{"id":18299,"date":"2019-04-29T16:17:56","date_gmt":"2019-04-29T14:17:56","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18299"},"modified":"2019-06-06T11:03:23","modified_gmt":"2019-06-06T09:03:23","slug":"compensation-du-risque","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/compensation-du-risque\/","title":{"rendered":"Compensation du Risque"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><section class=\"glossary-definition-text container\"><div class=\"col-xs-12\">\n<h2>Qu&rsquo;est-ce que la Compensation du Risque ?<\/h2>\n<p>La<span>\u00a0<\/span>Compensation du Risque<span>\u00a0<\/span>(ou Risk Compensation), aussi appel\u00e9 <a href=\"https:\/\/www.journals.uchicago.edu\/doi\/abs\/10.1086\/260352\">l\u2019effet Peltzman<\/a> puisqu\u2019il a \u00e9t\u00e9 \u00e9tudi\u00e9 par le professeur et \u00e9conomiste Sam Peltzman, d\u00e9crit la mani\u00e8re dont les humains ajustent leurs comportements en fonction du niveau de risque auquel ils font face. Cela signifie qu\u2019ils se comportent de mani\u00e8re plus prudente et sage lorsqu\u2019ils per\u00e7oivent un risque et \u00e0 l\u2019inverse ils adoptent un comportement moins prudent lorsqu\u2019ils se sentent en s\u00e9curit\u00e9.<\/p>\n<p>Par cons\u00e9quent, nous avons\u00a0tendance \u00e0 prendre des risques plus importants lorsque les b\u00e9n\u00e9fices sont per\u00e7us comme plus s\u00fbrs. Autrement dit, les individus ont tendance \u00e0 faire\u00a0des achats en ligne plus extravagants lorsqu\u2019ils ont la sensation qu\u2019ils sont dans\u00a0un environnement s\u00e9curis\u00e9.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.convertize.com\/fr\/wp-content\/uploads\/2019\/05\/compensation-du-risque-1.png\" alt=\"compensation du risque\" width=\"500\" height=\"489\" class=\"aligncenter wp-image-18763\" \/><\/p>\n<h2>Exemples<\/h2>\n<p>Montrer aux clients qu&rsquo;ils n&rsquo;ont rien \u00e0 craindre est la premi\u00e8re \u00e9tape de toute campagne marketing efficace. Cela passe tout d&rsquo;abord par la cr\u00e9ation d&rsquo;un environnement s\u00e9curis\u00e9 avec un certificat SSL entre autre, en particulier sur la page de paiement. L&rsquo;offre de garanties (\u00ab\u00a0satisfait ou rembours\u00e9\u00a0\u00bb), d&rsquo;essais gratuits et la possibilit\u00e9 de retourner gratuitement les articles peut \u00e9galement permettre d&rsquo;instaurer la confiance.<\/p>\n<p>L&rsquo;important lorsqu&rsquo;on veut d\u00e9velopper un environnement dans lequel les consommateurs se sentent en s\u00e9curit\u00e9 est d&rsquo;offrir un service vraiment sans risque. Les plateformes de e-commerce qui r\u00e9ussissent le mieux sont toujours celles qui sont les plus faibles en terme de livraisons, de service client et de politiques de retour. Il faut s&rsquo;assurer de proposer des garanties sans clauses malhonn\u00eates cach\u00e9es car celles-ci d\u00e9truisent la confiance que vos clients vous portent.<\/p>\n<h2>Compensation du Risque<\/h2>\n<p>S&rsquo;assurer que les clients se sentent en s\u00e9curit\u00e9 et en confiance est primordial pour tout site de e-commerce. Les professionnels du marketing digital doivent prendre en compte les m\u00e9canismes de Compensation du Risque lorsqu&rsquo;ils cherchent \u00e0 <a href=\"https:\/\/www.convertize.com\/fr\/optimisation-taux-conversion\/\">optimiser leurs taux de conversion<\/a>.<\/p>\n<\/div><\/section>\n<div class=\"social-btn\"><a class=\"col-1 sbtn s-twitter\" onclick=\"popupwindow('https:\/\/twitter.com\/intent\/tweet?text=Compensation%20du%20Risque&amp;url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fcompensation-du-risque%2F&amp;via=convertize','Twitter Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Twitter<\/span><\/a><a class=\"col-1 sbtn s-facebook\" onclick=\"popupwindow('https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fcompensation-du-risque%2F','Facebook Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Facebook<\/span><\/a><a class=\"col-1 sbtn s-linkedin\" onclick=\"popupwindow('https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fglossaire%2Fcompensation-du-risque%2F&amp;title=Compensation%20du%20Risque&amp;description=La%20Compensation%20du%20Risque%20correspond%20\u00e0%20la%20fa\u00e7on%20dont%20un%20individu%20adapte%20son%20comportement%20en%20fonction%20du%20risque%20que%20pr\u00e9sente%20une%20situation.','Linkedin Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Linkedin<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> Share on TwitterShare on FacebookShare on Linkedin<\/p>\n","protected":false},"author":45,"featured_media":0,"parent":18263,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-glossary.php","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[],"tags":[],"class_list":{"0":"post-18299","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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