{"id":69691,"date":"2022-05-12T11:02:41","date_gmt":"2022-05-12T09:02:41","guid":{"rendered":"https:\/\/rmarketingdigital.com\/wiki\/call-to-action\/"},"modified":"2024-10-28T22:57:03","modified_gmt":"2024-10-28T21:57:03","slug":"appel-a-laction","status":"publish","type":"glossary","link":"https:\/\/rmarketingdigital.com\/fr\/wiki\/appel-a-laction\/","title":{"rendered":"Appel \u00e0 l&#039;action"},"content":{"rendered":"<p><\/p>\n<div id=\"mw-content-text\" lang=\"es\" dir=\"ltr\" class=\"mw-content-ltr\">\n<p>Une cloche <b>appel \u00e0 l&#039;action<\/b> (&quot;Call to action&quot;) est une invitation adress\u00e9e au public cible avec l&#039;intention de susciter une r\u00e9action sp\u00e9cifique. C&#039;est-\u00e0-dire g\u00e9n\u00e9rer une conversion. Un appel \u00e0 l&#039;action peut appara\u00eetre sous forme de texte, d&#039;image ou une combinaison des deux. Le CTA est souvent un pr\u00e9requis pour que l&#039;utilisateur interagisse avec le site.\n<\/p>\n<h2>\n<span class=\"mw-headline\" id=\"Definici.C3.B3n\">D\u00e9finition<\/span><br \/>\n<\/h2>\n<p>C&#039;est consid\u00e9r\u00e9 comme une publicit\u00e9 <b>&quot;Appel \u00e0 l&#039;action&quot;<\/b> (CTA) \u00e0 tout mat\u00e9riel publicitaire, \u00e0 travers diff\u00e9rents supports de communication, qui vise \u00e0 impliquer l&#039;utilisateur avec un produit \/ service. L&#039;objectif de ce type de promotion commerciale ne doit pas toujours \u00eatre un achat.\n<\/p>\n<p><b>Voici quelques exemples des objectifs de ces annonces\u00a0:<\/b>\n<\/p>\n<ul>\n<li>Demander un devis en magasin <\/li>\n<li>Demandez plus d&#039;informations<\/li>\n<li>Choisissez un produit dans le panier<\/li>\n<li>Abonnez-vous \u00e0 la newsletter<\/li>\n<li>S&#039;inscrire sur un portail web<\/li>\n<li>Terminer un t\u00e9l\u00e9chargement<\/li>\n<\/ul>\n<p>le <b>&quot;Appel \u00e0 l&#039;action&quot;<\/b> est un \u00e9l\u00e9ment essentiel de toute campagne marketing puisqu&#039;il augmente la <b>taux de conversion<\/b>. Cette m\u00e9thode n&#039;est pas seulement utilis\u00e9e dans l&#039;impression et la promotion commerciale en ligne, mais aussi \u00e0 la radio et \u00e0 la t\u00e9l\u00e9vision.\n<\/p>\n<p><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" data-bs-title=\"Archivo:600x400-CalltoAction-es-01.png\" data-bs-filetimestamp=\"20180424114831\"><img loading=\"lazy\" decoding=\"async\" alt=\"600x400-CalltoAction-fr-01.png\" src=\"https:\/\/rmarketingdigital.com\/wp-content\/uploads\/2020\/05\/600x400-CalltoAction-es-01.png\" width=\"600\" height=\"400\"><\/a>\n<\/p>\n<h2>\n<span class=\"mw-headline\" id=\"Colocaci.C3.B3n_del_.E2.80.9Ccall_to_action.E2.80.9D\">Placement du &quot;call to action&quot;<\/span><br \/>\n<\/h2>\n<p>Cet \u00e9l\u00e9ment doit \u00eatre positionn\u00e9 de mani\u00e8re \u00e0 ce que l&#039;utilisateur re\u00e7oive et comprenne clairement le message. Il y a deux zones o\u00f9 placer cet \u00e9l\u00e9ment. D&#039;une part, il peut \u00eatre plac\u00e9 au d\u00e9but de la promotion commerciale. Pour ce cas, nous parlons de Above the Fold. Normalement l&#039;\u00e9l\u00e9ment <b>CTA<\/b> est plac\u00e9 \u00e0 la fin de l&#039;annonce, cette dynamique est capable d&#039;attirer l&#039;attention du destinataire \u00e0 qui elle s&#039;adresse et g\u00e9n\u00e8re une r\u00e9ponse.\n<\/p>\n<h2>\n<span class=\"mw-headline\" id=\"Dise.C3.B1o_del_CTA\">Conception CTA<\/span><br \/>\n<\/h2>\n<p><b>Sa conception ne doit pas mettre la pression sur l&#039;utilisateur. En fait, il doit \u00eatre celui qui ressent le besoin d&#039;agir<\/b>. Normalement le <b>CTA<\/b> il est tr\u00e8s court et ne doit pas contenir plus de deux phrases.