{"id":29244,"date":"2022-09-23T17:19:25","date_gmt":"2022-09-23T16:19:25","guid":{"rendered":"https:\/\/woosimon.com\/?p=29244"},"modified":"2022-09-23T18:58:42","modified_gmt":"2022-09-23T17:58:42","slug":"what-is-ab-testing-and-how-do-i-do-it","status":"publish","type":"post","link":"https:\/\/woosimon.com\/fr\/what-is-ab-testing-and-how-do-i-do-it\/","title":{"rendered":"Qu\u2019est-ce que l\u2019AB Testing et comment puis-je le faire\u00a0?"},"content":{"rendered":"<p>Si vous vous \u00eates d\u00e9j\u00e0 demand\u00e9 ce qu&#039;est un AB Split Test ou \u00e0 quoi il sert, vous \u00eates au bon endroit ! Les tests AB sont un \u00e9l\u00e9ment cl\u00e9 de toute bonne strat\u00e9gie marketing, et je suis l\u00e0 pour vous dire tout ce que vous devez savoir \u00e0 leur sujet.<\/p>\n\n\n\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-b055abc0\"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable des mati\u00e8res\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#what-is-ab-testing\" class=\"uagb-toc-link__trigger\">Qu\u2019est-ce que le test AB ?<\/a><li class=\"uagb-toc__list\"><a href=\"#what-are-the-benefits-of-ab-testing\" class=\"uagb-toc-link__trigger\">Quels sont les avantages des tests AB ?<\/a><li class=\"uagb-toc__list\"><a href=\"#how-to-set-up-an-ab-test\" class=\"uagb-toc-link__trigger\">Comment mettre en place un AB Test ?<\/a><li class=\"uagb-toc__list\"><a href=\"#how-to-interpret-ab-test-results\" class=\"uagb-toc-link__trigger\">Comment interpr\u00e9ter les r\u00e9sultats de l\u2019AB Test ?<\/a><li class=\"uagb-toc__list\"><a href=\"#what-are-some-common-ab-testing-mistakes\" class=\"uagb-toc-link__trigger\">Quelles sont les erreurs courantes des tests AB\u00a0?<\/a><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Qu\u2019est-ce que le test AB ?<\/h2>\n\n\n\n<p>L&#039;AB Testing est une m\u00e9thode permettant de comparer deux versions d&#039;une page Web (ou d&#039;une campagne publicitaire en ligne) pour voir laquelle est la plus performante. Vous pouvez tout tester sur votre page, du titre au bouton d&#039;appel \u00e0 l&#039;action (CTA).<br><br>Les tests AB sont aussi parfois appel\u00e9s tests fractionn\u00e9s ou tests multivari\u00e9s. Tous ces termes font r\u00e9f\u00e9rence \u00e0 la m\u00eame chose\u00a0: tester deux versions ou plus d&#039;une page Web (ou d&#039;une publicit\u00e9 en ligne) pour voir laquelle est la plus performante.<br><br>Pour ex\u00e9cuter un test AB, vous devez d&#039;abord cr\u00e9er une variante de votre page Web d&#039;origine. Cette variante s\u2019appelle le contr\u00f4le, et c\u2019est \u00e0 cela que vous comparerez la nouvelle conception de votre page.<br><br>Vous devez ensuite envoyer du trafic \u00e0 la fois au contr\u00f4le et \u00e0 la variation. Cela se fait g\u00e9n\u00e9ralement via votre <a href=\"https:\/\/woosimon.com\/fr\/what-is-pay-per-click-advertising\/\" data-type=\"post\" data-id=\"29215\">Campagne publicitaire au paiement par clic<\/a>, mais vous pouvez \u00e9galement le faire pour le trafic de recherche organique \u00e0 l&#039;aide d&#039;un outil tel que <a rel=\"noreferrer noopener\" href=\"https:\/\/marketingplatform.google.com\/about\/optimize\/\" target=\"_blank\">Google Optimiser<\/a>, qui r\u00e9partira uniform\u00e9ment les visiteurs entre les deux pages.