Par Matthieu, Fondateur.

L’intérêt d’être dans le top 3

Selon une étude réalisée au début de l’année 2011 par l’entreprise Optify (Edit : la société a malheureusement subitement cessé ses activités), être positionné en numéro 1 sur une requête permet d’avoir un taux de clic à 36%. En deuxième place, il est possible d’avoir le tiers du trafic obtenu en première position, et les pourcentages diminuent petit à petit entre la 3ème et la 10ème place.

Le top 3 rafle à lui seul près de 60% des visites. Avec ces chiffres, on comprend donc l’importance d’être positionné en tête des résultats pour avoir le maximum de visiteurs et donc le plus gros chiffre d’affaires possible. Ci-dessous, vous avez une infographie réalisée par SearchEngineWatch reprenant les résultats de l’étude réalisée par Optify l’année dernière.

 

 

Des taux de clics différents en fonction des activités ?

On peut penser que le taux de clic peut varier en fonction de la thématique. Pour l’heure, il ne semble pas y avoir d’étude complète sur le sujet. Les chiffres communiqués dans le précédent paragraphe sont des données intéressantes que vous pouvez largement utiliser et appliquer pour votre propre site.

La conversion pour un site e-commerce

En 2011, CCM Benchmark Group a réalisé une étude précisant le taux de transformation dans le secteur du e-commerce par type de produits. Pour rappel, le taux de transformation correspond au pourcentage de personnes qui effectuent un achat sur l’ensemble des visiteurs de votre site.

Pour les équipements de maison, le taux de transformation atteint 0,9%, dans l’habillement, l’électroménager et le high-tech, le taux est à 1,3%, comptez 1,6% dans la parfumerie/cosmétiques. Les meilleurs taux de transformation sont dans le secteur touristique avec 1,8% pour les hébergements de vacances et 1,9% pour les voyages.

 

 

Prévoir ses ventes

Maintenant que nous connaissons le taux de clic en fonction de la position sur Google et que nous avons le taux de transformation, nous pouvons faire une simulation pour déterminer le nombre de ventes sur un produit donné. Prenons l’exemple du smartphone Samsung Galaxy S3.

La requête « samsung galaxy s3 » est recherchée 27 100 fois (selon les chiffres de juin 2012) par mois sur le territoire français selon Google Adwords. Par ailleurs, ce produit fait partie de la catégorie high-tech et dispose donc d’un taux de transformation à 1,3%.

 

Position Nombre de visiteurs Nombre de ventes
1 9 864 128
2 3 388 44
3 2 575 33
4 2 141 28
5 1 653 21
6 1 111 14
7 1 030 13
8 949 12
9 813 11
10 596 8

 

Petites précisions : ce tableau ne s’intéresse qu’à la requête « samsung galaxy s3 » et ne s’intéresse pas à toutes les autres requêtes comme « galaxy s3 », « samsung galaxie s3 », etc…, par ailleurs, les chiffres sont arrondis à l’entier le plus proche pour une meilleure lisibilité. Bien entendu, il s’agit d’estimations et les chiffres peuvent varier selon les requêtes.

Un site marchand classé en 4ème position sur la requête « samsung galaxy s3 » peut donc espérer vendre 28 produits par mois.

Avec ces données, on comprend donc qu’il est préférable d’améliorer sa visibilité sur les moteurs de recherche pour avoir quelques centaines à quelques milliers de visiteurs en plus afin de générer un nombre de ventes plus important, plutôt que de travailler à l’amélioration du taux de conversion à 0,1% pour obtenir une à deux ventes de plus.

257 thoughts

  1. Dans l’exemple du samsung galaxy s3, toutes les autres petites requêtes sont importantes.
    Il est primordial de ne jamais négliger toutes les dérivées de requêtes. Pour cela rien de plus simple : Google Adwords Générateur de mot clés…

    Merci pour ce bel article.

