{"id":41807,"date":"2021-12-22T06:46:06","date_gmt":"2021-12-22T06:46:06","guid":{"rendered":"https:\/\/act.com\/?page_id=41807"},"modified":"2023-01-17T11:25:28","modified_gmt":"2023-01-17T18:25:28","slug":"cout-d-acquisition-client","status":"publish","type":"page","link":"https:\/\/products.act.com\/fr\/cout-d-acquisition-client\/","title":{"rendered":"Comment calculer le co\u00fbt d\u2019acquisition client"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"41807\" class=\"elementor elementor-41807\" 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\">Comment calculer le co\u00fbt d\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-52d1904 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"52d1904\" 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-ecdaede\" data-id=\"ecdaede\" 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-5a63723 elementor-widget elementor-widget-text-editor\" data-id=\"5a63723\" 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>Le co\u00fbt d\u2019acquisition client (CAC) est un indicateur qu\u2019il est important de suivre<\/strong>. Il est ainsi indispensable pour mesurer l\u2019efficacit\u00e9 de votre <a href=\"https:\/\/www.act.com\/fr\/comment-developper-une-strategie-acquisition-client\/\">strat\u00e9gie d\u2019acquisition de nouveaux clients<\/a> et la faire \u00e9voluer dans le temps. Le co\u00fbt d\u2019acquisition client est \u00e9galement un indicateur utile pour les investisseurs potentiels, car il leur permet d\u2019\u00e9valuer l\u2019\u00e9volutivit\u00e9 de votre entreprise.<\/p><h4>Comment calculer le co\u00fbt d\u2019acquisition client ?<\/h4><p>Il existe plusieurs m\u00e9thodes pour calculer le co\u00fbt d\u2019acquisition client. Une simple formule peut \u00eatre utilis\u00e9e pour \u00e9valuer une campagne ou une strat\u00e9gie sp\u00e9cifique utilis\u00e9e pour attirer de nouveaux clients vers votre entreprise\u00a0: il suffit de diviser les co\u00fbts marketing (CM) et les co\u00fbts \u00a0de vente (CV) par le nombre de clients acquis (CA) pour obtenir le co\u00fbt d\u2019acquisition client (CAC).<\/p><p><strong>CAC = (CM + CV) \/ CA<\/strong><\/p><p>Il est \u00e9galement important de garder en t\u00eate la valeur vie du client (\u00ab\u00a0Customer Lifetime Value\u00a0\u00bb en anglais, ou CLV). Cet indicateur tient compte du fait qu\u2019il s\u2019agit d\u2019un achat unique, d\u2019un achat tous les 20 ans ou d\u2019un achat hebdomadaire. Cela vous permet d\u2019obtenir une analyse plus fine lors de l\u2019\u00e9valuation du CAC.<\/p><p>Vous devez \u00e9galement tenir compte du co\u00fbt d\u2019acquisition client et de son incidence sur vos marges b\u00e9n\u00e9ficiaires. Si le co\u00fbt d\u2019acquisition client est trop \u00e9lev\u00e9, par rapport au co\u00fbt du produit, \u00e0 sa marge b\u00e9n\u00e9ficiaire et aux autres co\u00fbts associ\u00e9s, vous risquez de perdre de l\u2019argent. On Par ailleurs, un CAC adapt\u00e9 une entreprise peut ne pas n\u00e9cessairement \u00eatre adapt\u00e9 \u00e0 une autre entreprise.<\/p><p>Selon le type d\u2019entreprise, vous pouvez choisir de tenir compte de certains des co\u00fbts suivants dans le calcul des CAC :<\/p><ul><li>Co\u00fbt total des nouveaux centres d\u2019appels de soutien aux ventes (CA)<\/li><li>Co\u00fbt total pay\u00e9 aux partenaires strat\u00e9giques par client (PS)<\/li><li>Montant total consacr\u00e9 chaque mois \u00e0 l\u2019optimisation des moteurs de recherche (SEO)<\/li><li>Nombre total des nouveaux clients g\u00e9n\u00e9r\u00e9s sur un an (NC)<p>Dans ce cas, la formule prendra la forme suivante :<\/p><p><strong>CAC = ((CA + SEO) \/ NC) + PS<\/strong><\/p><\/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-a501a89 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a501a89\" 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-235350d\" data-id=\"235350d\" 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-de764b1 elementor-widget elementor-widget-image\" data-id=\"de764b1\" data-element_type=\"widget\" data-widget_type=\"image.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-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t<a href=\"\/fr\/livres-blancs\/acquisition-client\/\" target=\"_blank\">\n\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"241\" src=\"https:\/\/products.act.com\/wp-content\/uploads\/2021\/12\/blog_custacquisition_fr.png\" class=\"attachment-large size-large wp-image-41504\" alt=\"\" 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\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-337ba00 elementor-widget elementor-widget-text-editor\" data-id=\"337ba00\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<h4>Comment am\u00e9liorer les co\u00fbts d\u2019acquisition client ?<\/h4><p>Comme nous l\u2019avons mentionn\u00e9 pr\u00e9c\u00e9demment, il est important de \nsurveiller votre CAC afin d\u2019\u00eatre s\u00fbr que votre entreprise demeure \nrentable et que vos efforts portent leurs meilleurs fruits. Les \nentreprises sont toujours en qu\u00eate de ma\u00eetrise des co\u00fbts en gardant en \nt\u00eate le respect ded leurs objectifs. Voici quelques fa\u00e7ons d\u2019am\u00e9liorer \nvos <a href=\"https:\/\/www.act.com\/fr\/acquisition-client\/\">co\u00fbts d\u2019acquisition client<\/a> tout en augmentant vos r\u00e9sultats. <\/p><ul><li><strong>Augmentation des conversions de sites Web.