{"id":112546,"date":"2025-11-04T09:23:00","date_gmt":"2025-11-04T08:23:00","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/plonger-dans-lexperimentation-comment-on-the-beach-a-perfectionne-les-messages-personnalises\/"},"modified":"2025-11-04T09:23:00","modified_gmt":"2025-11-04T08:23:00","slug":"plonger-dans-lexperimentation-comment-on-the-beach-a-perfectionne-les-messages-personnalises","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/fr\/plonger-dans-lexperimentation-comment-on-the-beach-a-perfectionne-les-messages-personnalises\/","title":{"rendered":"Plonger dans l&#8217;exp\u00e9rimentation : Comment On The Beach a perfectionn\u00e9 les messages personnalis\u00e9s"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Comment faire en sorte que votre site web diffuse diff\u00e9rents messages qui trouvent un \u00e9cho aupr\u00e8s de diff\u00e9rents utilisateurs ? C&#8217;est le d\u00e9fi auquel \u00e9tait confront\u00e9e l&#8217;agence de voyage britannique On The Beach. Elle a demand\u00e9 \u00e0 Wingify de l&#8217;aider \u00e0 s&#8217;adresser \u00e0 ses diff\u00e9rents segments de client\u00e8le, en s&#8217;appuyant sur une prise de d\u00e9cision bas\u00e9e sur les donn\u00e9es afin d&#8217;offrir davantage de plages \u00e0 davantage de personnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fond\u00e9e en 2004, <a href=\"https:\/\/www.onthebeach.co.uk\/\">On The Beach<\/a> est l&#8217;un des plus grands d\u00e9taillants en ligne de s\u00e9jours tout compris au Royaume-Uni, avec plus de 1,7 million de clients chaque ann\u00e9e. R\u00e9put\u00e9e pour son image de marque color\u00e9e et dynamique, elle a b\u00e2ti sa r\u00e9putation en proposant des vacances \u00e0 la plage abordables et sans tracas dans un large \u00e9ventail de destinations. Elle s&#8217;est \u00e9galement r\u00e9cemment diversifi\u00e9e en proposant des escapades citadines \u00e0 travers le monde.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-wp-embed is-provider-wistia-inc wp-block-embed-wistia-inc\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" title=\"On The Beach Wingify Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/68wuw195h1?dnt=1#?secret=YMJJzZVRPV\" data-secret=\"YMJJzZVRPV\" frameborder=\"0\" scrolling=\"no\" width=\"690\" height=\"388\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">En mettant en avant la transparence, la flexibilit\u00e9 et l&#8217;excellence de son service client, On The Beach s&#8217;est impos\u00e9e comme l&#8217;une des marques les plus fiables du secteur du voyage au Royaume-Uni. Pour en savoir plus, consultez notre \u00e9tude de cas \u00ab <a href=\"https:\/\/wingify.com\/resources\/on-the-beach-tests-the-water-with-personalization\/\">On The Beach teste la personnalisation<\/a> \u00bb.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-border-radius\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/10\/Etude-de-cas-on-the-beach-1024x550.jpg\" alt=\"Etude de cas on the beach\" class=\"wp-image-175698\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-meme-site-web-des-parcours-clients-differents\"><strong>Un m\u00eame site web, des parcours clients diff\u00e9rents<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Un probl\u00e8me courant pour les <a href=\"https:\/\/wingify.com\/fr\/resources\/10-idees-optimisation-tourisme-hotellerie\/\">agences de voyage en ligne<\/a> est que les consommateurs passent g\u00e9n\u00e9ralement beaucoup de temps \u00e0 comparer les vols ou les h\u00f4tels sur diff\u00e9rents sites web avant de prendre leur d\u00e9cision finale. Cela peut les amener \u00e0 visiter plusieurs fois un site web particulier avant d&#8217;\u00eatre pr\u00eats \u00e0 acheter. <a href=\"https:\/\/wingify.com\/fr\/resources\/rapport-voyage-et-hotellerie-2025\/\">Nos recherches<\/a> montrent qu&#8217;il s&#8217;agit l\u00e0 du principal facteur qui incite les consommateurs \u00e0 quitter un site web sans r\u00e9server.