  2. Bonjour,

    Article très intéressant, je souhaite rebondir sur ce que dis Guillaume et plus particulièrement sur Adwords. Jusqu’ici, je n’ai pas trouvé d’étude qui parle non seulement du taux de clic en fonction de la position, mais aussi de la part de clics prise par Adwords. C’est certes très intéressant de savoir que dans ce cas, près de 60% des clics vont pour les trois premiers sites mais qu’en est il des publicités adwords ?

    Merci pour cet article en tout cas.

    • Bonjour Arthur,

      L’étude de l’entreprise Optify représente une moyenne sur un très grand nombre de sites et sur une multitude de requêtes. En l’occurrence, elle prend en compte les résultats Adwords, mais aussi les réponses “naturelles”.

      S’agissant de moyennes, tout porte à croire que le taux de clic doit être inférieur s’il y a un gros bloc de pub Adwords en tête, alors qu’il devrait être plus élevé s’il n’y avait aucune publicité.

  3. Cette étude, bien qu’intéressante, oublie quelques paramètres très importants pour le CTR sur les pages de résultats (SERP)

    Sur certaines requêtes, il faut ABSOLUMENT prendre en compte la recherche universelle : cartes, médias (photos, vidéos), actus, “rich snippets” (résultats améliorés avec avis consommateur, photo de l’auteur, liens vers autres catégories).

    En fonction du secteur, ces facteurs influent énormément. La position naturelle et organique, même si dans le top 3, n’est desfois plus significative…

  4. en effet une belle étude mais avec l’envahissement des Adword, Adresse, Shopping… et autres “fioritures” de google, il vaut mieux viser la 1ère place car dans le top vient se glisser des infos…

  5. Comme le souligne Cooper, il devient de plus en plus difficile d’obtenir des chiffres fiables, tant la recherche universelle (et AdWords) viennent modifier les règles du jeu.
    Ce problème se présente également avec les outils qui réalisent des relevés de position: qu’est-ce qu’un premier résultat ? Un image, un vidéo, une carte, une adresse ?

  6. […] < Internet < agenceindigo Get flash to fully experience Pearltrees Taux de clic en fonction de la position sur Google et taux de conversion » » 202 ecommerce L’intérêt d’être dans le top 3 Selon une étude réalisée au début de l’année 2011 par […]

  7. Je suis assez surpris de ces chiffres à vrai dire. Par contre, si je peux me permettre, je pense qu’on peut souvent améliorer ses taux de conversion de plus de 0,1% en travaillant son ergonomie, et ça a le mérite d’être moins risqué que le SEO vis à vis des nouveaux algorithmes de Google.

  8. Résultats intéressants, même si on ne sait plus trop si c’est exact ou non avec les résultats universels (insertion des cartes Google Maps, vidéos, images, actualités…) . Il faudrait aussi retirer des statistiques les internautes cliquant sur les liens sponsorisés, ce qui nous divise le tout encore une fois.

  9. Une étude concrète comme je les aime; Cependant j’aurais rajouté un petit laïus quelque part sur l’impact des Rich snippets qui peut modifier ces chiffres. C’est notamment le cas pour un client qui est le seul de son secteur à les voir

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  145. Le référencement organique est tout de même une “science” abstraite, où même si on a des règles de base, c’est un travail d’ampleur que de pouvoir espérer obtenir une première place sur un mot clé à forte ou moyenne concurrence. L’article est très intéressant, ça nous montre qu’il y a beaucoup de travail à faire :-)

  146. Avec l’évolution des recherches et toutes les informations annexes données par Google (shopping, images etc.), il y a des études qui montrent que le scan de la page par l’oeil de l’utilisateur n’est plus vertical mais part de l’image. Alors autant être proche de l’image (3 ou 4 eme…)

  147. Qui connaitrait une étude qui tienne compte d’Adwords et des annonces également positionnées à droite des pages ?
    Je pense que les statistiques sont exactes, mais qu’en fait 60% des clics sont pris par les 3 premiers liens Adwords, et qu’il faudrait lisser ces statistiques en prenant en compte le nombre total de liens qui se trouvent sur une page de résultat. Non?

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