The Net Promoter Score (NPS) can be used as a KPI to measure brand engagement and loyalty among your website visitors. In this article, you will learn how to easily pop the NPS question to your visitors once, periodically or continuously. We will assume that you already have a fairly good understanding of the NPS question. If not, please have a look here.
The first step to successfully measuring an NPS is careful planning. Both the way in which you ask the question and the moment you do it can influence the score a user will provide. Ask yourself the following questions before setting up the survey:
- Whom do I want to ask? First off you need to identify your survey's target group. You could ask all of your website visitors, choose only existing customers or chose a more specific option, such as targeting users that are logged in.
- When do I want to ask? Only asking the NPS question during the "post checkout flow" may provide an unjustifiably high NPS. Instead, be sure to ask the question in multiple steps of the visitor journey and preferably at a point where users have been able to fully experience your website. The moment you decide to pop the question can also determine which Usabilla tool suits your question best.
- How often do I want to ask? NPS is a powerful way to track engagement and brand loyalty changes among your website visitors over time. Would you like to measure your NPS score periodically or continuously to track changes over time?
- Is there anything else you'd like to know? NPS questions can be asked in a separate survey or as part of a larger set of questions. Please do note that questions asked prior to the NPS question can bias your user and, in turn, influence their response.
An NPS question can best be asked to your users with our active feedback collection tools; through a Usabilla campaign or a Usabilla In-Page widget. In order to ask your user the NPS question, you can simply follow the below steps.
Using a campaign
1. If you are unsure on how to set up a campaign, have a look here.
2. When using a campaign, it is important to select the right campaign type. A good rule of thumb is asking yourself whether the survey will be shown during the user's visit or on exit and whether it will be on mobile or on desktop. Use a Full Survey on mobile or on exit, and a Slide-Out survey if this is not the case.
3. Now is the time to pop the question. In the campaign editor, click "NPS" in the question elements on the left of the screen. Then click the question to insert your company name. We've already done everything else for you.
4. Optionally you can add in an open text field through which users can elaborate on their score. Using our conditionality feature, you can also target the follow-up question to users that provided a negative NPS.
5. Once satisfied with your questions you can click "Next" at the top-right to navigate to the campaign targeting settings. Here you will turn the aforementioned questions into targeting settings:
- Visitors on a specific page: Specify the URLs of different steps in your visitor journey where you would like to measure your NPS. You can measure the NPS in different customer journeys but also measure a site-wide NPS, excluding one or two URLs if necessary.
- Visitors after being on a page for X seconds/Visitors having visited at least X pages: Specify when the user will see your campaign. It is advised to only target users after they have spent some time on the page.
- X% of the visitors: Limiting the amount of users that see the survey and thus stretching the survey over a longer period will help you to increase the significance of your responses as you will collect insights from different moments during the week.
- Visitors who have a specific browser cookie: Are you measuring an NPS from specific users? In this case, a cookie based on their past purchases or account status can help you to target the right audience.
1. Another great way of asking the NPS question is using our Usabilla In-Page product. If this is the first In-Page widget you are setting up, please have a look here first.
2. Create a new widget and insert the NPS question by clicking "NPS" on the left side of the screen. Then click the question to insert your company name. We've already done everything else for you.
3. Optionally you can add in an open text field for users that leave a negative NPS score. This will allow the user to elaborate on the given answer. Using our conditionality feature, you can also only ask your detractors a follow-up question.
4. The In-Page targeting is defined by implementing the widget on the relevant pages. Your widget will always show on the pages it is implemented. While implementing the widget, keep the aforementioned questions in mind.
Since you are using our built-in NPS component, Usabilla will do all the math for you as and provide ready-made graphs with your NPS score and scale distribution.
If you are asking your NPS question through a campaign, the left-hand filtering bar is perfect for narrowing down the NPS score per URL, browser, device or operating system. In Usabilla In-Page you can download a .csv-export file in which you can calculate your NPS and compare scores with one another.
If you export data from your NPS survey, it is also possible to aggregate your NPS from different campaigns or different sources into one score. While doing so, please note that one NPS is rarely comparable to another. The moment of asking the questions, the audience you ask the question to, and the way you ask it all influence the score you will get.
This should get you started with measuring an NPS. If you have any questions, please feel free to reach out to us at any time through firstname.lastname@example.org.