{"fr":{"header":{"title":"Votre transformation numérique commence ici","description":"Contactez-nous dès aujourd’hui pour discuter de vos objectifs d’affaires. Nous établirons rapidement un plan afin d’accélérer votre croissance et atteindre vos objectifs."},"contact":{"title":"Obtenez une analyse gratuite","description":"Remplissez le formulaire pour discuter de vos besoins, prendre rendez-vous, obtenir une analyse gratuite ou recevoir un devis personnalisé, conçu spécifiquement pour vous. 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[{"id":1178,"date":"2025-03-09T13:15:23","date_gmt":"2025-03-09T17:15:23","guid":{"rendered":"https://wp.lauziermedia.ca/?p=1178"},"modified":"2025-03-11T15:14:25","modified_gmt":"2025-03-11T19:14:25","slug":"test-test-and-testa-again-the-importance-of-ab-testing","status":"publish","type":"post","link":"https://wp.lauziermedia.ca/2025/03/09/test-test-and-testa-again-the-importance-of-ab-testing/","title":{"rendered":"Test, Test, and Test Again! 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A/B testing allows you to experiment with different variations of your messages, visuals, and strategies to identify what truly drives engagement and conversion.","text":"Understanding what resonates best with your customers and target audience is essential for running high-performing marketing campaigns. A/B testing allows you to experiment with different variations of your messages, visuals, and strategies to identify what truly drives engagement and conversion.\nBy continually testing, you can uncover invaluable insights into your customers’ preferences, behaviors, and choices, enabling you to refine your approach and deliver more personalized and targeted experiences.\nHere are a few key reasons why A/B testing is so important:\n<ol data-start=\"211\" data-end=\"1769\">\n<li data-start=\"211\" data-end=\"464\">\nData-Driven Decisions A/B testing allows you to make informed decisions based on actual data rather than assumptions. It provides concrete evidence about which variations of your marketing materials, designs, or strategies are most effective.\n</li>\n<li data-start=\"466\" data-end=\"748\">\nImproved Conversion Rates By testing different versions of elements like headlines, calls to action, or images, you can determine what generates the most engagement or conversions. Small adjustments can lead to significant improvements in your overall campaign performance.\n</li>\n<li data-start=\"750\" data-end=\"1005\">\nPersonalization Understanding your audience’s preferences through A/B testing enables you to personalize your marketing efforts. This creates more relevant and compelling content for your customers, which increases the likelihood of conversion.\n</li>\n<li data-start=\"1007\" data-end=\"1264\">\nContinuous Optimization A/B testing is an ongoing process, not a one-time task. By continuously testing and refining different elements of your marketing campaigns, you can keep improving performance and adapting to shifting audience preferences.\n</li>\n<li data-start=\"1266\" data-end=\"1515\">\nBetter ROI When you identify the best-performing strategies and elements, you can allocate your resources more effectively. This leads to a higher return on investment (ROI) since you’re spending money on tactics that have proven to work.\n</li>\n<li data-start=\"1517\" data-end=\"1769\">\nMinimizing Risks A/B testing allows you to test small changes without committing to a full-scale campaign. 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Here’s what every good landing page should include.","text":"To have a successful digital campaign, a crucial element is having a relevant and high-performing landing page. Here’s what every good landing page should include:\n<ol data-start=\"234\" data-end=\"1529\">\n<li data-start=\"234\" data-end=\"404\">\nRelevance Ensure the content on your landing page aligns with the ad or keywords that attracted the users. Maintain consistency to meet visitors’ expectations.\n</li>\n<li data-start=\"406\" data-end=\"580\">\nClear Value Proposition Clearly communicate what sets your product or service apart. Highlight the benefits and solutions to consumers’ problems in an obvious way.