{"id":2125,"date":"2016-05-24T11:47:51","date_gmt":"2016-05-24T11:47:51","guid":{"rendered":"https:\/\/yeeply.com\/fr\/blog\/?p=2125"},"modified":"2024-05-07T13:06:19","modified_gmt":"2024-05-07T11:06:19","slug":"marketing-mobile-astuces-fideliser-utilisateurs-de-application","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/marketing\/marketing-mobile-astuces-fideliser-utilisateurs-de-application\/","title":{"rendered":"Marketing mobile : 5 astuces pour fid\u00e9liser les utilisateurs d&rsquo;une app"},"content":{"rendered":"<p style=\"text-align: justify;\">L\u2019entreprise Quettra a r\u00e9cemment publi\u00e9 une \u00e9tude consacr\u00e9e au <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/marketing-mobile-guide-complet\/\">marketing mobile<\/a> qui pointe un probl\u00e8me significatif auquel font face de nombreuses\u00a0applications mobiles: <strong>une faible r\u00e9tention des utilisateurs<\/strong>. Les classements des applications pour Android les plus populaires sugg\u00e8rent qu\u2019il existe un rapport entre la popularit\u00e9 de l\u2019application et son taux de r\u00e9tention. Les applications situ\u00e9es dans le top 10, c\u2019est-\u00e0-dire celles qui g\u00e9n\u00e8rent\u00a0le plus de t\u00e9l\u00e9chargements, retiennent plus d\u2019utilisateurs. En revanche, les apps les moins populaires, celles de la cat\u00e9gorie Next 5000 (voir le graphique) gardent \u00e0 peine 13,62 % de ses utilisateurs.<\/p>\n<div class=\"bt-proyecto\"><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-BT-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\">BESOIN D'UN SOUTIEN MARKETING ? TROUVEZ VOTRE \u00c9QUIPE<\/a><\/div>\n<p style=\"text-align: justify;\">Maintenant, supposons que gr\u00e2ce \u00e0 la derni\u00e8re campagne publicitaire dans laquelle on a investi 13 000 \u20ac, l&rsquo;application XYZ a atteint 10 000 nouveaux utilisateurs en un mois. Supposons \u00e9galement que l\u2019application XYZ n\u2019est pas tr\u00e8s populaire et qu&rsquo;elle se trouve dans la cat\u00e9gorie \u00ab\u00a0Next 5000\u00a0\u00bb. On sait donc qu\u2019au bout de 30 jours seulement 1362 de ces 10 000 personnes l\u2019utiliseront encore. Cela signifie que l\u2019acquisition de chaque nouvel utilisateur a co\u00fbt\u00e9 9.55 \u20ac. Si, en revanche, l\u2019application avait un taux de r\u00e9tention de, disons, 50%, ce co\u00fbt ne s\u2019\u00e9l\u00e8verait qu\u2019\u00e0 2,6 \u20ac.<\/p>\n<p style=\"text-align: justify;\">L\u2019exp\u00e9rience nous apprend qu\u2019obtenir de nouveaux clients revient sensiblement plus cher que retenir ceux qui ont d\u00e9j\u00e0 t\u00e9l\u00e9charg\u00e9 l\u2019application. D&rsquo;o\u00f9 la simple conclusion\u00a0: il est <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/strategie-marketing-mobile-5-etapes\/\">imp\u00e9ratif d\u2019\u00e9laborer une strat\u00e9gie de m-marketing<\/a> pour optimiser la r\u00e9tention de l\u2019application AVANT d\u2019investir dans l\u2019acquisition de nouveaux utilisateurs. Plus pr\u00e9cis\u00e9ment, c\u2019est d\u00e9j\u00e0 lors de <a href=\"https:\/\/yeeply.com\/fr\/blog\/developpement-applications-mobiles\/creer-son-application-mobile-en-4-etapes\/\">la conception et du d\u00e9veloppement de l\u2019application<\/a> qu\u2019il faut r\u00e9fl\u00e9chir \u00e0 la strat\u00e9gie de marketing mobile pour offrir \u00e0 l\u2019utilisateur ce quelque chose qui lui donnera envie de revenir.