{"id":4597,"date":"2014-09-25T09:00:23","date_gmt":"2014-09-25T15:00:23","guid":{"rendered":"https:\/\/memberpress.com\/?p=4597"},"modified":"2017-09-21T01:01:45","modified_gmt":"2017-09-21T07:01:45","slug":"3-actionable-ways-to-use-google-analytics","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/3-actionable-ways-to-use-google-analytics\/","title":{"rendered":"3 fa\u00e7ons concr\u00e8tes d'utiliser Google Analytics"},"content":{"rendered":"

Google Analytics is a wonderful tool that is sadly under-used by most website owners.\u00a0Typically people\u00a0go in, glance around the numbers, see that things are running just fine, and move along with their lives. But if this is the only way you\u2019re using Analytics you\u2019re missing out on some opportunities for your blog or website. Here are a few action-oriented steps you can take based on your Analytics.<\/p>\n

1) Trouver et optimiser le contenu populaire<\/h4>\n

Pour am\u00e9liorer l'efficacit\u00e9 de votre site web, il suffit de trouver le contenu qui attire d\u00e9j\u00e0 le plus d'attention et d'en tirer le meilleur parti en ajoutant un appel \u00e0 l'action fort.
\nPour trouver le contenu le plus populaire dans Analytics, allez sur Comportement > Contenu du site > Toutes les pages<\/em><\/p>\n

\"GoogleThis report shows you the content on your site organized by popularity (aka the content with the most views). By default, the date range will be set to the past 30 days, but you can edit that to see what\u2019s been consistently popular over time. On a blog you\u2019ll find that individual posts often out-rank your homepage in terms of views so you need to be sure to optimize these posts. I would suggest starting with the top 5 or 10 most viewed posts on your site and make sure that each has a strong call to action (CTA) included.<\/p>\n

A call to action is simply a clear invitation to the user to take a next step. Typically this could be an email sign-up box, a button that links to an intro page for your membership site, an ad for one of your products, etc. You could manually place this in the bottom of your post or you could use a plugin to assist. For example, I like to use Magic Action Box to place an email sign up at the bottom of posts, but I\u2019ll tailor the wording and message of each box for each post.<\/p>\n

A value-packed CTA would be to come up with some additional content to offer specifically on that post in exchange for opting in to your list. If your post is a resource post, perhaps offer a free PDF download of the resources in exchange for your reader\u2019s email address.<\/p>\n

Cr\u00e9dit suppl\u00e9mentaire<\/strong> - Si le contenu est \u00e9volutif, utilisez Buffer, Hootsuite ou un outil de programmation similaire pour le rediffuser sur vos profils de m\u00e9dias sociaux de temps \u00e0 autre.<\/p>\n

2) Cultiver strat\u00e9giquement des posts efficaces<\/h4>\n

De nombreux utilisateurs de WordPress ajoutent le widget \u201cArticles r\u00e9cents\u201d ou m\u00eame un widget \"Articles populaires\" dans leur barre lat\u00e9rale pour donner \u00e0 leurs visiteurs un moyen suppl\u00e9mentaire de trouver du contenu. C'est un bon d\u00e9but, mais vous pouvez \u00eatre encore plus strat\u00e9gique.<\/p>\n

If you haven\u2019t already done so, setting\u00a0up Goals in Google Analytics to track the key conversions on your site is a crucial step. If you have a membership site, an obvious conversion would be member sign ups. But secondary conversions might be for example, email signups.\u00a0Consultez ce guide pour savoir comment d\u00e9finir vos objectifs et votre entonnoir.\u00a0<\/a>\u00a0(Don\u2019t worry, it\u2019s not tricky!)<\/p>\n

Une fois que vous les avez mis en place, vous pouvez d\u00e9terminer lesquels de vos posts ont les taux de conversion les plus \u00e9lev\u00e9s :<\/p>\n

\"GoogleAller \u00e0 Conversions > Objectifs > URL des objectifs<\/em>
\nSi vous avez d\u00e9fini plusieurs objectifs, vous pouvez filtrer dans le menu d\u00e9roulant en haut sous \u201cOption d'objectif\u201d afin de voir, par exemple, quelles pages\/postes g\u00e9n\u00e8rent le plus grand nombre d'abonnements \u00e0 l'e-mail.<\/p>\n

