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Σε αυτό το άρθρο θα εξετάσουμε τα ευρήματα της έρευνας, τις σημαντικές τάσεις και τα βασικά metrics που ορίζουν την online συμπεριφορά των καταναλωτών.</span></p> <h2><span style="color: #000000;"><strong>Επισκεψιμότητα στα Ηλεκτρονικά Καταστήματα Μόδας</strong></span></h2> <h3><span style="color: #000000;"><strong>Η Ανάπτυξη της Κινητικότητας και των Επισκεπτών</strong></span></h3> <p><span style="color: #000000;">Κατά τη διάρκεια του δεύτερου τριμήνου του 2024, οι κορυφαίοι 53 διαδικτυακοί έμποροι της μόδας στην Ελλάδα είδαν έντονη δραστηριότητα. Η επισκεψιμότητα κυμάνθηκε δυναμικά, με την πλειοψηφία να προέρχεται από κινητές συσκευές, επισημαίνοντας και πάλι το πόσο σημαντικό είναι το mobile user experience. Πιο συγκεκριμένα, το 80% της επισκεψιμότητας έγινε μέσω κινητών συσκευών, ενώ μόνο το 20% από επιτραπέζιους υπολογιστές (desktop).</span></p> <p><span style="color: #000000;">Η προτίμηση των καταναλωτών για αγορές μέσω κινητών συσκευών δείχνει ότι το UI/UX σε αυτές τις συσκευές είναι πλέον κρίσιμη. Οι εταιρείες που επενδύουν σε mobile-friendly πλατφόρμες καταφέρνουν να προσεγγίσουν αποτελεσματικότερα το καταναλωτικό κοινό. Στη GNC Web έχουμε αναφερθεί πολλές φορές στο πως το σωστό και εύχρηστο UI αποτελεί το πιο σημαντικό μέρος της online εμπειρίας. Ένα κακό και δύσχρηστο UI, ακόμα και αν έχετε εξαιρετικά προϊόντα και προσφορές, δε θα οδηγήσει εύκολα σε πωλήσεις.</span></p> <h2><span style="color: #000000;"><strong>Χαρακτηριστικά των Καταναλωτών</strong></span></h2> <h3><span style="color: #000000;"><strong>Δημογραφική Ανάλυση του Κοινού</strong></span></h3> <p><span style="color: #000000;">Το κοινό των ηλεκτρονικών καταστημάτων μόδας αποτελείται κυρίως από γυναίκες, με τις ηλικίες 25-34 να κυριαρχούν στο συγκεκριμένο κλάδο. Η συγκεκριμένη δημογραφική κατηγορία δείχνει τη μεγαλύτερη δυναμική, με τις μεγαλύτερες ηλικίες να ακολουθούν σε μικρότερα ποσοστά. Αυτή η εικόνα είναι ενδεικτική του γεγονότος ότι το κοινό που ασχολείται με τη μόδα και πραγματοποιεί αγορές online είναι σε μεγάλο βαθμό νεανικό και συνδεδεμένο με την τεχνολογία. Αν βάλουμε μέσα και την παράμετρο των video και image based Social Media πλατφορμών (Instagram, TikTok, Pinterest) μπορούμε εύκολα να συμπεράνουμε ότι για το χώρο της μόδας, η ανάπτυξη video και image περιεχομένου και διαφημίσεων που στοχεύουν σε ένα νεανικό κοινό αποτελεί μιας από τις καλύτερες digital marketing στρατηγικές.</span></p> <h3><span style="color: #000000;"><strong>Συσκευές και Ποιότητα Επισκεψιμότητας</strong></span></h3> <p><span style="color: #000000;">Η επισκεψιμότητα από επιτραπέζιους υπολογιστές συνεχίζει να χαρακτηρίζεται από υψηλότερη ποιότητα, παρουσιάζοντας αυξημένο χρόνο παραμονής και περισσότερες σελίδες ανά επίσκεψη. Ωστόσο, οι επισκέψεις από κινητές συσκευές είναι σχεδόν τετραπλάσιες από τις αντίστοιχες από επιτραπέζιους υπολογιστές. Αυτή η δυναμική δείχνει ότι, παρόλο που οι καταναλωτές προτιμούν να χρησιμοποιούν κινητές συσκευές, οι επιτραπέζιοι υπολογιστές συνεχίζουν να προσφέρουν πιο ουσιαστική εμπειρία περιήγησης.