Author: f2d5s57

The Canadian Retail Media Opportunity You’re Ignoring

Canadian retailers are sitting on a goldmine of shopper data. Brands that figure this out first will win. Everyone else will keep guessing on Instagram.

By Franck Nlemba
April 2026
8 min read

There’s a C$3.7 billion market in Canada that most brand marketers are still treating as an afterthought. Retail media. And if you’re still pouring the majority of your media budget into social platforms hoping the algorithm will show your ad to someone who might buy your product, we need to talk.

Here’s the truth. Social media platforms don’t know who actually bought your product. They know who clicked. They know who watched 3 seconds of your video. But they don’t know who walked into a Loblaws, picked up your SKU, and put it in their cart. Retailers do.

And that distinction changes everything about how you should be spending your money.

Retail media in Canada isn’t coming. It’s here. It’s growing at nearly 20% year over year. By 2028, it’ll be a C$6 billion channel. The question isn’t whether retail media matters. It’s whether you’re going to move fast enough to get the best positioning before your competitors do.

C$3.7B
Canadian retail media
ad spend in 2025
20%
Share of all digital
ad dollars
74%
North American marketers
increasing RMN spend

Sources: eMarketer Canada Retail Media 2025; Nielsen 2025 Annual Marketing Report (n=1,400 global marketers)

The Three Players You Need to Know

Canada’s retail media landscape isn’t as fragmented as the U.S. market. That’s actually good news. It means you can cover a massive portion of Canadian shoppers by working with three major networks. Each one offers something different.

Loblaw

Loblaw Advance
  • 18M+ PC Optimum members
  • 2,400+ retail stores
  • 1B+ yearly transactions
  • 11M+ unique monthly digital visitors
  • Closed-loop sales measurement
  • Multi-touch attribution (launched 2025)
  • In-store digital screens in 500+ locations

Walmart Canada

Walmart Connect Canada
  • #1 omnichannel retailer in Canada
  • Sponsored search + display on walmart.ca
  • Off-site targeting via DSP partners
  • In-store TV walls and self-checkout ads
  • AI-powered campaign optimization
  • Social integrations with Meta and TikTok
  • Self-service and managed campaigns

Amazon Canada

Amazon Ads
  • ~75% of Canadian retail media spend
  • Sponsored Products, Brands, and Display
  • Amazon DSP for off-platform targeting
  • Prime Video ads (CTV)
  • Deep purchase and browsing data
  • Most mature self-service tools
  • Full-funnel from awareness to conversion

Sources: Loblaw Advance official data; eMarketer Canada Retail Media 2024; Mars United Retail Media Report Card Canada, Spring 2025; Walmart Connect Canada


01

Why Brands Should Move Budget from Social Platforms to Retailers

I’ve seen this firsthand. A CPG brand spends $500K on Instagram and Facebook over a quarter. The platform report says they reached 4 million people. Engagement rate looks healthy. The marketing team presents the numbers and everyone nods. But when you ask the simple question, “How many units did we actually sell from this campaign?” the room goes quiet.

That’s the gap. And it’s enormous.

The data problem with social media

Social platforms are built on interest signals. They know what you liked, what you commented on, what you scrolled past. But they don’t know what you bought at the grocery store last Tuesday. They can’t tell you whether the person who saw your ad is a loyal buyer of your competitor’s brand. They definitely can’t tell you if your campaign drove first-time buyers or just reminded existing customers to buy what they were going to buy anyway.

Retail media flips this on its head. When you run a campaign through Loblaw Advance, your ad is being served to people based on what they’ve actually purchased. Not what they “liked.” Not what hashtag they followed. What they put in their cart and paid for.

Let’s be honest

If 80% of consumer spending still happens in store (eMarketer, 2024), then why are 90% of your ad dollars going to platforms that can’t see inside a store? The math doesn’t add up.

Closed-loop measurement isn’t a buzzword. It’s the whole point.

When Nielsen surveyed 1,400 global marketers for their 2025 Annual Marketing Report, 65% said retail media networks would play a bigger role in their media strategy this year. In North America specifically, that number hit 74%. The reason? Closed-loop attribution. You spend money. The retailer tracks who saw your ad. Then they match it to actual in-store and online purchases. You get a real number. Not an estimated conversion. A real one.

Here’s what that looks like in practice with Loblaw Advance. They take the ad exposure data and match it against PC Optimum transaction records across 2,400+ stores. They can show you sales lift, return on ad spend, and whether you drove first-time buyers or increased basket size. No guesswork. No modelling. Actual receipts.

Walmart Connect does this too. Their first-party signals connect online ad exposure to both e-commerce and in-store purchases. And with 95% of shoppers who add items to their Walmart cart completing a purchase within a week, the intent signal is off the charts.

Social media vs. retail media: where your money works harder

Capability Social Media Retail Media
Targeting based on actual purchases ✗ ✓
Closed-loop sales attribution ✗ ✓
Measures in-store sales lift ✗ ✓
First-time buyer tracking ✗ ✓
Privacy-compliant first-party data Partial (declining) ✓
Reaches shoppers at point of purchase ✗ ✓
Upper-funnel brand awareness ✓ Growing (CTV, off-site)
Cost to reach verified buyers High (broad audiences) Lower (precision targeting)

I’m not saying kill your social budget tomorrow. Social still does things retail media can’t, especially for broad awareness and community building. But if you’re a CPG brand spending 70% of your digital budget on Meta and TikTok and 5% on retail media, your allocation is backwards. In my experience, the brands getting the best results are running a 40/30/30 split: social for awareness, retail media for conversion and measurement, and search for intent capture.

“Customers who shop in-store and on PC Express spend about 26% more than customers who only shop in our stores. Speaking to the most valuable customers starts online.”
Lauren Steinberg, SVP Digital, Loyalty Media, Loblaw Companies

Real-World ExampleDanone Canada had a problem. A product recall on their plant-based milk cost them roughly 45,000 customers. Those shoppers didn’t just stop buying the product. They switched to competitors. And they were staying there.

Danone went to Loblaw Advance with one objective: win those people back. The Advance team used PC Optimum data to find exactly who those 45,000 lapsed customers were. They figured out what those shoppers were buying instead, whether they were premium or discount buyers, and how active they were on the app.

Then they built a targeted campaign: the right creative, the right offer, the right channel for each customer segment. The result? They didn’t just meet Danone’s recovery target. They beat it.

Try doing that with a Facebook lookalike audience.

Source: Grocery Business Magazine, “From App to Aisle: The Rise of Loblaw Advance,” December 2025

The cookie is crumbling. First-party data isn’t.

Here’s the other big shift. Third-party cookies are going away. Safari and Firefox already blocked them. Even though Google reversed its Chrome deprecation plan, consumer behavior has moved on. According to eMarketer, 38% of U.S. consumers accept cookies less frequently than they did three years ago. Privacy regulations in Canada, PIPEDA and its provincial counterparts, are getting stricter.

Social platforms are losing the targeting precision they once had. Apple’s ATT framework gutted Facebook’s ability to track conversions across apps. The signal loss is real, and it’s permanent.

Retailers don’t have this problem. Their data is first-party. It comes from loyalty programs, purchase transactions, and direct customer relationships. PC Optimum has 18 million+ members. That’s not a sample. That’s nearly half the country’s population. And every transaction is logged, permissioned, and tied to a real person.

What I tell my team is this: bet on the channel that owns its data, not the channel that’s borrowing someone else’s.


02

Why Brands Should Connect Their CRM to Retailers

This is the part most brands haven’t figured out yet. And honestly, it’s where the biggest competitive advantage sits right now.

Most brands have a CRM full of customer data. Email addresses, purchase history, engagement scores, subscription status. But that data sits in a silo. It tells you what happened on your own website or your own DTC channel. It can’t tell you what your customers are doing when they walk into a Walmart or shop on amazon.ca.

Now imagine connecting those two worlds.

Your Brand CRM
Emails, segments, purchase history

→

Data Clean Room
Privacy-safe matching

→

Retailer Data
In-store purchases, basket data

→

Activated Campaigns
Precision targeting + measurement

Data clean rooms make this possible (and legal)

In 2025, nearly 66% of organizations were using data clean rooms in some form for retail media. A clean room lets you upload your CRM data and match it against a retailer’s purchase data without either side seeing the other’s raw information. It’s privacy-compliant, it’s secure, and it answers questions you literally cannot answer any other way.

Questions like:

What a CRM + Retailer data connection unlocks

Are my DTC customers also buying from me at Loblaws? If yes, you’ve got a loyal cross-channel buyer. If no, there’s an expansion opportunity sitting right there.

Which of my CRM segments are showing up in competitor aisles? Your loyalty tier data combined with retailer category data can reveal defection patterns you’d never catch from your own data alone.

What does my customer’s full basket look like? Your CRM knows they buy your protein bars. The retailer knows they also buy almond milk, organic eggs, and pre-workout supplements. That’s a lifestyle profile you can’t build from email clicks.

The Loblaw Advance approach

Loblaw Advance can segment audiences by actual shopping behaviour: spend level, category mix, lifestyle signals, and purchase recency. They can tell you whether a customer’s last trip was a quick stock-up or a full weekly shop. They can distinguish between a premium beauty buyer and a discount grocery shopper, even when it’s the same person.

When Bell Media partnered with Loblaw Advance in late 2025, they created a closed-loop measurement solution for connected TV advertisers. The integration links Bell’s premium video inventory with Loblaw’s point-of-sale data. So a brand can run a CTV ad on Crave, then measure whether the people who saw it actually bought the product at a Loblaws store. That’s not a proxy metric. That’s proof.

And in September 2025, Loblaw Advance launched multi-touch attribution across their entire ecosystem. This means brands can now see how different touchpoints, from a sponsored product ad on the website to a PC Optimum offer on the app to an in-store digital screen, each contribute to a final purchase. One unified view. One source of truth.