<br><br>Une fois que vous disposez de suffisamment de donn\u00e9es, vous pouvez comparer les performances de chaque page. Est-ce que davantage de personnes ont achet\u00e9 aupr\u00e8s du contr\u00f4le\u00a0? Ou est-ce que davantage de personnes se sont inscrites \u00e0 votre liste de diffusion \u00e0 partir de la variante\u00a0? Quelle que soit la page la plus performante, c\u2019est celle que vous devriez continuer \u00e0 utiliser.<br><br>Les tests AB sont un outil essentiel pour toutes les entreprises qui souhaitent am\u00e9liorer le taux de conversion de leur site Web. En effectuant des tests AB r\u00e9guliers, vous pouvez augmenter progressivement le taux de conversion de votre site Web et gagner plus d&#039;argent gr\u00e2ce \u00e0 votre trafic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quels sont les avantages des tests AB ?<\/h2>\n\n\n\n<p>Les tests AB pr\u00e9sentent de nombreux avantages\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Il vous permet de prendre des d\u00e9cisions fond\u00e9es sur des donn\u00e9es sur ce qui fonctionne le mieux pour votre site Web, plut\u00f4t que de vous fier \u00e0 des suppositions.<\/li><li>Cela peut contribuer \u00e0 augmenter les taux de conversion, ainsi que d\u2019autres indicateurs cl\u00e9s tels que le taux de clics et le temps pass\u00e9 sur le site.<\/li><li>Il peut \u00eatre utilis\u00e9 pour tester une grande vari\u00e9t\u00e9 d\u2019\u00e9l\u00e9ments, du texte du titre aux boutons d\u2019appel \u00e0 l\u2019action.<\/li><li>Il est relativement simple \u00e0 configurer et ne n\u00e9cessite pas de logiciel co\u00fbteux ni beaucoup de connaissances techniques.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Comment mettre en place un AB Test ?<\/h2>\n\n\n\n<p>Il y a six \u00e9tapes cl\u00e9s pour mettre en place un test AB pour une page Web.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>D\u00e9finissez vos objectifs<\/strong><br>Avant de configurer votre test, il est important de d\u00e9finir ce que vous souhaitez atteindre et quelle mesure vous utiliserez pour mesurer le succ\u00e8s. Voulez-vous que plus de personnes s\u2019inscrivent \u00e0 votre newsletter ? Ou ajouter un article \u00e0 leur panier ? Une fois que vous connaissez votre objectif, vous pouvez d\u00e9terminer quel \u00e9l\u00e9ment de votre page vous souhaitez tester.<br><\/li><li><strong>Choisissez votre m\u00e9trique<\/strong><br>Votre m\u00e9trique doit \u00eatre \u00e9troitement li\u00e9e \u00e0 votre objectif\u00a0; si vous souhaitez que davantage de personnes s&#039;inscrivent \u00e0 votre newsletter, les clics ou les inscriptions seraient une bonne mesure \u00e0 suivre. Si vous souhaitez que davantage de personnes ajoutent des articles \u00e0 leur panier, mesurer le nombre de paniers commenc\u00e9s mais non termin\u00e9s (\u00e9galement appel\u00e9s \u00ab paniers abandonn\u00e9s \u00bb) serait une bonne mesure. Vous pouvez choisir de nombreuses autres mesures, mais il est important de rester simple et de se concentrer sur une seule mesure pour chaque test.<br><\/li><li><strong>Choisissez la page que vous souhaitez tester<\/strong><br>Il s\u2019agit de la version \u00ab contr\u00f4le \u00bb de la page qui servira de r\u00e9f\u00e9rence pour la comparaison. Il peut s&#039;agir d&#039;une page existante de votre site Web qui, selon vous, pourrait \u00eatre am\u00e9lior\u00e9e, ou d&#039;un <a href=\"https:\/\/woosimon.com\/fr\/what-is-a-landing-page\/\" data-type=\"post\" data-id=\"29233\">page de destination nouvellement cr\u00e9\u00e9e<\/a> pour une campagne sp\u00e9cifique.