<\/strong> Vous\n devez vous assurer de tirer le meilleur parti possible de votre site, \nafin d\u2019\u00eatre certain de ne pas perdre de ventes \u00e0 cause de ses faiblesses\n ou de ses lacunes. Assurez-vous que vos appels \u00e0 agir sont efficaces, \nque votre site fonctionne sur appareils mobiles, que les pages de renvoi\n sont optimis\u00e9es et que la messagerie de votre site est limpide et \nconviviale. &nbsp; <\/li><li><strong>Augmentez la valeur du client.<\/strong> Il s\u2019agit ici \nd\u2019augmenter la valeur per\u00e7ue de votre produit aupr\u00e8s de vos clients. \nCeci peut \u00eatre obtenu en ajoutant des am\u00e9liorations ou des \ncaract\u00e9ristiques \u00e0 votre produit pour lesquelles les clients ont exprim\u00e9\n un int\u00e9r\u00eat. Une autre approche consiste \u00e0 proposer un nouveau produit \nou ajouter des options de mise \u00e0 niveau. Ces mesures rendront votre \nproduit plus attirant, ce qui entra\u00eenera en retour une augmentation du \nnombre de nouveaux clients. Elles peuvent \u00e9galement entra\u00eener des co\u00fbts \nde d\u00e9veloppements minimes tout en augmentant le volume moyen des \ncommandes. De plus, cette approche facilite souvent l\u2019acquisition et la \nfid\u00e9lisation des clients tout en augmentant le nombre de \nrecommandations. <\/li><li><strong>Mettez en \u0153uvre une gestion de relation client (CRM). <\/strong>Une\n plateforme de ce type augmentera l\u2019efficacit\u00e9 des processus et la \nsatisfaction des clients, tout en offrant une exp\u00e9rience d\u2019achat plus \ntransparente, aujourd\u2019hui souhait\u00e9e par tous les consommateurs. Elle \nsimplifie l\u2019automatisation des processus marketing, le suivi des \ninteractions des clients avec votre entreprise et bien plus encore. <\/li><li><strong>Ajustez et mettez \u00e0 jour p\u00e9riodiquement votre strat\u00e9gie.<\/strong>\n Lorsque vous aurez pris le temps d\u2019\u00e9laborer une strat\u00e9gie d\u2019acquisition\n client, vous l\u2019adapterez en fonction de son co\u00fbt et de son efficacit\u00e9. <\/li><\/ul><p>Comme nous l\u2019avons d\u00e9montr\u00e9, il est important de calculer et de \nsurveiller vos co\u00fbts d\u2019acquisition client. Cela vous permet de mesurer \nplus facilement l\u2019efficacit\u00e9 de votre strat\u00e9gie globale, d\u2019\u00e9valuer les \ndiff\u00e9rentes m\u00e9thodes d\u2019acquisition client et de garantir une rentabilit\u00e9\n \u00e0 long terme. De plus, cela permet \u00e9galement de d\u00e9terminer l\u2019impact de \nchaque strat\u00e9gie sur votre CAC total, votre rentabilit\u00e9 et vos r\u00e9sultats\n financiers.&nbsp; <\/p>\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-5f14c84 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5f14c84\" 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-dde7479\" data-id=\"dde7479\" 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-9aff2f6 elementor-widget elementor-widget-text-editor\" data-id=\"9aff2f6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h4>En savoir plus sur l\u2019acquisition client :<\/h4><ul><li><a href=\"https:\/\/www.act.com\/fr\/acquisition-client\">Qu\u2019est-ce que l\u2019acquisition client<br \/><\/a><\/li><li><a href=\"https:\/\/www.act.com\/fr\/comment-developper-une-strategie-acquisition-client\/\">Comment d\u00e9velopper une strat\u00e9gie d\u2019acquisition client efficace\u00a0<br \/><\/a><\/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-0adcab5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0adcab5\" 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-19152cd\" data-id=\"19152cd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e26aa0d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e26aa0d\" 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-inner-column elementor-element elementor-element-5c346e1\" data-id=\"5c346e1\" 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-e88a020 elementor-widget elementor-widget-heading\" data-id=\"e88a020\" 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-9416514 elementor-widget elementor-widget-text-editor\" data-id=\"9416514\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Pr\u00eat \u00e0 passer \u00e0 l&#8217;action ?<\/p>\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<div class=\"elementor-element elementor-element-b51aa12 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"b51aa12\" 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-sm\" 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>Comment calculer le co\u00fbt d\u2019acquisition client Le co\u00fbt d\u2019acquisition client (CAC) est un indicateur qu\u2019il est important de suivre. Il est ainsi indispensable pour mesurer l\u2019efficacit\u00e9 de votre strat\u00e9gie d\u2019acquisition de nouveaux clients et la faire \u00e9voluer dans le temps. Le co\u00fbt d\u2019acquisition client est \u00e9galement un indicateur utile pour les investisseurs potentiels, car il [&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>Le co\u00fbt d&#039;acquisition client et son mode de calcul<\/title>\n<meta name=\"description\" content=\"Le co\u00fbt d\u2019acquisition client est une m\u00e9thode de mesure de l\u2019efficacit\u00e9 des strat\u00e9gies marketing d\u2019acquisition. 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