Dans cet article, nous allons nous intéresser tout particulièrement à la notion du nudge marketing appliqué sur les sites e-commerce.
Le nudge (tout court) est un coup de pouce qui permet d’influencer le comportement du consommateur dans une dynamique positive. On le retrouve d’ailleurs souvent au sein d’opérations du secteur public telles que la réduction des mégots jetés sur la voie publique ou encore sur la propreté des sanitaires publics.
Le nudge marketing, quant à lui, est un coup de pouce qui influence le comportement du consommateur de façon à atteindre les objectifs marketing fixés au préalable par la marque ou l’entité en question.
Le Nudge dans le E-Commerce
L’objectif ultime de tout e-commerçant est évidemment d’augmenter son taux de conversion. Pour rappel, la conversion est tout simplement le visiteur qui devient client sur un site marchand.
Alors comment accroître ce taux tout en « nudgeant » les visiteurs ?
Tout d’abord, la technique la plus connue et la plus efficace joue sur la notion d’urgence et de rareté. L’idée est d’augmenter l’engagement des visiteurs en limitant leurs temps de réflexion face à un produit.
Vous retrouverez cette technique, le plus souvent, directement sur la fiche produit avec des indications telles que « Dernier article » ou encore « 2 produits en stocks ».
Dans la majorité des cas, les consommateurs intéressés par le produit ne reporteront pas leurs achats et achèteront instinctivement le produit sous cette « urgence » imposée par le e-commerçant.
Du côté des e-commerçants, il est important de s’approcher au maximum de la vérité au sujet des stocks. En effet, s’ils jouent trop souvent avec cet état d’urgence, ils perdront vite en crédibilité. La fidélité client sera alors fortement impactée.
Autre technique très largement utilisée par les marchands concerne l’engagement social.
Booking.fr a d’ailleurs basé sa stratégie sur ce modèle. A chaque fiche d’établissement, on retrouve toujours cette même phrase « X personnes consultent cette offre » ou encore « X personnes ont réservé cet établissement aujourd’hui ».
Là encore, on joue sur l’état d’urgence mais surtout sur l’engagement social.
Les consommateurs ont tendance à vouloir suivre leurs pairs car cela les rassure et les conforte. En ce sens, le gourou du marketing, Neil Patel affirme d’ailleurs que “les gens copient les actions des autres, en supposant que c’est la bonne chose à faire”.
On retrouve également cet engagement social par la tournure des phrases utilisée.
Dans l’exemple ci-dessous, une étude A/B testing montre que la phrase de droite est 10 fois plus efficace. On note ainsi un nombre supérieur d’abonnements à la newsletter avec cette tournure plus personnalisée.
Les notifications de Nudge Marketing sont également pertinentes pour capter l’attention des visiteurs sur un site.
Elles se présentent sous forme de « pop-up » et permettent de communiquer des informations qui seront lues dans la majorité des cas.
Ces notifications on-site peuvent également servir à faire du retargeting. En d’autres termes, ces messages permettent de retenir au maximum les visiteurs qui sont sur le point de quitter le site en question.
Avec les notifications, les marchands n’ont plus besoin d’envoyer des messages personnalisés aux clients et à encombrer leur boîte mail. En outre, selon les statistiques, le taux d’ouverture des campagnes emails est très faible, soit 16,75%. Des notifications personnalisées sur un site Internet apportent ainsi plus de retours.
Le nudge est une technique de plus en plus intégrée aux stratégies marketing digitales. Elle a, en effet, un réel impact positif sur l’optimisation de la conversion. De plus, elles sont peu couteuses, moins agressives et vraiment efficaces en termes d’engagement de la part des consommateurs.
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