</span></p> <p><span style="color: #000000;">Εύκολα ακταλαβαίνουμε το πόσο σημαντικό είναι το responsive design. Και ιδιαίτερα το responsive design που παρέχει μια σταθερή και ομοιόμορφη εμπειρία σε όλες τις συσκευές. Μπορεί ο χρήστης για την τελική αγοραστικη΄απόφαση να χρησιμοποιεί το desktop αλλά για το casual browsing και την ενημέρωση, περνάει το μεγαλύτερο χρόνο του σε mobile και tablets.</span></p> <h2><span style="color: #000000;"><strong>Ανάλυση Marketing</strong><strong> Channels</strong></span></h2> <h3><span style="color: #000000;"><strong>Οργανική Αναζήτηση και Direct</strong><strong> Επισκεψιμότητα</strong></span></h3> <p><span style="color: #000000;">Η Οργανική Αναζήτηση και το Direct traffic παραμένουν οι βασικές πηγές επισκεψιμότητας για τα ηλεκτρονικά καταστήματα μόδας. Το 81,17% της οργανικής επισκεψιμότητας προήλθε από κινητά, ενώ το 18,83% από desktops. Οι επισκέψεις μέσω Direct καναλιών σημείωσαν επίσης μεγάλη αύξηση, φτάνοντας το 70,89% από κινητές συσκευές.</span></p> <p><span style="color: #000000;">Τα Paid Search συνέχισαν να καταλαμβάνουν την τρίτη θέση, αυξάνοντας τη συμμετοχή τους σε σχέση με το πρώτο τρίμηνο του 2024. Το υψηλό ποσοστό συμμετοχής (87,39% κινητά) δείχνει ότι τα brands συνεχίζουν να επενδύουν στη διαφήμιση μέσω των μηχανών αναζήτησης.</span></p> <h3><span style="color: #000000;"><strong>Ο Ρόλος των Κοινωνικών Δικτύων και Άλλων Καναλιών</strong></span></h3> <p><span style="color: #000000;">Τα κοινωνικά δίκτυα (Social) είχαν σημαντική συμμετοχή στην επισκεψιμότητα, κυρίως μέσω κινητών συσκευών (94,04%). Αν και τα referrals και τα display ads είχαν μικρή συμμετοχή, τα direct visits ήταν εκείνα που σημείωσαν την πιο ποιοτική επισκεψιμότητα, με μεγάλο μέσο χρόνο παραμονής και περισσότερες σελίδες ανά επίσκεψη.</span></p> <p><span style="color: #000000;">Παρατηρούμε το πόσο σημαντικό είναι να υπάρχει σταθερή και συνεχής παρουσία σε όλα τα κανάλια. Το αγοραστικό ταξίδι είναι περίπλοκο και εκτενές. Τα paid κανάλια συμπληρώνουν το direct traffic και τις σωστά δομημένες SEO στρατηγικές. Η διαφήμιση σε social και google αλληλοσυμπληρώνει η μία την άλλη για να πετύχουμε το ευνοικότερο δυνατό αποτέλεσμα.</span></p> <h2><span style="color: #000000;"><strong>Search</strong><strong> Trends</strong><strong> και Κορυφαίοι Όροι Αναζήτησης</strong></span></h2> <h3><span style="color: #000000;"><strong>Η Δυναμική των Keywords</strong></span></h3> <p><span style="color: #000000;">Τα στοιχεία της έρευνας δείχνουν ότι οι κορυφαίοι όροι αναζήτησης σχετίζονται κυρίως με τα brand names, όπως “crocs” και “παπούτσια”. Από τους branded όρους, τα φορέματα κατέχουν τη μεγαλύτερη δυναμική, ενώ στους μη branded όρους, τα παπούτσια, τα σανδάλια, οι εσπαντρίγιες και τα crocs εμφανίζονται στις κορυφαίες θέσεις.</span></p> <p><span style="color: #000000;">Η εποχικότητα παίζει επίσης σημαντικό ρόλο, με πολλούς καλοκαιρινούς όρους να εμφανίζονται έντονα στα search terms. Η έμφαση σε προϊόντα όπως σανδάλια και μαγιό επιβεβαιώνει τη σημασία της περιόδου για την αγορά μόδας.</span></p> <h3><span style="color: #000000;"><strong>Μέσο Κόστος Κλικ (CPC</strong><strong>)</strong></span></h3> <p><span style="color: #000000;">Το CPC ήταν σταθερά υψηλότερο τον Απρίλιο και τον Ιούνιο, με την κινητή διαφήμιση να παρουσιάζει ιδιαίτερη σημασία. Η επένδυση στο mobile είναι έξι φορές μεγαλύτερη από το desktop, γεγονός που αναδεικνύει τη σημασία των κινητών συσκευών για τον κλάδο.