{"id":246252,"date":"2020-04-28T14:14:00","date_gmt":"2020-04-28T12:14:00","guid":{"rendered":"https:\/\/www.ecomstream.eu\/use-gamification-techniques-in-the-checkout-process\/"},"modified":"2024-05-21T09:29:52","modified_gmt":"2024-05-21T07:29:52","slug":"utiliser-des-techniques-de-gamification-dans-le-processus-de-paiement","status":"publish","type":"post","link":"https:\/\/www.ecomstream.eu\/fr\/utiliser-des-techniques-de-gamification-dans-le-processus-de-paiement\/","title":{"rendered":"Utiliser des techniques de gamification dans le processus de paiement"},"content":{"rendered":"

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La gamification vise \u00e0 accro\u00eetre l’engagement et \u00e0 fid\u00e9liser les utilisateurs gr\u00e2ce \u00e0 des exp\u00e9riences positives. La fid\u00e9lit\u00e9 fait revenir les clients. Il y a un risque de fid\u00e9lisation si votre processus de paiement est difficile \u00e0 compl\u00e9ter.<\/p>\n

______<\/p>\n

 <\/p>\n

La partie la moins excitante du parcours du client en ligne est sans aucun doute le processus de paiement. Cependant, d’une mani\u00e8re relativement simple, vous pouvez gagner beaucoup ici, limiter les paniers d’achat abandonn\u00e9s et fid\u00e9liser vos visiteurs.<\/p>\n

Imaginez : votre client a d\u00e9j\u00e0 choisi le produit et s’est d\u00e9j\u00e0 mis d’accord sur le prix. N’est-il pas important d’assurer cette conversion le plus rapidement et le plus simplement possible ?<\/p>\n

Quel est le probl\u00e8me d’un processus de paiement ennuyeux avec toutes sortes de champs de saisie ? Ce n’est tout simplement pas amusant. Joindre l’utile \u00e0 l’agr\u00e9able. Un processus gamifi\u00e9 est tout simplement plus agr\u00e9able \u00e0 suivre. En proc\u00e9dant \u00e0 des ajustements subtils, vous pouvez d\u00e9j\u00e0 faire beaucoup et, heureusement, vous n’avez pas \u00e0 r\u00e9inventer la roue.<\/p>\n

Avec un syst\u00e8me de paiement gamifi\u00e9, vous fixez un objectif, vous offrez un contr\u00f4le, vous r\u00e9compensez les bons comportements et vous agissez rapidement. En ajoutant un aspect ludique au processus de paiement, vous renforcez l’attention n\u00e9cessaire de votre client et limitez le risque qu’il soit distrait et ne termine plus jamais la transaction.<\/p>\n

Le processus d’encaissement est ax\u00e9 sur les t\u00e2ches et un certain nombre d’\u00e9l\u00e9ments peuvent \u00eatre am\u00e9lior\u00e9s au cours de ce processus. L’illustration ci-dessous montre un certain nombre de pens\u00e9es et de consid\u00e9rations qui se manifestent au cours du processus de paiement dans le c\u0153ur et l’esprit de vos clients. En rendant certaines t\u00e2ches plus ludiques, vous pouvez facilement rendre le passage \u00e0 la caisse plus agr\u00e9able. Cela permet \u00e9galement d’am\u00e9liorer l’exp\u00e9rience globale du client en supprimant les frictions.<\/p>\n

Un acheteur qui quitte le site alors que le paiement a commenc\u00e9 ? Veillez \u00e0 \u00e9viter un \u00e9v\u00e9nement aussi co\u00fbteux.<\/p>\n

<\/span><\/p>\n

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Un passage \u00e0 la caisse ludique, \u00e7a marche. Essayez-le.<\/p>\n

 <\/p>\n

Si vous souhaitez en savoir plus sur les possibilit\u00e9s d’optimiser votre processus de paiement. Laissez EcomStream produire une analyse de votre caisse existante, et voyez ce qui peut \u00eatre am\u00e9lior\u00e9 :<\/span><\/p>\n

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 <\/p>\n

L’Institut Baymard<\/a> a r\u00e9cemment publi\u00e9 un nouveau rapport intitul\u00e9 \u00ab\u00a0The current state of checkout UX\u00a0\u00bb. Il en ressort que 58 % des 59 principaux sites de commerce \u00e9lectronique, en Europe et aux \u00c9tats-Unis, offrent une exp\u00e9rience client satisfaisante ou acceptable lors du passage en caisse. 35 % sont m\u00e9diocres et 6 % sont carr\u00e9ment mauvais.
Voici quelques-unes des questions qui ressortent du rapport :<\/p>\n

