{"id":2207,"date":"2026-08-26T20:12:13","date_gmt":"2026-08-26T20:12:13","guid":{"rendered":"https:\/\/elasticsuite.io\/fr\/?p=2207"},"modified":"2026-08-26T21:02:59","modified_gmt":"2026-08-26T21:02:59","slug":"search-abandonment-ecommerce","status":"publish","type":"post","link":"https:\/\/elasticsuite.io\/fr\/ressources\/search-abandonment-ecommerce\/","title":{"rendered":"Search Abandonment : Comment r\u00e9duire l’abandon e-commerce"},"content":{"rendered":"\n\n
\n \"Comprendre\n \n
<\/div>\n\n \n \n
\n
\n

Comprendre et r\u00e9duire
le Search Abandonment<\/span><\/h1>\n

Lorsqu’un visiteur quitte votre site apr\u00e8s une recherche sans cliquer ni acheter, votre moteur devient une fuite de revenus invisible. D\u00e9couvrez comment la colmater.<\/p>\n

\n Parler \u00e0 un expert<\/a>\n <\/div>\n <\/div>\n <\/td>\n <\/tr><\/tbody>\n <\/table>\n<\/div>\n\n\n\n
\n
<\/div>\n\n\n\n
\n
\n
<\/div>\n\n\n\n\n
\n\n \n
\n

\n En premier lieu, le search abandonment ne signifie pas toujours que le produit cherch\u00e9 est absent.\n <\/p>\n

\n En r\u00e9alit\u00e9, dans de nombreux cas, l’article est bel et bien pr\u00e9sent dans votre catalogue. Cependant, le moteur de recherche ne comprend pas les mots tap\u00e9s. Par cons\u00e9quent, le v\u00e9ritable probl\u00e8me se situe dans le d\u00e9calage entre la pens\u00e9e humaine et vos donn\u00e9es.\n <\/p>\n <\/div>\n\n \n

\n Les chiffres cl\u00e9s de l’abandon\n <\/h2>\n

L’impact direct sur les ventes<\/h3>\n
\n
\n
\n

56%<\/p>\n

En fait, la majorit\u00e9 des sites pr\u00e9sentent une exp\u00e9rience de recherche insuffisante.<\/p>\n <\/div>\n

\n

1<\/p>\n

De plus, une seule page vide suffit \u00e0 briser la confiance de l’acheteur.<\/p>\n <\/div>\n

\n

4<\/p>\n

Par ailleurs, il y a quatre points \u00e0 surveiller : pertinence, confort, donn\u00e9es et vitesse.<\/p>\n <\/div>\n <\/div>\n <\/div>\n\n \n

\n Comprendre le search abandonment\n <\/h2>\n

La d\u00e9finition exacte<\/h3>\n

\n Tout d’abord, le search abandonment<\/em> d\u00e9signe la situation o\u00f9 un utilisateur fait une recherche interne, mais ne poursuit pas sa visite. Autrement dit, il ne clique pas sur un produit et il n’ach\u00e8te rien. \n <\/p>\n

\n En outre, ce ph\u00e9nom\u00e8ne peut se produire apr\u00e8s une liste de r\u00e9sultats classique ou une page vide. Finalement, le client n\u2019obtient simplement pas une r\u00e9ponse assez claire pour continuer.\n <\/p>\n\n \n

\n Le parcours de risque\n <\/h3>\n
\n \n
\n
\n
1<\/div>\n

Intention<\/p>\n

Le client a un besoin.<\/p>\n <\/div>\n

\u2794<\/div>\n
\n
2<\/div>\n

Requ\u00eate<\/p>\n

Des mots sont tap\u00e9s.<\/p>\n <\/div>\n

\u2794<\/div>\n
\n
3<\/div>\n

R\u00e9ponse<\/p>\n

Un tri s’affiche.<\/p>\n <\/div>\n

\u2794<\/div>\n
\n
!<\/div>\n

Abandon<\/p>\n

Il part d\u00e9\u00e7u.<\/p>\n <\/div>\n <\/div>\n <\/div>\n\n \n

\n Distinguer les diff\u00e9rents types de perte\n <\/h3>\n

\n Bien s\u00fbr, ces indicateurs sont tr\u00e8s li\u00e9s. Toutefois, ils r\u00e9v\u00e8lent des soucis techniques bien diff\u00e9rents. C’est pourquoi il faut les traiter s\u00e9par\u00e9ment.\n <\/p>\n

