Set up an NPS tool on your website

Business Benefits

Measure user loyalty, solicit feedback, and get early indicators of churn, customer retention, and revenue.


Select an NPS survey tool that will help you get the information you need about your customers. Look for one that will gather personalized data, calculate NPS scores, and track and evaluate changes to NPS scores in real-time.

You need a tool that will help you create, distribute, and track NPS surveys efficiently and effectively. It will also tell you when to send a survey to each user. Some NPS tools include:

  • HubSpot Customer Feedback Software: Integrates seamlessly with your all-in-one CRM and customer service software. This keeps all your NPS, customer, service, and support data in one place.
  • SurveySparrow: An omnichannel customer experience management tool that includes an NPS survey platform to help you realize actionable insights related to loyalty. It also integrates with various CRM software.
  • Qualtrics: A customer experience platform with a Net Promoter Score survey tool that lets you track, evaluate, and enhance your NPS. It lets you track scores at any user touchpoint through any channel or platform, like a chatbot, SMS, email, or website.
  • SurveyMonkey: An online survey creation tool that easily lets you personalize and send NPS and customer experience surveys. The template allows you to add survey questions for more information about the given score.

Open your tool and navigate the survey section to create an on-page NPS survey that shows up directly on your website.

  • For HubSpot, go to Service > Feedback Surveys to set up your survey.
  • For Qualtrics, go to My Surveys > Create Survey.
  • For Hotjar, go to Surveys > New Survey.

Add a description to your NPS survey that helps customers understand why you are collecting this information and how it benefits them.

All survey templates have spaces to add a short description with information or instructions for your users. A good description would be something like this: Help us improve. We appreciate you for taking your time to fill this survey. It shouldn’t take you more than 1 to 2 minutes to complete.

Write the standard NPS question and a follow-up question to learn more about your customers’ responses.

The NPS survey consists of two parts.

  • Rating survey question: On a scale of 0-10, how likely are you to recommend our brand to someone? The question is meant to capture customer satisfaction with your brand. A score of 0 shows they’re very unlikely to recommend your brand. 10 shows they’re very likely.
  • Open-ended survey question: What’s the main reason for your score? But you can customize your follow-up questions to gain more insights. In this case, you should segment the users based on their NPS scores; that is, 0-6 Detractors, 7-8 Passives, and 9-10 Promoters.

A good example of a follow-up question for Detractors is: We are sorry we let you down. Please let us know more about your experience so that we can get it right next time.

Segment your audience and survey everyone to gain valuable feedback.

Survey end users to collect insightful feedback, improve your product, or add new features. It’s easier to spot common trends in feedback when you survey your product users because of the sheer quantity of data you get. There’s also diversity of opinion, which helps you identify strengths and weaknesses, helping you prioritize changes and make improvements.

Survey key contacts if you want to improve retention rate, predict revenue, or adjust pricing. NPS data from key contacts are more valuable from a retention perspective than data from the end-user. That’s because key contacts have last say whether to continue using your product, but not end users

Adopt a regular survey schedule to track changes in your NPS over time. Correlate your NPS survey with some triggered web experience, like asking a customer for feedback once they purchase a product from your site.

While there are no hard-and-fast rules about timing:

  • Not send the survey too early: Give new users time to explore your product and get results.
  • Pay attention to context: Show NPS survey after a user feels something great inside your product, whether it’s sending the first outreach campaign or creating an order.
  • Ask for NPS feedback often, but don’t overdo it: Asking in reasonable intervals ensures you don’t miss the chance to engage with users based on their new experiences. Aim to get feedback every 2-4 months to help turn Detractors into Passives or Promoters, and not the other way round.

Involve all your team members so that everyone is aware of their importance in customer satisfaction.

Ensure that:

  • They know how to track their NPS. This way, they’ll know the changes they need to make and if those changes help or not.
  • You assign each issue to a team member who is responsible for fixing it.
  • Put a team or department in the spotlight based on their effort to increase customer satisfaction.

Use lead-to-account matching and routing software to automatically match new leads to the right account in a CRM and to the right salesperson as per the company’s territory mapping.

Lead-to-account matching and routine software like Openprise, LeanData, and Groove cut out the need to match and route leads manually. They ensure that hot leads get routed to the right person. This prompts follow-ups and increases the chances of connecting, improving brand image, and increasing revenue.

  • Openprise routes leads based on any criteria, including geography, partner involvement, interest, and account. It integrates with Salesforce, Microsoft Dynamics, Pardot, Eloqua, and Marketo for your convenience.
  • LeanData ensures sales reps only get contacts, leads, opportunities, and accounts they need to work on, allowing them to close more deals and increase sales.
  • Chili Piper helps the revenue team to increase productivity, customer satisfaction, and inbound conversion rates.

Tally up your responses and subtract the percentage of Detractors from the percentage of Promoters to find the Net Promoter Score.

  1. Count the responses: Add up the number of responses provided for each score.

  2. Group the responses: Add the total number of responses provided for Detractors and Promoters.

  3. Calculate the percentage by dividing the difference between Detractors and Promoters by the sum of responses. Then multiply by 100.

NPS = ((Number of Promoters – number of Detractors)/number of responses) x 100.

For example, if 60% of respondents were Promoters and 20% were Detractors, your NPS is 40.

Benchmark your NPS score to know how your business stack up to your competitors.

This involves benchmarking your number to a set standard across industries for what a good score is. So, if you are in a billing software business, compare yourself to other billing software companies. Compare the NPS within a region, as customers in different geographical areas rate companies differently. In Japan, for instance, customers tend to give lower ratings because they consider too high or too low ratings as poor etiquette.

Solicit NPS responses via survey channels like SMS, email, or in-app, as respondents favor some surveying methodologies over others. Web surveys seem to perform better, but criteria like outreach method, approach, demographics, and cost allow some channels to outperform, in particular cases. Use channels like SMS, email, and in-app in addition to on-page surveys as a follow-up for those who do not complete it, or instead of, in some instances.

  • In-app surveys: Higher response rates, lower rates of qualitative feedback. This can be a good exchange if you want to reduce churn. You may prefer to get an impression that you can reach out instead of the silence from unhappy or passive users who ignore email surveys.
  • SMS surveys: Texting is an effective and instant way to communicate with customers for services, deliveries, and transactions. It lets you capture users’ attention through their phones, where they spend most of the time.
  • Email surveys: Lower response rates but higher rates of qualitative feedback. Not many people open emails. But the few who do are likely invested in your brand and will give a clear reason behind their score.