{"id":8194,"date":"2026-08-07T14:39:00","date_gmt":"2026-08-07T14:39:00","guid":{"rendered":"https:\/\/www.npomarketing.org\/insights\/quest-ce-qui-fait-quune-page-daccueil-efficace-pour-une-campagne-a-but-non-lucratif\/"},"modified":"2026-08-19T19:23:23","modified_gmt":"2026-08-19T19:23:23","slug":"quest-ce-qui-fait-quune-page-daccueil-efficace-pour-une-campagne-a-but-non-lucratif","status":"publish","type":"post","link":"https:\/\/www.npomarketing.org\/fr\/insights\/quest-ce-qui-fait-quune-page-daccueil-efficace-pour-une-campagne-a-but-non-lucratif\/","title":{"rendered":"Qu\u2019est-ce qui fait qu\u2019une page d\u2019accueil efficace pour une campagne \u00e0 but non lucratif ?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Une page d\u2019accueil de campagne a une responsabilit\u00e9 principale : aider le visiteur \u00e0 comprendre l\u2019opportunit\u00e9 et \u00e0 franchir l\u2019\u00e9tape suivante appropri\u00e9e.<\/p>\n\n<p class=\"wp-block-paragraph\">Lorsqu\u2019un page essaie d\u2019expliquer tout sur une organisation, de promouvoir plusieurs programmes et de proposer plusieurs actions concurrentes, ce but devient difficile \u00e0 cerner. Une page d\u2019atterrissage efficace cr\u00e9e la mise au point. <\/p>\n\n<h2 class=\"wp-block-heading\">Maintenir la continuit\u00e9 avec la campagne<\/h2>\n\n<p class=\"wp-block-paragraph\">Les visiteurs doivent imm\u00e9diatement reconna\u00eetre qu\u2019ils sont arriv\u00e9s \u00e0 la bonne page. Utilisez des messages, des images et des appels \u00e0 l\u2019action qui se connectent naturellement \u00e0 la publicit\u00e9, \u00e0 l\u2019email, au post social ou au r\u00e9sultat de recherche qui les a amen\u00e9s l\u00e0. <\/p>\n\n<p class=\"wp-block-paragraph\">Si une campagne promeut un appel d\u2019urgence mais que le lien ouvre une page g\u00e9n\u00e9rale de dons, le changement de contexte peut diminuer la confiance et la motivation.<\/p>\n\n<h2 class=\"wp-block-heading\">Commencez avec le message essentiel<\/h2>\n\n<p class=\"wp-block-paragraph\">La section d\u2019ouverture devrait r\u00e9pondre rapidement \u00e0 trois questions :<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Que se passe-t-il ?<\/li>\n\n\n\n<li>Pourquoi est-ce important ?<\/li>\n\n\n\n<li>Que puis-je faire ?<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Utilisez un titre pr\u00e9cis, une explication concise et un appel \u00e0 l\u2019action visible. Les informations de contexte peuvent appara\u00eetre plus bas sur la page pour les visiteurs qui ont besoin de plus de d\u00e9tails. <\/p>\n\n<h2 class=\"wp-block-heading\">Montrez l\u2019importance de la participation<\/h2>\n\n<p class=\"wp-block-paragraph\">Aidez les gens \u00e0 comprendre ce que leur don, leur inscription, leur demande ou toute autre action peuvent apporter. Des exemples pr\u00e9cis sont utiles lorsqu\u2019ils sont pr\u00e9cis et suffisamment qualifi\u00e9s. <\/p>\n\n<p class=\"wp-block-paragraph\">Combinez des histoires humaines avec des preuves cr\u00e9dibles. Les histoires cr\u00e9ent des lien, tandis que les preuves montrent que l\u2019organisation comprend la question et a une r\u00e9ponse r\u00e9fl\u00e9chie. <\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/ddflolaoeue-1024x683.jpg\" alt=\"Un groupe d&#x2019;hommes jouant au football\" class=\"wp-image-7197\" srcset=\"https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/ddflolaoeue-1024x683.jpg 1024w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/ddflolaoeue-300x200.jpg 300w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/ddflolaoeue-768x512.jpg 768w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/ddflolaoeue-1536x1024.jpg 1536w, https:\/\/www.npomarketing.org\/wp-content\/uploads\/2026\/08\/ddflolaoeue.