Une fois que vous connaissez les 5 ou 10 meilleurs, cr\u00e9ez une liste dans votre barre lat\u00e9rale (l'utilisation d'un menu personnalis\u00e9 dans WordPress est un moyen facile de le faire). Vous pouvez les intituler \u201cPopulaire\u201d, \u201cEn vedette\u201d, \u201cBest Of\u201d ou tout autre titre qui vous semble le mieux les mettre en valeur. En guidant les visiteurs vers votre contenu le plus efficace, vous devriez \u00eatre en mesure d'augmenter les conversions sur votre site.<\/p>\n

3) Optimisez l'entonnoir de vente de vos adh\u00e9sions<\/h4>\n

Un autre outil tr\u00e8s puissant que vous pouvez utiliser une fois que vous avez mis en place des objectifs est le Visualisation de l'entonnoir<\/em> qui vous permettra de mieux comprendre comment les internautes interagissent avec le processus de conversion sur votre site.<\/p>\n

The\u00a0sales or conversion funnel is simply the flow of pages a user goes through on your site to get to the conversion goal. For example, if you\u2019re running a membership site with MemberPress, there\u2019s a \u201cThank You\u201d page at which every newly registered member ends up. So that page would be your goal. If you\u2019re using Groups within MemberPress, you have an automatically generated page with a pricing table. That page would be a step in the funnel. The checkout pages would also be in the funnel. Once the goals and funnels are in place you can use the Visualisation de l'entonnoir<\/em> afin d'analyser le processus.<\/p>\n

\"goal-funnel-google-analytics\"You\u2019ll find this report under:
\nConversions > Objectifs > Visualisation de l'entonnoir<\/em><\/p>\n

What you\u2019re looking for are opportunities for improvement. For example, are there certain pages\u00a0in the process where users\u00a0exit more than others? If so,\u00a0take another look at\u00a0those pages and make sure they are functional, clear, and\u00a0easy to use. Most websites are in a constant state of refinement so it\u2019s all about analyzing, adjusting, tracking, and then rinsing and repeating as necessary!<\/p>\n

Cr\u00e9dit suppl\u00e9mentaire :<\/strong> Use the Annotations feature in Analytics to make a note of when you made changes to your website so that you\u2019ll be able to quickly see\u00a0if they had an impact on metrics. As demonstrated in the screenshot below, click the grey arrow below the graph to open the Annotations panel and make a note. After you add it, you\u2019ll see a little icon on the timeline at the bottom of the graph (also indicated).<\/p>\n

\"Google<\/p>\n

L'onglet Flux d'objectifs (Conversions > Objectifs > Flux d'objectifs<\/em>) offre un moyen facile de voir quel type de trafic convertit le plus, ce qui vous permet d'affiner vos efforts de marketing.<\/p>\n

Enfin, passez aux entonnoirs multicanaux (Conversions > Entonnoirs multicanaux > Vue d'ensemble<\/em>) pour obtenir plus d'informations sur les autres canaux de marketing (tels que la recherche organique ou les m\u00e9dias sociaux) qui ont contribu\u00e9 aux conversions. Le rapport Time Lag est particuli\u00e8rement int\u00e9ressant car il vous permet de savoir si les gens convertissent tout de suite ou s'il faut plusieurs jours entre deux visites pour aboutir \u00e0 une conversion. Cela peut vous donner des id\u00e9es sur la fa\u00e7on d'utiliser le r\u00e9pondeur automatique de votre liste d'adresses \u00e9lectroniques pour maximiser les messages envoy\u00e9s aux prospects dans un certain d\u00e9lai, ou peut-\u00eatre simplement pour modifier les informations des pages de vente afin d'essayer de convertir plus rapidement.<\/p>\n

Il ne s'agit encore que de la partie \u00e9merg\u00e9e de l'iceberg en ce qui concerne les possibilit\u00e9s offertes par Analytics, mais j'esp\u00e8re que ces conseils vous encourageront \u00e0 prendre des mesures concr\u00e8tes sur votre site web et \u00e0 faire bouger l'aiguille sur des indicateurs importants pour votre entreprise.<\/p>\n

\u00a0<\/p>","protected":false},"excerpt":{"rendered":"

Google Analytics is a wonderful tool that is sadly under-used by most website owners.\u00a0Typically people\u00a0go in, glance around the numbers, see that things are running just fine, and move along with their lives. But if this is the only way you\u2019re using Analytics you\u2019re missing out on some opportunities for your blog or website. Here [\u2026]<\/p>\n","protected":false},"author":212,"featured_media":15240,"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":"content-sidebar","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[94],"tags":[206,201,202,205,204,203,25],"class_list":["post-4597","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","tag-analytics","tag-google-analytics","tag-optimization","tag-posts","tag-sales","tag-sales-funnel","tag-wordpress","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t