Outcompete on Digital Sales Journeys with the Digital CX Dashboard

Your top sales journeys bring in the most traffic and revenue. Use the dashboard to completely map out these journeys and continuously optimize.

The quantitative and qualitative data tell you the story why, and where to improve.

Discover the dashboard elements:


In the market overview, we present your online sales performance compared to the competition in your market’s customer journey in 3 sub tabs. In just a glance, you’ll see your digital performance compared to your competitors.

Subtab 1 – The market overview: this tab shows you the Bubble Chart with digital sales indicators Conversion, Preference and Findability. In just a glance, you’ll see your digital performance compared to your competitors on these three indicators. 

Subtab 2 – Digital Sales Score: this tab shows the Digital Sales Score ranking of the entire market. The Digital Sales Score is The Digital Sales Score reflects the online performance and effectiveness. Which website is the number 1 in selling the product? To a large extent, the Digital Sales Score is based on Findability, and Conversion rate (Preference/ Findability). 

Subtab 3 – The Digital CX Score. This score reflects the entire experience on the website and is based on questions around the themes Look & Feel, Product Offer, and Brand. The score is based on a weighted mean of these themes. 


In the Priority section – Competitorswe show a graph of how often you are found together with your competitors in combination with the number of times you are preferred or your competitor is preferred. We also show on question-level where the urgency to improve is highest in this section. 

In the Priority section – CX Priorities, you can first select two websites (for example your own and your believed biggest competitor, your “website to beat”) and then you see the difference in score on question level on all CX-themes. 


In the Findability section we show the percentages of respondents that visited each website. Also, we show the order in which websites are found, how websites are visited (their search method), and the position each website in the study is found within Google. 

First Impression

In the first impression phase, our respondents score your website on Look&Feel, Product Offer, and Brand. In the first section, we show the priority matrix: on question level you’ll see the importance for each theme to continue, and the “distance” to the #1 on question level. 

 Overall score – The overall score is the average score of Look&Feel, Product Offer, and Brand per device. In the next tab, you’ll find the separate theme scores, and in the tab “Question Score”, you’ll find the separate question scores per theme. In the below sections in the tab overall score, you’ll find the answers to the open-ended questions, also. 


In the Continue-section, you’ll find scores on to what extent different websites in the study were convincing the respondents enough to continue on the chosen website and orientate themselves some more (and move on to the “Further Look” phase of the survey)In the below sections in this tab, you’ll find the answers to the open-ended questions, per website. Also, in this phase of the study, we ask respondents to express the chance that a certain supplier would be their number #1 when they had to choose a supplier at this stage. 

Further Look

The Further Look section is built up from 3 tabs: Priorities, Overall Score, Theme Score and question score. In the Priority tab, we show you the importance of the themes Look&Feel, Offer and Brand for the overall Opinion and ultimately on Preference. By looking at how important an element is and at what room for improvement there is for that element, the right priorities can be set. The overall score is an average of all the theme scores, in the Theme Score section you’ll see separate scores for Look&Feel, Offer and Brand.