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Voici 10 indicateurs clés à mesurer pour améliorer l'efficacité de votre boutique en ligne."}},{"tagName":"meta","attributes":{"name":"twitter:site","content":"@shine_tools"}},{"tagName":"meta","attributes":{"name":"twitter:card","content":"summary"}},{"tagName":"meta","attributes":{"property":"article:modified_time","content":"2026-07-02T11:27:56Z"}},{"tagName":"meta","attributes":{"property":"article:published_time","content":"2026-07-09T10:00:03Z"}},{"tagName":"meta","attributes":{"property":"article:publisher","content":"https://www.facebook.com/shinetools/"}},{"tagName":"meta","attributes":{"property":"og:locale","content":"fr_FR"}},{"tagName":"meta","attributes":{"property":"og:type","content":"article"}},{"tagName":"meta","attributes":{"property":"og:site_name","content":"Shine"}},{"tagName":"meta","attributes":{"property":"og:image","content":"https://www.datocms-assets.com/54769/1685463317-ramdom-7.png?w=1000&fit=max&fm=jpg"}},{"tagName":"meta","attributes":{"name":"twitter:image","content":"https://www.datocms-assets.com/54769/1685463317-ramdom-7.png?w=1000&fit=max&fm=jpg"}}]},"hotjar":false,"illustration":{"alt":"indicateurs-e-commerce","url":"https://www.datocms-assets.com/54769/1685463317-ramdom-7.png?auto=format","width":2600,"height":2600,"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://www.datocms-assets.com/54769/1685463317-ramdom-7.png?auto=format&dpr=0.34&w=2600","srcSet":"https://www.datocms-assets.com/54769/1685463317-ramdom-7.png?auto=format&dpr=0.09&w=2600 220w,\nhttps://www.datocms-assets.com/54769/1685463317-ramdom-7.png?auto=format&dpr=0.17&w=2600 440w,\nhttps://www.datocms-assets.com/54769/1685463317-ramdom-7.png?auto=format&dpr=0.34&w=2600 880w,\nhttps://www.datocms-assets.com/54769/1685463317-ramdom-7.png?auto=format&dpr=0.68&w=2600 1760w","sizes":"(min-width: 880px) 880px, 100vw"}},"layout":"constrained","width":880,"height":880}},"primaryCategory":{"id":"DatoCmsThirdCategory-156222977-fr","title":"E-commerce","slug":"e-commerce","__typename":"DatoCmsThirdCategory","category":{"id":"DatoCmsSubCategory-156222918-fr","title":"Par activité","slug":"par-activite","__typename":"DatoCmsSubCategory","category":{"title":"Développer son entreprise","slug":"developper-son-entreprise"}}},"slug":"indicateurs-e-commerce","title":"10 indicateurs clés e-commerce à suivre de près","date":"2026-07-09","meta":{"firstPublishedAt":"2026-07-09T12:00:03.682+02:00","formattedFirstPublishedAt":"9 juillet","updatedAt":"2026-07-02T13:27:56.078+02:00","formattedUpdatedAt":"2 juillet"},"intro":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"En e-commerce, piloter son activité sans indicateurs, c'est avancer à l'aveugle. Pour "},{"type":"span","marks":["strong"],"value":"atteindre vos objectifs commerciaux et marketing"},{"type":"span","value":", il est essentiel de suivre les bons KPIs ("},{"type":"span","marks":["emphasis"],"value":"Key Performance Indicators"},{"type":"span","value":") ou indicateurs clés de performance. Ils vous permettent d'évaluer l'efficacité de vos actions, d'identifier les axes d'amélioration et de prendre des décisions basées sur des données concrètes. Tout de suite, voici "},{"type":"span","marks":["strong"],"value":"les 10 KPIs clés en e-commerce"},{"type":"span","value":" !"