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-border-radius\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/10\/facteur-qui-incite-les-consommateurs-a-quitter-un-site-web-sans-reserver-1024x550.jpg\" alt=\"facteur qui incite les consommateurs a\u0300 quitter un site web sans re\u0301server\" class=\"wp-image-175703\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">On The Beach n\u2019\u00e9chappe pas \u00e0 cette tendance. L&#8217;entreprise s&#8217;adresse \u00e0 un large \u00e9ventail de clients, et le trafic de son site web est compos\u00e9 \u00e0 la fois de nouveaux utilisateurs et d&#8217;utilisateurs r\u00e9currents. Afin de convaincre les visiteurs de rester sur son site web et de r\u00e9server, l&#8217;entreprise souhaite montrer \u00e0 ses diff\u00e9rents segments de client\u00e8le qu&#8217;elle comprend leurs diff\u00e9rents besoins.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour ce faire, elle s&#8217;efforce de leur fournir des messages personnalis\u00e9s \u00e0 diff\u00e9rentes \u00e9tapes de leur parcours d&#8217;achat. Cela permet aux utilisateurs d&#8217;obtenir les informations dont ils ont besoin et de progresser vers la finalisation de leur commande.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-differents-messages-pour-differents-publics\"><strong>Diff\u00e9rents messages pour diff\u00e9rents publics<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les tests et les exp\u00e9rimentations sont essentiels pour aider On The Beach \u00e0 trouver le message adapt\u00e9 \u00e0 chacun de ses diff\u00e9rents segments de client\u00e8le. Comme l&#8217;explique Alex McClean, responsable de l&#8217;optimisation du taux de conversion : <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00ab Les tests et les exp\u00e9rimentations sont importants pour nous pour deux raisons. La premi\u00e8re est qu&#8217;ils nous aident \u00e0 comprendre nos clients et ce qu&#8217;ils veulent voir sur le site. La seconde est qu&#8217;ils nous aident \u00e0 apprendre et \u00e0 comprendre ce que nous voulons \u00eatre en mesure de faire pour aider nos clients. \u00bb<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un exemple de test A\/B r\u00e9alis\u00e9 par On The Beach consiste \u00e0 tester diff\u00e9rents badges pour recommander la m\u00eame destination de vacances \u00e0 diff\u00e9rents visiteurs du site web. Avec l&#8217;aide d&#8217;Wingify, ils ont d\u00e9couvert que les nouveaux visiteurs du site web pr\u00e9f\u00e9raient les recommandations de vacances marqu\u00e9es d&#8217;un badge \u00ab Meilleures ventes \u00bb. Les utilisateurs fid\u00e8les, en revanche, r\u00e9agissaient mieux \u00e0 la m\u00eame destination si elle \u00e9tait marqu\u00e9e d&#8217;un badge \u00ab Nos coups de c\u0153ur \u00bb. En effet, ils faisaient d\u00e9j\u00e0 confiance \u00e0 On The Beach pour leur recommander des vacances.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En testant ces diff\u00e9rents messages, On The Beach a pu d\u00e9terminer quel message convenait \u00e0 quel groupe. Cela a entra\u00een\u00e9 une augmentation directe de plus de 200 r\u00e9servations sur leur site web.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-border-radius\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/10\/on-the-beach-message-personnalise-1024x550.jpg\" alt=\"on the beach message personnalise\u0301\" class=\"wp-image-175718\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-plus-de-tests-et-plus-de-tout-le-reste\"><strong>Plus de tests et plus de tout le reste<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Au d\u00e9part, On The Beach a commenc\u00e9 avec des tests A\/B simples, centr\u00e9s sur le contenu, le placement des produits et les performances des diff\u00e9rents \u00e9l\u00e9ments de son site web. L&#8217;entreprise a ensuite progressivement augment\u00e9 le nombre de tests effectu\u00e9s chaque mois et a int\u00e9gr\u00e9 d&#8217;autres membres \u00e0 l&#8217;\u00e9quipe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aujourd&#8217;hui, On The Beach a d\u00e9velopp\u00e9 une v\u00e9ritable culture de l&#8217;exp\u00e9rimentation. L&#8217;entreprise veille \u00e0 ce que tous les services, y compris le marketing, le d\u00e9veloppement de produits et le service client, aient acc\u00e8s aux derni\u00e8res informations sur les tests. Ce niveau d&#8217;implication accru \u00e0 tous les niveaux de l&#8217;entreprise signifie \u00e9galement que l&#8217;\u00e9quipe marketing re\u00e7oit davantage d&#8217;hypoth\u00e8ses \u00e0 tester.