{"id":24815,"date":"2024-09-19T15:00:08","date_gmt":"2024-09-19T13:00:08","guid":{"rendered":"https:\/\/www.revfine.com\/?p=24815"},"modified":"2025-09-18T13:31:27","modified_gmt":"2025-09-18T11:31:27","slug":"ab-testing-sur-le-site-web-de-votre-hotel","status":"publish","type":"post","link":"https:\/\/www.revfine.com\/fr\/ab-testing-sur-le-site-web-de-votre-hotel\/","title":{"rendered":"Test A\/B\u00a0: le secret du succ\u00e8s sur le site Web de votre h\u00f4tel"},"content":{"rendered":"<p><em>Les sp\u00e9cialistes du marketing num\u00e9rique ne doivent jamais sous-estimer le pouvoir des tests. Il est inestimable pour comprendre divers publics et d\u00e9terminer les changements qui peuvent entra\u00eener les meilleures performances en ligne.<\/em><\/p>\n<h2>L\u2019importance des tests A\/B<\/h2>\n<p>Lorsqu&#039;il s&#039;agit d&#039;un site Web d&#039;h\u00f4tel, chaque ajustement apport\u00e9 au moteur de r\u00e9servation, aux publicit\u00e9s, aux CTA, \u00e0 l&#039;atterrissage page et m\u00eame aux images peut \u00eatre mis \u00e0 l&#039;\u00e9preuve et a le potentiel d&#039;am\u00e9liorer l&#039;exp\u00e9rience utilisateur.<\/p>\n<p>Les h\u00f4teliers sont souvent confront\u00e9s au d\u00e9fi de rivaliser avec les OTA, qui ont finement con\u00e7u des exp\u00e9riences utilisateur en ligne pour persuader les visiteurs de r\u00e9server via leur plateforme au lieu d&#039;explorer les canaux directs. Les disparit\u00e9s de prix peuvent \u00eatre un facteur, mais les OTA excellent en testant et en affinant constamment leurs parcours utilisateur en fonction des r\u00e9sultats. Malgr\u00e9 l\u2019ampleur et la fr\u00e9quence des tests OTA, les h\u00f4tels de toute taille peuvent encore apporter des am\u00e9liorations significatives en concentrant leurs tests sur les domaines cl\u00e9s qui offrent les plus grands avantages globaux. Voyons comment savoir sur quoi concentrer vos efforts de test de sites Web et comment mener des exp\u00e9riences pour cr\u00e9er une exp\u00e9rience personnalis\u00e9e et attrayante pour le trafic de votre canal direct.<\/p>\n<p><div class='ai-viewports ai-viewport-1 ai-viewport-2 ai-insert-7-84613663' style='padding: 10px 5px 20px 5px;' data-insertion-position='prepend' data-selector='.ai-insert-7-84613663' data-insertion-no-dbg data-code='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' data-block='7'><\/div>\n<script>\n  ai_run_834807875865 = function(){ai_insert_viewport_code ('ai-insert-7-84613663');};\n  if (document.readyState === 'complete' || (document.readyState !== 'loading' && !document.documentElement.doScroll)) ai_run_834807875865 (); 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else document.addEventListener ('DOMContentLoaded', ai_run_390628115666);\n<\/script>\n<\/p>\n<h2>Comprendre o\u00f9 concentrer vos efforts de tests A\/B<\/h2>\n<p>Pour am\u00e9liorer les performances du canal direct, envisagez de tester les \u00e9tapes cl\u00e9s de l&#039;entonnoir de r\u00e9servation en ligne, depuis le homepage et l&#039;atterrissage des page jusqu&#039;au moteur de r\u00e9servation. Vous pouvez observer des visiteurs abandonner votre site Web \u00e0 un certain moment du parcours utilisateur, ou d\u00e9tecter des disparit\u00e9s de prix, des pics de demande, des changements dans le revenu quotidien moyen ou des taux d&#039;occupation fluctuants. <a href=\"https:\/\/www.revfine.com\/fr\/benchmarking-hotelier\/\">Analyse comparative des canaux directs<\/a> fournit des informations sur les indicateurs cl\u00e9s permettant aux h\u00f4teliers d&#039;analyser et d&#039;identifier exactement o\u00f9 un site Web d&#039;h\u00f4tel est sous-performant ou surperformant, et d&#039;identifier comment am\u00e9liorer les r\u00e9sultats.