Why “someday” is already too late

The brands that connect their CRM to retail media networks today are building a data asset that gets more valuable with every campaign. Every run teaches you more about your customers. Every match between your CRM and the retailer’s data sharpens your targeting. And every closed-loop result gives you the numbers to make the case for bigger budgets.

But there’s a first-mover advantage here. Clean room integrations take time to set up. Data matching requires alignment on taxonomies and identifiers. And once your competitor locks in preferred placements and custom audiences with a retailer, you’re fighting uphill.

According to eMarketer, 58% of U.S. ad buyers are prioritizing first-party data partnerships in 2025. In Canada, that trend is accelerating. The Mars United Retail Media Report Card rated nine Canadian networks across 99 performance criteria. The ones that scored highest? The ones investing most heavily in making it easier for brands to bring their own data to the table.



The Budget Shift: Where Smart Brands Are Moving

YESTERDAY’S MODEL

Meta / Facebook — 40%

Instagram — 30%

YouTube — 20%

TikTok 10%

Can’t measure real sales


→

TOMORROW’S MODEL

Retail Media — 40%

Social — 30%

Search — 20%

CTV 10%

Every dollar tied to a receipt


Illustrative budget allocation for Canadian CPG brands

The Bottom Line for Canadian Brands

Retail media in Canada is growing faster than any other digital ad channel. The 19.7% growth rate in 2025 was more than double the 8.8% growth in overall digital advertising. And over the five-year span leading to 2028, eMarketer forecasts a 134% gain in the channel overall.

The three retailers that matter most, Loblaws, Walmart, and Amazon, aren’t just selling ad space. They’re selling access to verified purchasers. They’re selling closed-loop measurement. They’re selling something social platforms simply can’t offer: proof that your ad drove a sale.

And when you connect your CRM to these networks, you stop marketing to personas and start marketing to real people. People whose purchase behaviour you can actually see, measure, and act on.

Three things to do this quarter

1. Audit your current spend. If retail media is under 15% of your digital budget, you’re underweight for a CPG brand in Canada.

2. Start a clean room pilot. Pick one retailer. Match your CRM. See what you learn. The insights will justify the investment.

3. Shift 10-15% of your social budget into retail media. Keep social for what it does best (awareness and community). Let retail media handle the work that matters most: proving that your advertising actually sells product.

Data Sources

  1. eMarketer, “Canada Retail Media 2025,” February 2025
  2. eMarketer, “Canada Retail Media 2024,” January 2024
  3. eMarketer, “Retail Media is the Fastest-Growing Digital Advertising Channel at Scale in Canada,” February 2025
  4. Nielsen, “2025 Annual Marketing Report: From Chaos to Clarity,” May 2025 (n=1,400 global marketers)
  5. Nielsen, “The Future of Retail Media,” June 2025
  6. Mars United Commerce, “Retail Media Report Card Canada, Spring 2025”
  7. Loblaw Advance official data and press releases (loblawadvance.ca)
  8. Bell Media & Loblaw Advance partnership announcement, December 2025
  9. Loblaw Advance, “Multi-Touch Attribution Launch,” September 2025
  10. Grocery Business Magazine, “From App to Aisle: The Rise of Loblaw Advance,” December 2025
  11. Grand View Research, “Canada Retail Media Networks Market Size & Outlook, 2030”
  12. Walmart Connect Canada (walmartconnect.ca)
  13. ResearchAndMarkets / GlobeNewsWire, “Canada Digital Ad Spend Business Report 2026,” February 2026
  14. eMarketer, “Walmart Connect Expands Social Capabilities,” April 2026
  15. Wilkins Media, “The 2026 Canadian Marketing Trend Report,” March 2026
  16. AI Digital, “Retail Media Networks: How They Work in 2026,” February 2026

The Full Funnel Isn’t a Digital Problem — It’s a Brand Opportunity

Digital Strategy · Brand Marketing · Retail Media

Why splitting “digital” from “brand” is costing companies sales they never knew they lost — and how to fix it.

By a Digital Director who’s tired of defending the funnel

I’ve been in this meeting more times than I can count. Someone looks at the digital spend line and says, “You’re putting money into retail ads. That only drives online sales.” It sounds logical. It feels reasonable. It’s also wrong. And the cost of believing it shows up in your numbers.

I know because I’m in that conversation every week. As a digital director, I spend a lot of time fighting a false divide: brand marketing on one side, digital performance on the other. This piece is my attempt to close it. With actual evidence.

THE PURCHASE FUNNEL IS ONE JOURNEY, NOT THREE DEPARTMENTS AWARENESS TV · OOH · RETAIL MEDIA DISPLAY · SPONSORSHIPS CONSIDERATION SEARCH · SOCIAL · EMAIL · SPONSORED PRODUCTS CONVERSION PDP · CART · CHECKOUT · IN-STORE AISLE BRAND TERRITORY DIGITAL TERRITORY RETAIL MEDIA
Retail media gets dismissed as a bottom-of-funnel tool. It isn’t. It runs all three stages at once.

The Funnel Was Never Separate Channels

The purchase funnel was always a metaphor. Awareness at the top, consideration in the middle, conversion at the bottom. Simple enough. But then organizations did something the textbooks never intended: they built actual departments around those stages. Brand owned the top. Performance owned the bottom. And the middle? Nobody owned the middle.

The result is a mess. Brand budgets lost their connection to real outcomes. Performance budgets lost any sense of long-term equity. And digital, a channel that runs across all three stages at the same time, got shoved into the “performance only” bucket. Even when the data said otherwise.

“Digital media isn’t where brand goes to die. It’s where brand goes to prove it’s working.”
— The argument the industry keeps resisting

Retail Media Is Brand Media. Full Stop.

Take Walmart.ca. A brand runs a sponsored product or a display ad in that environment, and the instinct is to call it a sales move. You’re catching shoppers mid-browse and nudging them to convert. Sure, that’s one thing it does. But it isn’t the only thing. Not even close.

A shopper sees your brand at the top of a Walmart.ca search. They don’t buy. They browse, compare, and close the tab. You might call that a wasted impression. I’d call it a seeded consideration. That person just saw your brand in a high-trust environment. Walmart’s credibility rubbed off on yours. And the next time they’re standing in the aisle, that exposure is still working.

THE WALMART.CA SHOPPER JOURNEY — WHERE DOES THE DIGITAL AD ACTUALLY END? 🛒 Browses Walmart.ca High-intent environment TOUCHPOINT 1

📣 Sees Your Sponsored Ad Brand impression in trusted context BRAND EXPOSURE

💭 Doesn’t Buy — Yet Memory encoded. Brand recalled later CONSIDERATION

🏪 Buys In-Store or Returns Online 60% of retail media impressions end here (Criteo, 2023) CONVERSION — ANYWHERE

The “digital spend” critics say only drives online sales — drives the sale regardless of where it happens.

Leaving without buying doesn’t mean the ad failed. That shopper carries your brand into the next store they walk into.

Case Study

L’Oréal Canada — Retail Media as Brand Builder

L’Oréal had a problem a lot of brands recognize: getting noticed in a crowded Canadian market, both online and off. They ran a campaign that blended retail ads with brand placements across e-commerce and physical stores. Shoppers who saw the digital component showed a 22% lift in brand recall compared to those who didn’t. Even among people who bought nothing. The following quarter, first-time buyers showed up in physical stores too. The digital placement wasn’t closing deals. It was opening doors.

The Numbers That Should End This Debate

70%of purchase decisions influenced by digital touchpoints before in-store purchase (Google/Ipsos)
3.5×higher conversion when brand awareness precedes performance media exposure (Nielsen)
60%of retail media impressions end in an in-store purchase, not online (Criteo)
$45Bprojected retail media ad spend in North America by 2026 — driven largely by brand goals (eMarketer)

Stop at that third number. Sixty percent of retail ads end in an in-store purchase. Not online. In the store. So when someone tells you digital spend only moves the needle online, they’re dismissing the majority of what they’re actually paying for. That’s not a rounding error. That’s the whole story.

The Real Problem: Brand Has Been Diluted Into Digital

Here’s the truth. Over the past decade, brand budgets didn’t disappear. They moved. Under pressure to justify every dollar, CMOs pulled money out of TV, print, and OOH and pushed it into programmatic, paid social, and search. They called it efficiency. What actually happened is that brand thinking got stripped out of those investments. The channel changed. The strategy didn’t follow.

HOW BRAND THINKING LEFT THE BUILDING (2005–2025) 2005 2010 2015 2020 2025 Brand Equity Score Digital Ad Spend Spend ↑, equity ↓ Brand thinking diluted P&G cuts $200M 2017 — rebuilds with brand-first intent Brand equity Digital ad spend Conceptual illustration based on industry-wide trend data (Binet & Field, 2019; Nielsen CMO Report)
Digital spend went up. Brand equity went down. Not because digital doesn’t work. Because nobody brought the brand thinking with them when they made the move.
“We didn’t move brand into digital. We replaced brand with digital, and then wondered why our awareness scores were flat.”
— A pattern repeated across virtually every major CPG category

Case Study

P&G’s Reversal — A Lesson in Reclaiming Brand Within Digital

In 2017, P&G made headlines by cutting $200M in digital spend. Too narrow. Too targeted. Diminishing returns. Two years later, they came back quietly. But the briefs were different this time: brand-first creative, longer formats, awareness objectives written in from day one. By 2019, they posted 7% organic sales growth and brand equity scores were climbing. What changed wasn’t the channel. It was the thinking they brought to it.

New-to-Brand Is a Digital KPI. It Should Be a Brand KPI Too.

Amazon, Walmart Connect, Kroger Precision Marketing: they all show you natively how many of your sales came from first-time buyers. Not modeled. Not inferred. Actual people who had never bought your brand before. That’s brand acquisition. Sitting in your dashboard right now.

