Are you using surveys as a part of your optimization process?

Do you know which type of survey may help you identify only the hottest opportunities for your business growth?

If you haven’t guessed yet, it’s the Net Promoter Score Survey.

This article will give you an idea. I will show you how to use on-site surveys to determine your NPS and also give you some suggestions of how to act on improving your score.

Let’s start!

The Net Promoter Score is an essential KPI for any business. Analyzing it can tell you how likely it’s for customers to recommend you to others and spread the word about the products or services you are providing.

Net Promoter Score Calculation

NPS= %Promoters – %Detractors

To find out the NPS of your brand, you simply need to ask customers:

“How likely is it you will recommend [the company/website] to a friend?’”

The answer is based on a 1 to 10 scale (0-not likely at all, 10-very likely).

So, you’ll get answers from 1 to 10, that include 3 groups of customers:

  • Promoters (9-10 answers)
  • Passives (7-8 answers)
  • Detractors (6-1 answers)

Sum up all the 9s and 10s minus the 0s to 6s divided by the total number of respondents.

Best Practices

  1. Display the Net Promoter Score at the end of a visit that involved the user making an action:
  • attending a course;
  • submitting a question or a comment in a community;
  • placing an order on an e-commerce site;
  • etc.
  1. Use segmentation to address the NPS only to people that converted on your website

If you collect answers from users that visit your site for the first time, it won’t be relevant. A minimum level of engagement with your brand, products, service, or website is required to take the right actions based on the NPS survey results.

Setting up the Net Promoter Score Survey

Rather than developing in-house a survey each time you want to measure your Net Promoter Score and then losing time to calculate it an Excel, you could use a tool that handles all of it.

Step 1: Choose between a pop-up survey or a widget survey



Step 2: Write the question

Net Promoter Score survey

Optional (but recommended): Use branching logic to find out why detractors hate your business or how to transform passives into promoters. Depending on what you want to know, you only have to create an additional question like this one:

“What you’d like to see improved on our site for a better experience?”

Once you have created the first question, save it and create a new one like in this example:


Then, go back to setting up the first question and choose “Go to question X” only for answers from 0 to 6.

Net Promoter Score survey

Step 3: Choose when and how to trigger the survey

I recommend choosing on-exit when your users have finished their activity on your site. Also, in this phase, you should set up the appearance settings.


Step 4: Segment the audience

As I’ve mentioned earlier, it’s recommended that you address the NPS survey to the users that have already done something on your website. You can create a segment based one the following criteria, depending on your purpose:

Net Promoter Score Survey

Step 5: Publish the survey and wait for the results


Step 6: Analyze the results


Ideas to improve the Net Promoter Score

  • Transform detractors into passives by asking them what they don’t like about your website or what they’d see improved. With this information you can then optimize their experience with personalized pop-ups next time they visit your site or by sending them special offers by email.
  • Create loyalty programs for the promoters. Make sure to include offline actions if it’s possible: thank you letters, presents, invitations to an event, etc. It will make you differentiate from your competitors.

Estimated costs for a post-Net Promoter Score survey campaign

  • approx. 50$ in the marketer’s time 10 hours work –  30 mins to set up the survey, 2h for the analysis of the results, 2h for the concept and action plan post-NPS survey, 4h for managing the delivery of the thank you letters, 1h30 mins for reporting to the manager and deciding on the next steps.
  • NPS survey tool: with Omniconvert free for max. 10.000 tested views or 55$/month for larger amounts of traffic;
  • 1000$ with Maillift if you send 1000 thank you letters to your promoters
  • the  amount of $ for the customer’s success or support specialist time dedicated to following up emails or calls – 2 – 4 hours

Total estimated cost: max. 1500$

Total ROI:

For a SaaS the average value of a conversion is approx. 500$ per month and a customer lifetime value of approx. 1500$. (These are very approx. values)

With a conversion rate (a subscription for another three months) of 20%, it results in 200 customers that will renew or upgrade their subscripion for using your product.

200 x $1500 = $ 300 000 from a single NPS campaign.


I hope that now you have a more clear idea of how to measure the Net Promoter Score and how it can help you grow your revenue. Segmenting your traffic right and taking action based on the survey’s results helps you generate ROI for your marketing efforts. Don’t forget that measuring NPS without taking action is useless and that you should have someone in your company responsible for growth.