\n
\n
Zero-result rate<\/span><\/div>\n
Le motif :<\/strong> Par exemple, des donn\u00e9es manquantes cr\u00e9ent une page vide.<\/div>\n <\/div>\n
\n
No-action rate<\/span><\/div>\n
L’obstacle :<\/strong> En fait, les produits affich\u00e9s sont jug\u00e9s inutiles par le visiteur.<\/div>\n <\/div>\n
\n
Search exit rate<\/span><\/div>\n
La cons\u00e9quence :<\/strong> D\u00e8s lors, il y a une rupture brutale dans le parcours.<\/div>\n <\/div>\n <\/div>\n\n \n

L’exemple de l’abandon en B2B<\/h3>\n
\n

\n Pour illustrer cela, un acheteur cherche \u00ab raccord laiton M8 \u00bb<\/strong>. Ensuite, le moteur affiche des objets contenant le mot \u00ab raccord \u00bb, mais ignore le diam\u00e8tre. Pourtant, la pi\u00e8ce existe en rayon. Par cons\u00e9quent, ce manque de pr\u00e9cision provoque exactement le m\u00eame r\u00e9sultat qu\u2019une rupture de stock : un d\u00e9part imm\u00e9diat.\n <\/p>\n <\/div>\n\n \n

\n Les causes principales de l’abandon\n <\/h2>\n\n \n

Un probl\u00e8me de compr\u00e9hension des mots<\/h3>\n

\n En fait, un utilisateur peut chercher un mod\u00e8le exact, mais aussi une couleur ou un besoin pr\u00e9cis. Ainsi, si votre technologie ne s\u00e9pare pas correctement les mots de la phrase, elle \u00e9choue \u00e0 proposer le bon article.\n <\/p>\n\n \n

\n

Comment un syst\u00e8me intelligent d\u00e9compose la phrase :<\/p>\n

\n \u00a0\u00bb canap\u00e9<\/span> beige<\/span> 3 places<\/span> \u00a0\u00bb\n <\/div>\n
\n
Objet :<\/strong> Canap\u00e9<\/div>\n
Teinte :<\/strong> Beige<\/div>\n
Taille :<\/strong> 3 places<\/div>\n <\/div>\n <\/div>\n\n

Un probl\u00e8me de vocabulaire et de synonymes<\/h3>\n

\n Par ailleurs, vos clients n\u2019utilisent pas toujours votre jargon interne. En effet, un site qui vend des \u00ab sneakers \u00bb doit absolument r\u00e9pondre au mot \u00ab baskets \u00bb. De plus, une faute de frappe banale ne doit jamais bloquer la navigation.\n <\/p>\n\n \n

Le danger de la page vide<\/h3>\n
\n
\u2715<\/div>\n
\n

Le message \u00e0 bannir absolument :<\/p>\n

\u00ab\u00a0Aucun r\u00e9sultat. Essayez de modifier votre recherche.\u00a0\u00bb<\/em>
En somme, ce texte renvoie la faute au client sans l’aider.<\/p>\n <\/div>\n <\/div>\n\n

Les r\u00e9sultats sont trop nombreux ou illisibles<\/h3>\n

\n D’un autre c\u00f4t\u00e9, l\u2019absence de r\u00e9sultats n\u2019est pas le seul souci. En outre, une liste de milliers de fiches mal organis\u00e9es est tout aussi frustrante qu\u2019une page vide.\n <\/p>\n\n

Des donn\u00e9es produit (PIM) trop pauvres<\/h3>\n

\n \u00c9videmment, la pertinence d\u00e9pend de la base de donn\u00e9es. Un algorithme ne peut deviner un attribut ou une norme technique qui n\u2019a jamais \u00e9t\u00e9 saisi par vos \u00e9quipes.\n <\/p>\n\n

Mauvaise gestion de la rupture de stock<\/h3>\n

\n Pour terminer, afficher en premi\u00e8re position un article \u00e9puis\u00e9 donne une tr\u00e8s mauvaise image. Il faut donc pouvoir masquer ou baisser ces r\u00e9f\u00e9rences automatiquement.\n <\/p>\n\n \n

