{"id":261213,"date":"2021-10-01T12:09:00","date_gmt":"2021-10-01T10:09:00","guid":{"rendered":"https:\/\/www.ecomstream.eu\/?p=261213"},"modified":"2026-08-16T15:45:23","modified_gmt":"2026-08-16T13:45:23","slug":"online-checkout-process-payment-solution","status":"publish","type":"post","link":"https:\/\/www.ecomstream.eu\/fr\/online-checkout-process-payment-solution\/","title":{"rendered":"Votre tunnel de paiement commence bien avant la page de paiement"},"content":{"rendered":"\n<div class=\"et_pb_section_0 et_pb_section et_section_regular et_block_section\"><div class=\"et_pb_row_0 et_pb_row et_block_row\"><div class=\"et_pb_column_0 et_pb_column et_pb_column_4_4 et-last-child et_block_column et_pb_css_mix_blend_mode_passthrough\"><div class=\"et_pb_text_0 et_pb_text et_pb_bg_layout_light et_pb_module et_block_module et_pb_text_align_justified\"><div class=\"et_pb_text_inner\"><p>La plupart des marchands traitent l'optimisation du tunnel comme un probl\u00e8me de paiement. Ce n'en est pas un, en tout cas pas enti\u00e8rement. Le tunnel commence au moment o\u00f9 un client clique sur \u00ab commander \u00bb dans le panier, et sur la plus grande partie de ce parcours, votre PSP n'a aucune influence.<\/p>\n<p>Comprendre o\u00f9 passe cette fronti\u00e8re vaut de l'argent.<\/p>\n<p><strong>Deux phases distinctes, deux objectifs diff\u00e9rents<\/strong><\/p>\n<p>Le tunnel de vente en ligne se divise nettement en deux parties. La phase d'achat sert \u00e0 nourrir la relation : d\u00e9couverte, engagement, information produit et exp\u00e9rience de marque. Votre client explore. La vitesse n'est pas la priorit\u00e9 ici.<\/p>\n<p>La phase de paiement est l'inverse. Une fois que votre client a choisi, le seul objectif est de l'amener \u00e0 la confirmation de paiement le plus vite possible. Chaque \u00e9tape suppl\u00e9mentaire, chaque moment d'h\u00e9sitation, chaque champ \u00e0 remplir est une occasion de perdre la vente. Votre client ne s'int\u00e9resse pas au tunnel. Il veut en sortir.<\/p>\n<p>Cette distinction compte quand vous r\u00e9partissez l'effort d'optimisation. L'essentiel du tunnel, du panier \u00e0 la saisie d'adresse, aux invitations \u00e0 se connecter et au choix de livraison, se situe enti\u00e8rement hors du domaine de votre prestataire de paiement. Am\u00e9liorer ces \u00e9tapes demande du travail sur votre propre plateforme, pas une conversation avec votre PSP.<\/p>\n<p><strong>L\u00e0 o\u00f9 le PSP a bien une influence<\/strong><\/p>\n<p>Ce n'est que dans la derni\u00e8re section du tunnel que votre solution de paiement agit vraiment sur la conversion. Cette influence va dans deux directions : avant l'envoi du paiement, et apr\u00e8s.<\/p>\n<p>Avant l'envoi, les facteurs de conversion tiennent surtout \u00e0 la pertinence et \u00e0 l'exp\u00e9rience. Proposer le bon assortiment de moyens de paiement pour chaque segment de march\u00e9 compte davantage que d'en proposer le plus grand nombre. Pr\u00e9senter un virement instantan\u00e9 n\u00e9erlandais \u00e0 un client anglais revient \u00e0 lui demander de r\u00e9fl\u00e9chir, ce qui est la derni\u00e8re chose \u00e0 souhaiter \u00e0 ce stade. La page de paiement devrait porter l'identit\u00e9 de votre marque, m\u00eame en cas de redirection vers une page h\u00e9berg\u00e9e. La tokenisation et les moyens de paiement enregistr\u00e9s r\u00e9duisent nettement la friction sur les achats r\u00e9p\u00e9t\u00e9s et suppriment le taux d'erreur des num\u00e9ros de carte saisis \u00e0 la main. Sur mobile, une mise en page responsive avec reconnaissance du clavier num\u00e9rique n'est pas un agr\u00e9ment optionnel.