<\/p>\n<p style=\"text-align: center;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-2138 size-medium\" title=\"statistiques applications android\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2016\/05\/mobile-marketing-5-300x202.jpg\" alt=\"statistiques applications android\" width=\"300\" height=\"202\" srcset=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2016\/05\/mobile-marketing-5-300x202.jpg 300w, https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2016\/05\/mobile-marketing-5.jpg 432w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/p>\n<h2 style=\"text-align: justify;\">5 \u00c9l\u00e9ments-cl\u00e9s du marketing mobile<\/h2>\n<p style=\"text-align: justify;\">La formule secr\u00e8te pour am\u00e9liorer la r\u00e9tention des utilisateurs d\u2019une app n\u2019a pas encore \u00e9t\u00e9 invent\u00e9e, mais il y a tout de m\u00eame quelques <a href=\"https:\/\/yeeply.com\/fr\/blog\/marketing\/tendances-mobile-marketing\/\">bonnes pratiques du marketing mobile<\/a> qui peuvent vous aider \u00e0 le faire. Voici le 5 les plus importantes\u00a0:<\/p>\n<ul style=\"text-align: justify;\">\n<li>L\u2019onboarding<\/li>\n<li>L\u2019exp\u00e9rience utilisateur<\/li>\n<li>La communication in-app<\/li>\n<li>Les notifications push<\/li>\n<li>La gamification<\/li>\n<\/ul>\n<h3><p><a href=\"https:\/\/yeeply.com\/fr\/landing\/telechargez-ebook-applis\/\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/04\/FR-Te\u0301le\u0301charger-ebook-1-App.jpg\" alt=\"Ebook 1 App Descarga\" \/><\/a><\/p><\/h3>\n<h3 style=\"text-align: justify;\"><strong>L\u2019onboarding<\/strong><\/h3>\n<p style=\"text-align: justify;\">C\u2019est la premi\u00e8re exp\u00e9rience de l\u2019utilisateur avec votre application qui d\u00e9terminera s\u2019il la relancera ou pas. Une \u00e9tude de Localytics r\u00e9alis\u00e9e en 2012 a montr\u00e9 que <a href=\"http:\/\/info.localytics.com\/blog\/app-user-loyalty-increasing-ios-beats-android\">22% des applications t\u00e9l\u00e9charg\u00e9es ne sont utilis\u00e9es qu\u2019une seule fois<\/a>. Cela ne veut pas forc\u00e9ment dire qu\u2019elles sont mauvaises. Il se peut que les nouveaux utilisateurs n\u2019aient tout simplement pas compris toutes les possibilit\u00e9s que les applications leur offrent. Gardez \u00e0 l\u2019esprit qu\u2019un mobinaute moyen a tr\u00e8s peu de patience. En outre, il peut lui arriver parfois de ne pas \u00eatre tr\u00e8s malin, en tout cas pas assez pour d\u00e9couvrir tout seul certaines options\u00a0disponibles sur votre application. Voil\u00e0 pourquoi il est recommand\u00e9 de le guider lors de ses premi\u00e8res interactions avec l\u2019application. C\u2019est pr\u00e9cis\u00e9ment \u00e0 quoi sert l\u2019onboarding. Au premier lancement, l\u2019utilisateur novice pourra voir une pr\u00e9sentation de l\u2019application et de ses fonctionnalit\u00e9s et, s\u2019il s&rsquo;agit\u00a0d\u2019un jeu mobile, vous pourriez le faire profiter du mode entrainement.