d'autoriser des non-membres \u00e0 acc\u00e9der \u00e0 votre contenu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une solution s\u00fbre que vous pouvez mettre en place consiste \u00e0 opter pour une formule \u00e0 tarif r\u00e9duit plut\u00f4t que pour une formule gratuite, surtout si vous proposez un acc\u00e8s d'essai \u00e0 certains de vos contenus les plus pr\u00e9cieux. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme vous devrez recueillir des informations de paiement et des donn\u00e9es personnelles lorsque vous facturerez l'abonnement d'essai, bon nombre de ceux qui cherchent \u00e0 profiter d'un service gratuit renonceront en apprenant qu'ils doivent fournir ces informations et qu'ils doivent vous contacter pour r\u00e9silier leur abonnement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"potential-for-wasted-time\"><span class=\"ez-toc-section\" id=\"Potential_for_wasted_time\"><\/span>Risque de perte de temps<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Un autre inconv\u00e9nient est li\u00e9 au temps. Si votre <a href=\"https:\/\/customer.io\/blog\/free-trial-user-experience\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">la p\u00e9riode d'essai n'est pas assez longue<\/a> pour que quelqu'un se fasse vraiment une opinion de votre service, vous perdez votre temps et le sien. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais il faudra peut-\u00eatre proc\u00e9der par essais et erreurs pour trouver le juste \u00e9quilibre quant \u00e0 la dur\u00e9e id\u00e9ale de la p\u00e9riode d'essai, en fonction du produit ou du service que vous proposez. Le mieux est de demander leur avis lorsque vous relancez le prospect. Demandez-lui simplement s'il a eu l'impression d'avoir eu suffisamment de temps pour se faire une opinion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>\u00c0 vous de jouer :<\/em><\/strong> <em>Avez-vous propos\u00e9 une p\u00e9riode d'essai ? Quels \u00e9taient les avantages ? Les inconv\u00e9nients ? Quels conseils pouvez-vous donner aux lecteurs qui souhaitent lancer leur premi\u00e8re p\u00e9riode d'essai gratuite ? Ou avez-vous d'autres questions concernant l'offre d'une p\u00e9riode d'essai pour les membres ? Faites-nous en part dans les commentaires.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Si vous avez aim\u00e9 cet article, n'oubliez pas de nous suivre sur <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>et <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! Et n'oubliez pas de vous abonner dans la case ci-dessous.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>What else draws a crowd like free products and services? Not much! After all, the idea is a win-win for both businesses and consumers. As a business owner, you have a chance to pitch your products and services to a crowd, and as a consumer you get something free. MemberPress allows you to set up [&hellip;]<\/p>\n","protected":false},"author":3121,"featured_media":17530,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,144,94],"tags":[823],"class_list":["post-17434","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advice","category-business","category-marketing","tag-trials","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Offering a trial membership is a common way to do business. 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