<\/p>\n<p>Une fois le bouton de paiement press\u00e9, il reste des points de rupture. La logique de reprise, ce m\u00e9canisme qui propose un autre moyen de paiement quand une autorisation \u00e9choue sans vider le panier, prot\u00e8ge la conversion d'une mani\u00e8re que la plupart des marchands sous-estiment. La r\u00e9cup\u00e9ration des abandons par e-mail aux couleurs de la marque est un autre levier, \u00e0 l'intersection du tunnel et du paiement, et souvent laiss\u00e9 sans optimisation.<\/p>\n<p>L'optimisation du taux d'acceptation m\u00e9rite une attention particuli\u00e8re si vous vendez sur des march\u00e9s hors d'Europe occidentale. Dans les r\u00e9gions o\u00f9 les taux de r\u00e9ussite des autorisations carte sont structurellement faibles, les solutions d'optimisation r\u00e9seau propos\u00e9es par les PSP peuvent r\u00e9cup\u00e9rer un pourcentage significatif de transactions. L'argument commercial est g\u00e9n\u00e9ralement simple.<\/p>\n<p>La gestion de la fraude se joue ici aussi. Si vous vendez des produits ou services expos\u00e9s \u00e0 la fraude, l'\u00e9quilibre entre conversion et taux de fraude est une d\u00e9cision commerciale active, pas un r\u00e9glage \u00e0 poser une fois pour toutes. Des r\u00e8gles trop agressives vous co\u00fbtent du chiffre d'affaires l\u00e9gitime. Des r\u00e8gles trop l\u00e2ches vous co\u00fbtent en impay\u00e9s et en pertes.<\/p>\n<p><strong>Ce qu'il faut en retenir<\/strong><\/p>\n<p>Payer en magasin prend quelques secondes. Le tunnel en ligne demande encore trop au client. L'\u00e9cart entre une exp\u00e9rience en magasin sans friction et le tunnel moyen du commerce en ligne repr\u00e9sente de la conversion r\u00e9cup\u00e9rable. Une partie de cette r\u00e9cup\u00e9ration se joue sur votre propre plateforme. Une autre se joue dans votre contrat et votre configuration PSP.<\/p>\n<p>Savoir ce qui rel\u00e8ve de quoi, et agir sur les deux, c'est l\u00e0 que se trouve le gain commercial.<\/p>\n<hr class=\"border-border-200 border-t-0.5 my-3 mx-1.5\" \/>\n<p><em>Vous voulez savoir ce que votre dispositif de paiement actuel vous co\u00fbte r\u00e9ellement ? EcomStream propose un diagnostic gratuit, sans engagement, no cure no pay. \u00c9crivez \u00e0 <a class=\"underline underline underline-offset-2 decoration-1 decoration-current\/40 hover:decoration-current focus:decoration-current\" href=\"mailto:info@ecomstream.nl\">info@ecomstream.nl<\/a> ou appelez le +31 (0)85 00 23 062.<\/em><\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><div class=\"et_pb_module et_pb_button_module_wrapper et_pb_button_0_wrapper\"><a class=\"et_pb_button_0 et_pb_button et_pb_bg_layout_light et_animated et_pb_module et_block_module\" href=\"https:\/\/www.ecomstream.eu\/blog\/\" data-icon=\"k\">Click to read another blog<\/a><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;essentiel du tunnel \u00e9chappe \u00e0 l&rsquo;influence de votre PSP. O\u00f9 passe la fronti\u00e8re et ce qui compte de chaque c\u00f4t\u00e9.<\/p>\n","protected":false},"author":1,"featured_media":259911,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_meta-robots-adv":"","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-title":"","_yoast_wpseo_opengraph-description":"","footnotes":""},"categories":[35,219],"tags":[457,455,52,456,589,554,504,503,458],"class_list":["post-261213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecomstream-blogs","category-ecomstream-fr","tag-checkout-flow","tag-checkout-optimization","tag-conversion","tag-customer-journey","tag-flux-dencaissement","tag-optimisation-de-la-caisse","tag-paiement-ux","tag-parcours-du-client","tag-payment-ux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le tunnel commence bien avant la page de paiement | EcomStream<\/title>\n<meta name=\"description\" content=\"O\u00f9 s&#039;arr\u00eate votre plateforme et o\u00f9 commence le PSP ? 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