\n</li>\n<li data-start=\"582\" data-end=\"766\">\nCompelling Call to Action Guide consumers to the desired action (sign-up, purchase) with a clear and persuasive call to action. Make it easy to find and attractive to click.\n</li>\n<li data-start=\"768\" data-end=\"962\">\nUser-Friendly Design Ensure your page is visually appealing, easy to navigate, and loads quickly on all devices. A clean design with intuitive navigation enhances the user experience.\n</li>\n<li data-start=\"964\" data-end=\"1155\">\nTrust Elements Boost your credibility with testimonials, customer reviews, trust badges, and certifications. Address potential objections and reassure visitors of your reliability.\n</li>\n<li data-start=\"1157\" data-end=\"1342\">\nConversion Optimization Continuously test elements like headlines, calls to action, and forms to optimize conversion rates. Use A/B testing to refine and improve performance.\n</li>\n<li data-start=\"1344\" data-end=\"1529\">\nMobile Compatibility With mobile devices being omnipresent in our daily lives, make sure your landing page is fully responsive and works perfectly on smartphones and tablets.\n</li>\n</ol>\nCreating a high-performing, optimized landing page requires understanding your audience, keeping the promises made in your ads, and guiding users toward the desired action.\nJean-François Lauzier President, Digital Strategist\nLauzier Média Inc. 📧 <a rel=\"noopener\" data-start=\"1796\" data-end=\"1815\">jf@lauziermedia.com</a> 🌐 <a href=\"http://www.lauziermedia.com\" target=\"_new\" rel=\"noopener\" data-start=\"1821\" data-end=\"1872\">www.lauziermedia.com</a> 📞 514 625-4933\n","by_text":"By","by_name":"Jean-François Lauzier","title_seo":"What Should Your Landing Pages Include to Achieve Your Goals? | Digital Marketing Blog | Lauzier Média","meta_description":"To have a successful digital campaign, a crucial element is having a relevant and high-performing landing page. Here’s what every good landing page should include."},"share":{"title":"Share article","share_email_subject":"I would like to share this article with you.","share_email_body":"I would like to share this article with you.","share_email_title":"I would like to share this article with you."},"cta":{"title":"Ready to take your business to the next level?","description":"Together, let's implement strategies that deliver tangible results.","button":"Let's discuss your project"},"other_articles":{"title":"More interesting articles"},"second_cta":{"title":"Accelerate your growth with personalized solutions","description":"A partnership focused on tangible results and complete transparency","button":"Get a Free Analysis","image":"https://wp.lauziermedia.ca/wp-content/uploads/2025/01/woman_chart_wall_C.webp"}},"":""},"yoast_head":"\n<title>What Should Your Landing Pages Include to Achieve Your Goals? - Lauzier Media</title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n<meta property=\"og:locale\" content=\"fr_CA\" />\n<meta property=\"og:type\" content=\"article\" />\n<meta property=\"og:title\" content=\"What Should Your Landing Pages Include to Achieve Your Goals? 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By being genuine in your messaging, you establish a relationship of trust with your audience, which can lead to long-term loyalty.\n</li>\n<li data-start=\"425\" data-end=\"677\">\nStanding Out from the Competition – In a saturated market where many brands compete for consumers’ attention, authenticity can be a powerful differentiator. People are attracted to brands that showcase their true personality and unique values.\n</li>\n<li data-start=\"679\" data-end=\"989\">\nCreating an Emotional Connection – Authentic messages are more likely to evoke an emotional response from your audience and potential customers. By expressing your values and authenticity, you can build deeper connections with your audience, leading to greater brand loyalty and lasting relationships.\n</li>\n<li data-start=\"991\" data-end=\"1253\">\nIncreased Engagement – Consumers are more likely to engage with authentic content that resonates with them. By sharing real stories and highlighting your actual customers and employees, you can encourage interaction and participation from your audience.