}]}]}},"links":[]},"author":{"slug":"deborah-alkama","name":"Deborah Alkama","image":{"alt":"Deborah Alkama Rédactrice web SEO","url":"https://www.datocms-assets.com/54769/1665135044-20200717_142046-1-removebg-preview.jpg?auto=format","width":498,"height":501,"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://www.datocms-assets.com/54769/1665135044-20200717_142046-1-removebg-preview.jpg?auto=format&dpr=0.08&monochrome=CCCCCC&w=498","srcSet":"https://www.datocms-assets.com/54769/1665135044-20200717_142046-1-removebg-preview.jpg?auto=format&dpr=0.02&monochrome=CCCCCC&w=498 9w,\nhttps://www.datocms-assets.com/54769/1665135044-20200717_142046-1-removebg-preview.jpg?auto=format&dpr=0.04&monochrome=CCCCCC&w=498 18w,\nhttps://www.datocms-assets.com/54769/1665135044-20200717_142046-1-removebg-preview.jpg?auto=format&dpr=0.08&monochrome=CCCCCC&w=498 36w,\nhttps://www.datocms-assets.com/54769/1665135044-20200717_142046-1-removebg-preview.jpg?auto=format&dpr=0.15&monochrome=CCCCCC&w=498 72w","sizes":"(min-width: 36px) 36px, 100vw"}},"layout":"constrained","width":36,"height":36}},"description":"","twitter":"","linkedin":"","facebook":"","website":"","job":"Rédactrice web","knowsAbout":""},"reviewer":{"slug":"amandine-dujardin","name":"Amandine Dujardin","image":{"alt":"amandine-dujardin-experte-entrepreneuriat-comptabilité","url":"https://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format","width":4032,"height":3024,"gatsbyImageData":{"images":{"sources":[],"fallback":{"src":"https://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032","srcSet":"https://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032 9w,\nhttps://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032 18w,\nhttps://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.01&monochrome=CCCCCC&w=4032 36w,\nhttps://www.datocms-assets.com/54769/1708621772-356812332_202859252436054_8247550344283644527_n.jpg?auto=format&dpr=0.02&monochrome=CCCCCC&w=4032 72w","sizes":"(min-width: 36px) 36px, 100vw"}},"layout":"constrained","width":36,"height":36}}},"body":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"heading","level":2,"children":[{"type":"span","value":"1. Chiffre d’affaires généré "}]},{"type":"paragraph","children":[{"type":"span","value":"Cela peut vous paraître simple, mais le KPI le plus important à suivre pour mesurer la rentabilité d’un site e-commerce est bien "},{"type":"span","marks":["strong"],"value":"le chiffre d’affaires généré"},{"type":"span","value":"."}]},{"type":"paragraph","children":[{"type":"span","value":"Après avoir déduit le coût total des produits vendus, les taxes, les frais généraux, d’expédition, de transaction, vous obtiendrez"},{"type":"span","marks":["strong"],"value":" la « marge bénéficiaire » ou le « profit net » de votre boutique e-commerce"},{"type":"span","value":". "}]},{"type":"paragraph","children":[{"type":"span","value":"Ainsi, assurez-vous que les transactions réalisées sur votre site engendrent suffisamment de bénéfices pour permettre à votre entreprise de croître et d’investir dans de nouveaux produits, canaux de vente et stratégies marketing."}]},{"type":"heading","level":2,"children":[{"type":"span","value":"2. Taux de conversion"}]},{"type":"paragraph","children":[{"type":"span","value":"En e-commerce, "},{"type":"span","marks":["strong"],"value":"le taux de conversion "},{"type":"span","value":"correspond au pourcentage des visiteurs de votre site qui effectuent une action. "},{"type":"span","marks":["strong"],"value":"Le plus souvent, il s'agit d'un achat"},{"type":"span","value":". Mais cela peut aussi concerner un téléchargement, une inscription à une newsletter, la création d'un compte, etc. "}]},{"type":"paragraph","children":[{"type":"span","value":"En 2026, le taux de conversion moyen dans le domaine de l'e-commerce se situe "},{"type":"span","marks":["strong"],"value":"entre 2,5 % et 3 %"},{"type":"span","value":"."}]},{"type":"paragraph","children":[{"type":"span","value":"Taux de conversion = "},{"type":"span","marks":["strong"],"value":"Nombre de ventes / Nombre de visites x 100"},{"type":"span","value":"."