Who said that marketers cannot be both creative and analytical at the same time?
I’m telling you: when you start looking into data and get used to doing it on a daily basis, it becomes your best friend. Not only that it helps you to measure your efforts, but it empowers you with more and more insights on the road.
Surprisingly, you can benefit from focusing on a single metric that could be the base for a specific, one-time marketing campaign. Usually, it can seem overwhelming to keep track of all the important metrics for an eCommerce business such as ROI, CLV, AOV and others.
This post will prove that’s possible to generate results and insights only by measuring a single metric. That’s the Net Promoter Score, a customer satisfaction related KPI.
The Net Promoter Score is a key metric that shows you the percentage of people from a specific group of interest for you that is willing to recommend your products or brand to others.
As Ioana shows in this post, you can simply determine NPS by creating a one question survey in which you ask people how likely is that they recommend you to others, using a 1 to 10 scale. Ioana also treats the interpretation of NPS emphasizing the importance of benchmarking your numbers.
The challenge of working with procedures
During the last two years of working with people from eCommerce companies, I realized that there’s a need for clear procedures. Marketing managers and directors need to encourage their teams to back up their decisions with data and implement them well. The implementation highly depends on how marketers manage to make as few decisions as possible on the way. And the way to achieve that level of clarity is knowing from the beginning what to do.
The huge benefits of having a procedure for NPS calculation
Besides the fact that NPS will show you if there is an opportunity to benefit from the fabulous word of mouth (WOM) marketing effects, it will help you do many other essential things like:
- determine the pillars of your marketing strategy
- make it easier to have accurate reports for your board meetings (this has to do with backing up your decisions with data)
- generate insights for viral campaigns, either online or outdoor
- develop further research of your best customers
Did you know that your best customers are the highest spenders?
Thanks to RJMetrics, we have some great insights about the shopping behavior of the loyal customers:
Putting NPS to work
So, what’s so special about this metric?
Nothing in particularly. We can debate over which metric is the most important hours, but won’t get to any conclusion. Like any other metric, NPS helps you with specific marketing concerns. What you need to understand is that you need to put data to work for you. It implies using tools, tactics and the whole arsenal of a marketer.
Regarding the NPS, the survey is the first step in developing your campaigns or strategies. Survey tools only help you in this stage, but they don’t provide the means to act based on data. Instead, you could use a mix of branching logic surveys with pop-ups and email marketing to get the most out of NPS.
The BIG insight about NPS (with alternatives to implement it)
To be honest, doing an NPS survey without finding out WHO are the people that are willing to recommend you to their friends is obsolete. Stats will only give you an overview on the website’s users willingness. Instead, you could use a lead collector to capture their email address, and then check their history in the customers database.
At the end of the day, you want that your customers remain loyal, happy and install buying habits so you can sleep well at night.
The “What’s in it for me?” of applying this insight is the ability to know more and more about your customers – that by the way are very unpredictable in terms of behavior. The NPS procedure allows you to maintain the good relations with them in the long run.
Once you figured the report between Promoters, Detractors, and Passives that come to visit your website you will have to:
1. Do them more favors – create a loyalty program by developing further surveys to know them better. Find out more about how to do it in this post dedicated to the topic
2. Do experiments on your website
The pallet of CRO tactics is so diverse and fabulous that sometimes I’m wondering how can someone run out of ideas.
To get to know your customers better, continue doing experiments/tests on the website using the insights generated by the NPS survey. You can do:
- personalization experiments with pop-ups triggered only to the top customers
- test the copy, design and incentives included in the pop-ups
- A/B testing on the pages with the most expensive products visited by your most important customers
For further information on the net promoter score and how to implement it in your company, read our Comprehensive marketing NPS guide.
Finally, I encourage you to sign up for an account at Omniconvert and try out these insights. Test up to 10K visits per month on small groups of people to see how Omniconvert helps you collect data and act based on them.