NPS – Net Promoter Score
A loyalty metric: 'How likely are you to recommend us?' (0-10). NPS = % Promoters (9-10) minus % Detractors (0-6). Good average: above 50. Above 70 is excellent.
In practice
NPS is the 'organizational health' metric. A store with high NPS has customers who recommend it — free growth. The follow-up question 'why?' is the real gold, not the number itself.
Common misconception
'NPS alone is enough.' NPS doesn't explain why. Always ask a follow-up: 'What's the main reason for your score?' — that's where the gold is.
How to fix it
Low NPS? (1) Categorize follow-up answers — how many mention shipping? Product? Service? (2) focus on the most common factor, (3) send detractors a survey with a proposed fix — 40% will move to passive.
Example
An electronics store: NPS 28. 68% of detractors cited 'long wait for service.' They set a 4-hour SLA plus a chatbot. NPS rose to 54 within 3 months.
Priority
Send an NPS survey 30 days after purchase — not immediately. Tools: Typeform, Klaviyo Flow. Measure quarterly and track the trend.
Related terms
Keep learning. Metrics that touch the same area:
- Churn RateFinanceThe percentage of customers/subscribers who stopped buying or paying in a given period. High churn means every new customer just replaces an old one. Per Harvard research: cutting churn by 5% increases profit by 25-95%.
- ConversionAnalyticsA desired action a visitor takes — a purchase, sign-up, form submission. The basis for measuring marketing success.
- Conversion Rate (CR)AnalyticsThe percentage of visitors who completed a desired action. Average: 1-4% for purchases, depending on category.
- ATC – Add To CartAnalyticsThe action where a visitor adds an item to the cart. Average ATC rate: 8-10% of product page visits.
- Cart AbandonmentAnalyticsA customer added an item to the cart but didn't complete the purchase. Average: 70-75%. One of the biggest opportunities.
- Open RateAnalyticsThe percentage of recipients who opened the email. Average: 20-25% in eCommerce.
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