{"id":4455,"date":"2018-03-14T14:00:22","date_gmt":"2018-03-14T13:00:22","guid":{"rendered":"http:\/\/www.e-works.fr\/blog\/?p=4455"},"modified":"2022-03-17T04:52:29","modified_gmt":"2022-03-17T04:52:29","slug":"matthieu-muraccioli-doofinder-interview-e-commerce","status":"publish","type":"post","link":"https:\/\/www.e-works.fr\/blog\/matthieu-muraccioli-doofinder-interview-e-commerce\/","title":{"rendered":"Matthieu Muraccioli (Doofinder) : \u00ab De nombreux sites e-commerce perdent des ventes \u00e0 cause du moteur de recherche interne \u00bb"},"content":{"rendered":"
\"Banniere-Interview-Doofinder\"<\/a><\/div>\n

Apr\u00e8s de nombreuses exp\u00e9riences en e-commerce \u00e0 l\u2019international (Londres, Berlin, etc.), Matthieu Muraccioli<\/a> pose ses valises \u00e0 Madrid en 2014 et rejoint Doofinder<\/strong>, une startup proposant une puissante solution de moteur de recherche interne pour les e-marchands. A son arriv\u00e9e, ils sont \u00e0 peine 5 personnes. Aujourd\u2019hui, la startup madril\u00e8ne compte plus de 40 collaborateurs et de nombreuses r\u00e9f\u00e9rences fran\u00e7aises comme Bureau Vall\u00e9e, Decathlon Pro, LDLC, PrivateSportShop ou encore Euromaster. Selon Matthieu, de nombreux e-marchands perdent chaque jour des ventes car leur moteur de recherche interne n\u2019est pas performant. Interview.<\/p>\n

<\/p>\n

E-Works : Pourquoi le moteur de recherche interne d\u2019un site e-commerce est-il si important ?<\/h3>\n

Matthieu : Il faut savoir qu\u2019en moyenne, 40% des internautes utilisent le moteur de recherche interne lors d\u2019un parcours d\u2019achat. Ce pourcentage augmente en fonction du nombre de r\u00e9f\u00e9rences pr\u00e9sentes dans le catalogue : pour faire simple, plus vous vendez de produits diff\u00e9rents, plus les utilisateurs privil\u00e9gieront votre moteur pour s\u2019y retrouver. L\u2019e-acheteur cherche avant tout \u00e0 gagner du temps. Il se rend sur un site e-commerce afin de b\u00e9n\u00e9ficier d\u2019une exp\u00e9rience d\u2019achat optimale et confortable, donc tout le processus doit \u00eatre r\u00e9fl\u00e9chi de cette mani\u00e8re, notamment en \u00e9vitant les clics inutiles. C\u2019est pour cela que l\u2019utilisateur pr\u00e9f\u00e8re saisir des mots cl\u00e9s correspondant \u00e0 son besoin plut\u00f4t que de naviguer de cat\u00e9gories en sous cat\u00e9gories.<\/p>\n

\"exemple-moteur-recherche-euromaster-doofinder\"<\/a><\/div>\n

Quel est le principal challenge \u00e0 ce sujet pour les e-marchands aujourd\u2019hui ?<\/h3>\n

Google a habitu\u00e9 les utilisateurs \u00e0 obtenir des r\u00e9sultats rapidement, avec un degr\u00e9 de pertinence tr\u00e8s \u00e9lev\u00e9. Or, quand on analyse les solutions existantes, notamment les moteurs de recherche internes propos\u00e9s en natif par les diff\u00e9rentes solutions e-commerce (Magento<\/a>, Prestashop, Shopify, etc.), on se rend compte que les r\u00e9sultats sont loin d\u2019\u00eatre pertinents. La plupart d\u2019entre elles se contentent de v\u00e9rifier la pr\u00e9sence du mot saisi dans le titre et la description du produit. Elles ne prennent en compte ni les synonymes ni les fautes d’orthographes, le tri d\u2019affichage est lin\u00e9aire et n\u2019englobe pas des crit\u00e8res de ventes comme le taux de marge, la rotation produit etc. Tout cela fait perdre de nombreuses ventes aux sites marchands.<\/p>\n

Comment Doofinder r\u00e9pond \u00e0 cette probl\u00e9matique de recherche e-commerce ?<\/h3>\n

Nous avons d\u00e9velopp\u00e9 une solution puissante permettant \u00e0 tout e-marchand de pouvoir r\u00e9pondre \u00e0 100% des requ\u00eates des internautes, en conciliant pertinence et searchandising. On peut par exemple cr\u00e9er des champs lexicaux ou enrichir une liste de synonymes pour un m\u00eame mot cl\u00e9. Notre algorithme apprend des utilisateurs, et rectifie r\u00e9guli\u00e8rement la pertinence. Il croise notamment des donn\u00e9es provenant de votre ERP ou CRM. Par ailleurs, Doofinder calcule un score individuel pour chaque produit, et ce score influence la position d\u2019affichage dans les r\u00e9sultats affich\u00e9s. C\u2019est le m\u00eame principe que ce que fait Google avec le r\u00e9f\u00e9rencement.<\/p>\n

\"Doofinder-dashboard\"<\/a><\/div>\n

Vous faites souvent le parall\u00e8le avec Google, en quoi Doofinder est-il une sorte de \u201cGoogle\u201d pour les sites e-commerce ?<\/h3>\n

Dans l\u2019esprit, Google<\/a> et Doofinder proposent des fonctionnalit\u00e9s similaires, comme l\u2019autocompl\u00e9tion, qui va sugg\u00e9rer de mani\u00e8re automatique des mots cl\u00e9s au moment de la saisie des premi\u00e8res lettres, afin de faire gagner du temps \u00e0 l\u2019internaute. En attribuant les bonnes r\u00e8gles d\u2019affichage \u00e0 ses mots cl\u00e9s, il est \u00e9galement possible d\u2019augmenter son panier moyen et sa marge brute, en favorisant des produits de gamme sup\u00e9rieure par exemple, ou des produits \u00e0 plus forte marge.<\/p>\n

L\u2019id\u00e9e, c\u2019est de faire comme les commerces traditionnels, et exploiter votre moteur interne comme un chef de rayon exploiterait son lin\u00e9aire. L\u2019objectif est de r\u00e9pondre aux attentes des internautes, habitu\u00e9s \u00e0 l\u2019utilisation rapide et la pertinence de r\u00e9sultats de Google, tout en privil\u00e9giant les produits les plus rentables pour vous.<\/p>\n

Par ailleurs, il est \u00e0 noter que Google a annonc\u00e9 l\u2019arr\u00eat de Google Site Search au 1er avril 2018, c\u2019est donc l\u2019occasion d\u2019essayer Doofinder !<\/p>\n","protected":false},"excerpt":{"rendered":"

Apr\u00e8s de nombreuses exp\u00e9riences en e-commerce \u00e0 l\u2019international (Londres, Berlin, etc.), Matthieu Muraccioli pose ses valises \u00e0 Madrid en 2014 et rejoint Doofinder, une startup<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[53],"tags":[],"class_list":["post-4455","post","type-post","status-publish","format-standard","hentry","category-e-commerce"],"yoast_head":"\nMatthieu Muraccioli (Doofinder) : \u00ab De nombreux sites e-commerce perdent des ventes \u00e0 cause du moteur de recherche interne \u00bb<\/title>\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.e-works.fr\/blog\/matthieu-muraccioli-doofinder-interview-e-commerce\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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