<\/p>\n<h3 style=\"text-align: justify;\"><strong>L\u2019exp\u00e9rience utilisateur<\/strong><\/h3>\n<p style=\"text-align: justify;\">L&rsquo;onboarding est le premier <a href=\"https:\/\/yeeply.com\/fr\/blog\/design\/lergonomie-dans-le-design-dapplication-quest-ce-que-cest-et-pourquoi-cest-necessaire\/\">ingr\u00e9dient d\u2019une bonne exp\u00e9rience de l\u2019utilisateur<\/a>. Conscient de toutes les possibilit\u00e9s que lui donne votre application, l\u2019utilisateur pourra s\u2019en servir facilement de la premi\u00e8re connexion. L&rsquo;\u00e9tape suivante consiste \u00e0 am\u00e9liorer l\u2019exp\u00e9rience utilisateur au sein m\u00eame de l\u2019application. \u00c0 ce stade, il y a cinq v\u00e9rit\u00e9s sur l\u2019utilisateur de smartphone que vous devriez prendre en consid\u00e9ration :<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong>Il manque de patience<\/strong>. L&rsquo;information disponible sur l\u2019application devrait donc \u00eatre tr\u00e8s facile \u00e0 trouver. Il est essentiel de soigner les pages particuli\u00e8rement importantes qui sont le support de la conversion (les paiements, abonnement). Sur ces pages, il est recommand\u00e9 de limiter la quantit\u00e9 de contenus pour ne pas d\u00e9router l\u2019utilisateur.<\/li>\n<li><strong>Il se trompe souvent<\/strong> et, de ce fait, il appr\u00e9cie d\u2019avoir la possibilit\u00e9 de revenir facilement en arri\u00e8re ou annuler ce qu\u2019il vient de faire.<\/li>\n<li><strong>Il a une mauvaise m\u00e9moire<\/strong>. Vous ferez donc mieux de lui rappeler de temps en temps les informations dont il a besoin pour faire bon usage de votre app.<\/li>\n<li><strong>Il n\u2019aime pas \u00eatre seul<\/strong>. Il suffit de regarder le succ\u00e8s des r\u00e9seaux sociaux pour comprendre que si les mobinautes passent des heures les yeux coll\u00e9s \u00e0 l\u2019\u00e9cran de leur t\u00e9l\u00e9phone portable, ils ne le font pas pour s\u2019isoler. La preuve\u00a0? Dans le <a href=\"https:\/\/infogr.am\/Les-10-applications-les-plus-utilises-sur-smartphone\">top 10 des applications le plus utilis\u00e9es sur smartphones<\/a>, se trouvent Facebook, YouTube, Google+, Twitter, Facebook Messenger et Instagram.<\/li>\n<li><strong>Il est distrait<\/strong>\u00a0et ne fait attention qu\u2019\u00e0 ce qui est nouveau, beau ou diff\u00e9rent de ce qu\u2019il a d\u00e9j\u00e0 vu.<\/li>\n<\/ul>\n<h3 style=\"text-align: justify;\"><strong>Les messages<\/strong><\/h3>\n<p style=\"text-align: justify;\">La communication, si vous le voulez ou pas, est ins\u00e9parable de toute strat\u00e9gie de marketing mobile ou autre. L\u2019utilisateur, cet \u00eatre gr\u00e9gaire qui passe la moiti\u00e9 de son temps sur Facebook, appr\u00e9ciera de savoir que vous voulez communiquer avec lui, et il sera encore\u00a0plus content si c\u2019est pour l\u2019informer d\u2019une am\u00e9lioration ou d\u2019une nouvelle option disponible sur l\u2019application. Fa\u00eetes comme si vous parliez \u00e0 quelqu&rsquo;un que vous avez en face de vous et que vous connaissez. De nombreuses applications mobiles se limitent aux envois de messages \u00e9crits par des robots, froids et sans caract\u00e8re\u2026<\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"alignnone wp-image-2140 size-full\" title=\"capture ecran journal the telegraph\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2016\/05\/mobile-marketing-in-app.jpg\" alt=\"capture ecran journal the telegraph\" width=\"130\" height=\"195\" \/><\/p>\n<h3 style=\"text-align: justify;\"><strong>Les notifications push<\/strong><\/h3>\n<p style=\"text-align: justify;\">Beaux ou rigolos, vos messages devraient susciter l\u2019engagement de la part des utilisateurs de votre app mobile. Ce n\u2019est pas une chose simple, mais les notifications push le facilitent. Ce sont de tr\u00e8s bons outils pour inciter l\u2019utilisateur \u00e0 lancer l\u2019application. Selon une <a href=\"http:\/\/www.blogdumoderateur.com\/etude-localytics-push-2015\/\">\u00e9tude de Localystics sur l\u2019usage des notifications push par les app mobiles<\/a> en 2015, l\u2019engagement d\u2019une application autorisant les notifications augmente de 171% par rapport \u00e0 une app sans notifications push.