\n<\/p>\n<p>Sur internet, cet \u00e9l\u00e9ment est g\u00e9n\u00e9ralement repr\u00e9sent\u00e9 par un bouton qui dirige directement vers l&#039;action \u00e0 obtenir et se d\u00e9marque g\u00e9n\u00e9ralement du reste du portail web par une couleur sp\u00e9cifique.\n<\/p>\n<p><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" data-bs-title=\"Archivo:CTA_ES.png\" data-bs-filetimestamp=\"20150826091710\"><img loading=\"lazy\" decoding=\"async\" alt=\"CTA FR.png\" src=\"https:\/\/rmarketingdigital.com\/wp-content\/uploads\/2020\/05\/CTA_ES.png\" width=\"600\" height=\"400\"><\/a>\n<\/p>\n<h2>\n<span class=\"mw-headline\" id=\"Enlace_con_escasez_artificial\">Lier avec <i>p\u00e9nurie artificielle<\/i><\/span><br \/>\n<\/h2>\n<p>La solution \u00e0 l&#039;\u00e9l\u00e9ment <b>CTA<\/b> peut toujours \u00eatre am\u00e9lior\u00e9 en utilisant ce qu&#039;on appelle <i><b>p\u00e9nurie artificielle<\/b><\/i>. Dans cette strat\u00e9gie, les annonceurs provoquent une p\u00e9nurie fictive, par exemple en proposant des remises pour une dur\u00e9e limit\u00e9e ou pour un nombre limit\u00e9 de personnes. Un exemple typique de cette strat\u00e9gie est : <i>\u00ab Les 50 premiers acheteurs b\u00e9n\u00e9ficieront d&#039;une remise sur le 20%. Obtenez votre r\u00e9duction maintenant! &quot;<\/i>.\n<\/p>\n<h2>\n<span class=\"mw-headline\" id=\"Enlaces_web\">liens web<\/span><br \/>\n<\/h2>\n<ul>\n<li>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" class=\"external text\" href=\"http:\/\/www.40defiebre.com\/consejos-call-to-action-funcionen\/\">6 conseils pour faire de meilleurs appels \u00e0 l&#039;action<\/a> Blog 40defiebre.com<\/li>\n<\/ul>\n<ul>\n<li>\n<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" class=\"external text\" href=\"https:\/\/www.coodex.es\/como-crear-un-boton-call-to-action-perfecto-en-tus-campanas-de-e-mail-marketing\/\">Comment cr\u00e9er un bouton d&#039;appel \u00e0 l&#039;action parfait dans vos campagnes de marketing par e-mail<\/a> Blog codex.fr<\/li>\n<\/ul>\n<p><!-- \nNewPP limit report\nCached time: 20200502194540\nCache expiry: 86400\nDynamic content: false\nCPU time usage: 0.008 seconds\nReal time usage: 0.015 seconds\nPreprocessor visited node count: 19\/1000000\nPreprocessor generated node count: 24\/1000000\nPost\u2010expand include size: 0\/2097152 bytes\nTemplate argument size: 0\/2097152 bytes\nHighest expansion depth: 2\/40\nExpensive parser function count: 0\/100\n--><!-- \nTransclusion expansion time report (%,ms,calls,template)\n100.00%    0.000      1 - -total\n--><!-- Saved in parser cache with key es_:stable-pcache:idhash:36-0!*!0!!es!5!* and timestamp 20200502194540 and revision id 1371\n -->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Una campa\u00f1a call to action (\u201cllamada a la acci\u00f3n\u201d) es una invitaci\u00f3n dirigida al p\u00fablico objetivo con intenci\u00f3n de provocar una reacci\u00f3n espec\u00edfica. Es decir, generar Conversi\u00f3n. Un call to&#8230;<\/p>","protected":false},"author":1,"featured_media":69692,"parent":0,"template":"","glossary-cat":[],"class_list":["post-69691","glossary","type-glossary","status-publish","has-post-thumbnail"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Call to Action - R Marketing Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rmarketingdigital.com\/fr\/wiki\/appel-a-laction\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Call to Action\" \/>\n<meta property=\"og:description\" content=\"Una campa\u00f1a call to action (\u201cllamada a la acci\u00f3n\u201d) es una invitaci\u00f3n dirigida al p\u00fablico objetivo con intenci\u00f3n de provocar una reacci\u00f3n espec\u00edfica. 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