RETAIL MEDIA NATIVE BRAND METRICS — LIVE IN YOUR DASHBOARD NEW-TO-BRAND SALES 68% ↑ +18pp vs. prior period BRAND ACQUISITION KPI

BRAND RECALL LIFT +22% vs. unexposed shoppers AWARENESS KPI

IN-STORE VELOCITY +14% 4 weeks post-campaign OFFLINE IMPACT KPI

REPEAT PURCHASE AFTER 1ST EXPOSURE 2.3× vs. non-exposed baseline LOYALTY KPI

These metrics live natively inside Walmart Connect, Amazon DSP, and Kroger 84.51° — they are brand metrics inside a digital platform. Brand acquisition is now measurable in real time. The excuse “we can’t prove brand ROI” no longer applies.

These aren’t vanity metrics from a third-party study. They live inside the same dashboard as your ROAS. Brand KPIs and performance KPIs, side by side.

Case Study

A Mid-Sized Canadian Snack Brand on Walmart Connect

A snack brand nobody had heard of wanted to break into Walmart. They had six weeks and a modest budget. Here’s what happened. They ran sponsored products and display ads on Walmart.ca, targeting shoppers who’d never bought their brand before. Of total campaign sales, 68% came from first-time buyers. And in the four weeks after it ended, in-store sales at Walmart locations climbed 14%. People had seen the brand online and gone looking for it on the shelf. That’s not a digital campaign. That’s a brand-building campaign that happened to run digitally.

How to Fix the Conversation Inside Your Organization

Key Principles for Digital Directors Navigating This Debate

  1. Stop defending the channel. Start reporting on outcomes. Don’t show up to brand reviews talking about CTRs and ROAS. Show up with awareness lift, consideration scores, and first-time buyer rates. The moment brand KPIs appear in a digital report, the conversation changes.
  2. Show the in-store halo. Every time. Pull the geo-level store data that lines up with your digital campaign windows. In my experience, the lift is almost always there. Brick-and-mortar sales follow digital reach far more consistently than brand teams are willing to admit.
  3. Brand goes in the brief. Not in the post-mortem. What I tell my team: every digital placement needs to carry a brand idea, even if it’s a banner. A Walmart.ca ad should feel like the same brand as your TV spot. Smaller canvas, same idea.
  4. Use the platform’s own data to make the case. First-time buyer metrics, category share of voice, repeat purchase rate after first exposure: these live inside Walmart Connect, Amazon DSP, and Kroger 84.51°. Bring them to your brand reviews. Let them do the talking.
  5. The 60/40 rule isn’t just for traditional media. Binet & Field are clear: roughly 60% of investment should go toward long-term brand building, 40% toward short-term conversion. Digital can serve both halves. But only if the objectives are set that way from the start.

THE BINET & FIELD 60/40 PRINCIPLE — APPLIED TO DIGITAL 60% — LONG-TERM BRAND BUILDING TV · OOH · Retail Media Display · Brand-Led Digital Video · Sponsorships 40% — SHORT-TERM ACTIVATION Sponsored Products · Search · Promotions · Retargeting ← Digital serves BOTH bars, when briefed with the right intent Source: Binet & Field, “The Long and the Short of It”, IPA — still the most cited marketing effectiveness framework
60/40 isn’t anti-digital. It’s a framework. And digital can serve both halves of it, if you brief it that way.

The Opportunity Nobody Is Claiming

Here’s the opportunity nobody’s talking about. The most underused person in marketing today isn’t someone with a new technical skill. It’s someone who speaks both brand and digital fluently. Most organizations have split these disciplines so far apart that a person who can actually bridge them is rare. And genuinely hard to replace.

Full-funnel thinking isn’t empire-building. It’s just paying attention. Shoppers don’t turn off brand awareness when they open a browser. They don’t skip a Walmart.ca ad because they’re planning to buy in store. The journey is seamless on their end. Our media plans are the ones with all the walls in them. And that’s the problem we need to fix.

The marketing director who’s skeptical of digital isn’t irrational. They’ve watched a decade of spend get poorly explained and even more poorly measured. That skepticism is earned. But the answer isn’t to split the disciplines further apart. It’s to build a shared language for what brand success actually looks like, wherever it happens.

The full funnel isn’t a digital problem. It’s a brand opportunity that happens to live in digital spaces. The organizations that figure that out first won’t just win online. They’ll win in every aisle, on every shelf, in every market where their customers are making decisions. Which, these days, is everywhere.

Beyond Traffic: Why Chasing Visitors Won’t Necessarily Boost Your Bottom Line

Many entrepreneurs equate website traffic with success. The logic seems straightforward: more visitors should mean more customers and higher sales. But in reality, high traffic does not guarantee high sales – especially when conversion rates are abysmally low. In fact, average website conversion rates hover around just 1–3%, meaning roughly 98 out of 100 visitors take no actionwordstream.comwordstream.com.

This conversion gap indicates that most traffic is merely window shopping. At the same time, the cost to acquire that traffic has been rising sharply, eating into marketing ROI. Paradoxically, some businesses are now seeing less traffic but more sales – a trend that challenges long-held assumptions about digital growth.

In this report, we’ll explore why focusing solely on traffic acquisition can be a costly mistake. We’ll back this up with data – from low global conversion rates to surging customer acquisition costs – and highlight insights from industry leaders (like Rand Fishkin) who observe that declining traffic can coincide with rising revenue. We’ll examine real examples (e.g. HubSpot’s recent experience) and the changing landscape of search, where Google’s AI summaries and “zero-click” results often bypass websites altogether. 

The 2% Reality: Traffic Without Conversions

For most websites, only a tiny fraction of visitors ever convert into customers or leads. Numerous studies put average conversion rates in the low single digits. For example, WordStream data shows the average e-commerce conversion rate is about 1.91%. Similarly, industry benchmark reports find median conversion rates around 1–2% in many sectors (e.g. median fashion retail conversion ~1.96%). In other words, over 98% of web visitors typically don’t buy or sign up.

Such low conversion efficiency means that pouring more and more people into the top of the funnel yields diminishing returns. If only 2 in 100 visitors make a purchase, getting 1,000 more visitors might only produce 20 sales – and that’s if they are quality visits. As marketing expert Brendan Hufford observed, chasing big traffic numbers often leads to a false sense of success. He recounted a “nightmare” scenario where vanity metrics took over: his team celebrated spikes in blog hits even though those visits (to articles like “What is an SDR?” and “How to become a life coach”) were largely irrelevant to their product and converted no one.

They became “addicted to numbers that meant nothing,” ultimately optimizing for pageviews instead of paying customers.

This cautionary tale underscores that more traffic can be worse than no traffic at all if it’s untargeted – it wastes resources and attention on people who will never buy, while distorting your KPIs.

Brendan HuffordBrendan Hufford Linkedin Post

In short, a big Google Analytics session count is not a business goal – sales and leads are. If your conversion rate is 1%, doubling traffic might double your problems (server costs, bounce rates, irrelevant inquiries) without meaningfully moving revenue.

Rather than fixate on filling the funnel, smart entrepreneurs assess how well their website persuades visitors. Increasing the conversion rate from 1% to 2% is far more impactful than increasing traffic by another thousand hits. The data makes it clear: traffic for traffic’s sake is a dead end if those visitors aren’t taking action.

Rising Customer Acquisition Costs (CAC) Squeeze ROI

Not only do most visitors not convert – getting those visitors is becoming more expensive. Digital marketers have watched the cost of customer acquisition climb year after year, especially in paid channels. Recent benchmarks illustrate this trend starkly. According to 2024 Google Ads industry data, the average cost per click (CPC) rose to about $4.66 – up ~10% from $4.22 the year prior (and higher than ~$4.01 in 2022).

More importantly, the average cost per lead (CPL) has ballooned: by late 2023 it averaged $66.69 across industries, a 25% increase from the year before (Just two years earlier, in 2022, the average CPL was around $44, implying roughly 50% higher lead acquisition costs now than in 2022.

To put these numbers in perspective, below is a summary of recent cost trends for Google search advertising:

Average Google Ads Costs (All Industries)linkedin.com

Metric2022 Average2023 Average2024 Average
Cost per Click (CPC)$4.01$4.22$4.66
Cost per Lead (CPL)$44.70$53.52$66.69

Table: Steady rise in paid search costs from 2022–2024 (data from LocaliQ/WordStream benchmark report)linkedin.com.

This means marketers are paying more for each visitor and each lead than ever before. If your website’s conversion rate isn’t improving in tandem, your cost to acquire a customer (CAC) is shooting up.

For example, if it cost $50 in ads to get one purchase last year, it might cost $60–$70 now for the same outcome. Indeed, a search ad trends report noted CPLs rose in the majority of industries (+25% on average) even as conversion rates declined in many sectors. The result is a pincer movement on ROI: higher ad spend yielding fewer conversions.

Meanwhile, platforms like Google are reporting record profits, indicating that advertisers are pouring in budgets to compete for clicks. Competition drives up bids, and automation (like Google’s automated bidding) often skews toward higher spends.

 A 2024 analysis found Google’s search ad costs had surged 133% year-over-year in some cases, with certain retail sectors experiencing a 40–50% increase in ad prices over five yearsbubbleup.net. These increases far outstrip inflation, reflecting how much costlier it has become to simply maintain the same traffic levels via paid acquisition.

The takeaway for entrepreneurs is sobering: buying traffic is an increasingly expensive game. If you’re dumping more budget into Google or social ads expecting to fuel growth, be aware that the efficiency of that spend is likely diminishing. When clicks cost dollars and most clicks don’t convert, chasing traffic can burn through cash fast. This is why many marketing leaders now emphasize improving conversion and customer value over just driving more visits. As we’ll discuss, investing in understanding your audience and tailoring your offer can yield better ROI than blindly upping ad spend to hit vanity traffic goals.