<\/p>\n<p style=\"text-align: justify;\">Mais attention, toujours selon Localystics, ces messages sont souvent per\u00e7us comme intrusifs par les utilisateurs. Personnalisez-les donc autant que possible et assurez-vous de les envoyer aux bons destinataires. Quelqu&rsquo;un qui n\u2019a jamais cherch\u00e9\u00a0des produits pour b\u00e9b\u00e9 sera probablement vex\u00e9 de recevoir une promo de couches.<\/p>\n<h3 style=\"text-align: justify;\"><strong>La gamification<\/strong><\/h3>\n<p style=\"text-align: justify;\">L\u2019utilisation de la ludification, connue \u00e9galement sous le terme anglais de <em>gamification<\/em>, n\u2019est pas une nouvelle technique de marketing, mais elle est toujours efficace pour engager l\u2019utilisateur. La recette de gamification r\u00e9ussie\u00a0? Encore une fois, il n\u2019y a pas vraiment de formule toute pr\u00eate. Les experts recommandent n\u00e9anmoins de\u00a0:<\/p>\n<ul>\n<li style=\"text-align: justify;\">Faire un jeu facile \u00e0 comprendre,<\/li>\n<li style=\"text-align: justify;\">Rendre le jeu progressif,<\/li>\n<li style=\"text-align: justify;\">Permettre \u00e0 l\u2019utilisateur d\u2019apprendre \u00e0 travers le jeu,<\/li>\n<li style=\"text-align: justify;\">R\u00e9compenser l\u2019utilisateur, par exemple avec un syst\u00e8me de points et de badges,<\/li>\n<li style=\"text-align: justify;\">Permettre les partages avec les r\u00e9seaux sociaux.<\/li>\n<\/ul>\n<p><strong>En r\u00e9sum\u00e9&#8230;<\/strong><\/p>\n<p>Fid\u00e9lisation, loyaut\u00e9, il faut travailler d\u00e8s le d\u00e9but sur toute la strat\u00e9gie de marketing mobile, avant m\u00eame de commencer \u00e0 d\u00e9velopper notre application. Nous pouvons y travailler de plusieurs fa\u00e7ons, mais il y a 5 aspects cl\u00e9s qui, si nous les optimisons, am\u00e9lioreront la r\u00e9tention des utilisateurs : l&rsquo;onboarding, l&rsquo;exp\u00e9rience utilisateur, les messages, les notifications et la gamification.<\/p>\n<p><a href=\"https:\/\/yeeply.com\/fr\/?rel=FR-BP-proyecto-marketing#publish-project\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/yeeply.com\/fr\/wp-content\/uploads\/2020\/04\/FR-CTA-projet-marketing.png\" alt=\"Proyecto Marketing\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019entreprise Quettra a r\u00e9cemment publi\u00e9 une \u00e9tude consacr\u00e9e au marketing mobile qui pointe un probl\u00e8me significatif auquel font face de nombreuses\u00a0applications mobiles: une faible r\u00e9tention &#8230;<\/p>\n","protected":false},"author":2,"featured_media":9672,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[305],"tags":[],"class_list":["post-2125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing mobile : 5 astuces pour fid\u00e9liser les utilisateurs<\/title>\n<meta name=\"description\" content=\"Une \u00e9tude consacr\u00e9e au marketing mobile montre que la plupart des applications mobiles font face au probl\u00e8me de faible r\u00e9tention des utilisateurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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