\n</li>\n<li data-start=\"1255\" data-end=\"1533\">\nA Positive Reputation – Authentic brands are often perceived more positively by the public. By being genuine and transparent in your marketing communications, you can strengthen your reputation and brand image, which can have a lasting positive impact on your business.\n</li>\n</ol>\nIn summary, authenticity in your marketing messages is essential to building trust with your audience, differentiating yourself from competitors, creating emotional connections, fostering engagement, and enhancing your brand reputation. 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","main_image":"https://wp.lauziermedia.ca/wp-content/uploads/2025/01/ai-generated-8615473_1280.png","short_text":"L’une des erreurs les plus communes que nous observons lors d’un audit marketing ou de la reprise d’un compte est le manque de mesure des principaux objectifs.","text":"L’une des erreurs les plus communes que nous observons lors d’un audit marketing ou de la reprise d’un compte est le manque de mesure des principaux objectifs.\nDans certains cas, aucune action de conversion n’est mesurée, ce qui ne permet pas de mesurer la rentabilité (ROI) des investissements, tandis qu’à d’autres occasions les conversions mesurées sont beaucoup trop larges.\nPar exemple, une conversion est comptabilisée lorsqu’une personne a seulement visité une page sans n’avoir pris action, ce qui à première vue donne une impression que la performance des initiatives marketing est bonne cependant dans la réalité aucune vente ou acquisition de prospect ne se conclue.\nLa solution : Assurez-vous de bien déterminer quelles actions sont importantes pour votre entreprise et mesurer ces actions.\nCeci vous permettra de connaître la réelle profitabilité de vos initiatives marketing et de prendre les meilleures décisions afin de faire croître votre entreprise et ces revenus.\n \nJean-François Lauzier \nPrésident, stratège numérique\nLauzier Média inc. \njf@lauziermedia.com \nwww.lauziermedia.com \n514 625-4933\n","by_text":"Par","by_name":"Jean-François Lauzier","title_seo":"Mesurez-vous bien vos initiatives marketing? | Lauzier Média","meta_description":"L’une des erreurs les plus communes que nous observons lors d’un audit marketing ou de la reprise d’un compte est le manque de mesure des principaux objectifs."},"share":{"title":"Partager sur les réseaux sociaux","share_email_subject":"J'aimerais vous partager cet article","share_email_body":"Je trouve cet article intéressant","share_email_title":"Partage par courriel"},"cta":{"title":"Prêt à propulser votre entreprise au prochain 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authentique, pour de meilleurs résultats","main_image":"https://wp.lauziermedia.ca/wp-content/uploads/2025/01/woman_working-_C.jpeg","short_text":"L'authenticité joue un rôle crucial dans votre stratégie et vos messages marketing pour plusieurs raisons:","text":"L’authenticité joue un rôle crucial dans votre stratégie et vos messages marketing pour plusieurs raisons:\n1- Création de confiance et de crédibilité : Les consommateurs sont de plus en plus conscients des tactiques marketing et sont attirés par les marques qui sont authentiques et transparentes. En étant authentique dans vos messages, vous établissez une relation de confiance avec votre public, ce qui peut conduire à une fidélisation à long terme.\n2- Différenciation de la concurrence : Dans un marché saturé où de nombreuses marques rivalisent pour l’attention des consommateurs, l’authenticité peut être un puissant facteur de différenciation. Les consommateurs sont attirés par les marques qui montrent leur véritable personnalité et leurs valeurs uniques.\n3- Création d’une connexion émotionnelle : Les messages authentiques sont plus susceptibles de susciter une réponse émotionnelle chez votre audiences et clientèle potentielle. En exprimant vos valeurs et votre authenticité, vous pouvez créer des liens plus profonds avec votre public, ce qui peut conduire à une plus grande fidélité de votre marque et à des relations durables.