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-24814\" src=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Where-to-Focus-Efforts.png\" alt=\"AB Testing Le secret du succ\u00e8s sur le site Web de votre h\u00f4tel O\u00f9 concentrer les efforts\" width=\"1000\" height=\"460\" srcset=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Where-to-Focus-Efforts-300x138.png 300w, https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Where-to-Focus-Efforts.png 1000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><br \/>\n<span style=\"font-size: 10pt;\"><em>Exemple de tableau de bord de conversion de BenchDirect<\/em><\/span><\/p>\n<p>Effectuer des tests sur le homepage peut r\u00e9duire consid\u00e9rablement les taux de rebond et augmenter le volume de visiteurs recherchant le site Web. Les h\u00f4teliers peuvent affiner le homepage en exp\u00e9rimentant diff\u00e9rents visuels, copies et offres pour cr\u00e9er une exp\u00e9rience utilisateur transparente et convaincante. En termes de CTA, tester les variations de copie, \u00e0 partir d&#039;options directes telles que \u00ab<em>Reserve maintenant<\/em>&quot; \u00e0 des moins directs comme &quot;<em>En savoir plus<\/em>\u00bb ou \u00ab<em>Voir les disponibilit\u00e9s<\/em>\u00bb peut r\u00e9v\u00e9ler l&#039;approche qui r\u00e9sonne le mieux aupr\u00e8s de chaque public cible et augmenter les taux de clics. Les tests A\/B dans le moteur de r\u00e9servation peuvent aider \u00e0 r\u00e9soudre des probl\u00e8mes tels que l&#039;abandon des visiteurs pendant le processus de r\u00e9servation. Par exemple, tester diff\u00e9rentes strat\u00e9gies d&#039;offre ou introduire des avantages de r\u00e9servation directe dans votre widget de comparaison de prix peut aider \u00e0 d\u00e9terminer la meilleure approche pour g\u00e9n\u00e9rer davantage de r\u00e9servations.<\/p>\n<h2>Ex\u00e9cutez des exp\u00e9riences pour cr\u00e9er la meilleure exp\u00e9rience utilisateur<\/h2>\n<p>Exploitez la puissance des tests A\/B pour obtenir des informations pr\u00e9cieuses sur votre audience et am\u00e9liorer les performances du site Web de votre h\u00f4tel. Cette approche bas\u00e9e sur les donn\u00e9es vous permet de prendre des d\u00e9cisions \u00e9clair\u00e9es en \u00e9valuant ce qui correspond le mieux \u00e0 votre march\u00e9 cible. En menant des actions bien con\u00e7ues <a href=\"https:\/\/info.thehotelsnetwork.com\/en\/personalization\/inliners?utm_source=revfine&amp;utm_medium=article&amp;utm_campaign=revfine-abtest\">exp\u00e9riences<\/a>, les h\u00f4teliers peuvent facilement ex\u00e9cuter des campagnes de site Web int\u00e9gr\u00e9es avec des messages personnalis\u00e9s et explorer l&#039;impact d&#039;\u00e9l\u00e9ments tels que le contenu, le format et les offres pour \u00e9valuer la r\u00e9ponse des visiteurs. Ce processus de test rationalis\u00e9 permet une surveillance en temps r\u00e9el et une optimisation rapide.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-24812\" src=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Run-Experiments-.png\" alt=\"AB Testing Le secret du succ\u00e8s sur le site Web de votre h\u00f4tel Ex\u00e9cutez des exp\u00e9riences\" width=\"1000\" height=\"591\" srcset=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Run-Experiments--300x177.png 300w, https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Run-Experiments-.png 1000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><br \/>\n<span style=\"font-size: 