{"id":1683,"date":"2017-07-11T06:00:24","date_gmt":"2017-07-11T13:00:24","guid":{"rendered":"https:\/\/membermouse.com\/?p=1683"},"modified":"2026-06-16T14:05:41","modified_gmt":"2026-06-16T18:05:41","slug":"pourquoi-lemplacement-de-votre-cta-est-important-si-vous-voulez-obtenir-des-conversions-3","status":"publish","type":"post","link":"https:\/\/membermouse.com\/fr\/wordpressux\/why-your-cta-location-matters-if-you-want-conversions\/","title":{"rendered":"Pourquoi l'emplacement de votre CTA est important si vous voulez obtenir des conversions"},"content":{"rendered":"Your call to action (CTA) is an incredibly important part of your site. It tells visitors how to subscribe to your blog, start a free trial, schedule an appointment, book a consultation or download that nifty e-book you spent months putting together.\r\n\r\nYour CTA is your secret weapon to generating leads and nabbing conversions, but a bad CTA will do neither of those things.\r\n\r\nThat\u2019s why we\u2019re taking a look at what makes a CTA effective and, more importantly, how a CTAs location can have a big impact on your overall conversion rates.\r\n\r\n\n

Comment les CTAs affectent les taux de conversion<\/h2>\r\nLes CTA sont des outils marketing con\u00e7us pour indiquer aux visiteurs comment interagir avec votre entreprise. Ils leur indiquent les chemins \u00e0 emprunter sur votre site web, la mani\u00e8re d'atteindre un objectif ou d'acc\u00e9der \u00e0 des ressources qui les aideront dans leur parcours.\r\n\r\n\"mod\u00e8le\r\n\r\nMais quelle est leur importance en termes de taux de conversion ? Tr\u00e8s importante. Voici quelques statistiques de Protocole 80<\/a>:\r\n
    \r\n \t
  1. Les courriels comportant un seul appel \u00e0 l'action ont augment\u00e9 les clics de 371% et les ventes de 1617%. (WordStream<\/a>)<\/li>\r\n \t
  2. L'ajout de CTA \u00e0 votre page Facebook peut augmenter le taux de clics de 285%. (AdRoll<\/a>)<\/li>\r\n \t
  3. HubSpot<\/a> a montr\u00e9 que les CTA sous forme de texte d'ancrage augmentaient les taux de conversion de 121%.<\/li>\r\n \t
  4. Les CTA personnalis\u00e9s convertissent 42% plus de visiteurs en prospects que les CTA non cibl\u00e9s. (HubSpot<\/a>)<\/li>\r\n<\/ol>\r\nBasically, if you want to improve business, you should be including CTAs in your marketing strategy. More specifically, on your website, social media, emails, newsletters and anywhere else you can think.\r\n\r\nIn fact, plus de 90%<\/a> of visitors to your website alone will read your CTAs and, ideally, you want all 90% to click on them, too.\r\n\r\nSo what are some important factors to keep in mind when it comes to making sure your CTAs are noticed (and clicked)?\r\n

    Au-dessus du pli et en dessous du pli<\/h2>\r\nWhen it comes to CTAs, it\u2019s all about location, location, location.\r\n\r\nGenerally speaking, there are two main locations to consider when placing your CTAs: above the fold and below the fold.\r\n\r\n\u201cThe fold\u201d is the portion of your site that is visible to users without having to scroll. It dates back to the days of newspapers when people included all the important information above the physical fold. (If you want to find out where the fold is on your site, you can go here: O\u00f9 est le pli ?<\/a>).\r\n\r\n\"au-dessus\r\n\r\nSo how does the fold effect CTA conversion rates, and where exactly should you place your CTA: Above or below the fold? Here\u2019s what you need to know:\r\n\r\nAbove-the-fold CTAs are great for customers who already know what you do. If your business is fairly successful or well known, then having a CTA above the fold can work wonders for capturing leads.\r\n\r\nSites like Evernote<\/a> et Dropbox<\/a>par exemple, font de leurs CTA le point central du premier coup d'\u0153il. Mais il s'agit de deux applications de premier plan dans leur domaine respectif, et les utilisateurs savent g\u00e9n\u00e9ralement \u00e0 quoi s'attendre lors de leur premi\u00e8re visite.\r\n\r\n\"evernotecta\"\r\n\r\nSi votre entreprise est g\u00e9n\u00e9ralement moins connue ou moins sp\u00e9cialis\u00e9e, vous devez garder \u00e0 l'esprit que...\r\n\r\nLes CTA en dessous du pli sont parfaits pour les entreprises qui ont besoin d'un peu plus d'explications avant que les clients ne passent \u00e0 l'action<\/strong>. M\u00eame si vous disposez d'informations explicatives en haut de votre page, vous pouvez toujours placer un CTA en haut. Cependant, des \u00e9tudes montrent que tout le monde d\u00e9file<\/a>, so you may want to place your CTA at the bottom, as that\u2019s where visitors are headed anyway.\r\n\r\nBut can you have a CTA at the top et<\/em> au bas de la page ? Bien s\u00fbr que oui ! En fait, plusieurs CTA peuvent avoir un impact consid\u00e9rable sur les conversions.\r\n

