{"id":4189,"date":"2014-07-28T13:07:10","date_gmt":"2014-07-28T11:07:10","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=4189"},"modified":"2025-08-08T09:59:51","modified_gmt":"2025-08-08T07:59:51","slug":"efficacite-call-to-action","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/webmarketing\/efficacite-call-to-action\/","title":{"rendered":"Comment mettre en place un call to action efficace ?"},"content":{"rendered":"<p>Aujourd&rsquo;hui de nombreuses techniques marketing existent pour pousser l&rsquo;internaute \u00e0 entreprendre une action sur un site et en particulier pousser le consommateur \u00e0 l&rsquo;achat.\u00a0Ces techniques marketing prennent le nom de <strong>call to action (CTA)<\/strong>, ou incitation \u00e0 l&rsquo;action.<\/p>\n<h2>Qu&rsquo;est-ce qu&rsquo;un call to action ?<\/h2>\n<p>Le call to action est g\u00e9n\u00e9ralement repr\u00e9sent\u00e9 sous la forme d&rsquo;un <strong>bouton,\u00a0<\/strong>d&rsquo;un<strong> lien<\/strong> ou d&rsquo;un<strong> visuel<\/strong>\u00a0visant \u00e0 inciter l&rsquo;<strong>internaute<\/strong>\u00a0\u00e0<strong>\u00a0passer \u00e0 l&rsquo;action<\/strong> par la suite. Il\u00a0doit inviter l&rsquo;internaute \u00e0 agir\u00a0sans pour autant \u00eatre trop direct ou donner l&rsquo;impression de forcer la main.<\/p>\n<p>Le <strong>call to action<\/strong> existe <strong>sous diff\u00e9rentes formes<\/strong>. Le plus connu est sans doute celui qui incite \u00e0 l&rsquo;achat et qui prend g\u00e9n\u00e9ralement la forme d&rsquo;un bouton sur lequel est inscrit le texte \u00ab\u00a0Achetez\u00a0\u00bb ou \u00a0\u00ab\u00a0Achetez maintenant\u00a0\u00bb, mais vous en avez s\u00fbrement rencontr\u00e9 d&rsquo;autres\u00a0pour vous invitez \u00e0 prendre rendez-vous, vous abonnez \u00e0 une newsletter ou encore pour regarder une vid\u00e9o.<\/p>\n<p><strong>Exemples de Call to action utilis\u00e9s par les m\u00e9dias traditionnels :<\/strong><\/p>\n<ul>\n<li>num\u00e9ro vert (Radio, presse, ..) ;<\/li>\n<li>promotion sur un flyer ;<\/li>\n<li>offre exceptionnelle ;<\/li>\n<li>r\u00e9solution d&rsquo;un probl\u00e8me ;<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p><strong><strong>Exemples de Call to action u<\/strong>tilis\u00e9s par le web<\/strong><\/p>\n<ul>\n<li>liens du type \u00ab\u00a0en savoir plus\u00a0\u00bb, \u00ab\u00a0lire la suite\u00a0\u00bb ;<\/li>\n<li>boutons de partages sur les r\u00e9seaux sociaux ;<\/li>\n<li>boutons du type \u00ab\u00a0achetez\u00a0\u00bb, \u00ab\u00a0demande de devis\u00a0\u00bb ;<\/li>\n<li>inscription \u00e0 une newsletter;<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-4226\" src=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/07\/CTA-newsletter.png\" alt=\"CTA newsletter\" width=\"400\" height=\"327\" srcset=\"https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/07\/CTA-newsletter.png 400w, https:\/\/www.odw.fr\/blog\/wp-content\/uploads\/2014\/07\/CTA-newsletter-300x245.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/p>\n<p>Les <strong>call to action<\/strong> sont dits <strong>explicites<\/strong> lorsqu&rsquo;ils se traduisent par des images, des boutons, ou encore des formulaires d&rsquo;inscription ou de demande de contact. Ils peuvent \u00e9galement \u00eatre <strong>latents :<\/strong>\u00a0dans ce cas, ils se pr\u00e9sentent sont la forme de liens hypertextes ou d&rsquo;images discr\u00e8tes, comme les ic\u00f4nes Twitter ou Facebook invitant \u00e0 suivre un compte ou une page.<\/p>\n<h2>Bien choisir ses mots<\/h2>\n<p>Le call to action est souvent repr\u00e9sent\u00e9 par un bouton ce qui signifie que l&rsquo;<strong>espace<\/strong> y est tr\u00e8s <strong>r\u00e9duit<\/strong> et donc les mots ou expressions utilis\u00e9s doivent \u00eatre choisis pr\u00e9cis\u00e9ment. Quelques conseils pour utiliser au mieux ces mots cl\u00e9s :<\/p>\n<ul>\n<li>utiliser de pr\u00e9f\u00e9rence des\u00a0<strong>verbes d&rsquo;action \u00e0 l&rsquo;imp\u00e9ratif ;<\/strong><\/li>\n<li>introduire une <strong>notion\u00a0de raret\u00e9<\/strong> afin que l&rsquo;internaute ait envie de cliquer comme par exemple \u00ab\u00a0Gagnez deux places pour les 5 premiers inscrits\u00a0\u00bb ;<\/li>\n<li>utiliser des <strong>termes pr\u00e9cis<\/strong>, pas de vocabulaire passif : \u00ab\u00a0Cliquez-ici\u00a0\u00bb est trop vague, plut\u00f4t utiliser \u00ab\u00a0S&rsquo;inscrire\u00a0\u00bb ;<\/li>\n<li>donner un\u00a0<strong>sentiment d&rsquo;urgence<\/strong> : \u00ab\u00a0Participez au concours\u00a0jusqu&rsquo;au 20 septembre\u00a0\u00bb.