En comprenant clairement la diff\u00e9rence entre les abonnements et les adh\u00e9sions, vous serez en mesure de communiquer plus pr\u00e9cis\u00e9ment vos offres aux clients potentiels. Vous pouvez \u00e9galement utiliser ces informations pour prendre des d\u00e9cisions concernant votre entreprise, par exemple pour d\u00e9terminer la meilleure fa\u00e7on de la faire \u00e9voluer au fil du temps.<\/p>\n\n\n\n

Dans ce billet, nous expliquerons quelques diff\u00e9rences fondamentales entre les abonnements et les adh\u00e9sions. Ensuite, nous nous pencherons sur trois distinctions cl\u00e9s entre les deux. C'est parti !<\/p>\n\n\n\n

<\/span>Introduction \u00e0 la diff\u00e9rence entre les abonnements et les adh\u00e9sions<\/span><\/h2>\n\n\n\n
Tout d'abord, MemberPress<\/a> soutiens des mod\u00e8les d'abonnement et d'adh\u00e9sion<\/strong>. Tout d\u00e9pend de la mani\u00e8re dont vous choisissez de configurer votre site.<\/p>\n\n\n\n
\u00c0 un niveau \u00e9lev\u00e9, un abonnement est un accord financier pour payer un produit ou un service \u00e0 intervalles r\u00e9guliers. Les sites d'information et les magazines sont souvent bas\u00e9s sur un mod\u00e8le d'abonnement. Un exemple est Ad Age<\/a>qui r\u00e9serve une grande partie de son contenu aux abonn\u00e9s :<\/p>\n\n\n
\n
$\"La$ <\/a><\/figure>\n<\/div>\n\n\n
L'adh\u00e9sion implique souvent la participation \u00e0 une communaut\u00e9. Elle s'accompagne g\u00e9n\u00e9ralement d'une sorte d'avantage connexe. Par exemple, le Association am\u00e9ricaine de comptabilit\u00e9<\/a> permet aux membres d'acc\u00e9der \u00e0 des revues et \u00e0 des possibilit\u00e9s de mise en r\u00e9seau :<\/p>\n\n\n
\n
$\"L'association$ <\/a><\/figure>\n<\/div>\n\n\n
Vous pouvez avoir une adh\u00e9sion sans abonnement, un abonnement sans adh\u00e9sion, ou les deux peuvent \u00eatre combin\u00e9s. Tout d\u00e9pend de ce qui convient le mieux \u00e0 votre entreprise.<\/p>\n\n\n\n
<\/span>Abonnements et adh\u00e9sions : Quelle est la diff\u00e9rence ? (3 points cl\u00e9s)<\/span><\/h2>\n\n\n\n
Maintenant que vous avez une compr\u00e9hension de base de la diff\u00e9rence entre les abonnements et les adh\u00e9sions, examinons de plus pr\u00e8s certaines des distinctions cl\u00e9s. Vous trouverez ci-dessous trois points qui les distinguent.<\/p>\n\n\n\n
<\/span>1. Les adh\u00e9sions peuvent \u00eatre davantage ax\u00e9es sur la communaut\u00e9<\/span><\/h3>\n\n\n\n
Lorsqu'une personne adh\u00e8re \u00e0 une association, c'est souvent pour nouer des relations avec d'autres membres. Si vous d\u00e9veloppez un mod\u00e8le d'adh\u00e9sion, attendez-vous \u00e0 \u00eatre plus engag\u00e9s<\/a> avec vos clients que si vous proposiez un abonnement. Vous devrez peut-\u00eatre aussi encourager l'engagement au sein de votre communaut\u00e9 en ligne.<\/p>\n\n\n\n
Vous pouvez motiver les membres \u00e0 s'engager les uns avec les autres par le biais de la gamification. Cette technique utilise des \u00e9l\u00e9ments tels que des badges ou des points pour ajouter de la valeur \u00e0 l'exp\u00e9rience des membres. motivation<\/a> \u00e0 votre site d'adh\u00e9sion. Par exemple, vous pouvez offrir des badges aux membres qui publient dans un forum de discussion. forum en ligne <\/a>ou \u201csuivre\u201d d'autres utilisateurs.<\/p>\n\n\n\n
Selon le plugin de gamification MyCred<\/a>Aux \u00c9tats-Unis, 69% des clients sont influenc\u00e9s dans leurs achats par les programmes de fid\u00e9lisation. Et 58% des consommateurs d\u00e9clarent faire des achats une fois par mois ou plus dans des magasins dont ils sont membres d'un programme de fid\u00e9lisation.<\/p>\n\n\n\n
