{"id":12268,"date":"2018-10-18T09:36:48","date_gmt":"2018-10-18T06:36:48","guid":{"rendered":"https:\/\/www.yoannuzan.com\/?p=12268"},"modified":"2026-10-15T16:14:22","modified_gmt":"2026-10-15T16:14:22","slug":"call-to-action","status":"publish","type":"post","link":"https:\/\/www.yoannuzan.com\/call-to-action\/","title":{"rendered":"Call To Action : Meilleures astuces pour bien choisir son CTA"},"content":{"rendered":"\n\n
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Le Call-to-Action : Qu’est-ce que c’est ?<\/h2>\n

Comment faire pour que vos visiteurs cliquent, t\u00e9l\u00e9chargent ou ach\u00e8tent ? Cette question est cruciale et est peut-\u00eatre au centre de votre strat\u00e9gie commerciale ou marketing. Si on vous disait que quand vous souhaitez obtenir de vos lecteurs qu’ils fassent quelque chose, il suffit de leur demander directement. Oui, oui, vous ne r\u00eavez pas, c’est ce que l’on appelle les Calls-to-Action<\/strong>.<\/p>\n

Am\u00e9liorez votre taux de conversion avec le Call To Action (CTA)<\/h2>\n

Le Call-to-Action<\/strong> est un moyen fait de proc\u00e9d\u00e9s simples qui vous permet d’augmenter votre taux de conversion. Il est g\u00e9n\u00e9ralement plac\u00e9 sur votre site web et votre landing page. Il suit le cheminement de vos lecteurs et visiteurs et les incite tout au long \u00e0 effectuer une action pr\u00e9cise. Ainsi, si vous souhaitez que votre dernier livre blanc ou que votre e-book<\/a><\/strong> fra\u00eechement termin\u00e9 soit t\u00e9l\u00e9charg\u00e9, d’une certaine mani\u00e8re, vous devez demander \u00e0 vos prospects de le faire. En clair, le Call to action<\/strong> est une demande. Une demande qui laisse \u00e0 vos visiteurs tout leur libre-arbitre.<\/p>\n

\"Appel<\/p>\n

Comment choisir vos Calls-To-Action ?<\/h2>\n

Il existe quelques astuces en marketing digital<\/a><\/strong> qui peuvent vous permettre de cr\u00e9er des Calls-to-Action<\/strong> efficaces. \u00c0 commencer par les mots que vous allez utiliser. Pour que votre appel \u00e0 l’action<\/strong> soit explicite, pr\u00e9f\u00e9rez les verbes d’action tels qu’acheter<\/strong><\/em>, t\u00e9l\u00e9charger<\/strong><\/em>, cliquer<\/strong><\/em>, d\u00e9couvrir<\/strong><\/em> ou demander<\/strong><\/em>. Et conjuguez-les de pr\u00e9f\u00e9rence \u00e0 la premi\u00e8re personne du singulier ou \u00e0 la deuxi\u00e8me du pluriel. Attention ! Les termes que vous utilisez doivent correspondre \u00e0 vos cibles. C’est pourquoi vous devez conna\u00eetre vos personas marketing<\/a><\/strong>, avant de choisir le verbe de vos CTA.<\/p>\n

Accompagnez votre texte de quelques astuces visuelles, incontournables en marketing. Vous pouvez int\u00e9grer directement votre CTA dans le texte de votre site cependant, il est conseill\u00e9 de cr\u00e9er un bouton \u00e0 part pour votre Call to action<\/strong>. Ce bouton pourra \u00eatre plac\u00e9 soit en haut de page, soit en bas de page. En g\u00e9n\u00e9ral, il n’y a qu’un CTA par page, mais si votre page est particuli\u00e8rement longue, vous pouvez en mettre deux, un en haut de page, l’autre en bas de page. Le plus important \u00e9tant de placer votre Call To Action \u00e0 un emplacement strat\u00e9gique, et ce, que ce soit sur une fen\u00eatre pop-in, en haut ou en bas de page. Il doit appara\u00eetre au moment o\u00f9 le lecteur est le plus susceptible de cliquer dessus.<\/p>\n

La couleur de votre bouton a elle aussi son importance. Tout comme vous \u00eates plus attir\u00e9 par un paquet de chips que par un autre, le bouton de vos CTA doit attirer le regard sans agresser. Selon Skilled, le rouge, le vert et l’orange sont des couleurs particuli\u00e8rement appr\u00e9ci\u00e9es. Int\u00e9grez cette donn\u00e9e lorsque vous construisez vos CTA et pensez \u00e0 respecter votre charte graphique.<\/p>\n

A\/B Testez les r\u00e9sultats de vos Calls-To-Action<\/h2>\n

L’A\/B testing<\/a><\/strong> est un moyen de confronter plusieurs possibilit\u00e9s, plusieurs Call to action<\/strong> et de voir les diff\u00e9rences de r\u00e9sultats obtenus. Ces r\u00e9sultats vont vous permettre de choisir le CTA qui aura obtenu le meilleur taux de conversion<\/a><\/strong>.\u00a0Que pouvez-vous tester ? Un rien peut faire une diff\u00e9rence fondamentale en mati\u00e8re de r\u00e9sultats et de transformation<\/strong> en lead. Si vous int\u00e9grez une image \u00e0 votre CTA, celle-ci peut faire cette diff\u00e9rence. \u00c0 l’aide de l’A\/B test vous pouvez tester l’emplacement de votre image, diff\u00e9rentes images et m\u00eame le mot-cl\u00e9 que vous y associer via la balise alt. Si votre image ne s’affiche pas correctement et que vous optez pour le texte. Quelques nuances<\/strong> dans les termes employ\u00e9s et les tournures de phrase peuvent influencer votre taux de conversion.<\/p>\n

Tout comme chaque page de votre site a un contenu sp\u00e9cifique, chacun de vos CTA doit \u00eatre unique et adapt\u00e9 \u00e0 la fois au contenu et \u00e0 l’objectif de la page. Ainsi, si votre page traite d’un livre blanc que vous proposez en t\u00e9l\u00e9chargement, votre CTA doit lui aussi l’indiquer \u00e0 travers le texte que vous allez r\u00e9diger, exemple : \u00ab T\u00e9l\u00e9chargez le livre blanc, guide d’un bon freelance en marketing \u00bb. Si vous h\u00e9sitez entre plusieurs options qui vous semblent pertinentes, l’A\/B testing vous indiquera la meilleure.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le Call-to-Action est un moyen fait de proc\u00e9d\u00e9s simples qui vous permet d’augmenter votre taux de conversion. Comment faire pour que vos visiteurs cliquent, t\u00e9l\u00e9chargent ou ach\u00e8tent ? D\u00e9couvrez la solution dans cet article. <\/p>\n","protected":false},"author":1,"featured_media":12270,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[21],"class_list":["post-12268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-glossaire","tag-webmarketing"],"yoast_head":"\n\u25b7 Call To Action : Meilleures astuces pour bien choisir son CTA<\/title>\n<meta name=\"description\" content=\"Comment faire pour que vos visiteurs cliquent, t\u00e9l\u00e9chargent ou ach\u00e8tent ? 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