Using Sales Analytics Dashboard

Using Sales Analytics Dashboard

Your Purzle analytics dashboard is a powerful tool for understanding your business performance and identifying growth opportunities. This comprehensive guide will help you leverage data-driven insights to optimize your operations and increase profitability.

Dashboard Overview

Key Benefits of Analytics

• Performance Tracking: Monitor sales, traffic, and conversion rates
• Customer Insights: Understand buying patterns and preferences
• Product Optimization: Identify top performers and underperformers
• Market Trends: Stay ahead of seasonal and market changes
• Profit Analysis: Track margins, costs, and profitability
• Growth Planning: Make informed decisions for business expansion

Dashboard Access

• Location: Vendor Dashboard → Analytics Tab
• Update Frequency: Real-time for most metrics
• Historical Data: Up to 2 years of data available
• Export Options: CSV, PDF reports available
• Mobile Access: Full functionality on mobile devices

Key Performance Indicators (KPIs)

Revenue Metrics

• Total sales before commissions and fees
• Track daily, weekly, monthly, and yearly trends
• Compare periods to identify growth patterns
• Set revenue targets and track progress

• Revenue after Purzle commissions and fees
• Your actual earnings from sales
• Used for profit margin calculations
• Essential for business planning

• Average amount customers spend per order
• Calculation: Total Revenue ÷ Number of Orders
• Nigerian Average: ₦8,500 - ₦12,000
• Target: 10-15% annual increase

Traffic and Engagement Metrics

• Number of times your products are viewed
• Indicates customer interest and search visibility
• Compare across different products
• Track seasonal variations

• Percentage of views that result in purchases
• Calculation: (Orders ÷ Views) × 100
• Industry Average: 2-4%
• Good Performance: 4-6%

• Percentage who click to view product details
• Calculation: (Clicks ÷ Impressions) × 100
• Measures listing attractiveness
• Influenced by main product image and title

Customer Metrics

• Balance of customer acquisition vs. retention
• Healthy Mix: 60% new, 40% returning
• Track customer loyalty trends
• Identify retention opportunities

• Total value a customer brings over time
• Calculation: (Average Order Value × Purchase Frequency × Customer Lifespan)
• Higher CLV indicates better customer relationships
• Focus on increasing repeat purchases

Sales Performance Analysis

Product Performance Rankings

Metrics to Track:

• Units sold
• Revenue generated
• Profit margins
• Customer ratings
• Return rates

Analysis Questions:

• Which products drive the most revenue?
• What characteristics do top products share?
• Are high-volume products also high-profit?
• Which products have the best customer reviews?

Red Flags:

• Low view counts
• High view-to-click ratio but low conversions
• Poor customer ratings
• High return rates
• Declining sales trends

Improvement Actions:

• Update product images and descriptions
• Adjust pricing strategy
• Improve product quality
• Consider discontinuing poor performers

Seasonal Trends Analysis

Nigerian E-commerce Seasons:

• January: Post-holiday low period
• February-March: Valentine and back-to-school
• April-May: Easter and mid-year purchases
• June-August: Mid-year sales period
• September-November: Back-to-school and preparation
• December: Christmas and holiday peak

Typical Nigerian Online Shopping:

• Monday-Wednesday: Research and browsing
• Thursday-Friday: Purchase decisions (payday effect)
• Saturday: High activity day
• Sunday: Lower activity, planning next week

• Morning (8am-12pm): Quick purchases, essentials
• Afternoon (12pm-5pm): Peak browsing and buying
• Evening (5pm-9pm): Leisure shopping, research
• Night (9pm+): Lower activity, price comparisons

Customer Behavior Insights

Demographics Analysis

• Lagos: Typically 25-35% of sales
• Abuja: 10-15% of sales
• Port Harcourt, Kano, Ibadan: 5-8% each
• Other States: Remaining percentage
• Use data to optimize shipping and marketing

Age Groups:

• 18-25: Price-sensitive, mobile-first
• 26-35: Quality-focused, brand-conscious
• 36-45: Value-oriented, family purchases
• 46+: Traditional, relationship-focused

Purchase Behavior Patterns

• Average items per cart
• Cart abandonment rates
• Most commonly bundled products
• Time between adding to cart and purchase

• Time between first and second purchase
• Seasonal loyalty patterns
• Product category preferences
• Price sensitivity analysis

Profit Margin Analysis

Cost Breakdown Analysis

• Product/inventory costs
• Packaging materials
• Shipping expenses
• Payment processing fees