}]},{"type":"paragraph","children":[{"type":"span","value":"Cette métrique vous permet de savoir si le trafic de votre site se transforme en vente. Dans le cas contraire, peut-être que l’expérience utilisateur (l’UX) de votre site mérite quelques améliorations : "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"meilleur placement des "},{"type":"span","marks":["emphasis"],"value":"Call To Action"},{"type":"span","value":" (CTA) ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"url":"https://www.shine.fr/blog/optimiser-pages-produits-e-commerce/","type":"link","children":[{"type":"span","value":"qualité des fiches produits"}]},{"type":"span","value":" et des photos ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"mise en avant d’arguments marketing ciblés ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"optimisation du design et de la navigation du site, etc. "}]}]}]},{"item":"FhcZxDN7QfmeKP8o9A3bxQ","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"3. Taux de rebond "}]},{"type":"paragraph","children":[{"type":"span","value":"Le"},{"type":"span","marks":["strong"],"value":" taux de rebond"},{"type":"span","value":" mesure le pourcentage de visiteurs et de visiteuses qui quittent un site web après avoir vu une seule page."}]},{"type":"paragraph","children":[{"type":"span","value":"Un taux de rebond haut montre que les internautes ne sont pas suffisamment engagés par votre site e-commerce. "}]},{"type":"paragraph","children":[{"type":"span","value":"Cela peut être dû à : "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"un contenu peu intéressant ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"une navigation compliquée ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"une vitesse de chargement du site lente, etc. "}]}]}]},{"type":"paragraph","children":[{"type":"span","value":"Un taux de rebond élevé nuit à votre taux de conversion. En effet, plus les visiteurs et visiteuses consultent de pages de votre site, plus ils sont susceptibles de trouver ce qu'ils recherchent et de finaliser leur achat en ligne."}]},{"type":"paragraph","children":[{"type":"span","value":"Taux de rebond ="},{"type":"span","marks":["strong"],"value":" (nombre d'internautes qui quittent après une seule page / nombre total de visites) x 100"}]},{"type":"paragraph","children":[{"type":"span","marks":["strong"],"value":"📌 Par exemple "},{"type":"span","value":": si un site e-commerce a reçu 300 visites et que 150 d'entre eux le quittent après avoir vu une seule page, son taux de rebond est alors de 50 %."}]},{"item":"T_kJkZDLQkCS3KeZbCRtlA","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"4. Panier moyen "}]},{"type":"paragraph","children":[{"type":"span","value":"Le "},{"type":"span","marks":["strong"],"value":"panier moyen"},{"type":"span","value":" représente la dépense moyenne effectuée sur votre site lors d'un achat. Dès lors, son accroissement augmente votre chiffre d’affaires."}]},{"type":"paragraph","children":[{"type":"span","value":"Panier moyen = "},{"type":"span","marks":["strong"],"value":"Chiffres d’affaires / Nombre de commandes"}]},{"type":"paragraph","children":[{"type":"span","value":"En comprenant mieux les habitudes d’achat de votre clientèle, vous êtes plus apte à mettre en place des stratégies de fidélisation adaptées à leurs profils."}]},{"type":"paragraph","children":[{"url":"https://www.shine.fr/blog/definition-marketing-upsell/","type":"link","children":[{"type":"span","marks":["emphasis"],"value":"Upsell"}]},{"type":"span","value":", "},{"url":"https://www.shine.fr/blog/definition-marketing-cross-sell/","type":"link","children":[{"type":"span","marks":["emphasis"],"value":"cross-sell"}]},{"type":"span","value":", etc. De nombreuses méthodes permettent d’"},{"url":"https://www.shine.fr/blog/e-commerce-booster-panier-moyen/","type":"link","children":[{"type":"span","value":"augmenter le panier moyen"}]},{"type":"span","value":" de votre site e-commerce. "}]},{"type":"heading","level":2,"children":[{"type":"span","value":"5. Taux d’abandon du panier "}]},{"type":"paragraph","children":[{"type":"span","value":"Le"},{"type":"span","marks":["strong"],"value":" taux d'"},{"url":"https://www.shine.fr/blog/relance-panier-abandonne-e-commerce/","type":"link","children":[{"type":"span","marks":["strong"],"value":"abandon de panier"}]},{"type":"span","marks":["strong"],"value":" "},{"type":"span","value":"révèle le nombre de visiteurs et de visiteuses de votre site qui ajoutent des articles à leur panier, mais ne finalisent pas leur achat. "}]},{"type":"paragraph","children":[{"type":"span","value":"Surveiller ce KPI est fondamental pour évaluer l’efficacité de votre processus de paiement. "}]},{"type":"paragraph","children":[{"type":"span","value":"Le taux d’abandon panier = "},{"type":"span","marks":["strong"],"value":"Nombre de ventes ÷ Nombre d’ajouts au panier x 100"}]},{"type":"paragraph","children":[{"type":"span","value":"En cas de taux d’abandon de panier élevé, ne paniquez pas. Utilisez plutôt cette information comme point de départ pour identifier les opportunités d'amélioration et optimiser votre processus d'achat."}]},{"type":"paragraph","children":[{"type":"span","value":"C’est comme en boutique, toutes les personnes qui franchissent la porte ne passent pas forcément à la caisse. "}]},{"type":"paragraph","children":[{"type":"span","value":"📌 Voici"},{"type":"span","marks":["strong"],"value":" quelques pistes à étudier pour réduire ce taux"},{"type":"span","value":" :"}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Est-ce que l’expérience de navigation est suffisamment fluide et intuitive pour l’internaute ?"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Les délais et coûts d’acheminement sont-ils clairement évoqués dès le début du tunnel d’achat ?"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Proposez-vous assez de modes de livraisons ?"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"Est-ce que la majorité des solutions de paiement sont suggérées à votre clientèle ? (carte bancaire, PayPal, Apple Pay, Google Pay, code promo, carte-cadeau, etc.)"}]}]}]},{"item":"FgJZ46NoToy8xDCzGX9cgg","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"6. Coût d’acquisition client (CAC)"}]},{"type":"paragraph","children":[{"type":"span","value":"Le "},{"type":"span","marks":["strong"],"value":"coût d’acquisition d’un client (CAC) "},{"type":"span","value":"vous permet d’évaluer combien vous coûte réellement un nouveau client. "}]},{"type":"paragraph","children":[{"type":"span","value":"Entre le temps passé à "},{"url":"https://www.shine.fr/blog/optimisation-seo-e-commerce/","type":"link","children":[{"type":"span","value":"créer du contenu SEO de qualité"}]},{"type":"span","value":", à gérer et à investir dans des campagnes SEA, "},{"type":"span","marks":["emphasis"],"value":"Social Ads"},{"type":"span","value":" et "},{"type":"span","marks":["emphasis"],"value":"emailing"},{"type":"span","value":", le prix d’acquisition d’un client final peut être plus ou moins élevé selon le levier utilisé."}]},{"type":"paragraph","children":[{"type":"span","value":"Grâce à ce KPI stratégique, vous pourrez également "},{"type":"span","marks":["strong"],"value":"mesurer le ROI de vos actions webmarketing"},{"type":"span","value":" et connaître celui qui vous permet de développer une clientèle qualitative à moindre coût."}]},{"type":"paragraph","children":[{"type":"span","value":"Coût d’acquisition d’un client (CAC) = "},{"type":"span","marks":["strong"],"value":"Total des investissements webmarketing / Nombre de nouveaux clients"},{"type":"span","value":" "}]},{"type":"heading","level":2,"children":[{"type":"span","value":"7. Retour sur les dépenses publicitaires (ROAS) "}]},{"type":"paragraph","children":[{"type":"span","value":"Le calcul du"},{"type":"span","marks":["strong"],"value":" ROAS"},{"type":"span","value":" ("},{"type":"span","marks":["emphasis"],"value":"Return on Advertising Spend"},{"type":"span","value":" en anglais ou retour sur les dépenses publicitaires en français) est crucial pour un site e-commerce. Il permet de "},{"type":"span","marks":["strong"],"value":"mesurer la rentabilité des campagnes mises en œuvre"},{"type":"span","value":". "}]},{"type":"paragraph","children":[{"type":"span","value":"Le ROAS évalue le montant du chiffre d'affaires généré pour chaque euro investi dans la publicité."