{"id":18350,"date":"2019-04-29T16:43:21","date_gmt":"2019-04-29T14:43:21","guid":{"rendered":"https:\/\/www.convertize.com\/fr\/?page_id=18350"},"modified":"2019-06-06T10:32:26","modified_gmt":"2019-06-06T08:32:26","slug":"processing-fluency","status":"publish","type":"page","link":"https:\/\/www.convertize.com\/fr\/glossaire\/processing-fluency\/","title":{"rendered":"Processing Fluency"},"content":{"rendered":"Temps de lecture : <\/span> 2<\/span> minutes<\/span><\/span>
\n

Qu’est-ce que la Processing Fluency ?<\/h2>\n

La Processing Fluency (qui pourrait se traduire par \u00ab\u00a0Facilit\u00e9 de Traitement\u00a0\u00bb en fran\u00e7ais) d\u00e9crit comment notre opinion de quelque chose est influenc\u00e9e par la facilit\u00e9 avec laquelle notre cerveau traite les informations qui lui sont associ\u00e9es.<\/p>\n

Nous avons tendance \u00e0 pr\u00e9f\u00e9rer les choses faciles \u00e0 comprendre ou utiliser : nous appelons cela une Processing Fluency \u00e9lev\u00e9e.\u00a0 Au contraire, nous aurons davantage de r\u00e9ticence \u00e0 interagir avec quelque chose de difficile \u00e0 assimiler ou utiliser car cela nous demandera plus d\u2019efforts intellectuels, ce que nous percevrons de fa\u00e7on n\u00e9gative. Selon des \u00e9tudes<\/a>, nous sommes m\u00eames plus susceptibles d’accorder du cr\u00e9dit \u00e0 des informations qui sont faciles \u00e0 traiter, c’est-\u00e0-dire qui ont une Processing Fluency \u00e9lev\u00e9e.<\/p>\n

La Facilit\u00e9 de Traitement compl\u00e8te ainsi le principe d’aisance cognitive<\/a>. Prenons l’exemple d’un site Internet pr\u00e9sentant sur sa page d’accueil de longs textes difficiles \u00e0 lire et fourmillant d’informations diverses. Le cerveau du visiteur aura du mal \u00e0 assimiler les informations. Selon le principe d’aisance cognitive, il ne souhaitera pas poursuivre la navigation sur ce site car cela lui demande trop d’efforts. Par ailleurs, une faible Facilit\u00e9 de Traitement conduira le visiteur \u00e0 garder une mauvaise image du site et de la marque en question.<\/p>\n

Exemples<\/h2>\n

Il est donc primordial de prendre en compte la Processing Fluency et l’exp\u00e9rience utilisateur<\/a> lors de la conception d’un site Internet. Pr\u00e9senter une interface a\u00e9r\u00e9e et soign\u00e9e n’a pas pour unique effet de diminuer les taux de rebond. Cela permet \u00e9galement d’am\u00e9liorer l’opinion que les visiteurs ont de votre marque et de vos produits. Ainsi, ils seront mieux dispos\u00e9s \u00e0 \u00e9couter vos arguments marketing et plus susceptibles de revenir sur votre site \u00e0 l’avenir. Une page produit complexe, remplie d’informations techniques, est souvent moins convaincante qu’une page \u00e0 la pr\u00e9sentation plus concise.<\/p>\n

\"processing<\/p>\n

Un bon moyen d’am\u00e9liorer la Processing Fluency est de supprimer tout message superflu et de placer des rep\u00e8res visuels<\/a>\u00a0pour aider les visiteurs \u00e0 identifier les informations les plus importantes. Cela leur permettra de naviguer sur la page sans trop d’effort.<\/p>\n

Processing Fluency<\/h2>\n

La Processing Fluency est un des aspects les plus importants de toute bonne strat\u00e9gie de marketing digital. Am\u00e9liorer l’exp\u00e9rience utilisateur permet en effet d’augmenter les taux de conversion sur le long terme.<\/p>\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-18350","1":"page","2":"type-page","3":"status-publish","5":"entry"},"yoast_head":"\nProcessing Fluency - Convertize - Glossaire de Neuromarketing<\/title>\n<meta name=\"description\" content=\"La Processing Fluency d\u00e9crit comment notre volont\u00e9 de faire quelque chose est influenc\u00e9e par la facilit\u00e9 ou difficult\u00e9 de la t\u00e2che en question.\" \/>\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\/processing-fluency\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Processing Fluency - 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