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">R\u00e9duire les choix concurrents<\/h2>\n\n<p class=\"wp-block-paragraph\">Une page d\u2019atterrissage cibl\u00e9e n\u2019a pas besoin du m\u00eame volume de navigation et de liens qu\u2019une page web g\u00e9n\u00e9rale. Supprimez les sorties inutiles et r\u00e9p\u00e9tez l\u2019appel principal \u00e0 l\u2019action aux moments appropri\u00e9s. <\/p>\n\n<p class=\"wp-block-paragraph\">Les visiteurs devraient toujours pouvoir trouver des informations sur votre organisation, votre vie priv\u00e9e, vos coordonn\u00e9es et la mani\u00e8re dont les fonds ou donn\u00e9es personnelles seront trait\u00e9s.<\/p>\n\n<h2 class=\"wp-block-heading\">Conception pour les utilisateurs r\u00e9els<\/h2>\n\n<p class=\"wp-block-paragraph\">Rendez la page accessible, adapt\u00e9e aux mobiles et facile \u00e0 scanner. Utilisez des titres descriptifs, un texte lisible, un contraste de couleurs suffisant et des boutons et champs de formulaire clairement \u00e9tiquet\u00e9s. <\/p>\n\n<p class=\"wp-block-paragraph\">Mesurez les actions qui refl\u00e8tent le but de la page. Examinez les taux de conversion, les erreurs de formulaire, les abandons et les retours des utilisateurs \u2014 pas seulement le nombre de visiteurs. <\/p>\n\n<h2 class=\"wp-block-heading\">Comment le marketing des ONG peut aider<\/h2>\n\n<p class=\"wp-block-paragraph\">Nous planifions, r\u00e9digeons, concevons et am\u00e9liorons des pages d\u2019atterrissage pour la collecte de fonds, le b\u00e9n\u00e9volat, les adh\u00e9sions, les \u00e9v\u00e9nements et d\u2019autres campagnes \u00e0 but non lucratif.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.npomarketing.org\/fr\/optimisation-du-taux-de-conversion\/\" data-type=\"link\" data-id=\"\/conversion-fundraising\/\">Explorer les pages d\u2019atterrissage et les microsites<\/a><\/p>\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n","protected":false},"excerpt":{"rendered":"<p>Une page d\u2019accueil de campagne a une responsabilit\u00e9 principale : aider le visiteur \u00e0 comprendre l\u2019opportunit\u00e9 et \u00e0 franchir l\u2019\u00e9tape [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8157,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[52],"tags":[],"class_list":["post-8194","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion-collecte-de-fonds"],"acf":{"page_category":[],"main_description":"","first_paragraph_title":"","first_paragraph_text":"","service_description_text_1":"","service_description_text_2":"","what_makes_it_different_title":"","what_makes_it_different_advantage_1":"","what_makes_it_different_advantage_2":"","what_makes_it_different_advantage_3":"","what_makes_it_different_advantage_4":"","expertise_title":"","expertise_text":"","subexpertise__1_title":"","subexpertise__1_description":"","subexpertise__2_title":"","subexpertise__2_description":"","subexpertise__3_title":"","subexpertise__3_description":"","cta_title":"","cta_text":"","custom_block_1_title":"LET\u2019S MAKE YOUR MARKETING WORK HARDER FOR YOUR MISSION","custom_block_1_text":"Tell us what your organisation is trying to achieve, where you are facing challenges and what support you need. We\u2019ll help you identify a practical way forward.","custom_block_1_cta":"Schedule a Free Consultation","main_image_1":"","service_description_image_1":"","service_description_-_image_2":"","what_makes_us_different_image":"","expertise_image":"","cta_image_1":"","cta_image_2":"","cta_image_3":""},"_links":{"self":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts\/8194","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/comments?post=8194"}],"version-history":[{"count":1,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts\/8194\/revisions"}],"predecessor-version":[{"id":8195,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/posts\/8194\/revisions\/8195"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/media\/8157"}],"wp:attachment":[{"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/media?parent=8194"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/categories?post=8194"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.npomarketing.org\/fr\/wp-json\/wp\/v2\/tags?post=8194"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}