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ECOMMERCE
                                                       Gestion
                                                      01/06/2012




T1 La communication digitale et le Ecommerce /ES302
Bonjour
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
Contenu
-   Mise en ligne – checklist !
-   Aspects techniques précis ? Shopify
-   Insight gestion
-   Inauguration, lancement




      T1 La communication digitale et le Ecommerce /ES302
Mise en ligne du site
<checklist>
Contenu et syntaxe
Dans les différentes
     langues !
Contenu pour chaque
      produit
Test du système de
     paiement
Accessibilité
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
Notions d’accessibilité
-   Contraste
-   Taille des textes
-   Sémantique
-   Respect de la hiérarchie
-   Utilisation des feuilles de styles
-   Tableless, frameless ...
-   Speech software friendly
      T1 La communication digitale et le Ecommerce /ES302
SEO
ecommerce gestion
Google
Comment ça marche ?
The Evolution of Google Rankings
How Google’s algorithm has changed over the years and
           where it’s heading in the future
            The Evolution of Google Rankings
           How Google’s algorithm has changed over the years and
                      where it’s heading in the future




                          Rand Fishkin, SEOmoz CEO, March 2011
1999-2002
 Page rank
ecommerce gestion
ecommerce gestion
2003-2005
ecommerce gestion
ecommerce gestion
2006-2009
ecommerce gestion
ecommerce gestion
ecommerce gestion
Webmasters !
-   Sitemap.xml
-   Diagnostics
-   Analytics
-   ...




          T1 La communication digitale et le Ecommerce /ES302
2009-2012
SOCIAL !
Danny Sullivan: If an article is retweeted or
referenced much in Twitter, do you count that as a
signal outside of finding any non-nofollowed links
that may naturally result from it?
Google: Yes, we do use it as a signal. It is used as a
signal in our organic and news rankings. We also use
it to enhance our news universal by marking how
many people shared an article 
ecommerce gestion
Brands                                   Generics
• Have real people working at a
physical address
• Have authentic, followed social        • Often exist only online
accounts                                 • Rarely have significant social
• Display obvious, robust contact        accounts
information                              • Frequently use email forms only
• Register with government/civic         • Stay “under the radar”
organizations                            • Search is often 90%+ of traffic
• Receive traffic from diverse sources   • Have little-no branded search
• Generate branded search query          demand
volume                                   • Ignore the offline world
• Run offline marketing/advertising
campaigns
ecommerce gestion
ecommerce gestion
Microformats !
ecommerce gestion
Validation W3C
A quoi ça sert ?
ecommerce gestion
ecommerce gestion
ecommerce gestion
Tests multi-plateformes
Combien de version de
   browser/OS ?
Est-ce que tous les sites
doivent s’afficher pareil dans
   tous les navigateurs ?
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
Page 404
ecommerce gestion
Backup !
</checklist>
Shopify
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
Analytics
Qui a déjà utilisé ?
 Et pourquoi ?
VOUS DEVEZ MAITRISER
  GOOGLE ANALYTICS
Google analytics = valeure ajoutée
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
Processus de transaction
Processus complet !
ecommerce gestion
ecommerce gestion
ecommerce gestion
Relance :-)
ecommerce gestion
ecommerce gestion
ecommerce gestion
Inauguration
(stratégie de lancement)
Idées ?
ecommerce gestion
ecommerce gestion
ecommerce gestion
ecommerce gestion
Prochain cours
-   Stratégie e-marketing
-   Objectifs et choix des plateformes
-   Concept et actions
-   Leviers
    -   AdWords par exemple
-   Animation
-   Mesures

        T1 La communication digitale et le Ecommerce /ES302

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