{"id":41200,"date":"2021-12-17T06:29:05","date_gmt":"2021-12-17T06:29:05","guid":{"rendered":"https:\/\/act.com\/?page_id=41200"},"modified":"2023-01-13T18:06:49","modified_gmt":"2023-01-14T01:06:49","slug":"acquisition-client","status":"publish","type":"page","link":"https:\/\/products.act.com\/fr\/acquisition-client\/","title":{"rendered":"Qu\u2019est-ce que l\u2019acquisition client ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"41200\" class=\"elementor elementor-41200\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b6665a3 topSctGlb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b6665a3\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1f8f31d\" data-id=\"1f8f31d\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0b65471 elementor-widget elementor-widget-heading\" data-id=\"0b65471\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h1 class=\"elementor-heading-title elementor-size-default\">Qu\u2019est-ce que l\u2019acquisition client ?<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ffa49eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ffa49eb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8931a03\" data-id=\"8931a03\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5fc88fd elementor-widget elementor-widget-text-editor\" data-id=\"5fc88fd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.20.0 - 26-03-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>L\u2019acquisition client est le processus consistant \u00e0 attirer de nouveaux clients vers votre entreprise<\/strong>. Elle englobe l\u2019ensemble du parcours de l\u2019acheteur, depuis le moment o\u00f9 il devient prospect, ou lead, jusqu\u2019\u00e0 ce qu\u2019il devienne un client payant. Par ailleurs, selon votre produit ou votre service, le processus d\u2019acquisition de nouveaux clients peut prendre plus ou moins de temps. Quelle que soit la dur\u00e9e du processus, attirer, convertir, et fid\u00e9liser des clients sont autant d\u2019\u00e9tapes essentielles \u00e0 votre strat\u00e9gie commerciale.<\/p><h4><strong>Comment mesurer l\u2019acquisition client<\/strong>\u00a0<strong>?<\/strong><\/h4><p>Il est essentiel de mesurer et de contr\u00f4ler vos efforts en mati\u00e8re d\u2019acquisition client afin de d\u00e9terminer leur efficacit\u00e9 et leurs co\u00fbts. Les meilleurs indicateurs vous permettant d\u2019\u00e9valuer l\u2019am\u00e9lioration de vos efforts en mati\u00e8re d\u2019acquisition de nouveaux clients varient en fonction de votre secteur d\u2019activit\u00e9. Certains indicateurs sont cependant couramment utilis\u00e9es par toutes les entreprises afin de les aider \u00e0 ajuster leurs strat\u00e9gies dans le but d\u2019am\u00e9liorer leurs r\u00e9sultats. Les indicateurs suivants constituent un excellent point de d\u00e9part :<\/p><ul><li><strong>Le taux de conversion <\/strong>est un indicateur de croissance commun. Il mesure le pourcentage de personnes ayant accompli un processus de bout en bout. Pour tirer pleinement parti de cet indicateur, assurez-vous de d\u00e9finir clairement ce que vous consid\u00e9rez comme le \u00ab\u00a0d\u00e9but\u00a0\u00bb et la \u00ab\u00a0fin\u00a0\u00bb d\u2019un processus donn\u00e9. Par exemple, lors de la mesure du taux de conversion pour l\u2019inscription \u00e0 une newsletter, quels sont les deux \u00e9v\u00e9nements qui marqueront votre \u00ab\u00a0d\u00e9but\u00a0\u00bb et votre \u00ab\u00a0fin\u00a0\u00bb\u00a0? Cherchez-vous \u00e0 d\u00e9terminer le pourcentage de visiteurs du site Web ayant rempli un formulaire d\u2019inscription\u00a0? Ou la proportion de ceux qui sont arriv\u00e9s \u00e0 la page d\u2019inscription avant de la compl\u00e9ter ? Il est \u00e9vident, que selon votre choix de crit\u00e8res, les taux diff\u00e9reront.