</span></p> <h2><span style="color: #000000;"><strong>Συμπεράσματα και Συστάσεις</strong></span></h2> <h3><span style="color: #000000;"><strong>Το Μέλλον των Ηλεκτρονικών Καταστημάτων Μόδας</strong></span></h3> <p><span style="color: #000000;">Το δεύτερο τρίμηνο του 2024 χαρακτηρίστηκε από έντονη κινητικότητα στον κλάδο της μόδας, με κυρίαρχη την επισκεψιμότητα από κινητές συσκευές. Οι επιχειρήσεις του κλάδου πρέπει να επενδύσουν περαιτέρω στην εμπειρία χρήστη για κινητά, εξασφαλίζοντας τη βέλτιστη ποιότητα περιήγησης.</span></p> <p><span style="color: #000000;">Η συνεχιζόμενη επιτυχία των Paid Search και το αυξημένο CPC υποδεικνύουν ότι οι διαφημιστικές καμπάνιες είναι βασικό εργαλείο για την προσέλκυση του κοινού, ενώ οι οργανικές αναζητήσεις και οι direct επισκέψεις διατηρούν την πρώτη θέση ως οι βασικές πηγές επισκεψιμότητας.</span></p> <h3><span style="color: #000000;"><strong>Στρατηγικές για Επιτυχία στον Κλάδο της Μόδας</strong></span></h3> <p><span style="color: #000000;">Για να διατηρηθούν ανταγωνιστικά, τα ηλεκτρονικά καταστήματα μόδας πρέπει:</span></p> <ol> <li><span style="color: #000000;">Να εστιάσουν στη βελτίωση της εμπειρίας χρήστη για κινητές συσκευές.</span></li> <li><span style="color: #000000;">Να επενδύσουν σε διαφημιστικές καμπάνιες μέσω Paid Search και social media.</span></li> <li><span style="color: #000000;">Να δώσουν έμφαση στην οργανική αναζήτηση και στο branding τους.</span></li> <li><span style="color: #000000;">Να παρακολουθούν τη συμπεριφορά των καταναλωτών και τις εποχικές τάσεις, προσαρμόζοντας τις προωθητικές τους ενέργειες.</span></li> </ol> <h2><span style="color: #000000;"><strong>Συνοψίζοντας</strong></span></h2> <p><span style="color: #000000;">Το δεύτερο τρίμηνο του 2024 ήταν σημαντικό για τον κλάδο της μόδας στην Ελλάδα, με τη mobile εμπειρία να συνεχίζει να κυριαρχεί και τη δυναμική των branded αναζητήσεων να ενισχύεται. Οι επιχειρήσεις που θα επιτύχουν να προσαρμοστούν στις τάσεις αυτές, επενδύοντας στις κατάλληλες στρατηγικές marketing, θα έχουν τον πρωταγωνιστικό ρόλο στο μέλλον του κλάδου.</span></p> <div class="is-divider divider clearfix" ></div> <div class="is-divider divider clearfix" ></div> </div> <style> #col-1276576895 > .col-inner { margin: 0px 0px -20px 0px; } </style> </div> </div> </div> <style> #col-1040890775 > .col-inner { margin: 0px 0px -40px 0px; } </style> </div> </div> </div> <style> #section_1652226933 { padding-top: 0px; padding-bottom: 0px; } </style> </section> <section class="section hide-for-medium" id="section_1636691421"> <div class="section-bg fill" > </div> <div class="section-content relative"> <div class="row hide-for-small" id="row-899554585"> <div id="col-222476400" class="col small-12 large-12" > <div class="col-inner dark" style="background-color:rgb(0, 0, 0);" > <div class="row align-middle" id="row-799173406"> <div id="col-340172864" class="col medium-12 small-12 large-8" > <div class="col-inner" > <div id="gap-363834615" class="gap-element clearfix" style="display:block; height:auto;"> <style> #gap-363834615 { padding-top: 15px; } </style> </div> <div id="text-592477099" class="text"> <p><span style="font-size:28px; font-weight:500; line-height:31px;">To project σας, το επόμενο success story μας.