\n4- Engagement accru : Les consommateurs sont plus enclins à s’engager avec du contenu authentique qui résonne avec eux. En racontant des histoires authentiques et en mettant en avant vos clients et employés réels, vous pouvez encourager l’interaction et la participation de votre audience.\n5- Réputation positive : Les marques authentiques sont souvent perçues de manière plus positive par le public. En étant authentique et transparent dans vos communications marketing, vous pouvez renforcer votre réputation et votre image de marque, ce qui peut avoir un impact positif sur votre entreprise à long terme.\nEn somme, l’authenticité dans vos messages marketing est essentielle pour établir des relations de confiance avec votre public, vous différencier de la concurrence, créer des connexions émotionnelles, encourager l’engagement et renforcer votre réputation de marque. En restant fidèle à vos valeurs et à votre identité, vous pouvez créer des campagnes marketing plus efficaces et durables.\n \nJean-François Lauzier \nPrésident, stratège numérique\nLauzier Média inc. \njf@lauziermedia.com \nwww.lauziermedia.com \n514 625-4933\n","by_text":"Par","by_name":"Jean-François Lauzier","title_seo":"","meta_description":""},"share":{"title":"Partager sur les réseaux sociaux","share_email_subject":"J'aimerais vous partager cet article","share_email_body":"Je trouve cet article intéressant","share_email_title":"Partage par courriel"},"cta":{"title":"Prêt à propulser votre entreprise au prochain niveau?","description":"Ensemble, mettons en place des stratégies générant des résultats concrets","button":"Discutons de votre projet"},"other_articles":{"title":"Articles intéressants"},"second_cta":{"title":" Accélérez votre croissance grâce à des solutions personnalisées ","description":"Un partenariat orienté vers des résultats concrets et une transparence totale 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Par exemple, Google Ads est idéal pour cibler des prospects actifs à la recherche de produits ou services, Facebook Ads excelle dans le ciblage démographique et les intérêts en exploitant les données détaillées des utilisateurs, et Linkedin Ads est parfait pour le ciblage professionnel et la génération de leads B2B en tirant parti des informations professionnelles détaillées des utilisateurs. Explorez les fonctionnalités de chaque plateforme pour choisir celle qui vous permettra d’atteindre vos objectifs.\n4- Mesurez vos résultats \nUne fois vos campagnes lancées, suivez attentivement les performances de chaque campagne publicitaire. Utilisez des métriques telles quel taux de clics, le taux de conversion, et le retour sur investissement pour évaluer l’efficacité de vos campagnes.\n5- Optimisez continuellement vos campagnes \nL’optimisation est essentielle pour maximiser les performances de vos campagnes. 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Voici ce que chaque bonne page de destination devrait inclure :\n1. Pertinence \nAssurez-vous que le contenu de votre page de destination correspond à l’annonce ou aux mots-clés qui ont attiré les utilisateurs. Maintenez une cohérence pour répondre aux attentes des visiteurs.\n2. Proposition de valeur claire \nCommuniquez clairement ce qui distingue votre produit ou service. Mettez en avant les avantages et les solutions aux problèmes des consommateurs de manière évidente.\n3. Appel à l’action convaincant \nGuidez les consommateurs vers l’action souhaitée (inscription, achat) avec un appel à l’action clair et persuasif. Rendez-le facile à trouver et attrayant à cliquer.\n4. Conception conviviale \nAssurez-vous que votre page est attrayante visuellement, facile à naviguer et se charge rapidement sur tous les appareils. Un design épuré avec une navigation intuitive améliore l’expérience utilisateur.\n5. Éléments de confiance \nRenforcez votre crédibilité avec des témoignages, des avis clients, des badges de confiance et des certifications. Adressez les objections potentielles et rassurez les visiteurs sur votre fiabilité.\n6. Optimisation pour la conversion \nTestez continuellement des éléments comme les titres, les appels à l’action et les formulaires pour optimiser les taux de conversion. Utilisez les tests A/B pour affiner et améliorer les performances.