<br><\/li><li><strong>Cr\u00e9ez votre variante<\/strong><br>Il s&#039;agit de la version \u00ab test \u00bb de la page qui inclut la modification que vous souhaitez tester. Il est important de ne modifier qu\u2019un seul \u00e9l\u00e9ment \u00e0 la fois ; si vous modifiez plusieurs \u00e9l\u00e9ments, il sera difficile de d\u00e9terminer quel changement (ou combinaison de changements) a eu l&#039;effet souhait\u00e9 sur le comportement des utilisateurs.<br><\/li><li><strong>Configurez votre test AB<\/strong><br>Il existe de nombreux outils diff\u00e9rents disponibles pour mettre en place des tests AB\u00a0; celui que vous utiliserez d\u00e9pendra de la plate-forme de votre site Web (par exemple, WordPress ou Shopify) et de votre budget. Une fois que vous avez s\u00e9lectionn\u00e9 un outil, suivez leurs instructions pour mettre en place un nouveau test AB avec deux variantes : la version originale et la variante. Assurez-vous de choisir un outil qui vous permettra de suivre les mesures les plus importantes pour mesurer le succ\u00e8s de vos objectifs sp\u00e9cifiques.<br><br>Certains outils de test AB populaires incluent\u00a0:<br>&gt;Optimis\u00e9<br>&gt;Optimiseur visuel de site Web (VWO)<br>&gt;<a href=\"https:\/\/marketingplatform.google.com\/about\/optimize\/\" target=\"_blank\" rel=\"noreferrer noopener\">Exp\u00e9riences de contenu Google Analytics<\/a><br><\/li><li><strong>Ex\u00e9cutez votre test<\/strong><br>Il ne vous reste plus qu&#039;\u00e0 attendre suffisamment de donn\u00e9es pour pouvoir d\u00e9terminer quelle version est la plus performante\u00a0! Le temps que cela prendra d\u00e9pendra du trafic g\u00e9n\u00e9r\u00e9 par votre site Web et du degr\u00e9 de confiance dont vous avez besoin.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Comment interpr\u00e9ter les r\u00e9sultats de l\u2019AB Test ?<\/h2>\n\n\n\n<p>Les tests AB sont essentiellement une m\u00e9thode permettant de comparer deux versions d\u2019une page Web pour voir laquelle est la plus performante. La version \u00ab\u00a0A\u00a0\u00bb est le contr\u00f4le et la version \u00ab\u00a0B\u00a0\u00bb est le traitement. L\u2019objectif est de trouver une diff\u00e9rence statistiquement significative dans le taux de conversion entre les deux versions afin que vous puissiez prendre une d\u00e9cision \u00e9clair\u00e9e quant \u00e0 celle \u00e0 conserver.<br><br>Une fois que vous avez effectu\u00e9 votre test et collect\u00e9 vos donn\u00e9es, comment savoir si la diff\u00e9rence que vous constatez est r\u00e9ellement statistiquement significative et n&#039;est pas due uniquement au hasard\u00a0?<br><br>Il existe diff\u00e9rentes mani\u00e8res de mesurer la signification statistique, mais la m\u00e9thode la plus courante consiste \u00e0 utiliser un outil tel que Google Analytics ou Optimizely pour calculer votre valeur p. (Ou via votre compte Google ou Facebook Ads si vous effectuez les tests fractionn\u00e9s via l\u00e0).<br><br>La valeur p est une mesure de la probabilit\u00e9 que les r\u00e9sultats que vous voyez soient dus au hasard. Ainsi, si votre valeur p est inf\u00e9rieure \u00e0 0,05, cela signifie qu&#039;il n&#039;y a qu&#039;une chance de 5% que les r\u00e9sultats soient dus au hasard, et vous pouvez \u00eatre s\u00fbr de 95% qu&#039;il existe une r\u00e9elle diff\u00e9rence entre les deux versions de votre page.