{"id":18345,"date":"2019-04-29T16:42:54","date_gmt":"2019-04-29T14:42:54","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18345"},"modified":"2019-07-26T19:06:38","modified_gmt":"2019-07-26T17:06:38","slug":"biais-statu-quo","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/biais-statu-quo\/","title":{"rendered":"Biais de Statu Quo"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que le Biais du Statu Quo ?<\/h2>\n

Le\u00a0Bias de Statu quo (ou Status Quo Bias) d\u00e9crit la tendance \u00e0 pr\u00e9f\u00e9rer que les choses restent comme elles sont, ou \u00e0 ne pas vouloir bouleverser nos comportements. Ce biais psychologique s\u2019explique par l\u2019appr\u00e9hension du changement. C\u2019est ce qui peut vous faire garder le m\u00eame abonnement de t\u00e9l\u00e9phone, h\u00e9siter \u00e0 essayer de nouveaux produits, ou encore perdre l\u2019opportunit\u00e9 d\u2019augmenter votre chiffre d\u2019affaires en ligne en pr\u00e9f\u00e9rant que votre site internet reste inchang\u00e9<\/a> ! Plusieurs exp\u00e9riences<\/a> ont ainsi montr\u00e9 que les individus avaient tendance \u00e0 choisir ce qu’ils ont d\u00e9j\u00e0 ou le choix par d\u00e9faut lorsqu’on propose plusieurs options.<\/span><\/p>\n

Exemples<\/h2>\n

Il est important de prendre en compte le Biais de Statu Quo en e-commerce afin d’\u00e9viter les mauvaises surprises. En effet, lorsqu’on d\u00e9cide d’effectuer des changements plus ou moins importants sur un site, il faut prendre en compte la r\u00e9action des clients qui sont habitu\u00e9s \u00e0 ce site. Ils peuvent en effet r\u00e9agir tr\u00e8s n\u00e9gativement face aux changements ce qui peut en retour diminuer les taux de conversion. Il peut donc \u00eatre judicieux d’effectuer de petits changements progressifs plut\u00f4t qu’une mise \u00e0 jour majeure qui d\u00e9soriente les utilisateurs.<\/p>\n

\"biais<\/p>\n

Toutefois, ce biais peut \u00e9galement \u00eatre utilis\u00e9 en marketing digital. Certains supermarch\u00e9s en ligne par exemple proposent ainsi \u00e0 leurs clients un panier type d\u00e9j\u00e0 pr\u00e9-rempli en fonction de ce qu’ils ach\u00e8tent habituellement. Les gens ont en effet tendance \u00e0 toujours acheter les m\u00eames produits lorsqu’ils font les courses.<\/p>\n

Pour les entreprises de Saas, il peut \u00eatre utile de rassurer les utilisateurs en s’engageant \u00e0 ne pas changer le prix et les prestations li\u00e9s \u00e0 leur abonnement pendant la dur\u00e9e de ce dernier.<\/p>\n

Biais de Statu Quo<\/h2>\n

Les professionnels du marketing doivent faire attention au Biais de Statu Quo qui peut facilement se retourner contre eux lorsqu’ils cherchent \u00e0 innover. Effectuer quelques changements r\u00e9fl\u00e9chis et progressifs est un bon moyen d’optimiser un site tout en minimisant le risque pos\u00e9 par ce biais.
\n<\/div><\/section>\n

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Temps de lecture : <\/span> 2<\/span> 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-18345","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"\nBiais de Statu Quo - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"Le Biais de Statu Quo d\u00e9signe la tendance \u00e0 pr\u00e9f\u00e9rer qu'une situation reste inchang\u00e9e et \u00e0 prendre des d\u00e9cisions qui vont dans ce sens.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.convertize.com\/fr\/glossaire\/biais-statu-quo\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Biais de Statu Quo - 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