{"id":3488,"date":"2019-11-15T15:06:30","date_gmt":"2019-11-15T15:06:30","guid":{"rendered":"https:\/\/captaim.com\/?p=3488"},"modified":"2019-11-15T15:20:17","modified_gmt":"2019-11-15T15:20:17","slug":"5-google-analytics-metrics-every-business-should-watch","status":"publish","type":"post","link":"https:\/\/rimanagency.com\/fr\/2019\/11\/15\/5-google-analytics-metrics-every-business-should-watch\/","title":{"rendered":"5 indicateurs Google Analytics que chaque entreprise devrait surveiller"},"content":{"rendered":"

<\/h1>\n

Les indicateurs les plus importants de Google Analytics<\/span><\/h1>\n

Google Analytics (GA) est l'un des outils les plus puissants qu'une entreprise puisse adopter, et l'une des rares exceptions \u00e0 la r\u00e8gle du \u00ab\u00a0vous en avez pour votre argent\u00a0\u00bb. La quantit\u00e9 de donn\u00e9es pr\u00e9cieuses que l'on peut obtenir avec un outil gratuit est incroyable. <\/span>exploitable<\/span><\/i> donn\u00e9es.<\/span><\/span><\/p>\n

Cependant, le volume consid\u00e9rable de donn\u00e9es et d'indicateurs disponibles peut \u00eatre intimidant pour les personnes peu familiaris\u00e9es avec l'analytique. Quel est le plus important\u00a0? Sur quoi se concentrer\u00a0? Par quoi s'attaquer en priorit\u00e9\u00a0? Chaque entreprise est diff\u00e9rente, avec des objectifs et des march\u00e9s diff\u00e9rents, et votre priorit\u00e9 en d\u00e9pendra. Cependant, plusieurs indicateurs peuvent apporter une valeur ajout\u00e9e consid\u00e9rable \u00e0 la quasi-totalit\u00e9 des entreprises.<\/span><\/p>\n

Que votre objectif soit d'am\u00e9liorer votre classement dans les moteurs de recherche, de garder les gens sur votre site plus longtemps, d'augmenter les conversions sur site, d'accro\u00eetre la notori\u00e9t\u00e9 de votre marque, etc., ces cinq mesures Google Analytics devraient figurer sur le tableau de bord GA de chaque entreprise\u00a0:<\/span><\/p>\n

\"Guy

Photo de Austin Distel sur Unsplash<\/em><\/span><\/p><\/div>\n

 <\/p>\n

Voici la liste des indicateurs les plus importants de Google Analytics\u00a0:<\/span><\/h2>\n

Taux de rebond<\/span><\/strong><\/h3>\n

Il s'agit du pourcentage de visiteurs qui arrivent sur votre site, puis le quittent (c'est-\u00e0-dire ferment la fen\u00eatre ou l'onglet de leur navigateur, ou naviguent vers un autre site Web) sans acc\u00e9der \u00e0 d'autres pages de votre site.<\/span><\/strong><\/p>\n

Gr\u00e2ce \u00e0 GA, vous pouvez consulter le taux de rebond global de votre site, ainsi que celui de chaque page. Consulter les statistiques de chaque page vous donne un aper\u00e7u pr\u00e9cis de votre contenu le plus engageant et de celui qui incite le plus souvent les visiteurs \u00e0 quitter le site. Pour les pages qui attirent les visiteurs et les incitent \u00e0 explorer davantage, optimisez leur visibilit\u00e9, utilisez-les comme pages de destination et essayez de cr\u00e9er du contenu similaire (sans dupliquer) sur d'autres pages.<\/span><\/p>\n

Pour les pages o\u00f9 les gens abandonnent, vous souhaiterez \u00e9tudier comment am\u00e9liorer ces pages afin de r\u00e9duire le taux de rebond et potentiellement r\u00e9duire leur visibilit\u00e9 en ne les utilisant plus comme pages de destination cl\u00e9s pendant que vous travaillez sur les am\u00e9liorations.<\/span><\/p>\n