\n7. Compatibilité mobile \nLes appareils mobiles étant omniprésents dans nos vies quotidiennes, assurez-vous que votre page de destination est entièrement responsive et fonctionne parfaitement sur les téléphones intelligents et tablettes.\nCréer une page de destination performante et optimisée nécessite de comprendre votre audience, de tenir vos promesses faites dans vos annonces et de guider les utilisateurs vers l’action.\n \nJean-François Lauzier \nPrésident, stratège numérique\nLauzier Média inc. \njf@lauziermedia.com \nwww.lauziermedia.com \n514 625-4933\n","by_text":"Par","by_name":"Jean-François Lauzier","title_seo":"","meta_description":""},"share":{"title":"Partager sur les médias sociaux","share_email_subject":"J'aimerais vous partager cet article","share_email_body":"Je trouve cet article intéressant","share_email_title":"Partage par courriel"},"cta":{"title":"Prêt à propulser votre entreprise au prochain niveau?","description":"Ensemble, mettons en place des stratégies générant des résultats concrets","button":"Discutons de votre projet"},"other_articles":{"title":"Articles intéressants"},"second_cta":{"title":" Accélérez votre croissance grâce à des solutions personnalisées ","description":"Un partenariat orienté vers des résultats concrets et une transparence totale ","button":"Obtenez une analyse gratuite","image":"https://wp.lauziermedia.ca/wp-content/uploads/2025/01/woman_chart_wall_C.webp"}},"":""},"yoast_head":"\n<title>que-devraient-inclure-vos-pages-de-destination-afin-d-atteindre-vos-objectifs - 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Taux de Clics (CTR) \nLe CTR mesure l’engagement de vos utilisateurs avec vos annonces. Un CTR élevé démontre que vos annonces sont pertinentes aux consommateurs, tandis qu’à l’inverse un CTR faible est une bonne indication que vos annonces requièrent davantage de travail pour bien présenter votre service ou produit à vos prospects.\nAstuce : Afin d’obtenir un CTR élevé, assurez-vous de bien intégrer vos mots clés dans vos annonces, ajouter des éléments de différenciations de vos produits et/ou services ainsi qu’un appel à l’action.\n \n2. Taux de Conversion \nLe taux de conversion montre si vos visiteurs passent à l’action après avoir cliqué sur vos annonces (achat, inscription, prise de contact, etc.). Un taux de conversion élevé signifie que vos annonces et vos pages de destination répondre aux attentes et besoins de vos prospects.\nAstuce : Testez différentes versions et éléments de vos pages de destination afin d’évaluer ce qui convertit le mieux face à vos prospects et continuellement améliorer la performance de vos campagnes.\n \n3. Coût Par Conversion (CPA) \nLe CPA indique combien vous dépensez pour chaque conversion obtenue. Cet indicateur vous aidera à mesurer la rentabilité de vos campagnes. 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Retour

Mesurez-vous bien vos initiatives marketing?

L’une des erreurs les plus communes que nous observons lors d’un audit marketing ou de la reprise d’un compte est le manque de mesure des principaux objectifs.

Dans certains cas, aucune action de conversion n’est mesurée, ce qui ne permet pas de mesurer la rentabilité (ROI) des investissements, tandis qu’à d’autres occasions les conversions mesurées sont beaucoup trop larges.

Par exemple, une conversion est comptabilisée lorsqu’une personne a seulement visité une page sans n’avoir pris action, ce qui à première vue donne une impression que la performance des initiatives marketing est bonne cependant dans la réalité aucune vente ou acquisition de prospect ne se conclue.

La solution : Assurez-vous de bien déterminer quelles actions sont importantes pour votre entreprise et mesurer ces actions.

Ceci vous permettra de connaître la réelle profitabilité de vos initiatives marketing et de prendre les meilleures décisions afin de faire croître votre entreprise et ces revenus.

Jean-François Lauzier
Président, stratège numérique

Lauzier Média inc.
jf@lauziermedia.com
www.lauziermedia.com
514 625-4933

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