<\/li><li><strong>Le co\u00fbt d\u2019acquisition client (CAC) <\/strong>est un autre indicateur tr\u00e8s fr\u00e9quemment utilis\u00e9 pour \u00e9valuer l\u2019efficacit\u00e9 du processus d\u2019acquisition de nouveaux clients. Il peut \u00eatre utilis\u00e9 pour calculer le co\u00fbt marketing par client acquis sur une p\u00e9riode donn\u00e9e ou bien pour une m\u00e9thode de marketing sp\u00e9cifique. Le CAC peut \u00e9galement \u00eatre utilis\u00e9 pour d\u00e9terminer le succ\u00e8s de vos efforts globaux d\u2019acquisition client. De plus, il peut \u00e9galement vous aider \u00e0 discerner les strat\u00e9gies avec les meilleurs r\u00e9sultats. Une m\u00e9thode fr\u00e9quente pour <a href=\"https:\/\/www.act.com\/fr\/cout-d-acquisition-client\/\">calculer le co\u00fbt d\u2019acquisition client<\/a> consiste \u00e0 diviser les co\u00fbts marketing par le nombre de clients acquis.<\/li><li><strong>Le taux d\u2019acquisition de nouveaux clients<\/strong> vous permet de comparer les taux d\u2019acquisition client sur des intervalles de temps pr\u00e9cis afin de d\u00e9terminer si vos r\u00e9sultats sont en croissance par rapport aux p\u00e9riodes pr\u00e9c\u00e9dentes. Ce taux est calcul\u00e9 en divisant le nombre de clients acquis au cours d\u2019une p\u00e9riode donn\u00e9e par la dur\u00e9e de cette p\u00e9riode.<\/li><li><strong>Le taux de visites de pages produits sp\u00e9cifiques<\/strong> est un moyen de mesurer les interactions avec les clients potentiels au d\u00e9but du processus d\u2019achat. Il vous permet de d\u00e9terminer l\u2019efficacit\u00e9 de ces produits ou de ces pages de destination et d\u2019identifier ce qui peut \u00eatre potentiellement am\u00e9lior\u00e9.<\/li><\/ul><div><a href=\"\/fr\/livres-blancs\/acquisition-client\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-41504 size-full\" src=\"https:\/\/www.act.com\/wp-content\/uploads\/2021\/12\/blog_custacquisition_fr.png\" alt=\"\" width=\"1024\" height=\"241\" srcset=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/blog_custacquisition_fr.png 1024w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/blog_custacquisition_fr-300x71.png 300w, https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/blog_custacquisition_fr-768x181.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/div><div>\u00a0<\/div><p><span style=\"color: #39464f; font-family: Poppins, sans-serif; font-size: 18px; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; font-weight: bold;\">Comment am\u00e9liorer l\u2019acquisition client ?<\/span><\/p><ul><li><div style=\"color: #39464f;\"><p style=\"margin-bottom: 10px;\">Une fois votre\u00a0<a style=\"color: #328cc3;\" href=\"https:\/\/www.act.com\/fr\/comment-developper-une-strategie-acquisition-client\/\">strat\u00e9gie d\u2019acquisition client \u00e9tablie<\/a>, celle-ci \u00e9voluera au fur et \u00e0 mesure que votre produit, votre entreprise, votre march\u00e9, vos concurrents, vos acheteurs et les tendances marketing \u00e9voluront eux-aussi. Voici quelques \u00e9l\u00e9ments que vous pouvez mettre en place afin d\u2019am\u00e9liorer vos r\u00e9sultats d\u2019acquisition de nouveaux clients :<\/p><ul><li style=\"line-height: 28.8px;\"><span style=\"font-weight: bold;\">Renforcez l\u2019engagement des clients<\/span>, car la plupart des nouveaux visiteurs de votre site Web n\u2019ach\u00e8teront pas vos produits. Le fait de les engager vous permettra d\u2019\u00e9tablir un climat de confiance au fur et \u00e0 mesure qu\u2019ils apprendront \u00e0 conna\u00eetre votre marque. Les r\u00e9seaux sociaux sont un excellent moyen de recruter et de communiquer avec vos prospects et vos clients.<\/li><li style=\"line-height: 28.8px;\"><span style=\"font-weight: bold;\">Minimisez les d\u00e9penses<\/span>\u00a0sans pour autant r\u00e9duire les r\u00e9sultats. Au lieu d\u2019embaucher une importante \u00e9quipe de vente, par exemple, automatisez autant que possible votre processus de marketing et de maturation des prospects.<\/li><li style=\"line-height: 28.8px;\"><span style=\"font-weight: bold;\">\u00c9duquez vos prospects<\/span>\u00a0en partageant une grande quantit\u00e9 de contenu \u00e0 la fois gratuit et informatif afin de les aider \u00e0 prendre la d\u00e9cision de s\u2019engager avec vous. Offrir des preuves sociales par le biais de t\u00e9moignages clients est une autre fa\u00e7on de les \u00e9duquer, d\u2019\u00e9tablir la confiance et d\u2019augmenter le taux de conversions de nouveaux clients.