Temps sur place<\/span><\/strong><\/h3>\n

Il y a deux raisons de surveiller attentivement cet indicateur. Premi\u00e8rement, les moteurs de recherche accordent de plus en plus d'importance au temps pass\u00e9 sur un site comme indicateur de la valeur et\/ou de la cr\u00e9dibilit\u00e9 d'une page ou d'un site web global. C'est une mesure pertinente, car les internautes passent plus de temps sur du contenu engageant, \u00e9ducatif, utile ou divertissant. Les moteurs de recherche comme Google souhaitent proposer un contenu de qualit\u00e9 aux utilisateurs\u00a0; il est donc logique qu'ils s'appuient sur des indicateurs comportementaux comme celui-ci.<\/span><\/p>\n

La deuxi\u00e8me raison est que cela vous indique \u00e0 quel point les gens trouvent votre contenu int\u00e9ressant et utile. Si les internautes se contentent de cliquer sur les pages avant de les quitter, votre contenu n'est pas efficace. En revanche, s'ils y consacrent du temps, c'est que vous faites quelque chose de bien.<\/strong><\/span><\/p>\n

Encore une fois, vous voudrez examiner le temps global pass\u00e9 sur le site, mais concentrez-vous principalement sur les pages individuelles pour voir lesquelles touchent vraiment une corde sensible aupr\u00e8s de votre public et lesquelles pourraient b\u00e9n\u00e9ficier d'une optimisation strat\u00e9gique.<\/span><\/p>\n

Pages par visite<\/span><\/strong><\/h3>\n

Le nombre de pages par visite est un autre indicateur d'engagement, mais peut \u00e9galement vous indiquer si votre site est facile \u00e0 naviguer, ce qui est important \u00e0 la fois pour vos visiteurs et pour les robots des moteurs de recherche.<\/span><\/strong><\/p>\n

Si votre taux de pages par visite est constamment faible, l'un des premiers points \u00e0 examiner est la navigation de votre site. Les liens ou les \u00e9l\u00e9ments de menu sont-ils faciles \u00e0 trouver\u00a0? Fonctionnent-ils r\u00e9ellement\u00a0? S'affichent-ils correctement sur tous les navigateurs et appareils, y compris les mobiles\u00a0? Examinez tous ces points et envisagez de demander \u00e0 une personne ne connaissant pas votre site de l'essayer et de vous donner son avis.<\/span><\/p>\n

Si votre navigation est visible et accessible, mais que le taux de pages par visite reste faible, il est temps d'examiner votre contenu. Analysez ce que les visiteurs voient en premier, o\u00f9 ils vont ensuite et o\u00f9 ils abandonnent afin de d\u00e9terminer les points \u00e0 optimiser.<\/span><\/p>\n

Taux de conversion<\/span><\/strong><\/h3>\n

Que signifie \u00ab\u00a0conversion\u00a0\u00bb\u00a0? Cela varie d'une entreprise \u00e0 l'autre et d'un projet \u00e0 l'autre. Il peut s'agir d'une vente, d'une inscription, d'un t\u00e9l\u00e9chargement\u2026 quelle que soit l'action que vous souhaitez voir les visiteurs de votre site, c'est votre conversion. De nombreuses entreprises proposent plusieurs variantes de conversions, notamment des macro et des micro conversions.<\/strong> Par exemple, une vente ou une inscription peut \u00eatre une macro-conversion, tandis qu'une inscription \u00e0 une newsletter ou un t\u00e9l\u00e9chargement d'ebook peut \u00eatre consid\u00e9r\u00e9 comme une micro-conversion.<\/span><\/p>\n

Les conversions sont importantes, car elles constituent en quelque sorte l'essence m\u00eame de votre site web. C'est ce qui vous permet de rester actif\u00a0! Dans ce cas, il est important d'analyser chaque page individuellement pour d\u00e9terminer le type de contenu le plus susceptible de g\u00e9n\u00e9rer des conversions, les types de conversion et les contenus qui g\u00e9n\u00e8rent des taux de conversion faibles.<\/span><\/p>\n