Traffic Down, Revenue Up: Decoupling Visits from Sales

For decades, we assumed a strong positive correlation between website traffic and sales – more visitors in the funnel meant more buyers out the other end. Recently, however, a “deeply strange trend” has emerged where the two have become unbound. In example after example, businesses are reporting situations where traffic is falling but revenue is rising. This isn’t a fluke; it’s a sign of changing user behavior and marketing effectiveness beyond raw clicks.

Perhaps the most prominent case is HubSpot. The popular B2B software company saw a dramatic drop in its blog traffic in 2023–2024 – losing millions of monthly Google visits. An analysis estimated HubSpot’s organic blog traffic fell on the order of 50–80%, from around 13 million visits at its peak down to a few million in late 2024. Yet, in that same period, HubSpot’s business thrived. HubSpot’s annual revenue grew ~22% year-over-year to reach about $2.5 billion in 2024 with strong gains in customer count and an all-time high stock price.

How is this possible?

It seems that much of the lost traffic was to top-of-funnel blog posts (e.g. generic how-tos and definitional articles) that weren’t directly tied to their core products’ purchase intent.  In other words, HubSpot’s SEO team had built massive traffic on broadly popular topics, but those visitors were largely non-buyers. When Google’s algorithm later redirected those informational queries to sites like Canva, Wikipedia, or others HubSpot’s visitor numbers dropped – yet their real customers still found them through other means. The people who genuinely needed HubSpot’s software were now discovering it via brand reputation, word-of-mouth, and targeted content, rather than through random blog hits. 

Moving Beyond Traffic: What To Focus on Instead

If not traffic, what should growth-minded businesses concentrate on? Below are key strategies – each a more sustainable driver of revenue than raw traffic numbers:

  • Understand Your Audience’s Behavior : Invest in market research and audience insights. Learn who your best customers are, where they spend time, and what truly motivates them. This could mean using tools to analyze audience demographics and interests, conducting surveys/interviews, or engaging in online communities to observe discussions. The goal is to meet your audience on their terms. By understanding their behavior, you can position your marketing where it actually resonates.  When you know what your customers care about, you can create content and offers that naturally attract them (often without needing massive ad spend). This customer-centric approach ensures you’re driving quality visits the kind that convert; instead of chasing everyone and hoping someone is interested.

These social networks are used more/less than the global average by people with mom in their profile in Canada:

  • Improve Offer–Audience Fit (Conversion Optimization, rather than throwing more prospects at a mediocre offer, make your offer more compelling to those who are already finding you. This is essentially conversion rate optimization and product-market fit alignment. Analyze why the 98% aren’t converting: Is it the messaging? The pricing? By addressing objections, you can lift your conversion rate (even modest gains from 1% to 2% double your sales with the same traffic). Ensure that your marketing promises align with the experience on your site. Remove friction from the user journey. It’s also about targeting: if you attract a slightly smaller but more qualified audience, your conversion rate will improve.

  • Offer-audience fit means the right people seeing the right message. When you achieve that, you need not worry about pouring in huge volumes of traffic; the business scales efficiently because a larger share of visitors say “yes.” 

  • Leverage Local Marketing. For businesses with any local or regional component, local marketing can be a high-conversion alternative to broad online traffic. This includes local SEO (optimizing for “near me” searches, Google Maps, etc.), community involvement, and offline-online integration. Ensuring your Google Business profile is robust, encouraging reviews, and appearing in local directories can drive ready-to-buy customers straight to your door (or website). Additionally, sponsoring local events or partnering with local organizations can boost word-of-mouth. 

  • Embrace Event Marketing and Direct Engagement. In-person and virtual events (webinars, workshops, conferences, meetups) can cultivate deeper relationships with prospects than a drive-by website visit. Events have a way of attracting highly interested audiences and immersing them in your brand or product experience.  Whether it’s hosting a live webinar or networking at a trade show, events create opportunities for dialogue, trust-building, and immediate feedback that static web traffic cannot match. Even smaller-scale events like roundtable discussions or AMA (Ask Me Anything) sessions can yield a rich crop of leads.

  • Build Your Brand with Content & Storytelling – Instead of churning out SEO-optimized posts for traffic, shift to brand content that tells a story and builds an emotional connection. Strong branding and storytelling increase customer loyalty and willingness to buy. Focus on creating content that conveys your mission, showcases customer success stories, and provides genuine value. This might be thought leadership articles, video series, podcasts, or social media narratives formats that may not always go viral in terms of traffic, but engage the right people and differentiate your brand. Good storytelling also spreads via word-of-mouth. When people feel a connection to your brand, they become ambassadors, mentioning you in conversations (online and offline).

Over time, a strong brand reduces your reliance on paid traffic, as customers come to you proactively because they trust what you stand for.

In practical terms, this means allocate resources to content marketing, PR, and social media presence that reinforce your story, rather than just running another lead-gen campaign. Brand equity might be hard to measure in Google Analytics, but it shows up in the bank balance through higher conversion rates, repeat business, and resilience to competition.

Franck NLEMBA

Sources:

  • Fishkin, R. “Traffic Is Down; Revenue Is… Up?” SparkToro Blog. Jan 27, 2025 sparktoro.com

  • Reynolds, W. “Why 2020’s SEO KPIs Won’t Work in 2024…” Seer Interactive. Sep 23, 2024seerinteractive

  • Ad Costs: LocaliQ (via Search Engine Journal) 2024 Google Ads Benchmarks linkedin.com; BubbleUp Marketing, Oct 24, 2024. bubbleup.net.

  • Local Search Stat: Think with Google, 2019 report on local search behavior. lionssharedm.com.

  • Event Marketing ROI: Splash survey via ExplodingTopics, 2023. explodingtopics.com.

  • Brand Storytelling Stats: CXL 2023 via HuddleCreative. huddlecreative.com.

Au-delà du trafic : pourquoi courir après les visiteurs ne boostera pas forcément votre résultat net

De nombreux entrepreneurs associent le trafic d’un site web à la réussite. La logique semble simple : plus de visiteurs devraient signifier plus de clients et des ventes accrues.

Pourtant, un trafic élevé ne garantit pas un chiffre d’affaires important; notamment quand les taux de conversion sont très faibles. En effet, les taux de conversion moyens se situent autour de 1 % à 3 %, ce qui signifie qu’environ 98 visiteurs sur 100 ne réalisent aucune action utile pour l’entreprise.

Cette faille de conversion suggère que la plupart des visites relèvent de la simple consultation. Parallèlement, le coût pour acquérir ce trafic a fortement augmenté, réduisant la rentabilité des campagnes. Fait paradoxal, certaines entreprises observent désormais une baisse de trafic tout en voyant leurs ventes progresser.  Ce phénomène remet en cause les idées reçues sur la croissance digitale.

Prenons l’exemple de la fête des mères au Canada. Le marketeur de base pour attirer des ventes en ligne aura coutume de regarder les mots clés les plus recherchés. Il va utiliser des outils de recherche de mots clés. Mais très rarement il va considérer YouTube, Reddit, Quora ou même Pinterest dans les plateformes à analyser. Et pourtant une analyse sur un échantillon de 5K personnes au Canada démontre bien que ces plateformes sont populaires auprès des mamans.

These social networks are used more/less than the global average by people with mom in their profile in Canada:
These social networks are used more/less than the global average by people with mom in their profile in Canada

Tout comme il ne va certainement pas réaliser que la mise a jour des conditions de livraisons sur les pages de produit est probablement l’action la plus importante pour la conversion!

These topics are highly relevant to searchers for mother day gift in Canada:

La réalité des 2 % : un trafic sans conversions

Pour la plupart des sites, seule une infime fraction des visiteurs se transforme en clients ou en prospects qualifiés. Plusieurs études placent les taux de conversion moyens en dessous de 3 %. Par exemple, WordStream indique que le taux de conversion moyen du e-commerce est d’environ 1,91 %. De même, des rapports sectoriels font état de taux de conversion médian autour de 1–2 % dans de nombreux domaines (p. ex. mode : ~1,96 %).

L’erreur classique est de célébrer les pics de trafic même lorsque ces visites n’ont aucun lien avec votre offre. Comme l’a relaté Brendan Hufford, son équipe est devenue « accro à des chiffres qui ne signifiaient rien » :

ils se félicitaient d’articles génériques (« Qu’est-ce qu’un SDR ? », « Comment devenir coach de vie ? ») qui drainaient beaucoup de visites… mais aucun acheteur. Ils optimisaient pour des pages vues au lieu de vrais clients, gaspillant temps et budget sur un trafic peu qualifié.

Brendan HuffordBrendan Hufford Linkedin Post

Si votre taux de conversion est de 1 %, doubler votre trafic ne fera peut-être que doubler votre coût sans doubler vos ventes. Avant de chercher plus de visiteurs, assurez-vous que votre site sait convertir ceux que vous avez déjà.

Augmentation des coûts d’acquisition client (CAC) et pression sur le ROI

Acquérir du trafic devient également plus onéreux. Entre 2022 et 2024, les coûts des campagnes Google Ads ont flambé :

MétriqueMoyenne 2022Moyenne 2023Moyenne 2024
Coût par clic (CPC)4,01 $4,22 $4,66 $
Coût par prospect (CPL)44,70 $53,52 $66,69 $

Tableau : augmentation régulière des coûts de recherche payante de 2022 à 2024 (données LocaliQ/WordStream).

Résultat : vous payez plus pour chaque visiteur et chaque lead. Si votre taux de conversion n’augmente pas également, votre coût d’acquisition client s’envole.

