{"id":8406,"date":"2016-04-12T09:44:07","date_gmt":"2016-04-12T09:44:07","guid":{"rendered":"https:\/\/yeeply.com\/fr\/blog\/?p=1762"},"modified":"2024-05-07T13:06:10","modified_gmt":"2024-05-07T11:06:10","slug":"3-mesures-mobile-marketing-strategy","status":"publish","type":"post","link":"https:\/\/yeeply.com\/fr\/blog\/marketing\/3-mesures-mobile-marketing-strategy\/","title":{"rendered":"3 Mesures essentielles pour votre mobile marketing strategy"},"content":{"rendered":"

Comment avoir la certitude qu\u2019une application est r\u00e9ussie ? En faisant usage de mesures. Il y a beaucoup de variables dans le monde des applications mobiles qui peuvent \u00eatre mesur\u00e9es et utilis\u00e9es dans votre strat\u00e9gie de mobile marketing<\/em>. Il est essentiel de les comprendre pour pouvoir am\u00e9liorer votre produit<\/a>. Cet article vous donnera un aper\u00e7u de trois param\u00e8tres fondamentaux \u00e0 prendre en consid\u00e9ration lors de l\u2019\u00e9laboration d’une mobile marketing strategy<\/em><\/a>\u00a0: le taux de r\u00e9tention, le taux de d\u00e9sabonnement et la valeur vie client, aussi connue sous le terme anglais customer lifetime value<\/em> (ou CLV).<\/p>\n

BESOIN D'UN SOUTIEN MARKETING ? TROUVEZ VOTRE \u00c9QUIPE<\/a><\/div>\n
<\/div>\n

3 Mesures de mobile marketing<\/em> pour votre application mobile<\/h2>\n

1) Taux de r\u00e9tention<\/strong><\/span><\/h3>\n

Le taux de r\u00e9tention est le pourcentage d’utilisateurs qui utilisent l\u2019application un certain temps apr\u00e8s l\u2019avoir install\u00e9e pour la premi\u00e8re fois.<\/p>\n

Plus l\u2019application est per\u00e7ue comme utile par les utilisateurs, plus il est probable qu’ils l\u2019utiliseront de nouveau. Cette mesure nous permet de d\u00e9terminer si notre application est utilis\u00e9e, ou dit autrement, si elle a un succ\u00e8s aupr\u00e8s de ceux qui connaissent d\u00e9j\u00e0 ses fonctionnalit\u00e9s. Si le taux de r\u00e9tention est tr\u00e8s faible, il est n\u00e9cessaire de red\u00e9finir le produit pour essayer de retenir les potentiels utilisateurs tout en continuant \u00e0 augmenter le taux de conversion.<\/p>\n

\"femme<\/p>\n

Source:<\/strong> Pinterest<\/a><\/p>\n

Illustrons cela par un exemple. Calculons le taux de r\u00e9tention de notre application un mois apr\u00e8s sa derni\u00e8re mise \u00e0 jour. Le jour de son actualisation, l\u2019application a \u00e9t\u00e9 t\u00e9l\u00e9charg\u00e9e 1000 fois. 30 jours apr\u00e8s, 35 utilisateurs lancent l\u2019application. Dans ce cas, le taux de r\u00e9tention de l’application est de 3,5%.<\/p>\n

Attirer de nouveaux utilisateurs<\/a> est g\u00e9n\u00e9ralement plus cher que retenir ceux que nous avons d\u00e9j\u00e0 en renfor\u00e7ant la fid\u00e9lisation. Par cons\u00e9quent, il est pr\u00e9f\u00e9rable de privil\u00e9gier la strat\u00e9gie de mobile marketing<\/em> visant \u00e0 parvenir \u00e0 un taux \u00e9lev\u00e9 de r\u00e9tention. Pour savoir comment augmenter le taux de r\u00e9tention, vous pouvez consulter cet article.<\/a><\/p>\n

2) Taux de d\u00e9sabonnement<\/strong><\/span><\/h3>\n

Le taux de d\u00e9sabonnement est le contraire du taux de r\u00e9tention. Il indique le pourcentage d’utilisateurs que notre application a perdus sur une p\u00e9riode donn\u00e9e. Il est g\u00e9n\u00e9ralement mesur\u00e9 sur une base mensuelle. Logiquement, cette valeur ne peut jamais \u00eatre n\u00e9gative, puisque nous ne pouvons pas perdre plus d’utilisateurs que nous n\u2019avons. Les chiffres ne font pas r\u00eaver\u00a0: comme le montrent les donn\u00e9es publi\u00e9es le 9 juillet 2015 lors de l\u2019App Promotion Summit <\/em>\u00e0 Londres, jusqu’\u00e0 80% de toutes les applications t\u00e9l\u00e9charg\u00e9es ne sont utilis\u00e9es qu’une seule fois.<\/p>\n

