What is and how to use a Scorecard for e-commerce

If you have an e-commerce it is essential that you are able to interpret the metrics effectively. For this reason, it is essential that you know the importance of the dashboard for ecommerce , because it allows you to collect data on the behavior of the store and the achievement of objectives. With the results you can identify key areas that have problems and apply strategies to correct these situations.

What is an e-commerce scorecard?

A Control Panel or Dashboard is a tool that collects a set of data that shows the operating status of ecommerce. To do this, it feeds on a series of metrics that provide information on performance and productivity. Usually these aspects are linked to the conversion of the different digital marketing tasks related to the products sold.

A Dashboard resembles a panel of indicators that allows you to follow the behavior of your ecommerce. Several applications allow the customization of the scorecard, that is, you can design your own panel based on the requirements of your digital business.

How do you use a Scorecard for ecommerce?

To use the Scorecard you have to take into account certain elements such as:

  • Permanent presence on social networks.
  • Advertising campaigns such as Google Adwords, Facebook Ads, etc.
  • Use of email marketing.
  • Implementation of SEO techniques.
  • Sales goals.

Depending on the elements mentioned, you must establish a series of indicators so that the information that the tool is going to collect makes sense.

Some of the indicators generally used in ecommerce dashboards are:

  • Number of new visits, recurring visits, etc.
  • Day of the week and time.
  • Place or region of connection.
  • Best selling product.
  • Age, gender of the user, this is useful when creating marketing campaigns for a particular audience.
  • Device used to connect.

To use a Scorecard effectively, you must follow these recommendations:

1. Check back frequently

Ideally, the chosen tool is permanently updated, so you can monitor the progress of the marketing strategy day by day. Remember that you are competing with other blogs that want to position themselves and take over a part of the market. Also do not make the mistake of stressing out if things do not go well, keep in mind that this is a process that takes time. The important thing is that you keep working on achieving the established marketing objectives.

2. Compare and measure

The indicators are an x-ray of how your ecommerce is doing in a period of time. For this reason, it is essential to study the data in its context so as not to lose the strategic vision. I advise you to make comparisons taking current and past data, the key here is to analyze the positive and negative trends. By doing so, you will have criteria to make decisions that help consolidate your digital business.

3. Measure the scope of the objectives

To measure the level of progress of ecommerce it is important to check that the marketing objectives are being met. Therefore, the selected indicators must show whether the strategy followed is giving the results expected by the company, for example, increased loyalty, conversions, etc.

4. Define the type of graph

The idea of ​​the Scorecard is that it allows to visualize the collected data and that anyone looking at it can understand it. Therefore, it is recommended that you choose color codes and add a legend to identify the positive, neutral and negative indicators. The idea is to extract data that allows you to interpret the reality of your electronic commerce to implement corrective actions on time .

5. Use it within your marketing strategy

The Scorecard must be incorporated into your marketing strategy as a tool to know the evolution over time of your digital enterprise. By having the information consolidated it is easier to create, organize, plan plans with the work team to achieve the marketing objectives.

List of dashboard tools for eCommerce

Here are some ecommerce dashboard tools you can use:

  • Power BI is a payment tool that allows you to collect data to take advantage of and make timely decisions so that you achieve the defined marketing objectives. It is developed by the Microsoft company, which is an endorsement of the benefits it brings to the success of any electronic commerce. It allows you to create simple reports and graphs to identify the aspects to improve within your marketing strategy.
  • Data Studio: it is a free use software from Google that allows you to link your electronic store so that you can obtain information on the status of the digital business. It is very intuitive and easy to configure the program, so you can create your Scorecard based on your requirements.
  • Cyfe: is another payment tool that allows you to create a Scorecard with business designs, with the added bonus that you can integrate it with other platforms to expand the user experience. Among them are Google Analytics, Twitter, Facebook, Instagram, Mailchimp, etc., you also have access to more than 250 metrics focused on loyalty, sales funnels, conversions, among others.
  • I Dashboards: it is software that integrates with more than 160 platforms between social networks, databases, applications, etc. It adapts to any type of company to measure the performance of an organization, so it is an interesting alternative to obtain data about your eCommerce.
  • Canva: allows you to build a personalized Scorecard to study the important metrics of your online store. Therefore, you can measure the impact of the marketing strategies implemented and create new actions to improve the established plan. It is a very versatile software, you can incorporate fonts, colors, images, use different dashboards and adjust it to suit you.
  • Dashboard Junkie is software that allows you to integrate your eCommerce with Google Analytics and Google Adwords. You can have a dashboard that shows the number of visits, sales revenue, conversion rate, most popular products, among others.
  • Google Analytics : it is a free alternative and allows you to link your online store and create your Dashboard, you just have to follow the instructions of the software. It helps you to obtain information about new users, total visits, sessions, average session duration, bounce rate, objectives met, etc. The application allows you to configure the metrics of your interest, in addition to selecting the type of graph, table design, etc.
  • Happymetrix : it is a paid software that offers up to 10 Dashboards, with unlimited sources, shared use of the dashboard, with the plus that the technical support is via online. The interesting thing is that the program allows you to convert the dashboards into PDF to share the data with the members of the company.

In summary, when you know what a dashboard is for eCommerce, you have a resource to measure the performance of your online store. It is a tool that collects a set of data that shows the state of operation of electronic commerce. You can create dashboards to study whether marketing goals are being achieved. In addition, there are free and paid applications in the market that are integrated with email marketing platforms, social networks, Facebook Ads, to name a few.

Hi, this is Viney Bhatia, a blogger, an engineer, and an affiliate marketer. I love writing about topics related to WordPress, blogging, marketing, monetization, and so on.

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Viney Bhatia