}]},{"type":"paragraph","children":[{"type":"span","value":"ROAS = "},{"type":"span","marks":["strong"],"value":"Chiffre d'affaires obtenu / Dépenses publicitaires"}]},{"type":"paragraph","children":[{"type":"span","value":"Plus le retour sur les dépenses publicitaires est élevé, plus les campagnes publicitaires sont rentables, et plus le chiffre d’affaires du site e-commerce augmente. "}]},{"type":"paragraph","children":[{"type":"span","value":"Le calcul et la mesure du ROAS sont donc indispensables aux sites e-commerce qui souhaitent optimiser leurs campagnes publicitaires et leur retour sur investissement. Pour un maximum d’efficacité, il est recommandé d'évaluer ce KPI à mi-parcours et à la fin d'une campagne pour ajuster, au besoin, les stratégies en cours de route."}]},{"type":"heading","level":2,"children":[{"type":"span","value":"8. "},{"type":"span","marks":["emphasis"],"value":"Customer Satisfaction Score"},{"type":"span","value":" (CSAT)"}]},{"type":"paragraph","children":[{"type":"span","value":"Le "},{"type":"span","marks":["strong","emphasis"],"value":"Customer Satisfaction Score"},{"type":"span","marks":["strong"],"value":" (CSAT) "},{"type":"span","value":"est un KPI de performance qui mesure la satisfaction immédiate de votre clientèle. "}]},{"type":"paragraph","children":[{"type":"span","value":"Pour calculer le CSAT, le client ou la cliente doit noter sa satisfaction sur "},{"type":"span","marks":["strong"],"value":"une échelle de 1 à 5"},{"type":"span","value":", 1 étant « très mécontent » et 5 étant « comblé ». "}]},{"type":"paragraph","children":[{"type":"span","value":"Score global du CSAT = "},{"type":"span","marks":["strong"],"value":"nombre de réponses positives / par le nombre total de réponses"}]},{"type":"paragraph","children":[{"type":"span","value":"Le "},{"type":"span","marks":["emphasis"],"value":"Customer Satisfaction Score"},{"type":"span","value":" est donc essentiel pour mesurer la satisfaction de la clientèle ayant acheté un produit sur votre site e-commerce. Un client ou une cliente heureux est gage de fidélité et de recommandations ! "}]},{"type":"heading","level":2,"children":[{"type":"span","value":"9. Valeur Vie Client (CLV)"}]},{"type":"paragraph","children":[{"type":"span","value":"La"},{"type":"span","marks":["strong"],"value":" Valeur Vie Client"},{"type":"span","value":" ("},{"type":"span","marks":["emphasis"],"value":"Customer Lifetime Value"},{"type":"span","value":" ou CLV en anglais) est la somme des profits que chaque client ou cliente apporte à votre business pendant la durée de la relation. Ce KPI vous aider à analyser et à comprendre votre retour sur investissement (ROI)."}]},{"type":"paragraph","children":[{"type":"span","value":"CLV = "},{"type":"span","marks":["strong"],"value":"(Panier moyen) x (Fréquence d’achat annuelle) x (Durée moyenne de rétention client en années)"}]},{"type":"paragraph","children":[{"type":"span","value":"Une Valeur Vie Client élevée révèle que le client ou la cliente est rentable pour l'entreprise et contribue durablement à sa croissance."}]},{"type":"paragraph","children":[{"type":"span","value":"En cas de CLV faible, il peut être nécessaire d'attirer une nouvelle clientèle cible et d'améliorer leur niveau de fidélisation, le tout, en optimisant les coûts de production et en fixant des prix compétitifs."