\n Comment mesurer l’abandon\n <\/h2>\n\n \n

\n La m\u00e9thode de calcul\n <\/h3>\n
\n

La Formule d’abandon<\/p>\n

\n

Taux de fuite =<\/p>\n

\n

Sessions avec recherche SANS action utile<\/p>\n

Total global des sessions avec recherche<\/p>\n <\/div>\n

\u00d7 100<\/p>\n <\/div>\n <\/div>\n\n

\n Les outils Google Analytics 4\n <\/h3>\n

\n Ensuite, pour bien faire, voici les \u00e9v\u00e9nements sp\u00e9cifiques \u00e0 surveiller dans votre outil d’analyse :\n <\/p>\n

\n
search_submitted<\/code><\/div>\n
search_results_viewed<\/code><\/div>\n
search_result_clicked<\/code><\/div>\n
search_zero_results<\/code><\/div>\n <\/div>\n\n

\n Le framework de diagnostic e-commerce\n <\/h3>\n
\n \n \n \n \n \n \n
Sympt\u00f4me<\/td>\n Cause probable<\/td>\n Action corrective<\/td>\n <\/tr>\n
Zero-result constant<\/td>\n Lexique absent de la base<\/td>\n Cr\u00e9er un dictionnaire de synonymes robuste.<\/td>\n <\/tr>\n
Clics inexistants<\/td>\n Classement tr\u00e8s peu pertinent<\/td>\n Ajuster le ranking global (boost\/bury).<\/td>\n <\/tr>\n
D\u00e9part sur smartphone<\/td>\n Interface complexe ou chargement lent<\/td>\n \u00c9purer l’interface facett\u00e9e pour le mobile.<\/td>\n <\/tr>\n <\/tbody>\n <\/table>\n <\/div>\n\n \n

\n Les solutions contre le search abandonment\n <\/h2>\n\n

Optimiser la saisie et les fautes<\/h3>\n

Dans un premier temps, affichez des cat\u00e9gories et des suggestions de produits d\u00e8s la troisi\u00e8me lettre tap\u00e9e. De plus, pardonnez automatiquement les petites erreurs d’orthographe (par exemple \u00ab\u00a0sofa\u00a0\u00bb au lieu de \u00ab\u00a0canap\u00e9\u00a0\u00bb).<\/p>\n\n

Cr\u00e9er une page de secours intelligente<\/h3>\n

Par ailleurs, au lieu d’un message fataliste, construisez un \u00ab\u00a0filet de s\u00e9curit\u00e9\u00a0\u00bb qui propose des rubriques de remplacement pertinentes.<\/p>\n\n

\n
\n
\n \ud83d\udd0d chargeur macbook pro \u2715<\/span>\n <\/div>\n
\n

Oups, aucune correspondance exacte.<\/p>\n

Cependant, voici des cat\u00e9gories sugg\u00e9r\u00e9es :<\/p>\n

\n
\ud83d\udd0c Adaptateurs 65W<\/div>\n
\u26a1 C\u00e2bles USB-C<\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n

Empiler les couches technologiques<\/h3>\n

\n En fin de compte, une bonne strat\u00e9gie fusionne l’analyse des mots, l’intention s\u00e9mantique et la puissance de l’intelligence artificielle.\n <\/p>\n

\n
\n
\ud83e\udde0<\/div>\n
\n

L’Intelligence Artificielle<\/p>\n

L’outil m\u00e9morise les clics victorieux.<\/p>\n <\/div>\n <\/div>\n

\n
\ud83d\udcac<\/div>\n
\n

L’Analyse S\u00e9mantique<\/p>\n

Le moteur d\u00e9crypte le besoin r\u00e9el.<\/p>\n <\/div>\n <\/div>\n

\n
\ud83d\udd17<\/div>\n
\n

Le Filet Orthographique<\/p>\n

Le syst\u00e8me rattrape les petites fautes.<\/p>\n <\/div>\n <\/div>\n <\/div>\n\n

\n Les sp\u00e9cificit\u00e9s par secteur d’activit\u00e9\n <\/h3>\n
\n
\n

Le secteur B2B<\/h4>\n

Notamment en B2B, l’abandon co\u00fbte extr\u00eamement cher. Par cons\u00e9quent, le moteur doit exceller sur les normes complexes.<\/p>\n <\/div>\n

\n

Les limites de l’IA<\/h4>\n

Toutefois, l’IA ne fait pas tout. En effet, elle n\u00e9cessite des fiches parfaitement propres pour tourner correctement.<\/p>\n <\/div>\n <\/div>\n\n \n