10pt;\"><em>R\u00e9sultats des tests A\/B en temps r\u00e9el<\/em><\/span><\/p>\n<p>M\u00eame si cela peut para\u00eetre intimidant, gr\u00e2ce \u00e0 la technologie actuelle, lancer une exp\u00e9rience est simple et ne n\u00e9cessite pas de codage. En quelques minutes, votre test A\/B peut \u00eatre op\u00e9rationnel. Les h\u00f4teliers peuvent d\u00e9couvrir la formule gagnante pour une exp\u00e9rience utilisateur exceptionnelle en testant simultan\u00e9ment plusieurs variantes, ce qui entra\u00eene une augmentation des conversions et des revenus directs.<\/p>\n<h2>Adaptez votre communication \u00e0 chaque invit\u00e9 potentiel<\/h2>\n<p>Pour maximiser les taux de conversion et transformer davantage de visiteurs du site Web de visiteurs en r\u00e9servateurs, il est essentiel de leur pr\u00e9senter un contenu et des offres sur mesure qui correspondent \u00e0 leurs pr\u00e9f\u00e9rences. Les tests A\/B avec acc\u00e8s \u00e0 de nombreuses options de ciblage permettent une segmentation efficace du trafic du site Web, garantissant que le bon message atteint la bonne personne au bon moment. En prenant en compte diff\u00e9rents publics, les h\u00f4teliers peuvent cr\u00e9er des exp\u00e9riences de site Web personnalis\u00e9es tout en optimisant l&#039;engagement gr\u00e2ce \u00e0 des tests continus, g\u00e9n\u00e9rant ainsi davantage de r\u00e9servations.<\/p>\n<p>Gr\u00e2ce aux outils les plus r\u00e9cents, les h\u00f4teliers ont d\u00e9sormais la possibilit\u00e9 de segmenter les utilisateurs en fonction de crit\u00e8res \u00e9tendus tels que l&#039;emplacement g\u00e9ographique, le type d&#039;appareil, la source de trafic ou l&#039;heure pr\u00e9cise \u00e0 laquelle ils naviguent sur le site Web de l&#039;h\u00f4tel. Cette approche dynamique permet une personnalisation pr\u00e9cise des promotions et des offres pour des publics distincts, contribuant ainsi \u00e0 capter leur attention et \u00e0 stimuler leur engagement.<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-24813\" src=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Tailor-Your-Communication-.png\" alt=\"AB Testing Le secret du succ\u00e8s sur le site Web de votre h\u00f4tel Adaptez votre communication\" width=\"1000\" height=\"421\" srcset=\"https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Tailor-Your-Communication--300x126.png 300w, https:\/\/www.revfine.com\/wp-content\/uploads\/2023\/06\/A-B-Testing-The-Secret-to-Success-on-Your-Hotel-Website-Tailor-Your-Communication-.png 1000w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><br \/>\n<span style=\"font-size: 10pt;\"><em>Messages de sortie ciblant les utilisateurs qui abandonnent le site Web \u00e0 la recherche de voyages en famille (\u00e0 gauche) et en solo (\u00e0 droite)<\/em><\/span><\/p>\n<p>De plus, les utilisateurs peuvent \u00eatre cibl\u00e9s en fonction de leur comportement \u00e0 mesure qu\u2019ils progressent dans l\u2019entonnoir de r\u00e9servation. Par exemple, supposons qu&#039;un utilisateur ait recherch\u00e9 des options de chambres dans le moteur de r\u00e9servation mais n&#039;ait pas effectu\u00e9 de r\u00e9servation. Dans ce cas, des messages et des offres strat\u00e9giques peuvent \u00eatre d\u00e9clench\u00e9s pour les encourager \u00e0 finaliser la r\u00e9servation ou \u00e0 fournir leurs coordonn\u00e9es s&#039;ils ne sont pas pr\u00eats \u00e0 finaliser la r\u00e9servation. Les h\u00f4teliers peuvent affiner m\u00e9ticuleusement chaque aspect du processus de r\u00e9servation en ligne en exp\u00e9rimentant diff\u00e9rents messages et en \u00e9valuant leur efficacit\u00e9 sur des publics cibles sp\u00e9cifiques. 