    Un seul CTA ou plusieurs CTA<\/h2>\r\nAaron Bolshaw chez Act-On a commenc\u00e9 \u00e0 faire des tests A\/B<\/a> single CTAs versus multiple CTAs and found that using multiple CTAs \u201croutinely lifted engagement by 20%.\u201d Though he also noted that there are important times to use single CTAs, too.\r\n\r\nOn the whole, studies show that multiple CTAs often work better for improving conversion rates, so while you\u2019re busy debating whether or not you should include your CTA above or below the fold, you could probably do both without much consequence.\r\n\r\n\"bo\u00eete\r\n\r\nBut in what cases might a single CTA work better?\r\n\r\nSingle CTAs often work the best for short landing pages, emails, surveys and any sort of promotional content with a single actionable item. FulcrumTech a \u00e9crit un article<\/a> showing how a single CTA attached to their newsletter netted them a response rate 27 times higher than normal.\r\n\r\nThe key to an effective single CTA is having a clear statement of action, whether it\u2019s subscribing, downloading or clicking through to somewhere else. The risk with single CTAs is that you only get one shot to grab someone\u2019s attention.\r\n\r\nMultiple CTAs, on the other hand, can change up wording and styles without significantly affecting conversions.\r\n

    Tester l'emplacement des CTA<\/h2>\r\nOf course, you can speculate about the success of a CTA all you want. When push comes to shove, you will need to test out which location (or locations) will get you the most conversions.\r\n\r\nThe best way to do testing is through an A\/B test, which is a way to compare two different versions of a CTA while tracking data to see which version performs better. You can test in one of two ways: a split test that compares alternate versions of the same element on two different pages, or a multivariate test that pits several different CTAs against each other on multiple pages.\r\n\r\nYou will want to play around with different locations to see which CTA grabs the most attention for your site visitors. You may also want to test whether or not having a single CTA is a better option for your landing page versus having multiple ones.\r\n\r\nA few other things you might want to consider A\/B testing for when it comes to your CTAs are:\r\n\r\nCopie.<\/strong> Le contenu de votre CTA peut avoir un impact consid\u00e9rable. En fait, Friendbuy a constat\u00e9 une Am\u00e9lioration 211%<\/a> de conversions en rempla\u00e7ant leur CTA original - \"Partagez Friendbuy avec vos amis\" - par un CTA beaucoup plus simple et clair, \"Voir la d\u00e9mo\". Les deux ont atteint le m\u00eame objectif, \u00e0 savoir inciter les gens \u00e0 essayer Friendbuy, mais seul l'un d'entre eux a communiqu\u00e9 ce message de mani\u00e8re suffisamment claire pour inciter les gens \u00e0 cliquer.\r\n\r\nCouleur.<\/strong> Vous pouvez penser qu'une couleur vive, comme le rouge, est le meilleur choix, mais un CTA rouge vif peut ne pas avoir l'impact<\/a> que vous souhaitez qu'il ait. Envisagez de tester diff\u00e9rentes couleurs pour d\u00e9terminer celles qui conviennent le mieux \u00e0 chaque CTA.\r\n\r\nTaille.<\/strong> Les CTA sont de toutes tailles, depuis les petits boutons \u00e0 un seul mot ou une seule phrase jusqu'aux grandes images en forme de banni\u00e8re. Si vous utilisez plusieurs CTA, essayez de tester diff\u00e9rentes tailles avec diff\u00e9rents textes accompagnant chaque variante pour voir laquelle a le plus de succ\u00e8s.\r\n\r\nConception.<\/strong> L'aspect g\u00e9n\u00e9ral de votre CTA est important pour les conversions. Les boutons doivent-ils \u00eatre ronds ou carr\u00e9s ? Faut-il inclure des espaces blancs ou non ? Faut-il utiliser des images, des photos d'archives ou simplement du texte ? Il s'agit de questions<\/a> qui peuvent affecter les taux de clics.\r\n\r\nAnimation.<\/strong> Vous pouvez envisager d'ajouter un peu d'\u00e9clat \u00e0 vos CTA en les animant. Des plugins WordPress comme Animated-CTA peuvent vous aider \u00e0 donner rapidement vie \u00e0 vos CTA.\r\n\r\n\n

    R\u00e9flexions finales<\/h2>\r\nCTAs are a big deal if you\u2019re looking to improve business, and the location of those CTAs matters, too.\r\n\r\nIf you are a business that everyone knows and loves, consider making your CTA the main offering of your website\u2019s design above the fold.\r\n\r\nIf you are a newer, niche, or slightly less well-known business, consider including your CTA after some explanatory text, whether at the top or the bottom.\r\n\r\nBut no matter what, you should always A\/B test your CTAs to make sure they\u2019re working to improve your conversions the way you actually want them to.","protected":false},"excerpt":{"rendered":"

    Vous cherchez \u00e0 am\u00e9liorer vos taux de conversion CTA ? Tout est une question d'emplacement, d'emplacement, d'emplacement...<\/p>","protected":false},"author":10821,"featured_media":3181,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[73],"tags":[74,40,75],"class_list":["post-1683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wordpressux","tag-call-to-action","tag-conversion-rate","tag-cta-boost-tips"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1683","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/users\/10821"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/comments?post=1683"}],"version-history":[{"count":1,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1683\/revisions"}],"predecessor-version":[{"id":22155,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1683\/revisions\/22155"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media\/3181"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media?parent=1683"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/categories?post=1683"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/tags?post=1683"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}