{"id":2585,"date":"2024-02-27T11:37:05","date_gmt":"2024-02-27T10:37:05","guid":{"rendered":"https:\/\/beckerandconsulting.com\/?p=2585"},"modified":"2024-03-19T11:46:17","modified_gmt":"2024-03-19T10:46:17","slug":"lead-ads-ameliorer-votre-cpl-questions","status":"publish","type":"post","link":"https:\/\/beckerandconsulting.com\/fr\/blog\/lead-ads-ameliorer-votre-cpl-questions\/","title":{"rendered":"Lead Ads : Am\u00e9liorer votre CPL en optimisant l&rsquo;experience du formulaire"},"content":{"rendered":"\n<p class=\"has-medium-font-size\">Quel est le nombre optimal de questions \u00e0 poser pour \u00e9quilibrer qualification des leads et baisse des abandons du formulaire ? Beaucoup d&rsquo;annonceurs se posent la question pour optimiser leurs co\u00fbts, voici donc quelques chiffres et solutions pour vous aider \u00e0 y voir plus clair.<\/p>\n\n\n\n<p>Notre r\u00e9ponse est bas\u00e9e sur une \u00e9tude que Meta a men\u00e9e il y a quelques ann\u00e9es. Fondamentalement, ce qui a \u00e9t\u00e9 constat\u00e9, c&rsquo;est que poser trois questions ou moins entra\u00eene une <strong>r\u00e9duction d&rsquo;environ -29% du co\u00fbt par lead<\/strong>. Si on se rapporte \u00e0 la diffusion, le volume de leads par impression d&rsquo;environ +16%. <\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">R\u00e9duire le nombre de questions pour un meilleur CVR<\/h2>\n\n\n\n<p>Si vous souhaitez r\u00e9duire le nombre de questions pour am\u00e9liorer vos co\u00fbts par lead, voici deux astuces assez simples \u00e0 mettre en place : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Si cela est possible pour vous, au lieu de poser deux questions pour demander le pr\u00e9nom et le nom de famille, vous pouvez <strong>poser simplement une question pour le nom complet<\/strong>. Dans cette \u00e9tude interne, Meta montre qu&rsquo;utiliser le nom complet a entra\u00een\u00e9 une r\u00e9duction de -19% du co\u00fbt par lead et une augmentation de +8% des leads par impression. <\/li>\n\n\n\n<li>En demandant <strong>uniquement une seule information de contact<\/strong> ; soit l&rsquo;e-mail, soit le num\u00e9ro de t\u00e9l\u00e9phone (et non les deux), qui permet \u00e9galement d&rsquo;am\u00e9liorer le co\u00fbt par lead. Demander uniquement l&rsquo;e-mail a montr\u00e9 une diminution de -33% du co\u00fbt par lead versus la demande des deux. Demander uniquement le num\u00e9ro de t\u00e9l\u00e9phone a montr\u00e9 une r\u00e9duction d&rsquo;environ -20% du co\u00fbt par lead versus la demande des deux. <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading h3\">Continuer de tester vos audiences<\/h2>\n\n\n\n<p>Pour qualifier <a href=\"https:\/\/fr-fr.facebook.com\/business\/ads\/lead-ads\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"underline-blog\">les leads sur Meta<\/a> sur un formulaire, il existe deux options par d\u00e9faut : l&rsquo;une est pour le volume \u00e9lev\u00e9 et l&rsquo;autre pour de l&rsquo;intention \u00e9lev\u00e9e. Choisir une intention \u00e9lev\u00e9e permet de r\u00e9cup\u00e9rer des leads de meilleure qualit\u00e9&#8230; mais sans surprise avec des co\u00fbts plus \u00e9lev\u00e9s. <\/p>\n\n\n\n<p>Dans les deux cas, c&rsquo;est au fur et \u00e0 mesure de votre parcours de campagne que vous commencerez \u00e0 comprendre le type d&rsquo;audience qui interagit avec vous. C&rsquo;est aussi le cas pour <strong>identifier les publicit\u00e9s qui performent le plus et les messages qui apportent des leads qualifi\u00e9s<\/strong>. Comprendre les attributs de l&rsquo;audience la plus pertinente qui interagit avec vos publicit\u00e9s pour les leads, en les qualifiant \u00e0 post\u00e9riori vous permettra d&rsquo;ajuster votre ciblage. Il faudra donc les r\u00e9concilier avec vos data de l&rsquo;Ads Manager pour calculer votre CPL (co\u00fbt par lead) r\u00e9el.<\/p>\n\n\n\n<p>Une autre astuce afin d&rsquo;assurer des leads qualifi\u00e9 et qui se souviennent de vous, est de les relancer \u00e0 chaud. En effet, parfois le prospect peut ne pas se souvenir exactement de vous avoir laiss\u00e9 ses coordonn\u00e9es, en particulier avec le format Lead Ads. Pour cela, la <a class=\"underline-blog\" href=\"https:\/\/beckerandconsulting.com\/fr\/blog\/automation-envoi-email-lead-ad-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\">relance automatis\u00e9e par email<\/a> peut \u00eatre une solution tr\u00e8s int\u00e9r\u00e9ssante \u00e0 explorer afin de cr\u00e9er instantan\u00e9ment du lien.<\/p>\n\n\n\n<h2 class=\"wp-block-heading h3\">Utiliser l&rsquo;UX du forme pour personnaliser l&rsquo;exp\u00e9rience<\/h2>\n\n\n\n<p>Il y a aussi depuis 2023 une option au niveau du Lead Form qui vous permet d&rsquo;ignorer un lead ou de le rejeter en fonction des r\u00e9ponses aux questions demand\u00e9es dans le formulaire. Int\u00e9grer cela \u00e0 des A\/B Tests, comprendre ce qui fonctionne le mieux, agir sur diff\u00e9rents leviers et ensuite insister sur les messages qui fonctionnent vraiment mieux pour vous, sera votre meilleur alli\u00e9 pour assurer des leads qualifi\u00e9s aux meilleurs co\u00fbts. <\/p>\n\n\n\n<p>Enfin, vous pouvez, sans utiliser des r\u00e9ponses conditionnelles, cr\u00e9er des questions personnalis\u00e9es vous permettant de cat\u00e9goriser vos prospects mais aussi montrer que votre expertise\/offre est bien en lien avec l&rsquo;attente consommateur. Dans certains cas cela peut cr\u00e9dibiliser davantage votre formulaire et faire ainsi baisser fortement votre CPL.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beaucoup d&rsquo;annonceurs se pose la question de la taille du lead form pour optimiser leurs co\u00fbts, voici donc quelques chiffres et solutions<\/p>\n","protected":false},"author":1,"featured_media":2637,"comment_status":"open","ping_status":"closed","sticky":false,"template":"single-blog-post.php","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[97,98],"class_list":["post-2585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-lead-generation","tag-social-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lead Ads : Am\u00e9liorer votre CPL en optimisant l&#039;experience du formulaire | Becker &amp; Consulting<\/title>\n<meta name=\"description\" content=\"Beaucoup d&#039;annonceurs se pose la question de la taille du lead form pour optimiser leurs co\u00fbts, voici donc quelques chiffres et solutions\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beckerandconsulting.com\/fr\/blog\/lead-ads-ameliorer-votre-cpl-questions\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lead Ads : Am\u00e9liorer votre CPL en optimisant l&#039;experience du formulaire | Becker &amp; 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