Mots de passe<\/strong>
Ne rendez pas les choses trop difficiles. Le mot de passe doit-il toujours respecter un format ? Par exemple, au moins une lettre majuscule et au moins un caract\u00e8re sp\u00e9cial, etc.
Assurez-vous d’\u00eatre clair \u00e0 ce sujet avant que le client n’introduise son mot de passe. En demandant au client de r\u00e9inventer sans cesse des mots de passe par \u00ab\u00a0essais et erreurs\u00a0\u00bb, la frustration augmente et la motivation diminue.<\/p>\n

Champ de saisie des cartes de cr\u00e9dit<\/strong>
La validation Luhn permet de v\u00e9rifier imm\u00e9diatement si un num\u00e9ro de carte a \u00e9t\u00e9 introduit correctement ou non. Le fait que le client paie avec une carte de cr\u00e9dit Mastercard ou Visa, par exemple, n’a aucune importance. De nombreux clients n’en sont m\u00eame pas conscients. Par exemple, ils prennent simplement leur \u00ab\u00a0Rabocard\u00a0\u00bb et ne savent m\u00eame pas s’il s’agit d’une Visa ou d’une MasterCard. De pr\u00e9f\u00e9rence, ne leur demandez m\u00eame pas. Il suffit de leur demander de saisir leurs donn\u00e9es d’identification dans un champ de saisie appel\u00e9 \u00ab\u00a0Carte de cr\u00e9dit\u00a0\u00bb. Il vous permet m\u00eame d’\u00e9conomiser de l’espace sur la page de paiement.<\/p>\n

Il est \u00e9galement utile d’indiquer l’espacement du nombre \u00e0 16 chiffres dans le champ de saisie. Cela fait donc quatre fois un bloc de quatre chiffres. Cela limite le risque d’erreur par rapport \u00e0 la saisie de 16 chiffres successifs sans espacement. En fait, il appara\u00eet \u00e9galement dans le m\u00eame format sur la carte physique.<\/p>\n

Date de livraison<\/strong>
Un client souhaite savoir quand il recevra sa commande. C’est pourquoi il est plus logique d’indiquer la date \u00e0 laquelle la livraison aura lieu que d’indiquer que la livraison aura lieu dans deux jours ouvrables. Comparez cela aux horaires des trains. Il est beaucoup plus logique d’\u00eatre inform\u00e9 de l’heure d’arriv\u00e9e du train \u00e0 votre destination finale que de l’heure d’arriv\u00e9e du train \u00e0 la gare o\u00f9 vous montez, n’est-ce pas ?<\/p>\n

Compte \u00e0 rebours jusqu’\u00e0 la coupure<\/strong>
De combien de temps je dispose pour \u00eatre livr\u00e9 demain encore ? Un client se pose r\u00e9guli\u00e8rement cette question. La rapidit\u00e9 de livraison est souvent tr\u00e8s importante. La livraison le lendemain n’est m\u00eame plus un avantage concurrentiel. Donnez \u00e0 votre client une id\u00e9e du temps qu’il lui reste pour \u00eatre livr\u00e9 demain. It\u2019s managing the expectations of your customer.<\/p>\n

Pick up from the store<\/strong>
Les d\u00e9taillants omni-canaux peuvent se diff\u00e9rencier et utiliser leur proposition omni-canal en mentionnant le retrait en magasin comme option de r\u00e9ception de la commande. So make sure this is prominently mentioned. L’option de retrait de la commande en magasin doit \u00eatre pr\u00e9sent\u00e9e \u00e0 votre client comme une option de livraison suppl\u00e9mentaire.<\/p>\n

La page de r\u00e9vision de la commande<\/strong>
Tous les d\u00e9tails de la commande ont-ils \u00e9t\u00e9 saisis correctement ou faut-il encore modifier quelque chose ? Vous devez permettre au client de le faire directement sur la page de r\u00e9vision de la commande. Taking the customer a few steps back in the checkout can cause confusion and frustration. Surtout si certains champs doivent \u00eatre remplis une nouvelle fois.<\/p>\n

 <\/p>\n

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La gamification vise \u00e0 accro\u00eetre l’engagement et \u00e0 fid\u00e9liser les utilisateurs gr\u00e2ce \u00e0 des exp\u00e9riences positives. La fid\u00e9lit\u00e9 fait revenir les clients. Il y a un risque de fid\u00e9lisation si votre processus de paiement est difficile \u00e0 compl\u00e9ter. ______   La partie la moins excitante du parcours du client en ligne est sans aucun doute […]<\/p>\n","protected":false},"author":1,"featured_media":246253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[219],"tags":[317,318,319,299],"class_list":["post-246252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecomstream-fr","tag-payments-fr","tag-ecommerce-fr","tag-gamification-fr","tag-verifier"],"yoast_head":"\nLa gamification de la caisse am\u00e9liore le processus de paiement<\/title>\n<meta name=\"description\" content=\"La gamification vise \u00e0 accro\u00eetre l'engagement et \u00e0 fid\u00e9liser les utilisateurs gr\u00e2ce \u00e0 des exp\u00e9riences positives. 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