Les abonnements peuvent inclure des \u00e9l\u00e9ments communautaires, tels que les sections de commentaires sur les sites d'information. Toutefois, l'interaction entre les utilisateurs n'est pas un \u00e9l\u00e9ment central du mod\u00e8le commercial. Les utilisateurs peuvent tout aussi bien lire et appr\u00e9cier des articles de mani\u00e8re isol\u00e9e.<\/p>\n\n\n\n
\n\n $\"memberpress$ <\/a>\n<\/div><\/div>\n\n\n\n\n
<\/span>2. Les adh\u00e9sions peuvent tirer parti de l'exclusivit\u00e9<\/span><\/h3>\n\n\n\n
Pour cr\u00e9er un sentiment de raret\u00e9, vous pouvez choisir de limiter le nombre de membres que vous accueillez \u00e0 la fois. Veillez \u00e0 faire passer le mot lorsque l'adh\u00e9sion est ouverte afin d'accueillir le plus grand nombre possible de nouveaux venus tout en conservant un sentiment d'exclusivit\u00e9.<\/p>\n\n\n\n
Si vous s\u00e9lectionnez les membres et que vous leur fixez des r\u00e8gles, vous pouvez cr\u00e9er une communaut\u00e9 de grande valeur dans votre domaine. Les avantages peuvent inclure l'acc\u00e8s \u00e0 un annuaire des membres<\/a> pour faciliter la mise en r\u00e9seau des utilisateurs.<\/p>\n\n\n\n
Vous aurez peut-\u00eatre moins de membres que si vous ouvriez l'inscription \u00e0 tout le monde, mais vous pourrez facturer l'acc\u00e8s plus cher gr\u00e2ce \u00e0 la qualit\u00e9 de l'exp\u00e9rience utilisateur de votre communaut\u00e9. L'utilisation de l'exclusivit\u00e9 comme tactique pour votre site d'adh\u00e9sion peut vraiment s'av\u00e9rer payante.<\/p>\n\n\n\n
Toutefois, cette m\u00e9thode ne s'applique pas bien \u00e0 un mod\u00e8le d'abonnement. Par exemple, il ne serait pas tr\u00e8s judicieux pour Netflix de limiter le nombre de personnes pouvant utiliser son service de diffusion en continu, car cela lui ferait perdre des tonnes de revenus.<\/p>\n\n\n\n
De m\u00eame, les publications en ligne, les services continus, et m\u00eame les bo\u00eetes de produits par abonnement mensuel<\/a> pourraient involontairement limiter leur propre croissance en appliquant l'exclusivit\u00e9 \u00e0 leurs plans d'entreprise. <\/p>\n\n\n\n
<\/span>3. Les abonnements exigent un flux constant de nouveaux contenus<\/span><\/h3>\n\n\n\n
La fid\u00e9lisation de vos clients est essentielle pour augmenter vos revenus gr\u00e2ce \u00e0 un mod\u00e8le d'abonnement. Les sites d'adh\u00e9sion peuvent \u00eatre soutenus par du contenu g\u00e9n\u00e9r\u00e9 par l'utilisateur (CGU). Toutefois, c'est \u00e0 vous qu'il incombe de cr\u00e9er le contenu ou de fournir les produits qui inciteront les abonn\u00e9s \u00e0 revenir.<\/p>\n\n\n\n
Pour maintenir l'int\u00e9r\u00eat de votre public, il est important de cr\u00e9er une strat\u00e9gie de d\u00e9veloppement de contenu ou de produit et de s'y tenir. Cela vous permettra d'innover et d'ajouter de nouvelles offres \u00e0 votre activit\u00e9 par abonnement, afin que les clients ne se lassent pas des offres existantes.<\/p>\n\n\n\n
Contenu restreint<\/h4>\n\n\n\n
Essayez de garder votre meilleur contenu<\/a> derri\u00e8re un \"paywall\" pour fid\u00e9liser les abonn\u00e9s. Un moyen simple de le faire est de cr\u00e9er un fichier Abonn\u00e9s en ligne<\/em>y cat\u00e9gorie et d'en restreindre l'acc\u00e8s. MemberPress vous permet d'accomplir cela avec r\u00e8gles d'acc\u00e8s<\/a>.<\/p>\n\n\n\n
\n