Par exemple, un achat qui coûtait 50 $ en publicité peut désormais coûter 60–70 $. Et alors que Google affiche des bénéfices record, votre budget se dilue dans la concurrence des enchères automatiques et des CPC à la hausse. En savoir plus sur l’inflation des coûts publicitaires ici

Trafic en baisse, chiffre d’affaires en hausse : dissocier visites et ventes

Il se produit aujourd’hui un phénomène étrange : certaines entreprises voient leur trafic chuter tout en voyant leurs revenus grimper. Le cas le plus emblématique est HubSpot :

  • Entre 2023 et 2024, HubSpot a perdu des millions de visites mensuelles organiques sur son blog (– 50 % à – 80 % selon Ahrefs).
  • Pourtant, sur la même période, son chiffre d’affaires annuel a cru de ~22 % pour atteindre 2,5 milliards de dollars en 2024, avec un nombre de clients au plus haut historique et une action en bourse en progression constante.

Comment l’expliquer ? HubSpot a d’abord construit énormément de trafic sur des articles génériques, peu liés à l’intention d’achat. Quand Google a redirigé ces requêtes vers des sources plus spécialisées (Canva, Wikipédia…), HubSpot a perdu ces visites « vanity » sans que cela n’impacte ses ventes réelles. Or, les acheteurs ayant une intention claire trouvent toujours HubSpot par sa réputation, le bouche-à-oreille ou son contenu ciblé.

Ils ne sont pas seuls : Wil Reynolds (Seer Interactive) observe que son trafic Google en 2024 est 41 % en dessous de son pic de 2020, sans pour autant voir s’effondrer ses leads ni son chiffre d’affaires. Comme le rappelle Rand Fishkin,

« l’influence, pas le trafic, doit devenir la métrique principale » dans ce nouveau contexte.

Le nouveau paysage numérique : réponses IA et recherches sans clic

La dissociation trafic/ventes s’explique par les évolutions des comportements de recherche :

  1. Recherches « sans clic » – Google propose de plus en plus de réponses directement dans la page de résultats (featured snippets, knowledge panels, réponses générées par IA), éliminant le besoin de cliquer sur un site.

  2. Visibilité hors-site – réseaux sociaux, forums, outils d’IA (ChatGPT, Bing Chat…) et plateformes communautaires (LinkedIn, Reddit, YouTube…) sont désormais des lieux clés de découverte, mais renvoient peu de trafic dans les analytics classiques.

Par exemple, un internaute cherchant « meilleur CRM » peut lire un résumé IA de Google mentionnant HubSpot sans cliquer sur le lien du site. HubSpot gagne alors en notoriété sans augmenter ses sessions web directes. De même, SparkToro montre qu’un post LinkedIn sans lien externe obtient 10× plus de portée qu’un post avec lien, ce qui génère beaucoup d’engagement hors site – et donc autant de pistes influentes sans apparaître comme trafic référent.

quel est le meilleur outil crm - google

En somme, votre influence – mentions, avis, recommandations, contenus sur d’autres plateformes et références IA – devient souvent plus déterminante que vos pages vues.

Aller au-delà du trafic : sur quoi se concentrer à la place

Pour générer une croissance durable, privilégiez ces axes plutôt que la simple acquisition de visites :

  • Comprendre le comportement de votre audience
    Menez enquêtes, analyses démographiques et veille des communautés en ligne. Identifiez où se trouvent vos clients idéaux, ce qui les motive et comment ils consomment l’information. Comme l’affirme Rand Fishkin,

« comprendre le comportement de son audience est plus crucial que jamais ». Cette connaissance vous permet de cibler des canaux et des messages réellement efficaces.

  • Optimiser l’adéquation offre–audience (CRO/P-M fit)
    Plutôt que de toucher une audience plus large, faites en sorte que votre offre soit irrésistible pour ceux qui vous trouvent déjà : affinez vos messages, testez vos pages (A/B testing), supprimez les frictions du parcours client. Passer d’un taux de conversion de 1 % à 2 % double vos ventes pour le même trafic.

  • Exploiter le marketing local
    Pour les acteurs régionaux, le local génère un fort taux de conversion : 76 % des internautes effectuant une recherche « près de moi » sur mobile visitent un commerce dans la journée, et 28 % d’entre eux réalisent un achat. Travaillez votre référencement local, optimisez votre fiche Google Business et encouragez les avis.

  • Adopter le marketing événementiel et l’engagement direct
    Webinaires, ateliers, salons ou rencontres en ligne créent un lien humain et captent une audience hautement qualifiée. Selon une enquête Splash, 47 % des marketeurs jugent que les événements en présentiel offrent le ROI le plus élevé de tous les canaux, et la plupart les considèrent comme essentiels à la croissance.

  • Construire votre marque avec du contenu et du storytelling
    Le storytelling émotionnel peut augmenter les conversions de 96 % et créer une valeur client à long terme 3× supérieure pour les clients liés émotionnellement à la marque. Investissez dans des récits clients, des vidéos, des podcasts ou des séries d’articles qui suscitent l’adhésion et encouragent le bouche-à-oreille.

Il est temps de rompre avec l’obsession du trafic. En 2025, la croissance durable repose sur l’engagement ciblé plutôt que sur l’injection massive de visiteurs. Les taux de conversion moyens très bas et la montée des coûts publicitaires rendent la course au trafic coûteuse et inefficace. Parallèlement, de grandes entreprises prouvent qu’on peut perdre des visiteurs tout en gagnant des ventes, en misant sur l’influence, la réputation et l’expérience client.

Pour votre entreprise, concentrez-vous sur :

  1. La compréhension fine de votre audience.

  2. L’optimisation de votre offre pour ceux qui vous trouvent déjà.

  3. Des canaux à fort impact (local, événements, storytelling).

Ainsi, vous maximiserez votre retour sur investissement et verrez vos ventes progresser – même si votre trafic n’augmente pas.

Sources :

  • Fishkin, R. « Traffic Is Down; Revenue Is… Up? » SparkToro Blog. 27 janvier 2025.

  • Hufford, B. Publication LinkedIn sur le trafic vanity vs clients réels.

  • Reynolds, W. « Why 2020’s SEO KPIs Won’t Work in 2024… » Seer Interactive. 23 septembre 2024.

  • Taux de conversion : WordStream, Conversion Rate Benchmarks; Capturly/IRP Commerce (via Growcode).

  • Coûts publicitaires : LocaliQ (via Search Engine Journal) 2024 Google Ads Benchmarks; BubbleUp Marketing, 24 octobre 2024.

  • Trafic vs chiffre d’affaires HubSpot : analyse SparkToro; Invezz finance news.

  • Recherches sans clic & IA : exemple SparkToro/Google.

  • Statistiques recherche locale : Think with Google, rapport 2019 sur la recherche locale.

  • ROI événementiel : enquête Splash via ExplodingTopics, 2023.

  • Storytelling émotionnel : CXL 2023 via HuddleCreative.

Pour augmenter vos revenus en ligne, concentrez vous sur l’expérience utilisateur

Il y a deux ans, j’ai eu le privilège de donner une conférence à la prestigieuse Université McGill de Montréal, au Québec. Chaque année, je suis invité à partager mon point de vue sur l’évolution du marketing. Ma philosophie a toujours été que l’avenir du marketing est intrinsèquement lié au développement des algorithmes. De plus, je suis tombé sur ce podcast de Freakonomics soulignant certains problèmes rencontrés par la recherche Google.

Aujourd’hui, presque tout le monde compte sur Internet et les appareils mobiles pour découvrir de nouvelles informations, choisir des destinations de voyage, sélectionner des livres à lire, trouver des événements auxquels assister, explorer de la musique ou décider quels films regarder.

Le point est clair : pour réussir, les spécialistes du marketing doivent exploiter efficacement les plateformes qui les connectent à leurs marchés, des plateformes comme Google, Amazon, Meta et Netflix. Une récente étude de Sparktoro a analysé où les utilisateurs passent du temps par rapport à l’origine du trafic de référence. Les résultats soulignent que Google reste la principale source de trafic de référence vers le web ouvert :

Oui, Google envoie près des 2/3 de tout le trafic de référence vers les sites Web américains (parmi les 170 principaux référents). Cependant, cela ne signifie pas que Google est le meilleur, le seul ou le plus important endroit pour chaque propriétaire/spécialiste du marketing de site Web doit concentrer ses efforts de croissance.

C’est pourquoi je consacre beaucoup de temps à l’analyse de Google, ou d’Alphabet, si vous préférez. Bien que l’entreprise soit engagée dans une bataille féroce dans le domaine de l’IA, la recherche reste sa pierre angulaire. Il suffit de regarder ses revenus et ses coûts d’acquisition de trafic (TAC).

Pourquoi les spécialistes du marketing devraient se soucier de Google

Le 18 octobre 2023, Pandu Nayak, alors vice-président de la recherche chez Google, a témoigné lors des audiences antitrust.

Ses idées ont été incroyablement éclairantes pour les professionnels du marketing de recherche désireux de comprendre le fonctionnement interne de Google. Vous pouvez lire la transcription ici.

Navboost et Glue

Nayak a expliqué en détail les facteurs de classement comme Navboost et son homologue Glue, qui utilisent les données de clics des 13 derniers mois pour influencer les classements de recherche et les fonctionnalités SERP.

  • Navboost : cet outil analyse les données de clics pour aider à classer les sites Web. Il suit la fréquence à laquelle les utilisateurs cliquent sur des liens spécifiques pour des requêtes particulières. Plus un site reçoit de clics, plus Navboost est susceptible de le considérer comme un résultat pertinent, ce qui pourrait améliorer son classement.
  • Glue : alors que Navboost se concentre sur le classement des pages individuelles, Glue prend en compte les interactions des utilisateurs avec les fonctionnalités de la page de résultats de recherche (SERP), telles que les carrousels de vidéos, les packs d’images et les extraits en vedette. Glue utilise les mêmes données utilisateur sur 13 mois pour prioriser les éléments SERP qui améliorent la satisfaction des utilisateurs. Par exemple, si les utilisateurs interagissent fortement avec les carrousels de vidéos pour les recherches de films, Glue priorisera ces fonctionnalités pour des requêtes similaires.