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette collaboration entre les \u00e9quipes a permis \u00e0 On The Beach de prendre des d\u00e9cisions davantage fond\u00e9es sur les donn\u00e9es, d&#8217;optimiser avec succ\u00e8s diff\u00e9rents aspects de son site web et d&#8217;am\u00e9liorer en permanence l&#8217;exp\u00e9rience utilisateur de ses clients. Le r\u00e9sultat final est une plus grande satisfaction des clients et une croissance accrue de l&#8217;entreprise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alex McClean d\u00e9clare :<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>\u00ab Lorsque nous avons commenc\u00e9 \u00e0 utiliser Wingify, nous envisagions de lancer cinq \u00e0 dix tests par mois. Mais aujourd&#8217;hui, gr\u00e2ce aux progr\u00e8s r\u00e9alis\u00e9s par l&#8217;entreprise en mati\u00e8re de tests et \u00e0 l&#8217;implication d&#8217;un plus grand nombre de personnes, nous lan\u00e7ons 20 \u00e0 30 tests, avec l&#8217;adh\u00e9sion de l&#8217;ensemble de l&#8217;entreprise \u00bb.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-un-coup-de-main-d-ab-tasty\"><strong>Un coup de main d&#8217;Wingify<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour On the Beach, l&#8217;un des principaux avantages de la plateforme d&#8217;optimisation par exp\u00e9rimentation d&#8217;Wingify est de pouvoir apprendre rapidement et \u00e0 grande \u00e9chelle. Gr\u00e2ce aux tests A\/B, l&#8217;entreprise peut d\u00e9sormais am\u00e9liorer son site web, it\u00e9rer et se d\u00e9velopper beaucoup plus rapidement qu&#8217;auparavant. Cela lui permet d&#8217;offrir aux visiteurs de son site web une exp\u00e9rience d&#8217;achat qui r\u00e9pond aux besoins de tous ses segments de client\u00e8le.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un autre avantage cl\u00e9 pour On The Beach est le soutien qu&#8217;ils re\u00e7oivent des \u00e9quipes d&#8217;AB Tasty. Notre personnel d&#8217;assistance r\u00e9actif et comp\u00e9tent aide On The Beach \u00e0 mettre en place des tests, \u00e0 interpr\u00e9ter les r\u00e9sultats et \u00e0 mettre en \u0153uvre des optimisations sur leur site web. Nous leur fournissons une assistance personnalis\u00e9e et rapide, en les guidant tout au long du processus de test et en leur offrant des conseils d&#8217;experts sur les meilleures pratiques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais ne vous contentez pas de nous croire sur parole. Comme le dit Alex McClean, d&#8217;On The Beach : <em>\u00ab Pour nous, la v\u00e9ritable raison pour laquelle nous avons choisi Wingify, et ce qui diff\u00e9renciait Wingify de ses concurrents, c&#8217;\u00e9tait le niveau de service qui nous \u00e9tait offert. Nous avons un acc\u00e8s complet aux d\u00e9veloppeurs, des CSM vraiment attentifs. C&#8217;est vraiment avantageux de pouvoir avancer sans avoir \u00e0 passer par notre \u00e9quipe de d\u00e9veloppement. \u00bb<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-style-border-radius\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/10\/citation-on-the-beach-1024x550.jpg\" alt=\"citation on the beach\" class=\"wp-image-175688\"\/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Comment faire en sorte que votre site web diffuse diff\u00e9rents messages qui trouvent un \u00e9cho aupr\u00e8s de diff\u00e9rents utilisateurs ? C&#8217;est le d\u00e9fi auquel \u00e9tait confront\u00e9e l&#8217;agence de voyage britannique On The Beach. Elle a demand\u00e9 \u00e0 Wingify de l&#8217;aider \u00e0 s&#8217;adresser \u00e0 ses diff\u00e9rents segments de client\u00e8le, en s&#8217;appuyant sur une prise de d\u00e9cision&#8230;<\/p>\n","protected":false},"author":1433,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[11050],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-112546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment On The Beach a optimis\u00e9 les messages personnalis\u00e9s<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment On The Beach a utilis\u00e9 des messages personnalis\u00e9s 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