{"id":19021,"date":"2024-11-07T11:29:21","date_gmt":"2024-11-07T11:29:21","guid":{"rendered":"https:\/\/www.likereply.com\/non-classifiee\/marketo-et-lart-du-a-b-testing\/"},"modified":"2025-01-16T10:49:39","modified_gmt":"2025-01-16T10:49:39","slug":"marketo-et-lart-du-a-b-testing","status":"publish","type":"post","link":"https:\/\/www.likereply.com\/fr\/marketo-fr\/marketo-et-lart-du-a-b-testing\/","title":{"rendered":"Marketo &#8211; Art of A\/B Testing"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"19021\" class=\"elementor elementor-19021 elementor-17774\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-198f0bbc e-flex e-con-boxed e-con e-parent\" data-id=\"198f0bbc\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-357c6b7f elementor-widget elementor-widget-text-editor\" data-id=\"357c6b7f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le A\/B testing est une m\u00e9thode permettant de comparer deux versions l&#8217;une par rapport \u00e0 l&#8217;autre afin de d\u00e9terminer laquelle est la plus performante. Il s&#8217;agit essentiellement d&#8217;une exp\u00e9rience au cours de laquelle deux variantes ou plus sont pr\u00e9sent\u00e9es aux utilisateurs de mani\u00e8re al\u00e9atoire, et une analyse statistique est utilis\u00e9e pour d\u00e9terminer quelle variante est la plus performante pour un objectif de conversion donn\u00e9.  <\/p>\n<p><span style=\"color: inherit; font-size: inherit; text-align: var(--text-align);\">Nous recommandons de cr\u00e9er et de suivre un cadre pour l\u2019A\/B testing . Ce cadre consiste en quelques questions auxquelles vous devez r\u00e9pondre avant de proc\u00e9der \u00e0 un test. Ce cadre consiste en quelques questions auxquelles vous devez r\u00e9pondre avant de proc\u00e9der au test. Apr\u00e8s le test, vous devez revoir votre cadre, ajouter les r\u00e9sultats et pr\u00e9parer la prochaine it\u00e9ration ou r\u00e9p\u00e9tition de votre test.   <\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-288ee05 elementor-widget elementor-widget-text-editor\" data-id=\"288ee05\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul>\n<li><b>Que testez-vous ? <\/b>Exemples : Ligne d&#8217;objet, e-mail complet, variante de la page de destination, nombre de champs de formulaire. Ne testez qu&#8217;une seule chose \u00e0 la fois.  <\/li>\n<li><b>Qu&#8217;attendez-vous ?<\/b> Exemple : Je m&#8217;attends \u00e0 ce que la variante de l&#8217;e-mail que je teste par rapport \u00e0 ma version de contr\u00f4le g\u00e9n\u00e8re une augmentation de 10 % du taux de clics. <\/li>\n<li><b>Quelle est la taille de votre \u00e9chantillon et quelle est votre r\u00e9partition al\u00e9atoire ?<\/b> Exemple : 10 000 contacts avec une r\u00e9partition 50\/50. <\/li>\n<li><b>Quand recueillez-vous les donn\u00e9es ?<\/b> Exemple : Une semaine apr\u00e8s le lancement du test. <\/li>\n<li><b>Quel est le r\u00e9sultat ?<\/b> Exemple : l&#8217;e-mail A a eu un taux de clic de 3 %, l&#8217;e-mail B de 4 %. <\/li>\n<li><b>Quelles conclusions pouvez-vous tirer pour les tests ult\u00e9rieurs ?<\/b> Exemple : Je devrais utiliser plus souvent des emails en texte seul. <\/li>\n<li><b>Quand allez-vous r\u00e9p\u00e9ter le test ?<\/b> Exemple : Dans trois mois. Il est recommand\u00e9 de r\u00e9p\u00e9ter certains tests de temps en temps pour s&#8217;assurer qu&#8217;il ne s&#8217;agit pas de r\u00e9sultats atypiques.  <\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a7dfd6f elementor-widget elementor-widget-text-editor\" data-id=\"a7dfd6f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Documentez et partagez les r\u00e9sultats avec toutes les personnes susceptibles d&#8217;\u00eatre int\u00e9ress\u00e9es. Gardez \u00e9galement \u00e0 l&#8217;esprit que les r\u00e9sultats \u00e0 court terme peuvent ne pas correspondre aux r\u00e9sultats \u00e0 long terme. Par exemple : Si vous comparez 5 \u00e0 10 champs sur un formulaire, il se peut que le formulaire le plus court g\u00e9n\u00e8re plus de conversions, mais que le formulaire le plus long g\u00e9n\u00e8re les conversions les plus significatives.   <\/p>\n<p><span style=\"color: inherit; font-size: inherit; text-align: var(--text-align);\">Marketo offre deux options pour effectuer du A\/B testing. Le \u00ab Programme d&#8217;email \u00bb &#8211; un type de programme et un m\u00e9canisme d&#8217;envoi sp\u00e9cialement con\u00e7us pour les tests &#8211; et le \u00ab Echantillon al\u00e9atoire \u00bb &#8211; une \u00e9tape de flux de campagne intelligente puissante qui permet de diviser les audiences en segments plus petits pour une observation \u00e0 court ou long terme.  <\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ebbd4e7 elementor-widget elementor-widget-image\" data-id=\"ebbd4e7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1980\" height=\"720\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1.png\" class=\"attachment-full size-full wp-image-17787 lazyload\" alt=\"\" data-srcset=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1.png 1980w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-300x109.png 300w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-1024x372.png 1024w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-768x279.png 768w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-1536x559.png 1536w\" sizes=\"(max-width: 1980px) 100vw, 1980px\" \/><noscript><img decoding=\"async\" width=\"1980\" height=\"720\" src=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1.png\" class=\"attachment-full size-full wp-image-17787 lazyload\" alt=\"\" srcset=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1.png 1980w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-300x109.png 300w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-1024x372.png 1024w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-768x279.png 768w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_1-1536x559.png 