Modèles d’apprentissage profond et évaluation humaine

Google exploite également des modèles d’apprentissage profond avancés tels que RankBrain, RankEmbed, BERT et DeepRank. Ces modèles analysent le comportement des utilisateurs, y compris les clics et les requêtes de recherche, pour affiner continuellement les résultats de recherche. De plus, Google emploie des évaluateurs humains pour attribuer des scores de “Satisfaction de l’information” (IS). Ces évaluations aident Google à s’assurer que ses algorithmes fournissent des résultats de haute qualité.

Principaux points à retenir pour les entrepreneurs du commerce électronique

Comprendre les algorithmes de Google peut éclairer votre stratégie d’acquisition, car l’engagement des utilisateurs est désormais un facteur de classement essentiel. Voici les éléments essentiels sur lesquels les spécialistes du marketing devraient se concentrer :

Prioriser l’engagement des utilisateurs

Au lieu de se focaliser sur le nombre total de sessions ou le volume de trafic, déplacez votre attention vers les métriques d’engagement dans des outils comme Google Analytics. Les indicateurs clés incluent : Profondeur de défilement Connexions Ajouts au panier Paniers abandonnés Pourcentage de visiteurs réguliers Utilisation de la recherche sur site Obtenir des “clics longs” – où les utilisateurs restent sur votre site – est plus précieux que des taux de rebond élevés. Évitez de donner aux utilisateurs une raison de retourner aux résultats de recherche en offrant une expérience utilisateur de premier ordre.

Tecovas : Le meilleur de sa catégorie

J’aime particulièrement ce que fait Tecovas. Leur site Web est un paradis pour tous les fans de vêtements western ou de bottes de cowboy. Voici quelques points forts de leur UX :

  • Image de marque claire et cohérente : Le logo Tecovas est placé bien en évidence, assurant la reconnaissance et la confiance de la marque. L’utilisation cohérente des polices, des couleurs et des éléments de conception améliore le rappel de la marque.
  • Hiérarchie visuelle forte : Les images de produits sont grandes, claires et bien éclairées, aidant les clients à comprendre instantanément ce qui est offert. Les principales caractéristiques du produit (par exemple, imperméable, embout composite, assise plantaire amovible) sont affichées dans un format infographique, ce qui rend l’information digestible et attrayante.
  • Conception axée sur le mobile : La mise en page est optimisée pour les appareils mobiles, avec une interface propre, une navigation facile et un minimum de défilement nécessaire pour accéder aux informations clés. De grands éléments cliquables assurent une expérience utilisateur mobile fluide.
  • Récit axé sur les fonctionnalités : La section “Fabriqué avec la technologie Tecovas” met en évidence la différenciation des produits avec des avantages clairs. Cette approche souligne pourquoi le produit se démarque. Les explications visuelles (comme le schéma de botte en coupe) rendent les caractéristiques techniques accessibles à tous les publics.
  • Appel à l’action (CTA) : Un lien “Acheter maintenant” bien visible en haut encourage une action immédiate. Le placement stratégique des catégories de produits garantit que les utilisateurs peuvent rapidement parcourir d’autres articles de la collection.
  • Contenu éducatif : La section de style infographique éduque les utilisateurs sur les avantages du produit (par exemple, système imperméable, normes ASTM). Le contenu éducatif renforce la confiance et réduit l’hésitation de l’acheteur.
  • Conception centrée sur le client : Le site Web se concentre sur l’utilisateur en fournissant des détails sur le produit et les avantages de la technologie dès le départ, réduisant ainsi le besoin de clics supplémentaires. La priorité accordée à la transparence avec des descriptions détaillées des produits renforce la confiance et l’engagement des utilisateurs.
  • Navigation fluide : Le menu et les options de recherche sont intuitifs, garantissant que les utilisateurs peuvent facilement trouver ce dont ils ont besoin sans frustration. La catégorisation des produits (par exemple, “Gamme de travail”) simplifie l’expérience de navigation.

Trois principes fondamentaux pour le succès

L’expérience utilisateur est primordiale :

Créez un site Web à chargement rapide, adapté aux mobiles et facile à naviguer. Une expérience fluide encourage les utilisateurs à rester, signalant à Google que votre site est précieux.

Construisez une marque forte :

Investissez dans des campagnes de notoriété de marque multiplateformes. Une marque reconnaissable se traduit souvent par des taux de clics plus élevés, ce qui peut améliorer votre classement dans les moteurs de recherche.

Créez un contenu de haute qualité axé sur l’intention de recherche :

Comprenez l’intention derrière les recherches des utilisateurs et répondez à ces besoins avec un contenu complet et attrayant. Utilisez divers formats tels que des blogs, des vidéos et des infographies pour capter l’attention. C’est exactement ce que font des marques comme Tecovas. Elles ont une très forte stratégie de contenu de marque et une présence sur les réseaux sociaux. Sur Instagram, elles publient du contenu attrayant et elles sont cohérentes.

Restez informé des mises à jour de l’algorithme

Bien que la manipulation de facteurs de classement spécifiques puisse ne pas donner de résultats à long terme, rester informé des changements d’algorithme de Google vous assure d’adapter constamment votre stratégie pour rester compétitif. L’avenir du marketing réside dans la compréhension et l’exploitation des algorithmes qui régissent les interactions des utilisateurs. En se concentrant sur l’engagement des utilisateurs, en améliorant l’expérience du site Web et en se tenant informé des changements algorithmiques, les spécialistes du marketing peuvent se positionner pour un succès à long terme dans un paysage numérique de plus en plus concurrentiel.

Continuons à explorer et à partager des idées pour rester en tête dans le monde en constante évolution du marketing numérique.

Restez en contact avec moi.

Why SEO Rankings Are Overrated: The Real Key to Google Success Lies in User Behavior

Two years ago, I had the privilege of giving a conference at the prestigious McGill University in Montreal, Québec. Each year, I am invited to share my perspective on the evolution of marketing. My philosophy has always been that the future of marketing is intrinsically tied to the development of algorithms. Moreover I came across this podcast from Freakonomics highlighting some issues encounters by Google search. 

Today, virtually everyone relies on the internet and mobile devices to discover new information, choose travel destinations, pick books to read, find events to attend, explore music, or decide what movies to watch.

The point is clear: to succeed, marketers must effectively leverage the platforms that connect them to their markets—platforms like Google, Amazon, Meta, and Netflix. A recent study by Sparktoro analyzed where users spend time versus where referral traffic originates. The findings underscore that Google remains the leading source of referral traffic to the open web:

“Yes, Google sends close to 2/3rds of all referral traffic to US websites (of the top 170 referrers). No, that doesn’t mean Google is the best, only, or most important place for every website owner/marketer to put their growth efforts.”

the web largest traffic referrers by Sparktoro

This is why I devote significant time to analyzing Google—or Alphabet, if you will. While the company is engaged in a fierce battle in the AI space, search remains its cornerstone. Just look at its revenues and Traffic Acquisition Costs (TAC).

Why Marketers Should Care About Google

On October 18, 2023, Pandu Nayak, then Vice President of Search at Google, provided testimony during the anti-trust hearings. 

Pandu Nayak Vice President of Search

His insights were incredibly enlightening for search marketing professionals eager to understand Google’s inner workings. You can read the transcript here.

Navboost and Glue

Nayak elaborated on ranking factors like Navboost and its counterpart Glue, which use click data from the past 13 months to influence search rankings and SERP features.

  • Navboost: This tool analyzes click data to help rank websites. It tracks how often users click on specific links for particular queries. The more clicks a site receives, the more likely Navboost is to view it as a relevant result, potentially boosting its ranking.

  • Glue: While Navboost focuses on ranking individual pages, Glue considers user interactions with features on the search results page (SERP) such as video carousels, image packs, and featured snippets. Glue uses the same 13-month user data to prioritize SERP elements that enhance user satisfaction. For example, if users engage heavily with video carousels for movie searches, Glue will prioritize those features for similar queries.

Deep Learning Models and Human Evaluation

Google also leverages advanced deep learning models such as RankBrain, RankEmbed, BERT, and DeepRank. These models analyze user behavior, including clicks and search queries, to continuously refine search results.

Additionally, Google employs human evaluators to assign “Information Satisfaction” (IS) scores. These evaluations help Google ensure its algorithms deliver high-quality results.

Key Takeaways for E-Commerce Entrepreneurs

Understanding Google’s algorithms can inform your acquisition strategy because user engagement is now a critical ranking factor. Here are the essential elements marketers should focus on:

Prioritize User Engagement

Instead of obsessing over total sessions or traffic volume, shift your focus to engagement metrics in tools like Google Analytics. Key indicators include:

  • Scroll depth
  • Logins
  • Add-to-cart actions
  • Abandoned carts
  • Percentage of repeat visitors
  • On-site search usage

Achieving “long clicks”—where users stay on your site—is more valuable than high bounce rates. Avoid giving users a reason to return to search results by delivering a top-tier user experience.

Tecovas : Best in class

I particularly like what Tecovas is doing. Their website is a heaven for all the fans of western wear or cowboy boots. Here are few highlights from their UX : 

Clear and Consistent Branding:

    • The Tecovas logo is prominently placed, ensuring brand recognition and trust.
    • Consistent use of fonts, colors, and design elements enhances brand recall.

Strong Visual Hierarchy:

      • Product images are large, clear, and well-lit, helping customers instantly understand what’s being offered.

Key product features (e.g., waterproof, composite toe, removable footbed) are displayed in an infographic-style format, making information digestible and engaging.

Mobile-First Design:

        • The layout is optimized for mobile devices, with a clean interface, easy navigation, and minimal scrolling needed to access key information.
        • Large, clickable elements ensure a smooth mobile user experience.