}]},{"item":"OONGERY4RiKhrl35XV7kug","type":"block"},{"type":"heading","level":2,"children":[{"type":"span","value":"10. Taux de retour "}]},{"type":"paragraph","children":[{"type":"span","value":"Le "},{"type":"span","marks":["strong"],"value":"taux de retour "},{"type":"span","value":"est le pourcentage de produits renvoyés par vos client·es. Il est fondamental pour la rentabilité d’un site e-commerce, car beaucoup de retours peuvent avoir d'importantes répercussions financières."}]},{"type":"paragraph","children":[{"type":"span","value":"📌 Eh oui, "},{"type":"span","marks":["strong"],"value":"un retour engendre des dépenses pour l'entreprise"},{"type":"span","value":" : "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"frais de retour ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"frais de traitement des retours ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"coûts de réapprovisionnement ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"procédure SAV, etc. "}]}]}]},{"type":"paragraph","children":[{"type":"span","value":"Les retours ont également un impact négatif sur l'expérience client et sur la réputation de votre marque. "}]},{"type":"paragraph","children":[{"type":"span","value":"Taux de retour ="},{"type":"span","marks":["strong"],"value":" (nombre de produits retournés / nombre total de produits vendus) x 100"}]},{"type":"paragraph","children":[{"type":"span","value":"Si le taux de retour de votre site est élevé, intéressez-vous aux pistes d’améliorations tant en satisfaction client qu'en qualité de produits. Par exemple, il peut être nécessaire de modifier leurs descriptifs. "}]},{"type":"heading","level":2,"children":[{"type":"span","value":"Récap’ des 10 KPIs e-commerce à suivre "}]},{"type":"paragraph","children":[{"type":"span","value":"Pour mesurer efficacement les retombées de votre stratégie e-commerce, intéressez-vous aux "},{"type":"span","marks":["strong"],"value":"éléments ci-dessous"},{"type":"span","value":" : "}]},{"type":"list","style":"bulleted","children":[{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"chiffre d’affaires généré par les ventes ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"taux de conversion ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"taux de rebond ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"panier moyen ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"taux d’abandon du panier ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"coût d’acquisition client (CAC) ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"dépenses publicitaires (ROAS) ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"customer satisfaction score (CSAT) ; "}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"valeur vie client (CLV) ;"}]}]},{"type":"listItem","children":[{"type":"paragraph","children":[{"type":"span","value":"taux de retour."}]}]}]},{"type":"paragraph","children":[{"type":"span","value":"Envie d’aller plus loin ? Découvrez comment "},{"url":"https://www.shine.fr/blog/attirer-trafic-e-commerce/","type":"link","children":[{"type":"span","value":"attirer du trafic sur votre boutique en ligne"}]},{"type":"span","value":" ! "}]},{"type":"paragraph","children":[{"type":"span","value":"Chez Shine, nous avons à cœur de vous accompagner à chaque étape de votre vie pro. C’est pourquoi nous avons créé "},{"url":"https://www.shine.fr/e-commerce/?ae=279&blogcopilote=1&cycle=mensuel&va=1782990479691","type":"link","children":[{"type":"span","value":"un compte pro dédié aux e-commerçant·es"}]},{"type":"span","value":". "}]},{"item":"BMijNKLDT52wXqK9gddy5A","type":"block"}]}},"blocks":[{"__typename":"DatoCmsCtaCardBlock","id":"FhcZxDN7QfmeKP8o9A3bxQ","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Le compte pro idéal pour votre boutique en ligne.","ctaLabel":"Découvrir