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else document.addEventListener ('DOMContentLoaded', ai_run_298697453220);\n<\/script>\n<\/p>\n<p><strong>Les tests A\/B sont essentiels pour optimiser l\u2019exp\u00e9rience de navigation et de r\u00e9servation du site Web de votre h\u00f4tel. Vous pouvez \u00e9valuer la r\u00e9action des visiteurs en temps r\u00e9el en menant des exp\u00e9riences et en testant diff\u00e9rents messages personnalis\u00e9s. La mise en \u0153uvre d&#039;un plan de test bien d\u00e9fini et continu vous garantira de d\u00e9couvrir la formule gagnante qui g\u00e9n\u00e8re des conversions sur votre canal direct.<\/strong><\/p>\n<div class='code-block code-block-1' style='margin: 8px 0; clear: both;'>\n<h3>Plus de conseils pour d\u00e9velopper votre entreprise<\/h3>\n<strong>Revfine.com<\/strong> est la plateforme de connaissances leader dans le secteur de l&#039;h\u00f4tellerie et du voyage. Les professionnels utilisent nos connaissances, nos strat\u00e9gies et nos conseils pratiques pour s&#039;inspirer, optimiser leurs revenus, innover dans leurs processus et am\u00e9liorer l&#039;exp\u00e9rience client.<br><br>\n\nD\u00e9couvrez des conseils d&#039;experts sur la gestion, le marketing, revenue management, les op\u00e9rations, les logiciels et la technologie dans notre <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/hotel-blog\/\">H\u00f4tel<\/a><\/span>, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/hospitalite\/\">Hospitalit\u00e9<\/a><\/span>, et <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.revfine.com\/fr\/category\/voyager\/\">Voyages et tourisme<\/a><\/span> cat\u00e9gories.<\/div>","protected":false},"excerpt":{"rendered":"<p>Les sp\u00e9cialistes du marketing num\u00e9rique ne doivent jamais sous-estimer la puissance des tests. Il est inestimable pour comprendre divers publics et d\u00e9terminer quels changements peuvent entra\u00eener les meilleures performances en ligne. L&#039;importance des tests A\/B Lorsqu&#039;il s&#039;agit d&#039;un site Web d&#039;h\u00f4tel, chaque ajustement apport\u00e9 au moteur de r\u00e9servation, aux publicit\u00e9s, aux CTA, \u00e0 la page de destination et m\u00eame aux images peut \u00eatre mis en ligne.<\/p>","protected":false},"author":1,"featured_media":24808,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[758],"tags":[674],"class_list":["post-24815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-website","tag-the-hotels-network"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A\/B Testing: The Secret to Success on Your Hotel Website<\/title>\n<meta name=\"description\" content=\"Here, you will learn more about A\/B testing, which is crucial in optimizing your hotel&#039;s website&#039;s browsing and booking experience.\" \/>\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.revfine.com\/fr\/ab-testing-sur-le-site-web-de-votre-hotel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A\/B Testing: The Secret to Success on Your Hotel Website\" \/>\n<meta property=\"og:description\" content=\"Here, you will learn more about A\/B testing, which is crucial in optimizing your hotel&#039;s website&#039;s browsing and booking experience.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.revfine.com\/fr\/ab-testing-sur-le-site-web-de-votre-hotel\/\" \/>\n<meta property=\"og:site_name\" content=\"Revfine.com\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-19T13:00:08+00:00\" \/>\n<meta property=\"article:modified_time\" 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