Feature-Driven Storytelling:

    • The section “Made with Tecovas Technology” highlights product differentiation with clear benefits. This approach emphasizes why the product stands out.
    • Visual explanations (like the cutaway boot diagram) make technical features accessible to all audiences.

Call-to-Action (CTA):

    • A prominent “Shop Now” link at the top encourages immediate action.
    • Strategic placement of product categories ensures users can quickly browse other items in the collection.

Educational Content:

    • The infographic-style section educates users about the product’s benefits (e.g., waterproof system, ASTM standards). Educational content builds trust and reduces buyer hesitation.

Customer-Centric Design:

      • The website focuses on the user by providing product details and technology benefits upfront, reducing the need for additional clicks.
      • Prioritizing transparency with detailed product descriptions enhances user trust and engagement.

Seamless Navigation:

        • The menu and search options are intuitive, ensuring users can easily find what they need without frustration.
        • Categorization of products (e.g., “Work Line”) simplifies the browsing experience.

Three Core Principles for Success

  1. User Experience is Paramount:

    Create a fast-loading, mobile-friendly, and easy-to-navigate website. A seamless experience encourages users to stay, signaling to Google that your site is valuable.

  2. Build a Strong Brand:

    Invest in multi-platform brand awareness campaigns. A recognizable brand often results in higher click-through rates, which can enhance your search rankings.

  3. Create High-Quality, Intent-Driven Content:

    Understand the intent behind user searches and address those needs with comprehensive, engaging content. Use diverse formats such as blogs, videos, and infographics to capture attention. This is exactly what brands such as Tecovas are doing. They have a very strong brand content strategy and social media presence. On Instagram they publih engaging content and they are consistent. Tecovas on instagram

  4. Stay Informed About Algorithm Updates

While manipulating specific ranking factors may not yield long-term results, staying informed about Google’s algorithm changes ensures you’re always adapting your strategy to remain competitive.

The future of marketing lies in understanding and leveraging the algorithms that govern user interactions. By focusing on user engagement, enhancing website experience, and staying informed about algorithmic changes, marketers can position themselves for long-term success in an increasingly competitive digital landscape.

Let’s keep exploring and sharing insights to stay ahead in the ever-evolving world of digital marketing. 

Stay in touch with me.

FAQ: Insights from Pandu Nayak’s Testimony on Google Search

1. What is Navboost, and why is it important for SEO?

Navboost is a crucial Google ranking signal trained on user click data from the past 13 months. It helps Google understand which results users find most relevant for specific queries based on historical click patterns. Understanding Navboost is vital for SEOs because it highlights the importance of user engagement and satisfaction as ranking factors. Ultimately, it reinforces the need to create content that users find valuable and are likely to click on and spend time with.

2. How do Glue and Tangram relate to search results pages (SERPs)?

Glue is the system that informs which additional features (like video carousels or “People Also Ask” boxes) are populated on a SERP. It likely logs user interactions with these features over the last 13 months. Tangram is the system that assembles all the features on a SERP, acting as the “puzzle solver” that arranges the elements on the page.

3. What role do deep learning models like RankBrain, RankEmbed BERT, and DeepRank play in Google’s ranking process?

RankBrain, RankEmbed BERT, and DeepRank are deep learning models used by Google to understand language and content better. While these models are trained in part on click data, RankBrain analyzes a subset of candidate documents. RankEmbed BERT turns words into math using word embeddings and vectors. DeepRank refines search results based on a deeper understanding of user intent and content relevance. These models help Google to interpret the nuances of language and context, but Google is hesitant to rely on them exclusively.

4. What are Information Satisfaction (IS) scores, and how does Google use them?

Information Satisfaction (IS) scores are ratings on a 100-point scale assigned by human Search Quality Raters based on Google’s Search Quality Evaluator Guidelines. Google uses these scores to measure search performance, fine-tune algorithms, and conduct experiments. IS scores provide a gut check on the impact of algorithmic changes and help Google quickly assess whether a new feature or update is improving user satisfaction.

5. What is interleaving, and how does Google use it in algorithm testing?

Interleaving is an algorithm testing method where users are presented with a blended set of results from different algorithm versions, and their interactions (clicks, dwell time, etc.) are analyzed to determine which version performs better. Instead of traditional A/B testing, interleaving allows Google to compare algorithm performance in a more nuanced way, taking into account the relative performance of different result sets.

6. How important are engagement signals (user interaction signals) for SEO?

Engagement signals, such as long clicks and reduced pogo-sticking (returning quickly to the search results page), are essential for SEO. They indicate user satisfaction, which Google uses to assess the relevance and value of a webpage. SEOs should focus on creating content that thoroughly satisfies user intent and provides a positive user experience to improve engagement signals.

7. How can SEOs apply the knowledge of Google’s algorithms (like Navboost) to their client work?

Understanding Google’s algorithms enables SEOs to focus on long-term strategies such as creating valuable, user-centric content that satisfies user intent and provides a positive user experience. Knowing that Navboost relies on click data, SEOs can focus on brand building, creating compelling meta descriptions, and scaling short-form content to capture long-tail queries. It also involves understanding user intent and catering to the “why” behind their searches to provide comprehensive solutions.

8. How does the author interpret Google’s past statements about not using user signals in ranking?

The author believes that Google’s past statements were often technically correct, but didn’t present the whole truth. While Google might have denied using specific metrics like click-through rate as a direct ranking factor, they did consider user interactions within a larger model. This approach allowed Google to be accurate while maintaining secrecy about the specific details of their ranking algorithms.

Comment utiliser l’IA dans sa stratégie SEO

Le référencement SEO et l’intelligence artificielle (IA) jouent un rôle crucial dans le paysage numérique actuel, en particulier pour les entrepreneurs désireux d’optimiser leur présence en ligne et de rationaliser leurs activités sans coûts élevés. La compréhension et la mise en œuvre de techniques SEO et d’IA de base peuvent améliorer considérablement la visibilité et l’efficacité.

La principale contrainte pour les entrepreneurs est de bien définir les objectifs et les cibles à atteindre. Il arrive très souvent que les entrepreneurs definissent des objectifs un peu trop ambitieux. Ceci a malheureusement pour conséquence la fin des projets ou des investissements trop onéreux en Paid média.

L’usage efficace du SEO et de l’IA nécessitent tous les deux de la patience et une planification stratégique. Les résultats immédiats sont rares, et en être conscient permet de fixer des objectifs et des jalons réalistes.

Quelques étapes pour se lancer

1. Ressources d’apprentissage gratuites :

Consultez la série de vidéos Google sur le fonctionnement de la recherche

SEO

  • Une ressource gratuite qui couvre les bases du référencement SEO.
  • Lire le Blogs Moz et Search Engine Land : Ces blogs proposent des informations et des tendances avancées.

IA

  • Elements of AI : Un cours en ligne gratuit pour comprendre les bases de l’intelligence artificielle.
  • AI4ALL Open Learning : Fournit des ressources pour comprendre comment l’IA est utilisée dans des scénarios concrets.

2. Utiliser des outils gratuits :

Outils SEO

  • Google Analytics : Suit le trafic du site Web et le comportement des utilisateurs.
  • Search Console de Google : Aide à surveiller les performances du site dans les résultats de recherche Google.
  • Keyword Planner : Utile pour trouver des mots-clés à cibler.

Outils IA

  • Google AI : Explorez divers outils d’IA gratuits proposés par Google.
  • IBM Watson : Accédez à des API gratuites pour intégrer des fonctionnalités d’IA à vos processus métier.

Implémentation du SEO et de l’IA sur votre site Web

1. Optimisation de votre site Web pour le référencement SEO

  • SEO On-Page : Concentrez-vous sur les balises META, le contenu de qualité et une structure de site optimisée pour le référencement SEO. Il existe de nombreux sites internet et des experts qui vous donnent les meilleurs prompts pour le SEO. Screaming frog dans sa version 20 a une intégration directe avec ChatGPT.
  • SEO Off-Page : Mettez l’accent sur la création de backlinks et l’amélioration de votre présence en ligne.

2. Intégration de l’IA pour une expérience utilisateur améliorée

  • Chatbots : Utilisez des services gratuits de chatbot à base d’IA pour améliorer le service client.
  • Moteurs de personnalisation : Implémentez l’IA pour personnaliser les expériences utilisateur en fonction de leur comportement.

Techniques et intégrations avancées

1. Création de contenu avec SEO et IA

  • Utilisez des outils d’IA pour générer des idées de contenu ou rédiger des brouillons d’articles. Pas besoin d’aller trop loin. La version gratuite de Gemini (voir exemples plus bas) vous permet de générer des centaines d’idées de contenu pour votre business.  Astuce : posez lui une question récurrente de vos clients ou prospects. Il fera le reste.
  • Optimisez le contenu pour le référencement SEO afin d’améliorer la visibilité et la portée.

2. Analyses et SEO basés sur l’IA

  • Implémentez des outils d’IA pour analyser les données du site Web et optimiser les stratégies de référencement SEO en fonction des informations obtenues.
  • Utilisez l’IA pour prédire les tendances et ajuster les tactiques de référencement SEO en conséquence.

Conclusion :

En tant qu’entrepreneur, maîtriser le référencement SEO et l’IA signifie adopter de nouvelles technologies et techniques en mettant l’accent sur la croissance et l’apprentissage à long terme. Ces deux domaines évoluent continuellement, et rester informé est la clé du succès.

Google wants more content from experts : 10 content ideas to win it all

Google is suggesting to write content for Humans and not for  bots. In an article published recently on their official blog:  more content by people for people  in search Google, Danny Sullivan, their public liaison for search stated this

Next week, we’ll launch the “helpful content update” to tackle content that seems to have been primarily created for ranking well in search engines rather than to help or inform people. This ranking update will help make sure that unoriginal, low quality content doesn’t rank highly in Search, and our testing has found it will especially improve results related to online education, as well as arts and entertainment, shopping and tech-related content.