\n Le plan d’action en 30 jours\n <\/h2>\n \n

\n Phase de pr\u00e9paration\n <\/h3>\n \n
\n
\n
<\/div>\n

Semaine 1<\/p>\n

V\u00e9rifier le suivi<\/p>\n

D’abord, v\u00e9rifiez vos tags analytiques afin d’isoler les requ\u00eates compl\u00e8tement vides.<\/p>\n <\/div>\n

\n
<\/div>\n

Semaine 2<\/p>\n

Analyser le lexique<\/p>\n

Ensuite, exportez les termes de recherche pour rep\u00e9rer le vrai langage de vos acheteurs.<\/p>\n <\/div>\n <\/div>\n\n

\n Phase de correction\n <\/h3>\n
\n
\n
<\/div>\n

Semaine 3<\/p>\n

Apporter les modifications<\/p>\n

Puis, renseignez les mots-cl\u00e9s manquants, activez la tol\u00e9rance aux fautes et b\u00e2tissez la page de secours.<\/p>\n <\/div>\n

\n
<\/div>\n

Semaine 4<\/p>\n

Valider les gains<\/p>\n

Pour conclure, observez la baisse globale de la fuite et la hausse des ventes directes.<\/p>\n <\/div>\n <\/div>\n\n \n

Validation finale du syst\u00e8me<\/h2>\n
\n

Les 6 points \u00e0 valider<\/h3>\n
\n
Correction automatique activ\u00e9e.<\/div>\n
Dictionnaire m\u00e9tier bien renseign\u00e9.<\/div>\n
Bases de donn\u00e9es raccord\u00e9es aux filtres.<\/div>\n
\u00c9cran de secours construit et test\u00e9.<\/div>\n
Articles \u00e9puis\u00e9s automatiquement masqu\u00e9s.<\/div>\n
Suivi analytique en place.<\/div>\n <\/div>\n <\/div>\n\n \n
\n

\n Reprenez le contr\u00f4le total\n <\/p>\n

\n Transformez la recherche en levier\n <\/h2>\n

\n En bref, ElasticSuite fusionne la compr\u00e9hension des mots et l’IA comportementale pour \u00e9radiquer totalement ce probl\u00e8me.\n <\/p>\n \n D\u00e9couvrir ElasticSuite\n <\/a>\n <\/div>\n\n \n

\n

\n Foire aux questions\n <\/p>\n

\n Search abandonment : Les r\u00e9ponses cl\u00e9s\n <\/h2>\n \n
\n

Quelle est la diff\u00e9rence avec le panier ?<\/h3>\n

Effectivement, la recherche intervient lors de la d\u00e9couverte. \u00c0 l’inverse, le panier intervient \u00e0 l’achat final (frais de port, processus complexe).<\/p>\n <\/div>\n

\n

Quel est le taux de perte normal ?<\/h3>\n

En r\u00e9alit\u00e9, il n’y a pas de norme absolue. Par cons\u00e9quent, l’essentiel consiste \u00e0 mesurer un point de r\u00e9f\u00e9rence et de l’am\u00e9liorer mois apr\u00e8s mois.<\/p>\n <\/div>\n

\n

L’intelligence artificielle r\u00e8gle-t-elle tout ?<\/h3>\n

Certainement pas. De plus, une IA connect\u00e9e \u00e0 un catalogue vide ne sera d’aucune utilit\u00e9. En somme, elle sublime la donn\u00e9e, mais ne l’invente pas.<\/p>\n <\/div>\n <\/div>\n\n<\/div>\n\n\n\n

<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Comprendre et r\u00e9duirele Search Abandonment Lorsqu’un visiteur quitte votre site apr\u00e8s une recherche sans cliquer ni acheter, votre moteur devient une fuite de revenus invisible. D\u00e9couvrez comment la colmater. Parler \u00e0 un expert En premier lieu, le search abandonment ne signifie pas toujours que le produit cherch\u00e9 est absent. En r\u00e9alit\u00e9, dans de nombreux cas, … Continued<\/a><\/p>\n","protected":false},"author":7,"featured_media":2212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-2207","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nSearch Abandonment : Comment r\u00e9duire l'abandon e-commerce<\/title>\n<meta name=\"description\" content=\"Vos visiteurs quittent votre site apr\u00e8s une recherche ? 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