</p> <p><span style="font-size:19px; font-weight:300; line-height:31px;">Ελάτε να συνεργαστούμε!</p> <style> #text-592477099 { font-size: 0.75rem; line-height: 2.8; text-align: left; } @media (min-width:550px) { #text-592477099 { line-height: 0.75; } } @media (min-width:850px) { #text-592477099 { text-align: left; } } </style> </div> </div> <style> #col-340172864 > .col-inner { margin: 0px 0px -15px 0px; } @media (min-width:850px) { #col-340172864 > .col-inner { margin: 0 0px 0px 0px; } } </style> </div> <div id="col-2053386284" class="col medium-12 small-12 large-4" > <div class="col-inner" > <div id="stack-1917517960" class="stack stack-row justify-end items-stretch md:justify-start"> <a href="/epikoinonia/" class="button primary is-outline" style="padding:10px 30px 10px 30px;"> <span>Επικοινωνήστε μαζι μας</span> <i class="icon-angle-right" aria-hidden="true" ></i></a> <style> #stack-1917517960 > * { --stack-gap: 0rem; } </style> </div> </div> </div> </div> </div> <style> #col-222476400 > .col-inner { padding: 10% 10% 7% 10%; border-radius: 10px; } @media (min-width:550px) { #col-222476400 > .col-inner { padding: 4% 5% 1% 5%; } } </style> </div> </div> </div> <style> #section_1636691421 { padding-top: 30px; padding-bottom: 30px; background-color: rgb(255, 255, 255); } </style> </section> <section class="section" id="section_374840348"> <div class="section-bg fill" > </div> <div class="section-content relative"> <div class="row align-middle" id="row-2092361703"> <div id="col-1027497713" class="col medium-6 small-12 large-6" > <div class="col-inner" > <div id="text-1311526744" class="text"> <h3>Νέα & ιδέες από το Βlog</h3> <style> #text-1311526744 { font-size: 1.75rem; text-align: left; color: rgb(0, 0, 0); } #text-1311526744 > * { color: rgb(0, 0, 0); } </style> </div> </div> <style> #col-1027497713 > .col-inner { padding: 0px 5% 0px 8%; margin: 0px 0px -50px 0px; } @media (min-width:550px) { #col-1027497713 > .col-inner { padding: 0px 0px 0px 0px; } } @media (min-width:850px) { #col-1027497713 > .col-inner { padding: 0px 0px 30px 0px; } } </style> </div> <div id="col-292013761" class="col medium-6 small-12 large-6" > <div class="col-inner" > <div id="stack-1771693524" class="stack stack-row justify-end items-stretch sm:justify-start"> <a href="/blog/" class="button secondary is-outline black-hover thin-border" > <span>Περισσότερα</span> <i class="icon-angle-right" aria-hidden="true" ></i></a> <style> #stack-1771693524 > * { --stack-gap: 0rem; } </style> </div> </div> <style> #col-292013761 > .col-inner { padding: 0px 5% 0px 6%; } </style> </div> </div> <div class="row" id="row-311180038"> <div id="col-1351707667" class="col small-12 large-12" > <div class="col-inner dark" > <div class="row inverted-black-text large-columns-3 medium-columns-3 small-columns-1 row-small" > <div class="col post-item" > <div class="col-inner"> <div class="box box-default box-text-bottom box-blog-post has-hover"> <div class="box-image" > <div class="image-cover" style="padding-top:75%;"> <a href="https://www.gncweb.gr/ecommerce-business-summit-presentation/" class="plain" aria-label="Ομιλία του κ. 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