The Net Promoter Score and the Thank You Page

The Net Promoter Score methodology survey is a marketing tool you can rely on to collect important customer data. But how can you integrate the NPS at relevant touchpoints of your website to get more accurate information?

For example, you can implement the NPS on a thank you page such as "Thank you for your order" or "Thank you for your registration".

The Net Promoter Score® was developed by Fred Reichheld, who found that a very precise and customer-centric question can have a greater impact than most customer satisfaction surveys.

This question is: "On a scale of zero to 10, how likely are you to recommend us to a friend or colleague?".

Depending on the rating given, customers are divided into 3 groups:

  • Promoters
    Customers with a rating of 9 and 10
  • Passives
    Customers with a rating of 7 and 8
  • Critics
    Customers who only rated your product or service with 0 to 6 points.

NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.

What insights can you draw from this value?

Companies with a high Net Promoter Score for their industry are more likely to do better and grow in the future than companies with a comparably low NPS.

While the average value is between 5% and 10%, successful companies have an NPS value between 50% and 80%. Companies that perform extremely badly can even have a negative score.

Please note here that a good NPS is highly dependent on the industry in which the company is located.

The NPS score is very efficient in terms of evaluating a company's status, but that alone is not enough. Also, always make sure to ask the right question at the right time to get accurate and actionable data. That's why you need to find that precise moment when customers are more apt to respond sincerely.

And that's where the thank you page comes in

Visitors are redirected to thank you pages after completing an important step or desired action (one that generates micro-conversions or conversions).

Because it's an extra step in the conversion cycle, the thank you page often goes unnoticed. However, these sites can play a bigger role than one might think.

It can re-trigger the conversation and interaction to drive a new conversion, it can create a friendly close or offer a discount and help build customer loyalty.

It all depends on your marketing ideas and how you want to take advantage of secondary conversion opportunities.

Thank you pages can also be seen as the part where you end the conversation or interaction between visitor and website in a nice and fruitful way.

If you don't create that separate thank you page, you could be missing out on an opportunity for conversions, as well as an opportunity to learn more about your customers.

Why is the thank you page the right moment for an NPS survey?

The fact that visitors see a thank you page means they have completed an action.

For example, downloading a white paper, filling out a form, purchasing something, or completing a support request. So these visitors are already interested in your website and the company. When they just got something they really wanted, positive feelings kick in.

The right ambience for a survey is already created without the visitor having the feeling that you are being too intrusive. So why not ask what he thinks of the company and services he just tried? The visitor is still mentally engaged with your company and products, and is far more likely to take the time to respond than they would in any other situation they might encounter on a website.

It is well known that the response rates from classic surveys are not really high.

The combination of a thank you page and a NPS survey could increase these rates. A question like this, asked after a sale has already taken place, shows that you don't sell any products, you genuinely care about visitors' opinions and want to improve the user experience.

Why is a simple question so important?

The Net Promoter Score gives you a first indication of how your website, your offers or your customer service are perceived. It's a very easy and inexpensive way to find out where you stand.

Once you've assessed the situation, you can delve further through more complex activities and find out what exactly is making customers dissatisfied or unresponsive to your offers.

Keeping your customers happy is the only way to cultivate loyalty, extend the customer lifecycle, and thereby generate more sales.

Implementing a thank you page on your website is quick and easy with the Callexa NPS widgets.

Sign up for your Free plan today and start learning about customer sentiment.

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