<\/iframe><\/div><\/span>\n<\/div><figcaption class=\"wp-element-caption\">Regardez ce tutoriel vid\u00e9o pour apprendre \u00e0 utiliser les r\u00e8gles MemberPress pour prot\u00e9ger votre contenu.<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"drip-content\">Contenu au goutte-\u00e0-goutte<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Une autre technique que vous pouvez essayer est la suivante <a href=\"https:\/\/memberpress.com\/fr\/blog\/the-skinny-on-drip-content\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"L'essentiel sur le contenu en goutte-\u00e0-goutte (qu'est-ce que c'est et comment l'utiliser)\">contenu du goutte-\u00e0-goutte<\/a>. Cette strat\u00e9gie consiste \u00e0 publier p\u00e9riodiquement du contenu de qualit\u00e9 sup\u00e9rieure sur une p\u00e9riode de temps pr\u00e9d\u00e9termin\u00e9e. Les utilisateurs seront plus motiv\u00e9s pour rester sur le site afin d'avoir acc\u00e8s au nouveau contenu. Cette m\u00e9thode fonctionne particuli\u00e8rement bien avec les <a href=\"https:\/\/memberpress.com\/fr\/features\/easily-build-sell-courses\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"Comment vendre des cours sur WordPress avec MemberPress Courses\">cours en ligne<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<span class=\"ckgWOz0uDQqUlvY9w\"><div class=\"responsive-video\"><iframe title=\"Comment alimenter le contenu en continu avec MemberPress (et pourquoi vous devriez le faire) !\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KKYgK6lFBbE?feature=oembed&enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div><\/span>\n<\/div><figcaption class=\"wp-element-caption\">D\u00e9couvrez comment utiliser la fonction Content Dripping de MemberPress dans ce tutoriel vid\u00e9o.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-takeaway\"><span class=\"ez-toc-section\" id=\"The_Takeaway\"><\/span>\u00c0 emporter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La diff\u00e9rence entre les abonnements et les adh\u00e9sions peut sembler subtile. Cependant, elle peut avoir un impact significatif sur la mani\u00e8re dont vous g\u00e9rez votre entreprise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour r\u00e9sumer, voici trois diff\u00e9rences essentielles entre les abonnements et les adh\u00e9sions :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Les adh\u00e9sions tendent \u00e0 cr\u00e9er une communaut\u00e9, tandis que les abonnements peuvent \u00eatre utilis\u00e9s par des utilisateurs individuels.<\/li>\n\n\n\n<li>Les adh\u00e9sions peuvent \u00eatre exclusives, mais l'exclusivit\u00e9 peut limiter la croissance des entreprises bas\u00e9es sur l'abonnement.<\/li>\n\n\n\n<li>Les abonnements vous obligent \u00e0 cr\u00e9er r\u00e9guli\u00e8rement du nouveau contenu, tandis que les adh\u00e9sions s'appuient sur le CGU.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Et, comme nous l'avons mentionn\u00e9, MemberPress prend en charge les mod\u00e8les d'abonnement, d'adh\u00e9sion et les mod\u00e8les combin\u00e9s. Quel que soit votre choix, nous vous couvrons !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous avez encore des questions sur les abonnements et les adh\u00e9sions ? Posez-les dans les commentaires ci-dessous !<\/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 bo\u00eete ci-dessous.<\/strong><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"<p>Selecting a model for your online business is one of the first major decisions you’ll make when creating your plan. If you’ve been doing your research, you’ve almost certainly seen discussions around subscriptions vs memberships. You’ve probably even seen the two terms used interchangeably, which can create confusion. By getting a clear understanding of the […]<\/p>\n","protected":false},"author":76756,"featured_media":29541,"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],"tags":[],"class_list":["post-26946","post","type-post","status-publish","format-standard","has-post-thumbnail","category-membership-site","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t<meta name=\"description\" content=\"The line between subscriptions vs memberships may seem subtle, but it has an impact on how you do business. 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