Relevant content will win

Content written by experts always win. We can just give a look to NYT or Wired or ESPN websites to assess the success of their content. In general it is unique (because of the details, facts and information inside), authoritative because of the strong criteria and editorial guidelines; and sometimes collaborative (they have interview of experts)

Read more on what is an expert on HBR.

Relevancy here means content that answers searchers interests and needs in the best way possible.  It has to be mention that content comes in various format (text, images, video, maps, audio, etc). We donèt know at this stage if Google is going to increase the weight of experts content on all these formats but minimaly we can assume that they will look at the people behind each publication.

Since 2018 google associated high quality to the expertise. It is then logic for them to solve the relevancy by increasing the weight of EAT

 

Google's E-A-T and Y.M.Y.L

 

We work hard to make sure the pages we show on Search are as helpful and relevant as possible. To do this, we constantly refine our systems: Last year, we launched thousands of updates to Search based on hundreds of thousands of quality tests, including evaluations where we gather feedback from human reviewers.

It is clear that Google valued unique and relevant content. To achievd their goals their tur to surveys, analysis and feedback gathering.

What does this means for writers : Collaborate with experts.

Many content experts and writers were frustrated in the past because their content were not winning in search. Actually, SEO is clearly different from pure content production because Google uses different criteria to rank results pages. Content or the keywords within the content are part fo those criteria among backlinks, site speed, etc. But few years ago, Google launched new algorithm claiming to have a better understanding of the searcher’s query. Writers and experts are clearly benefitting from BERT if they are able to

    1. Collaborate with experts
    2. Adopt a testing philosophy to validate if the content produced fits users needs. No shortcut.

8 types of content you can create to benefit from this Google’s update

 There are plenty of opportunities to capture if you write relevant and diverse content. 

To help start rethinking your content strategy, here are few content ideas that will get you started. 

Remember 90% of people stays on the first page of Google. But the results pages on google is so diverse. and it now features more than 10 blue links.

 

  • Industry trend
    • The future of AI in healthcare
  • Opinion
    • X Reasons why you should start saving to fight inflation
  • Personal Stories
    • How I beat cancer…
  • Case study
    • Just give a look at Mckinsey or Accenture case studies
  • Guide
    • How to become goods in Maths
  • Tools
    • X must have tools to succeed in SEO
  • Knowledge sharing
    • What is global warming?
  • Experts review
    • Drones Experts review

Pourquoi investir en SEO reste votre investissement le plus rentable 1/2

Cet article porte sur les investissements en SEO en général. Plus spécifiquement il vise à aider les managers ou encore les responsables E-commerce à prendre la bonne décision d’investissement. Dans ce premier numéro de la série de deux articles je vais revenir sur l’importance du SEO comme Canal

Pourquoi le SEO et Google vont être utiles pour la croissance de votre revenu?

1 – Les internautes utilisent Google pour trouver des informations sur des produits, des services, des films, des destinations de voyage, etc

En effet lorsqu’il s’agit de chercher une information en ligne, les utilisateurs ont tendance à faire des recherches. Ces recherches dans la dernière décennie ont été principalement supportée par les moteurs de recherche et le plus important d’entre eux est Google. Avec la pandémie de covid-19, le nombre de recherches sur Google à significativement augmenter sur toutes les catégories de produits. Par exemple la requête “food delivery” a connu un pic en Mars 2020, comme on peut le voir sur Google Trends

2 – Google est le principal moteur de recherche au monde avec des millions de recherche à chaque minute

Google est non seulement le moteur de recherche le plus important mais c’est surtout le site le plus important au monde comme le montre cette infographie.

google top web site worldwide

Or la distribution des clics sur la page de résultats de Google reste inéquitable. En effet selon leurs intentions de recherche les utilisateurs vont très souvent cliquer sur les résultats naturels et pas payants dans la majorité des cas.

A noter néanmoins que lorsque l’intention commerciale est forte Google va valoriser un peu plus les résultats payants. Ici l’utilisateur recherche “cheapest food delivery App“. Son intention d’achat est donc forte

google serps on food delivery results

 

Cependant les utilisateurs achètent pas après leur première recherche. Ceci est est d’autant plus important que les internautes passent par beaucoup de recherches avant de prendre leur décision d’achat : c’est l’une des plus grandes opportunités du SEO du moment

cheapest food delivery app

3 – Google est la principale source de trafic des plus grands site au monde et ceci malgré leur notoriété

Si on prend le cas de Amazon, Cdiscount ou la Fnac en France, des marques éco-responsable comme Véja ou Patagonia, Google reste la principale source de trafic de ces sites.

patagonia trafic analysis

Il est donc presque incontournable de faire du marketing numérique en ligne sans passer par Google.

4 – La page de résultats de recherche de Google offrent de nombreuses opportunités aux sites de différentes tailles. Ce qui leur permet d’attirer plus de leads

Google a introduit la recherche universelle depuis de nombreuses années. La recherche universelle permet de répondre aux différentes questions que peuvent se poser des internautes que ce soit sous forme d’images, de texte, de vidéo, de carte, etc On est donc tous familier de trouver une page de résultat de recherche riche en contenus variés.

univsersal search on google

En moyenne Google va afficher plus de 25 liens (et non plus 10 liens) sur les pages de résultats.

Prenons par exemple le cas d’un internaute qui va recherche “aquarium” en France. Sur cette recherche Google affiche plus de 10 liens sur la première page de Google. Autant d’opportunités de se positionner pas dans seulement dans le top 10 mais sur la première page

Les enjeux

Peu d’effort SEO sur les images :

Peu d’experts SEO optimisent leur site pour se positionner sur des images or les images représentent parfois 30% des clics sur certaines intentions de recherche dans des domaines comme la décoration

Peu d’investissement dans la vidéo et les autres types de contenu

Le SEO représente souvent plus de 80% du trafic que reçoit une vidéo sur YouTube.

Mais peu de marketeurs capitalisent sur cette opportunité

Les mêmes constats peuvent se faire sur la recherche de podcast, actualités, études et sondages, FAQ, etc autant d’opportunités qui ne sont pas saisies…

5 – Le trafic SEO a une valeur

L’une des raisons qui a souvent justifier le faible investissement en SEO est souvent le fait que il est difficile d’évaluer la valeur de ce trafic. Or ce trafic a une valeur facile à déterminer.

En effet une façon hyper rapide de l’évaluer serait de passer par des outils comme Ahrefs qui vont tout de suite vous indiquer pour un mot clé en particulier si ça vaut la peine de s’investir ou pas. Il suffit simplement de se référer au CPC pour avoir une idée de la valeur du mot clé et de le classer ensuite comme prioritaire ou pas.

résultats de recherche Google pour aquarium

En conclusion Google continue de représenter la principale source d’acquisition de nouveaux clients, de fidélisation des anciens clients, de promotions de nouveaux produits ou d’accès à vos magasins.

Dans le prochain article nous allons discuter de comment investir et mesurer votre ROI en SEO.

Le FABLAB de Kinshasa LISUNGI

Lisungi FabLab est le tout premier laboratoire de fabrication numérique qui a ouvert ses portes le 08 Juin 2018 sur concours de l’Agence Universitaire Francophone (AUF) et la Fondation Orange, à Kinshasa, en République Démocratique du Congo.

Ce projet voué à la formation et à accompagner les femmes en situation précaire et jeunes défavorisés diplômés et sans emploi, étudiants et startupers dans leurs projets professionnels à travers le numérique.
C’est un lieu également ouvert au public où est mis à sa disposition toute sorte d’outils permettant à arriver à leurs fins, ainsi accroître leur employabilité en développant leur créativité et leurs compétences. Des outils pilotés par ordinateur y sont disponibles pour la conception et la réalisation de divers objets. Il s’adresse à ceux qui souhaitent opérer un passage rapide du concept au prototype.

Concrètement, Lisungi Fablab met en place deux types d’activités : des formations qui associent les pratiques numériques et leurs possibilités de créer de l’emploi pour ces jeunes et femmes défavorisés par des ateliers de formation sur l’entrepreneuriat numérique et l’accompagnement par un accueil au sein du FabLab et leur participation aux activités destinées à renforcer leur autonomie et à favoriser leur insertion professionnelle.
C’est projet qui s’inscrit dans le cadre de la volonté de l’AUF de répondre aux nouveaux besoins du monde universitaire en mettant en œuvre des nouveaux campus numériques francophones qui reposent sur un agencement des trois dimensions de l’acquisition des compétences : acquisition des savoirs, acquisition des savoir-faire, acquisition des savoir-être.
Le savoir-faire numérique et projets de plusieurs jeunes et femmes en situation précaire sont développés ainsi que les capacités en matière de prototypage, de montage de projets et de culture entrepreneuriale des jeunes et des femmes identifiés sont renforcés.

Il a été réalisé au sein de ce laboratoire numérique quelques prototypes prestigieux, et principalement un lavabo intelligent nommé ‘’BOPETO-KIT’’, qui fût une réponse numérique à la crise sanitaire de 2018 que traversait la RDC liée à la maladie à Virus Ebola et au Choléra. Cette solution a montré son application dans la réduction des maladies à mains sales et actuellement à arrêter la propagation du nouveau coronavirus. Ce dispositif est innovant et beaucoup d’avantages lié à son autonomie en énergie et son caractère portatif.
Lisungi FabLab travaille en collaboration avec des associations d’encadrement des jeunes en situation précaire tel que ONG SOS Familly, ONG BOMOTO Vision. Il a aussi des universités partenaires ; l’Université de Kinshasa et l’Institut Supérieur des Techniques Appliquées et aussi le Centre de documentation de l’enseignement supérieur, universitaire et recherche à Kinshasa (CEDESURK).

Sur le plan financier et organisationnel, Lisungi FabLab est un projet porté par l’AUF à travers son campus numérique francophone de Kinshasa.

Grâce Muhamiriza