It is a genuine national network that displays with real valuesThe great promise for next summer's tax reform should be to sum zeroShe chooses therefore Sciences po and the ENAI fail to see how it can find the 60 eurosThe political alternation also played its partitionPrepared end of March the text does not directly the SCEHappy ending with three tapas creative sweetIncluding transmitters noted and well knownAnd he served the last year a net return of 4But there will be no immediate opening creditsWhat is it that makes the effectiveness of a merchant site Most of the specialists evoke mixed ergonomics of the interface, speed, customization or security. The Canadian Jacques Nantel responds, him: "The possibility of allowing consumers to go after their task without generating plethora of frustrations." This training psychologist who heads the Chair in marketing from HEC Montréal is attached to closely study the behaviour of the e-buyers to their computer screen. He just spent through scientifically: swear in all kind, disincentives, but also find joy and jubilation of the purchase. As much as its candidates to study attitudes have agreed to verbalize about a camera recording the lesser of their runaways or setbacks. Total: 5,000 films dissected meticulously, "allowing us to understand what a merchant site is or is not really effective", tells the professor that "many consultants have taken in this area of the dogmatic positions, for example, most believing that a site must necessarily be fast." However, for him, the essential is to allow the user to be at any time in its approach and especially do not fall into a dead end, nine times out of ten, resulting in a cessation pure and simple. "It is better that the consumer makes a task four minutes without losing only to have it in two minutes, but have lost twice, which in total has taken much more than time", says Jacques Nantel.
Thus, he observed that too many sites are still designed by technology ACEs that overload home pages. Bad choice: "it is dense, more people lose and less sites are valued." A also block these famous introductions in flash, "because it is still an object of distraction that will bring the user to a dead end and delay its navigation. Provocative in view of the promises of the canvas for advertisers, Jacques Nantel believes also that advertising deters more than one candidate for the purchase. Exactly as on the radio.
Build customer value
"More buying on the Internet will grow, more this item type will influence the assessment of the performance of a site," adds Gregory Bressolles, Professor at the Bordeaux School of management marketing department. It is is graft last year on the subject of study of HEC Montréal to import it in France and there, on the other hand, added analysis files LOG, i.e. the connection data to know what time you started the site what address you just and thus allow to reconstruct the navigation of the user. The teacher-researcher is also included emotional data, such as fear and anxiety, which at the time of measuring the sense of security of a visitor to its Web page. Goal: optimize the relationship with the cyberacheteur. "With a number of buyers online growing now two times faster than Internet users, it is now essential for a site to analyze its buyers favoured and define why it succeeds or not its task," said Gregory Bressolles. His studies are to follow the movement of the eyes of the buyer with the cameras. It queries a database of 500 e - consumers online and 100 in the laboratory to identify the brakes to the decision or the path to purchase. An approach which has passionate Priceminister site. Its marketing director, François Rousseau, loaned to Bordeaux Professor investigative methods. "We do so already, but on a very small number of people." There, the sample is much more important and allows to study the diversity of products and situations. Thus, we now know that, for clothing, folded presented pants has no chance to sell. It is better to present it on a mannequin. "The atmosphere is essential", says François Rousseau.
Other initiatives inspired by the traditional trade therefore begin to appear on the canvas. Such as the Agency Duke who had the idea to mount a "e-corner" for the brand Thierry Mugler perfume housed on the site of Marionnaud from mid-May. Exactly as a configuration store, it offers the user to be in the environment of a mark that he appreciated while allowing him to remain where it has its bearings. "For the brand, the"e-corner"brings flexibility." But be careful to not encapsulate a site in another to the risk of losing the route of the consumer. "The corner is not inherited from a mini site", exposes Marc Chareyron, CEO of Duke. Convinced that need maximum closer to real life, he knows that the difficulty lies in creating a shop without salesperson: "If the user is not, it goes." We are always a click away from the competitor. "Whereas, when a client is moved to a race, it will seek the product in the store until he is found", said Marc Chareyron.
26.2 Million of French Internet users in late 2005, 13 million at least made an online purchase. This very good balance of e-commerce does so little questions. Success yet conceals a paradox, according to François Rousseau: "while buying, the user retains the fear in the stomach." It is a bit like if it suddenly plunged into the pool. It is actually convinced of the benefits of e-commerce, is drawn because it is fashionable, but is without real conviction. "The marketing director of Priceminister observed that the majority of merchant sites have been and still wear their efforts on the recruitment of clients. "But most of us do not yet the effort to better know its customers." We have been more hunters as shepherds. "Today, we must build the client value", he concludes. One thing is certain: the expansion of e-commerce is likely to facilitate the consideration of the psychology of the consumer, given now capital for the whole of the trade, be it real or virtual.