• Purzle commission rates
• Optional service fees
• Marketing and promotion costs
• Return processing costs

Margin Optimization Strategies

• Identify products with best profit margins
• Focus marketing on profitable items
• Negotiate better supplier terms
• Optimize packaging and shipping

• Bulk purchasing to reduce unit costs
• Efficient packaging to lower shipping
• Tier advancement to reduce commissions
• Quality improvement to reduce returns

Competitive Analysis Features

Market Position Insights

• How your prices compare to competitors
• Price elasticity insights
• Optimal pricing recommendations
• Market share indicators

• Your metrics vs. category averages
• Ranking among similar vendors
• Growth rate comparisons
• Customer satisfaction benchmarks

Advanced Analytics Features

Predictive Analytics

• Predict future sales based on historical data
• Seasonal demand predictions
• Inventory planning recommendations
• Growth trajectory projections

• Likelihood of repeat purchases
• Potential high-value customers
• Churn risk assessment
• Cross-selling opportunities

Cohort Analysis

• Track customer groups over time
• Retention rate analysis by acquisition period
• Revenue per cohort tracking
• Lifetime value progression

Custom Reports and Dashboards

Creating Custom Reports

• Metrics Selection: Choose relevant KPIs
• Time Periods: Custom date ranges
• Filters: Product categories, customer segments
• Visualizations: Charts, graphs, tables
• Export Options: PDF, Excel, CSV

• Daily Sales Summary: Sent every morning
• Weekly Performance Review: Comprehensive overview
• Monthly Business Report: Detailed analysis
• Quarterly Growth Assessment: Strategic insights

Dashboard Customization

• Add/remove metric widgets
• Resize and rearrange layout
• Set up alerts for important thresholds
• Create multiple dashboard views

Mobile Analytics

Mobile-Specific Metrics

• Mobile Traffic: Typically 70-80% in Nigeria
• Conversion Rates: Mobile vs. desktop comparison
• Popular Mobile Times: Peak usage periods
• Mobile User Behavior: Different from desktop patterns

• Performance comparison between platforms
• User experience differences
• Conversion rate variations
• Customer preference insights

Actionable Insights and Recommendations

Weekly Review Process

1. Previous Week Performance: Sales, traffic, conversions

2. Top and Bottom Products: Identify trends

3. Customer Feedback: Reviews and ratings analysis

4. Competitive Position: Market share and pricing

5. Action Items: Specific improvements to implement

Monthly Strategic Analysis

1. Revenue Analysis: Month-over-month growth

2. Profit Margin Review: Cost optimization opportunities

3. Customer Acquisition: New vs. returning customer balance

4. Product Portfolio: Add/remove/modify products

5. Marketing Effectiveness: ROI on promotional activities

6. Seasonal Preparation: Upcoming trends and opportunities

Quarterly Business Planning

1. Market Position Assessment: Competitive landscape

2. Growth Opportunities: New products, categories, markets

3. Resource Allocation: Inventory, marketing, operations

4. Risk Assessment: Market changes, supply chain issues

5. Goal Setting: Realistic, measurable objectives

Data-Driven Decision Making

Using Analytics for Product Decisions

• Market demand analysis
• Competitive pricing research
• Target customer identification
• Expected performance modeling

• Underperforming product improvement
• Pricing strategy adjustments
• Inventory level optimization
• Marketing focus allocation

Marketing Optimization

• Track ROI of promotional activities
• Identify most effective marketing channels
• Customer acquisition cost analysis
• Lifetime value vs. acquisition cost

• High-value customer identification
• Targeted marketing campaigns
• Personalization opportunities
• Retention strategy development

Common Analytics Mistakes to Avoid

Data Interpretation Errors

• Don't focus solely on views and likes
• Prioritize conversion and profit metrics
• Balance growth with profitability
• Consider customer quality, not just quantity

• Don't make decisions based on daily fluctuations
• Look for weekly and monthly trends
• Consider seasonal variations
• Plan for long-term growth

• Consider external factors (holidays, economy)
• Account for marketing campaign effects
• Understand competitive activities
• Factor in platform changes

Action Planning Mistakes

• Don't over-analyze without taking action
• Set specific, measurable improvement goals
• Implement changes systematically
• Test and iterate quickly

• Combine quantitative data with qualitative insights
• Read customer reviews and comments
• Understand the 'why' behind the numbers
• Address customer concerns proactively

Advanced Tips for Analytics Success

Integration with Business Operations