{"id":20520,"date":"2019-12-19T10:52:32","date_gmt":"2019-12-19T17:52:32","guid":{"rendered":"https:\/\/memberpress.com\/?p=20520"},"modified":"2025-05-19T08:34:56","modified_gmt":"2025-05-19T12:34:56","slug":"customer-lifetime-value-vs-churn-rate-which-is-more-important","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/","title":{"rendered":"Valeur \u00e0 vie du client vs. Taux de d\u00e9sabonnement : L'un des deux est-il plus important que l'autre ?"},"content":{"rendered":"<p>En tant que chef d'entreprise, vous devez assurer le succ\u00e8s de votre site web. Une grande partie de ce processus consiste \u00e0 prendre en compte la valeur \u00e0 vie de vos membres et le taux de d\u00e9sabonnement de votre site.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a2c4ea19d42b\" 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-6a2c4ea19d42b\"  \/><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\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#What_are_Customer_Lifetime_Value_and_Churn_Rate\" >Qu'est-ce que la valeur \u00e0 vie des clients et le taux de d\u00e9sabonnement ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Customer_Lifetime_Value_Explained\" >La valeur \u00e0 vie du client expliqu\u00e9e<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Churn_Rate_Explained\" >Le taux de d\u00e9sabonnement expliqu\u00e9<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Which_Is_More_Important_Customer_Lifetime_Value_or_Churn_Rate\" >Qu'est-ce qui est le plus important : la valeur \u00e0 vie du client ou le taux de d\u00e9sabonnement ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/fr\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#How_to_Increase_Customer_Lifetime_Value\" >Comment augmenter la valeur \u00e0 vie des clients<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/fr\/blog\/customer-lifetime-value-vs-churn-rate-which-is-more-important\/#Final_Thoughts\" >R\u00e9flexions finales<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Dans cet article, nous examinerons ces deux facteurs importants - la valeur de la dur\u00e9e de vie des clients (CLV) et le taux de d\u00e9sabonnement - afin de vous aider \u00e0 mieux les comprendre et \u00e0 comprendre leur importance pour le succ\u00e8s de votre site.<\/p>\n\n\n\n<p>C'est parti !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_are_Customer_Lifetime_Value_and_Churn_Rate\"><\/span>Qu'est-ce que la valeur \u00e0 vie des clients et le taux de d\u00e9sabonnement ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Nous commencerons par d\u00e9finir rapidement ce que signifient CLV et taux de d\u00e9sabonnement par rapport aux sites d'abonnement et d'adh\u00e9sion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Customer_Lifetime_Value_Explained\"><\/span>La valeur \u00e0 vie du client expliqu\u00e9e<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>La valeur du cycle de vie du client (CLV) est un terme utilis\u00e9 pour d\u00e9crire la valeur de chaque client (ou membre dans notre cas) pour votre entreprise.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Pourquoi vous devez conna\u00eetre votre CLV<\/h4>\n\n\n\n<p>Le fait de savoir combien de b\u00e9n\u00e9fices, en moyenne, chaque membre de votre site g\u00e9n\u00e8re vous permet de prendre des d\u00e9cisions plus \u00e9clair\u00e9es quant \u00e0 l'investissement dans votre entreprise.<\/p>\n\n\n\n<p>Si vous savez que la CLV moyenne de votre site est de $100, et que vous avez 100 membres, votre entreprise devrait g\u00e9n\u00e9rer $10 000 de revenus en moyenne.<\/p>\n\n\n\n<p>Arm\u00e9 de ces informations, vous pouvez \u00e9tablir un budget plus r\u00e9aliste pour votre site d'affiliation. Ces informations vous aideront \u00e0 d\u00e9terminer le montant que vous pouvez consacrer \u00e0 l'am\u00e9lioration et \u00e0 l'optimisation de votre site. <a href=\"https:\/\/memberpress.com\/fr\/3-marketing-strategies-for-successful-membership-sites\/\">la commercialisation de votre entreprise<\/a>Il vous donnera \u00e9galement des indications sur la mani\u00e8re de g\u00e9rer les autres co\u00fbts li\u00e9s \u00e0 l'exploitation de votre site.<\/p>\n\n\n\n<p>Savoir combien vaut chaque nouveau membre que vous recrutez vous permet \u00e9galement d'\u00e9viter de d\u00e9penser plus pour acqu\u00e9rir ces nouveaux membres que ce que vous obtiendrez en retour sous forme de frais d'inscription et d'autres transactions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Comment calculer votre CLV<\/h4>\n\n\n\n<p>La mani\u00e8re dont vous calculez la valeur \u00e0 vie de vos clients d\u00e9pend du type de site d'adh\u00e9sion que vous g\u00e9rez et de son mod\u00e8le de paiement et d'abonnement.