Shine","ctaLink":"https://www.shine.fr/e-commerce/?utm_source=copilote-cta-body&utm_medium=leads-organic&utm_campaign=acquisition&utm_content=copilote&source_type=organic-acquisition&source_support=copilote-cta-body&source_partner=shine&source_name=cta-body-blog","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsBlockquoteemoji","id":"T_kJkZDLQkCS3KeZbCRtlA","emoji":"💡","content":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Le taux de rebond étant un indicateur ponctuel, il est important de collecter ces données régulièrement afin de suivre son évolution au fil du temps. "}]}]}},"links":[]}},{"__typename":"DatoCmsCtaCardBlock","id":"FgJZ46NoToy8xDCzGX9cgg","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Le compte pro idéal pour votre boutique en ligne.","ctaLabel":"Découvrir Shine","ctaLink":"https://www.shine.fr/e-commerce/?utm_source=copilote-cta-body&utm_medium=leads-organic&utm_campaign=acquisition&utm_content=copilote&source_type=organic-acquisition&source_support=copilote-cta-body&source_partner=shine&source_name=cta-body-blog","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsCtaCardBlock","id":"OONGERY4RiKhrl35XV7kug","ctaCard":{"brandLogo":{"alt":"shine-logo-rebranding-noir-fond-blanc","url":"https://www.datocms-assets.com/54769/1677580553-shine-logo-rebranding-noir-fond-blanc.svg"},"copy":"Le compte pro idéal pour votre boutique en ligne.","ctaLabel":"Découvrir Shine","ctaLink":"https://www.shine.fr/e-commerce/?utm_source=copilote-cta-body&utm_medium=leads-organic&utm_campaign=acquisition&utm_content=copilote&source_type=organic-acquisition&source_support=copilote-cta-body&source_partner=shine&source_name=cta-body-blog","image":{"alt":"Compte pro Shine","url":"https://www.datocms-assets.com/54769/1677580820-entreprises.png?auto=format"}}},{"__typename":"DatoCmsFaqBlock","id":"BMijNKLDT52wXqK9gddy5A","title":"Questions fréquentes","faqs":[{"question":"Quelle est l'importance de suivre les KPIs ?","id":"DatoCmsFaq-cxlZCvOwR7q3Nym9_E97rQ-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Les indicateurs clés de performance (KPIs) facilitent l'analyse des disparités. Ils permettent ainsi d'ajuster les processus ou les ressources pour atteindre les objectifs de l’entreprise à court terme. Collectés et disséqués de façon régulière (hebdomadaire, mensuelle, ou trimestrielle), les KPIs s'intègrent dans une démarche d'amélioration continue et servent de guide pour diriger et suivre l'activité avec clairvoyance."}]}]}},"links":[]}},{"question":"Comment suivre les KPIs dans le temps ?","id":"DatoCmsFaq-es6SC6H-RVCmQhEMn_bZOA-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"L’utilisation d’un tableau de bord est la solution idéale pour observer l’évolution des KPIs efficacement dans le temps. Ainsi, vous pourrez facilement communiquer la progression ou la baisse des indicateurs avec les services et les équipes concernés."}]}]}},"links":[]}},{"question":"Comment faire le suivi des KPIs ?","id":"DatoCmsFaq-AXvFAAnpR7288JKANFHbrQ-fr","answer":{"value":{"schema":"dast","document":{"type":"root","children":[{"type":"paragraph","children":[{"type":"span","value":"Vous pouvez commencer par réaliser un état des lieux des performances ou des lacunes de votre site e-commerce. Déterminez clairement vos objectifs à court, moyen et long terme pour choisir les KPIs à suivre. Enfin, vous devrez vous équiper d’outils de suivi adaptés pour gagner en temps et en efficacité. "}]}]}},"links":[]}}]}],"links":[]},"relatedArticles":[]},"relatedArticles":{"nodes":[{"__typename":"DatoCmsArticle","title":"Comment mettre en place un système de Click & Collect ?","slug":"comment-mettre-en-place-un-systeme-de-click-collect","id":"DatoCmsArticle-O9gw_dQKSAmDDkguT-zuPw-fr","seo":{"description":"À mi-chemin entre le shopping en magasin et en ligne, le Click & Collect est devenu un mode de consommation incontournable. 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