Voyons un exemple. Si une application a 1000 utilisateurs, il est possible de perdre tous ces 1000 utilisateurs au cours d\u2019un mois, mais supposons que notre cas soit une parfaite illustration des statistiques mentionn\u00e9es ci-dessus. Nous perdrions alors 80% d\u2019utilisateurs. Cela signifie que 800 d\u2019entre eux se d\u00e9sabonneront.<\/p>\n

Beaucoup d’applications sur l’App Store et Google Play souffrent de taux de d\u00e9sabonnement \u00e9lev\u00e9s. Elles ont \u00e9t\u00e9 surnomm\u00e9es \u00ab\u00a0applications zombies\u00a0\u00bb. Lorsque cette variable monte dangereusement, il est important de faire des analyses pour comprendre les raisons pour lesquelles les utilisateurs d\u00e9cident d\u2019abandonner l\u2019application. Il faut identifier le probl\u00e8me et red\u00e9finir le produit pour lui \u00e9viter le sort d\u2019un zombie errant dans les bas-fonds des stores.<\/p>\n

\"Ebook<\/a><\/p>\n

3) Valeur vie client (customer lifetime value<\/em>, CLV)<\/strong><\/span><\/h3>\n

La CLV est une mesure tr\u00e8s importante pour le\u00a0mobile marketing strategy<\/em>, sinon la plus importante. La valeur vie client est la somme des profits attendus sur la \u00ab\u00a0dur\u00e9e de vie\u00a0\u00bb d’un client, ou dans notre cas, d\u2019un utilisateur. Autrement dit, il s\u2019agit de la dur\u00e9e pendant laquelle la personne utilise l\u2019application. Cette variable sert principalement \u00e0 identifier combien au maximum il est possible d’investir dans l’acquisition de nouveaux utilisateurs<\/a>. La strat\u00e9gie d’acquisition ne sera pas rentable si le montant investi d\u00e9passe la CLV de nos utilisateurs.<\/p>\n

Afin de calculer la CLV, il faut d\u2019abord mesurer l’ARPU, de l\u2019anglais Average Revenue Per User<\/em> ou revenu moyen par utilisateur. C’est le chiffre d’affaires g\u00e9n\u00e9r\u00e9 par un utilisateur sur une p\u00e9riode de temps. Pour ce faire, divisez le montant total de vos recettes (obtenues via les achats in-app, la publicit\u00e9, les abonnements) par le nombre d’utilisateurs actifs sur une p\u00e9riode de temps.<\/p>\n

Supposons que le revenu moyen par utilisateur de notre application est de 2 \u20ac. Il faut ensuite diviser cette somme par le taux de d\u00e9sabonnement de l\u2019application, par exemple, 80 %. Le CLV de nos utilisateurs serait donc de 2.50 \u20ac. Tout investissement dans l’acquisition de nouveaux utilisateurs au-dessus de ce prix ne sera pas rentable.<\/p>\n

Est-ce tout\u00a0?<\/h2>\n

N\u2019h\u00e9sitez pas \u00e0 prendre en compte toutes les sortes de donn\u00e9es \u00e0 votre disposition pour d\u00e9terminer le plus rapidement possible ce qui fonctionne et ce qui ne fonctionne pas dans votre application. Cependant, pour que votre strat\u00e9gie de mobile marketing<\/em> porte ses fruits, il faudra aussi savoir les interpr\u00e9ter et prendre des d\u00e9cisions strat\u00e9giques.<\/p>\n

\"Proyecto<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Comment avoir la certitude qu\u2019une application est r\u00e9ussie ? En faisant usage de mesures. Il y a beaucoup de variables dans le monde des applications …<\/p>\n","protected":false},"author":2,"featured_media":0,"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-8406","post","type-post","status-publish","format-standard","hentry","category-marketing"],"yoast_head":"\n3 Mesures pour votre strat\u00e9gie de mobile marketing<\/title>\n<meta name=\"description\" content=\"Comment avoir la certitude qu\u2019une application est r\u00e9ussie ? 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