<\/p>\n\n\n\n<p>En prenant l'exemple d'un site d'adh\u00e9sion de base, nous pouvons calculer la CLV en multipliant les frais d'abonnement mensuels par la dur\u00e9e moyenne d'un abonnement type sur le site. <\/p>\n\n\n\n<p>Imaginez que votre adh\u00e9sion co\u00fbte $20 par mois et que la dur\u00e9e typique d'une adh\u00e9sion est de six mois. Sur la base de ces chiffres, la CLV d'un membre de votre site serait de six mois multipli\u00e9s par $20 par mois, soit $120.<\/p>\n\n\n\n<p>Si votre site d'adh\u00e9sion pr\u00e9voit \u00e9galement des frais d'inscription de $10, la CLV passera \u00e0 $130.<\/p>\n\n\n\n<p>Les choses se compliquent si votre site d'affiliation comporte des options suppl\u00e9mentaires. Il peut s'agir, par exemple, d'un acc\u00e8s \u00e0 un contenu de qualit\u00e9 sup\u00e9rieure \u00e0 un prix plus \u00e9lev\u00e9, de plusieurs plans de tarification ou de produits distincts \u00e0 vendre. <\/p>\n\n\n\n<p>Quoi qu'il en soit, un examen de vos dossiers et quelques calculs de moyenne g\u00e9n\u00e9rale vous permettront de calculer votre CLV unique, quelle que soit votre structure tarifaire.<\/p>\n\n\n\n<p>Comme vous pouvez le constater, votre CLV est tr\u00e8s important pour la sant\u00e9 de votre site d'adh\u00e9sion, mais est-il plus important que le taux de d\u00e9sabonnement ?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Churn_Rate_Explained\"><\/span>Le taux de d\u00e9sabonnement expliqu\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Conna\u00eetre le taux de d\u00e9sabonnement de votre site d'adh\u00e9sion est tout aussi important que de conna\u00eetre le CLV. Et, comme vous le verrez, les deux sont \u00e9troitement li\u00e9s.<\/p>\n\n\n\n<p>Cependant, alors que vous souhaitez <em>augmenter<\/em> la CLV de votre site d'adh\u00e9sion afin qu'il g\u00e9n\u00e8re plus de revenus, vous voudrez <em>r\u00e9duire<\/em> le taux de d\u00e9sabonnement autant que possible.<\/p>\n\n\n\n<p>Le taux d'attrition correspond au nombre de membres qui quittent votre site au cours d'une p\u00e9riode donn\u00e9e - g\u00e9n\u00e9ralement un an. Plus le taux d'attrition est \u00e9lev\u00e9, plus le nombre de membres qui mettent fin \u00e0 leur abonnement est important, ce qui r\u00e9duit la valeur ajout\u00e9e de votre site.<\/p>\n\n\n\n<p>Les raisons pour lesquelles les membres quittent votre site sont nombreuses.<\/p>\n\n\n\n<p>Dans certains cas, les abonnements peuvent se terminer involontairement, par exemple lorsque la m\u00e9thode de paiement d'un membre expire. Heureusement, ce probl\u00e8me peut \u00eatre facilement r\u00e9solu. Nous vous proposons de jeter un coup d'\u0153il \u00e0 quelques outils utiles que vous pouvez utiliser pour <a href=\"https:\/\/memberpress.com\/fr\/end-involuntary-membership-site-churn\/\">mettre fin \u00e0 l'attrition involontaire des sites d'adh\u00e9sion<\/a>.<\/p>\n\n\n\n<p>Cependant, dans certains cas, un membre quittera l'association parce qu'il n'a plus l'impression de tirer profit de son abonnement. Il s'agit d'un probl\u00e8me plus difficile \u00e0 r\u00e9soudre, mais vous pouvez encore faire beaucoup de choses pour <a href=\"https:\/\/memberpress.com\/fr\/reducing-your-membership-sites-churn\/\" title=\"\">r\u00e9duire ce type de d\u00e9saffection pour les sites d'adh\u00e9sion<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Which_Is_More_Important_Customer_Lifetime_Value_or_Churn_Rate\"><\/span>Qu'est-ce qui est le plus important : la valeur \u00e0 vie des clients ou le taux de d\u00e9sabonnement ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Il n'y a pas de r\u00e9ponse simple \u00e0 cette question, car les mesures de CLV et de taux de d\u00e9sabonnement sont \u00e9troitement li\u00e9es.<\/p>\n\n\n\n<p>Comme nous l'avons mentionn\u00e9, si votre site a un taux de d\u00e9sabonnement \u00e9lev\u00e9 parce que les membres annulent leur abonnement peu de temps apr\u00e8s avoir adh\u00e9r\u00e9, cela aura un impact consid\u00e9rable sur la valeur ajout\u00e9e de votre site. <\/p>\n\n\n\n<p>Un faible taux de d\u00e9sabonnement, en revanche, signifie que vous fid\u00e9lisez vos membres et qu'ils paient leur cotisation mensuelle plus longtemps, ce qui se traduira par une CLV plus \u00e9lev\u00e9e.<\/p>\n\n\n\n<p>C'est pourquoi le CLV et le taux de d\u00e9sabonnement sont tous deux d'une importance vitale pour le succ\u00e8s de votre site d'affiliation. Cependant, une fois que vous avez atteint un faible taux de d\u00e9sabonnement, vous pouvez encore faire plus pour augmenter la valeur ajout\u00e9e de votre site.