<\/li><li style=\"line-height: 28.8px;\"><span style=\"font-weight: bold;\">D\u00e9veloppez des partenariats\u00a0<\/span>: une soci\u00e9t\u00e9 compl\u00e9mentaire peut faire la promotion de votre marque conjointement \u00e0 la leur, et r\u00e9ciproquement. Les accords de marketing peuvent inclure des contenus partag\u00e9s tels qu\u2019infographies, livres blancs, webinaires et autres podcasts. Il s\u2019agit l\u00e0 d\u2019un sc\u00e9nario qui profitera aux deux entreprises.<\/li><\/ul><h4 style=\"font-weight: bold; font-family: Poppins, sans-serif; line-height: 24px;\">Acquisition et r\u00e9tention de clients<\/h4><p style=\"margin-bottom: 10px;\">Des \u00e9tudes ont d\u00e9montr\u00e9 qu\u2019il en co\u00fbte 6 \u00e0 7 fois plus cher d\u2019acqu\u00e9rir de nouveaux clients que de les fid\u00e9liser. Il va donc de soi qu\u2019il est essentiel pour la croissance de votre entreprise de d\u00e9velopper un programme de fid\u00e9lisation efficace. Sans cela, la survie de votre entreprise est menac\u00e9e. De plus, vous passeriez \u00e0 c\u00f4t\u00e9 du potentiel d\u2019augmentation des profits r\u00e9sultant d\u2019une r\u00e9tention client aussi faible que 5%.<\/p><p style=\"margin-bottom: 10px;\">Les efforts d\u2019acquisition client sont essentiels pour le succ\u00e8s \u00e0 long terme de votre entreprise. N\u2019oubliez pas de mesurer r\u00e9guli\u00e8rement vos r\u00e9sultats et de surveiller les co\u00fbts associ\u00e9s afin de garantir une am\u00e9lioration continue. Mettez \u00e0 jour r\u00e9guli\u00e8rement votre strat\u00e9gie et assurez-vous d\u2019y inclure une volet consacr\u00e9 \u00e0 la fid\u00e9lisation de vos clients afin de maximiser la croissance de votre entreprise.<\/p><p style=\"margin-bottom: 10px;\">\u00a0<\/p><\/div><div style=\"color: #39464f;\"><h4 style=\"font-weight: bold; font-family: Poppins, sans-serif; line-height: 24px;\">En savoir plus sur l\u2019acquisition client :<\/h4><ul><li style=\"line-height: 28.8px;\"><a style=\"color: #328cc3;\" href=\"https:\/\/www.act.com\/fr\/cout-d-acquisition-client\/\">Comment calculer le co\u00fbt d\u2019acquisition client<\/a><\/li><li style=\"line-height: 28.8px;\"><a style=\"color: #328cc3;\" href=\"https:\/\/www.act.com\/fr\/comment-developper-une-strategie-acquisition-client\/\">Comment d\u00e9velopper une strat\u00e9gie d\u2019acquisition client efficace\u00a0<\/a><\/li><\/ul><\/div><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d9e57a3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9e57a3\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-de3c80f\" data-id=\"de3c80f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1e0c884 elementor-widget elementor-widget-heading\" data-id=\"1e0c884\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">R\u00e9sultats optimaux. Investissement minimal.<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c0a6f10 elementor-widget elementor-widget-heading\" data-id=\"c0a6f10\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Pr\u00eat \u00e0 passer \u00e0 l'action ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc3a2c1 elementor-align-center elementor-widget__width-auto elementor-widget elementor-widget-button\" data-id=\"fc3a2c1\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-md\" href=\"https:\/\/www.act.com\/fr\/essai\/act\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Essayez Act!<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Qu\u2019est-ce que l\u2019acquisition client ? L\u2019acquisition client est le processus consistant \u00e0 attirer de nouveaux clients vers votre entreprise. Elle englobe l\u2019ensemble du parcours de l\u2019acheteur, depuis le moment o\u00f9 il devient prospect, ou lead, jusqu\u2019\u00e0 ce qu\u2019il devienne un client payant. Par ailleurs, selon votre produit ou votre service, le processus d\u2019acquisition de nouveaux [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[],"tags":[],"folder":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.2 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu&#039;est-ce que l&#039;acquisition client<\/title>\n<meta name=\"description\" content=\"L\u2019acquisition client est essentielle \u00e0 la croissance de l\u2019entreprise. 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