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quelles sont les erreurs courantes des tests AB\u00a0?<\/h2>\n\n\n\n<p>Il y a quelques erreurs courantes que les gens commettent lorsqu\u2019ils effectuent des tests AB\u00a0:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Ne pas avoir d\u2019hypoth\u00e8se claire : Avant de commencer un test AB, vous devez avoir une id\u00e9e claire de ce que vous souhaitez tester et des r\u00e9sultats que vous attendez. Sinon, il sera difficile d&#039;interpr\u00e9ter les r\u00e9sultats du test.<br><\/li><li>Tester trop de choses \u00e0 la fois\u00a0: il est important de se concentrer sur une seule chose \u00e0 la fois lors de la r\u00e9alisation d\u2019un test AB. Sinon, vous ne pourrez pas isoler l\u2019effet du changement que vous testez.<br><\/li><li>Ne pas ex\u00e9cuter le test assez longtemps\u00a0: les tests AB doivent \u00eatre ex\u00e9cut\u00e9s pendant une p\u00e9riode de temps significative afin d&#039;obtenir des r\u00e9sultats pr\u00e9cis. Si vous arr\u00eatez le test trop t\u00f4t, vous ne pourrez tirer aucune conclusion des donn\u00e9es.<br><\/li><li>Ne pas avoir assez de trafic\u00a0: pour qu&#039;un test AB soit efficace, vous devez disposer d&#039;une bonne quantit\u00e9 de <a href=\"https:\/\/woosimon.com\/fr\/how-to-get-your-first-visitors-to-your-new-website\/\" data-type=\"post\" data-id=\"27004\">trafic vers votre site Web<\/a>. Si vous n&#039;avez pas suffisamment de trafic, les r\u00e9sultats du test pourraient ne pas \u00eatre repr\u00e9sentatifs de l&#039;ensemble de votre base d&#039;utilisateurs.<br><\/li><li>Ne pas analyser correctement les r\u00e9sultats : Il est important d\u2019analyser soigneusement les r\u00e9sultats d\u2019un test AB afin de tirer des conclusions pr\u00e9cises \u00e0 partir des donn\u00e9es. Si vous n&#039;analysez pas correctement les r\u00e9sultats, vous risquez de mal les interpr\u00e9ter et de prendre de mauvaises d\u00e9cisions concernant votre produit.<\/li><\/ol>\n\n\n\n<p>J&#039;esp\u00e8re que vous avez trouv\u00e9 cette br\u00e8ve introduction \u00e0 l&#039;AB Testing utile. Si vous souhaitez de l&#039;aide pour mettre en place un AB Split Test sur votre site WordPress, n&#039;h\u00e9sitez pas \u00e0 nous contacter !<\/p>","protected":false},"excerpt":{"rendered":"<p>If you&#8217;ve ever wondered what a AB Split Test is, or what it&#8217;s used for, you&#8217;re in the right place! AB Testing is a key component of any good marketing strategy, and I&#8217;m here to tell you everything you need to know about them. What is AB Testing? AB Testing is a method of comparing [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":29247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[320,27],"tags":[323],"class_list":["post-29244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing-tips","category-wordpress-tips","tag-ab-testing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is AB Testing and How do I do it? - WooSimon<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woosimon.com\/fr\/what-is-ab-testing-and-how-do-i-do-it\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is AB Testing and How do I do it? - WooSimon\" \/>\n<meta property=\"og:description\" content=\"If you&#8217;ve ever wondered what a AB Split Test is, or what it&#8217;s used for, you&#8217;re in the right place! 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