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Increase_Customer_Lifetime_Value\"><\/span>Comment augmenter la valeur \u00e0 vie des clients<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Un moyen simple d'augmenter la valeur de la dur\u00e9e de vie des clients de votre site est d'augmenter les frais d'adh\u00e9sion.<\/p>\n\n\n\n<p>Augmenter vos prix peut potentiellement accro\u00eetre le taux de d\u00e9sabonnement de votre site. Toutefois, si les augmentations de prix sont accompagn\u00e9es d'une valeur suffisante pour les justifier, vous verrez votre CLV augmenter.<\/p>\n\n\n\n<p>Vous pouvez \u00e9galement g\u00e9n\u00e9rer des revenus \u00e0 partir de vos utilisateurs par d'autres moyens afin d'augmenter votre CLV. Par exemple, vous pouvez offrir des extras en \u00e9change d'une cotisation unique, comme l'acc\u00e8s \u00e0 un \u00e9v\u00e9nement en ligne ou un produit tel qu'un livre \u00e9lectronique. Si vos membres paient pour ces extras en plus de leurs frais d'adh\u00e9sion, cela am\u00e9liorera le CLV de votre site.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>R\u00e9flexions finales<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L'obtention d'un faible taux de d\u00e9sabonnement et d'une valeur ajout\u00e9e \u00e9lev\u00e9e sont deux aspects tr\u00e8s importants de la gestion d'un site d'affiliation sain.<\/p>\n\n\n\n<p>Si votre site comporte des frais d'abonnement r\u00e9currents, la r\u00e9duction du taux de d\u00e9sabonnement augmentera la valeur de la dur\u00e9e de vie du client. C'est simple : plus un utilisateur reste longtemps membre de votre site, plus il g\u00e9n\u00e8re de revenus.<\/p>\n\n\n\n<p>Si vous avez du mal \u00e0 faire baisser votre taux de d\u00e9sabonnement, vous pouvez encore augmenter la valeur ajout\u00e9e en augmentant les frais d'abonnement ou en vendant d'autres produits et services \u00e0 vos membres.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_41328eac4e9dd7fe1c4d4eb0d9a5891c\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-raise-prices-without-losing-customers\/\"   class=\"button button-orange center\">Relatif : Comment augmenter les prix sans perdre de clients \ud83d\udc49<\/a>\n<\/div>\n\n\n\n\n<p>Dans la plupart des cas, les mesures prises pour r\u00e9duire le taux d'attrition de votre site d'affiliation, comme l'ajout de contenu, vous permettront \u00e9galement d'augmenter vos tarifs. Ces efforts devraient \u00e9galement augmenter votre CLV en rendant votre site d'adh\u00e9sion plus attrayant pour votre public cible.<\/p>\n\n\n\n<p>En fin de compte, il n'est pas possible de dire si le CLV ou le taux de d\u00e9sabonnement de votre site d'adh\u00e9sion est plus important. Les deux indicateurs fonctionneront toujours en tandem.<\/p>\n\n\n\n<p>Pour plus de conseils sur la fa\u00e7on de retenir les membres et de les fid\u00e9liser \u00e0 votre site, lisez notre article. <em><a href=\"https:\/\/memberpress.com\/fr\/blog\/return-visitors-membership-site\/\" title=\"\">Comment g\u00e9n\u00e9rer des visiteurs de retour pour votre site d'adh\u00e9sion.<\/a><\/em><\/p>\n\n\n\n<p><em>Avez-vous des m\u00e9thodes \u00e9prouv\u00e9es pour augmenter la valeur \u00e0 vie des clients et r\u00e9duire le taux d'attrition de votre site d'adh\u00e9sion ? N'h\u00e9sitez pas \u00e0 nous en faire part dans la section des commentaires !<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>As a business owner, you have to ensure the success of your website. And a big part of that process is considering the lifetime value of your members and the churn rate of your site. In this article we\u2019ll look these two important factors \u2014 customer lifetime value (CLV) and churn rate \u2014 to help [\u2026]<\/p>\n","protected":false},"author":2122,"featured_media":20522,"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,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_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":[1474,1475],"tags":[344,958,623],"class_list":{"0":"post-20520","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-membership-site","8":"category-retention-and-loyalty","9":"tag-churn","10":"tag-churn-rate","11":"tag-customer-lifetime-value","12":"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 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Find out more about Customer Lifetime Value Vs. 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