<\/li>\n<\/ul>\n<h2>La n\u00e9cessit\u00e9 d&rsquo;un Call to action visible<\/h2>\n<p>Il faut \u00e9galement trouver le <strong>meilleur endroit<\/strong> pour<strong> ins\u00e9rer le call to action<\/strong> :\u00a0il doit \u00eatre plac\u00e9 l\u00e0 o\u00f9 l&rsquo;internaute le verra.<\/p>\n<ul>\n<li>Pour un site internet (e-commerce en particulier) : le call to action est habituellement plac\u00e9 en bas \u00e0 droite afin de passer plus facilement \u00e0 l&rsquo;\u00e9tape suivante. Il doit \u00eatre situ\u00e9 juste au dessus de la ligne de flottaison. On retrouve \u00e9galement souvent des CTA dans les sidebars (colonnes lat\u00e9rales) des sites web.<\/li>\n<li>Pour un e-mail :\u00a0\u00a0il est plut\u00f4t conseill\u00e9 de le centrer \u00e0 la fin du texte car cela permet au lecteur de cliquer dessus apr\u00e8s avoir lu le contenu pr\u00e9c\u00e9demment. Il est pr\u00e9f\u00e9rable de ne pas\u00a0le mettre au d\u00e9but car il serait dommage que les internautes soient oblig\u00e9s de scroller \u00e0 nouveau vers le haut pour y acc\u00e9der.<\/li>\n<\/ul>\n<p>La <strong>couleur<\/strong> adopt\u00e9e pour le CTA est \u00e9galement tr\u00e8s importante. En effet, certaines couleurs sont plus visibles que d&rsquo;autres ou sont plus appropri\u00e9es \u00e0 certains types d&rsquo;action. Par exemple, le rouge est la couleur la plus visible pour un internaute mais pr\u00e9sente l&rsquo;inconv\u00e9nient d&rsquo;\u00eatre associ\u00e9e \u00e0 un danger. Le vert quant \u00e0 lui est rassurant et est donc particuli\u00e8rement adapt\u00e9 aux t\u00e9moignages. Cependant, difficile d&rsquo;\u00e9tablir une r\u00e8gle pr\u00e9cise car les diff\u00e9rentes \u00e9tudes qui paraissent sur le sujet se contredisent r\u00e9guli\u00e8rement.<\/p>\n<h2>Tester et adapter ses CTA<\/h2>\n<p>En fonction du domaine d&rsquo;activit\u00e9, du service, du produit, de la cible mais aussi de la proposition commerciale, le <strong>taux de conversion<\/strong> d&rsquo;un call to action varie \u00e9norm\u00e9ment d&rsquo;un site \u00e0 l&rsquo;autre. Bien que le call to action soit un outil efficace, il ne faut en aucun cas zapper\u00a0ce qui l&rsquo;entoure. En effet, si les <span style=\"color: #ff6600\"><a href=\"https:\/\/www.odw.fr\/expertises\/agence-brand-content\/\"><span style=\"color: #ff6600\">contenus<\/span><\/a><\/span> ou le design pr\u00e9sents dans l&rsquo;environnement\u00a0de ce dernier ne sont pas \u00e0 la hauteur, le call to action sera bien moins efficace et vos clients potentiels passeront leur chemin.<\/p>\n<p>Aussi, une bonne mani\u00e8re d&rsquo;am\u00e9liorer le taux de conversion issu d&rsquo;un CTA est de changer et tester r\u00e9guli\u00e8rement ses call to action. Ainsi, il peut \u00eatre judicieux de mettre en place des tests A\/B.<\/p>\n<p>Apr\u00e8s avoir suivi\u00a0ces quelques conseils, \u00e0\u00a0vous de <strong>tester<\/strong>, <strong>am\u00e9liorer<\/strong>, <strong>ajuster<\/strong> les d\u00e9tails afin de personnaliser au maximum votre call to action et am\u00e9liorer son efficacit\u00e9 et plus globalement celui de votre site.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aujourd&rsquo;hui de nombreuses techniques marketing existent pour convaincre et pousser le consommateur \u00e0 l&rsquo;achat mais certaines sont plus avantageuses que d&rsquo;autres comme le call to [&#8230;]<\/p>\n","protected":false},"author":10,"featured_media":5034,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[930,928,163],"class_list":["post-4189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webmarketing","tag-bouton","tag-call-to-action","tag-taux-de-conversion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment mettre en place un call to action efficace ? 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