Visites et visites de retour<\/strong><\/b><\/h3>\n
\"Person

Photo de Austin Distel sur Unsplash<\/p><\/div>\n

Dans Google Analytics, les nouvelles visites correspondent \u00e0 des personnes qui n'ont jamais visit\u00e9 votre site auparavant, tandis qu'un visiteur r\u00e9current est simplement une personne qui a d\u00e9j\u00e0 visit\u00e9 votre site et qui y revient. Google Analytics fixe une date d'expiration de deux ans. Ainsi, si une personne a visit\u00e9 votre site il y a plus de deux ans et y revient, elle sera comptabilis\u00e9e comme un nouveau visiteur.<\/span><\/p>\n

Il est important de surveiller ces indicateurs, car un flux constant de nouveaux visiteurs t\u00e9moigne de l'efficacit\u00e9 de vos investissements marketing ou de vos efforts d'optimisation pour les moteurs de recherche (dans ce cas, il est important d'analyser la provenance de ces visites pour identifier les investissements efficaces et ceux qui ne le sont pas). Si vous ne constatez pas de pics notables de visites en fonction des campagnes, cela indique un probl\u00e8me. Soit le contenu n'est pas suffisamment engageant, soit il pourrait s'agir d'un probl\u00e8me technique, comme un lien rompu. Il est imp\u00e9ratif d'examiner ce probl\u00e8me au plus vite.<\/span><\/p>\n

Les visites r\u00e9currentes sont un autre indicateur de l'engagement de votre contenu aupr\u00e8s de votre audience. Si les visiteurs ne reviennent pas, cela pourrait indiquer un probl\u00e8me avec votre contenu, vos services ou vos produits. Dans ce cas, il est \u00e9galement important d'analyser la provenance des visiteurs. Par exemple, investissez-vous dans des publicit\u00e9s qui g\u00e9n\u00e8rent beaucoup de visites initiales, mais peu de visiteurs de qualit\u00e9 qui reviennent r\u00e9guli\u00e8rement\u00a0? Quels sont les domaines qui g\u00e9n\u00e8rent du trafic et qui se convertissent en visiteurs r\u00e9currents\u00a0? Investissez davantage dans ces domaines et reconsid\u00e9rez les investissements qui ne g\u00e9n\u00e8rent pas de trafic de qualit\u00e9.<\/span><\/p>\n

Emporter<\/span><\/h2>\n

Jamais auparavant les sp\u00e9cialistes du marketing, les chefs d'entreprise et les entrepreneurs n'avaient eu acc\u00e8s \u00e0 une telle richesse de donn\u00e9es. Cela pr\u00e9sente de nombreux avantages, mais pose aussi un nouveau probl\u00e8me\u00a0: trop de donn\u00e9es pour savoir quoi en faire\u00a0! Au lieu d'essayer de tout analyser et d'agir simultan\u00e9ment, concentrez-vous sur quelques points cl\u00e9s pour commencer. Analysez les rapports, peaufinez votre contenu et vos strat\u00e9gies, testez, mesurez, analysez et mettez \u00e0 jour r\u00e9guli\u00e8rement vos donn\u00e9es pour am\u00e9liorer continuellement vos efforts, rester \u00e0 jour, r\u00e9pondre aux besoins du march\u00e9 et d\u00e9velopper votre activit\u00e9.<\/span><\/p>\n

 <\/p>\n

Apprenez \u00e0 configurer Google Analytics ici.\u00a0<\/a><\/p>\n

Obtenez votre exemplaire de : \u00ab\u00a0Le secret pour capitaliser sur l'analytique\u00a0\u00bb<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Google Analytics Most Important Metrics Google Analytics (GA) is one of the most powerful tools a business can adopt, and one of the few exceptions to the \u201cyou get what you pay for\u201d rule. It\u2019s incredible how much valuable data you can get from a free tool. Valuable and actionable data. However, the sheer volume […]<\/p>\n","protected":false},"author":2,"featured_media":3489,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,41],"tags":[36,37],"class_list":["post-3488","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-digital-marketing","tag-analytics","tag-google-analytics"],"yoast_head":"\n5 Google Analytics Metrics Every Business Should Watch<\/title>\n<meta name=\"description\" content=\"Google Analytics (GA) is one of the most powerful tools a business can adopt, and one of the few exceptions to the \u201cyou get what you pay for\u201d rule. It\u2019s incredible how much valuable data you can get from a free tool. 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