1536w\" sizes=\"(max-width: 1980px) 100vw, 1980px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-433bff6 elementor-widget elementor-widget-image\" data-id=\"433bff6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1980\" height=\"742\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2.png\" class=\"attachment-full size-full wp-image-17791 lazyload\" alt=\"\" data-srcset=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2.png 1980w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-300x112.png 300w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-1024x384.png 1024w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-768x288.png 768w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-1536x576.png 1536w\" sizes=\"(max-width: 1980px) 100vw, 1980px\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"1980\" height=\"742\" src=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2.png\" class=\"attachment-full size-full wp-image-17791 lazyload\" alt=\"\" srcset=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2.png 1980w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-300x112.png 300w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-1024x384.png 1024w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-768x288.png 768w, https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/10\/Marketo-and-the-Art-of-AB-Testing_Image_2-1536x576.png 1536w\" sizes=\"(max-width: 1980px) 100vw, 1980px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9e1afd1 e-flex e-con-boxed e-con e-parent\" data-id=\"9e1afd1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-36b7adb elementor-widget elementor-widget-spacer\" data-id=\"36b7adb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f1ad5fb e-flex e-con-boxed e-con e-parent\" data-id=\"f1ad5fb\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-4589a20 e-con-full e-flex e-con e-child\" data-id=\"4589a20\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-6d01be1 e-con-full elementor-hidden-tablet elementor-hidden-mobile e-flex e-con e-child\" data-id=\"6d01be1\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-a54cd71 e-con-full e-flex e-con e-child\" data-id=\"a54cd71\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1472a1b elementor-widget elementor-widget-image\" data-id=\"1472a1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"46\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/02\/logo-white.png\" class=\"attachment-full size-full wp-image-11314 lazyload\" alt=\"\" \/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"46\" src=\"https:\/\/www.likereply.com\/wp-content\/uploads\/2024\/02\/logo-white.png\" class=\"attachment-full size-full wp-image-11314 lazyload\" alt=\"\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7ffb879 elementor-widget elementor-widget-heading\" data-id=\"7ffb879\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Automatisation du marketing avec Like Reply <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b28359b elementor-widget elementor-widget-text-editor\" data-id=\"b28359b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"white-space-collapse: preserve;\">Like Reply est un expert sp\u00e9cialis\u00e9 dans la communication num\u00e9rique avec des bureaux \u00e0 Munich, Milan et Paris. Nous soutenons les entreprises dans l&#8217;introduction et le d\u00e9veloppement de la communication automatis\u00e9e ainsi que dans la gestion syst\u00e9matique et efficace des prospects et des relations avec les clients. Contactez-nous sans engagement et d\u00e9couvrez comment nous pouvons, ensemble, faire passer l&#8217;utilisation du marketing automation \u00e0 un niveau sup\u00e9rieur.  <\/span> <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-11f15fb elementor-widget elementor-widget-imroz-button\" data-id=\"11f15fb\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"imroz-button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t                    <div class=\"text-center\">\n                <a href=\"https:\/\/www.likereply.com\/contact\/\" target=\"_self\" rel=\"nofollow\" class=\" rbt-button  rn-button-style--2 btn_border btn-large rbt-btn-white\"><span class=\"button-text\">Contactez-nous<\/span><\/a>            <\/div>\n                \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-eca27c9 e-con-full elementor-hidden-tablet elementor-hidden-mobile e-flex e-con e-child\" data-id=\"eca27c9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le A\/B testing est une m\u00e9thode permettant de comparer deux versions l&#8217;une par rapport \u00e0 l&#8217;autre afin de d\u00e9terminer laquelle est la plus performante. Il s&#8217;agit essentiellement d&#8217;une exp\u00e9rience au cours de laquelle deux variantes ou plus sont pr\u00e9sent\u00e9es aux utilisateurs de mani\u00e8re al\u00e9atoire, et une analyse statistique est utilis\u00e9e pour d\u00e9terminer quelle variante est [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":18364,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[178,92,179,86,164],"tags":[93,87],"class_list":["post-19021","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-b-testing-fr","category-automatisation-du-marketing","category-data-driven-fr","category-marketo-fr","category-strategy-fr","tag-automatisation-du-marketing","tag-marketo-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketo - Art of A\/B Testing - Like Reply<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.likereply.com\/fr\/marketo-fr\/marketo-et-lart-du-a-b-testing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketo - Art of A\/B Testing - Like Reply\" \/>\n<meta property=\"og:description\" content=\"Le A\/B testing est une m\u00e9thode permettant de comparer deux versions l&#8217;une par rapport \u00e0 l&#8217;autre afin de d\u00e9terminer laquelle est la plus performante. 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