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Enhance Customer Insights with NPS for Website Visitors

Be it a product, service, or platform, the right approach is to ask the customer how well it is. The same goes for a website, which today plays an important role as a platform to market and sell products and services. With your customers’ feedback, you can simply learn if the website is great or has any potential issues.  

But how will you do that? Here are the NPS surveys for website visitors. These surveys help you gauge customer satisfaction on your website by simply putting a question and a rating scale on the screen. It’s good because it is not quick but effectively gauges customers’ sentiments. In this blog, we will explore how Net Promoter Score benefits website visitors, web businesses, and website owners, along with the best practices.  

Three Benefits of NPS for Website Visitors 

1. Identifying the Pros and Cons 

The first and most important benefit of a net promoter score for website visitors is that it helps you discover your strengths and weaknesses. Knowing these two things enhances customer retention and boosts low-cost customer acquisition.  

When you perform NPS on your website on multiple instances, you get to know where the customer experience is good and lacking. The reason why it’s important to keep note of strengths and weaknesses is that it can also be the starting point of many customer journeys. Hence, you should ensure their first contact with your brand is smooth and flawless.  

In totality, a high NPS score might indicate that visitors find your website visually appealing and easy to navigate. Conversely, a low score could point to issues such as slow loading times, poor mobile responsiveness, or confusing layouts. 

2. Enhancing Customer Experience  

NPS for the website also helps you enhance the customer experience. As we just discussed, how can you identify if there’s any problem with customers browsing your website? Attending and fixing the problem will help you make the customer experience better. There can be problems with a particular feature or functionality of the website, which you can find with the help of transactional NPS surveys. 

For example, if you find out that after using a particular feature, the customers are not happy about it. When asked about their experience, most responded with a low rating. So, that’s how you can spot the problem and fix it. Ultimately, the customer experience will get better.  

3. Increased Conversion Rates 

Ultimately, you can get more conversions with all these efforts made after being informed by the net promoter score data. The math behind it is very simple. Be it the first interaction of a customer with your website or the next interaction, with each interaction, an experience is created. So, if the customer’s experience remains great throughout the browsing, they are more likely to make it to the end. And, when they make it to the end flawlessly, the chances of closing the deal with you also increase.  

Net Promoter Score Surveys for Website Visitors: Best Practices  

  1. Strategic Placement and Timing 

Let’s start with the placement of Net promoter score surveys on the website. As we discussed earlier, there can be multiple instances where NPS on a website can take place. Here are the three instances where net promoter surveys can take place and when you should send them: 

  • After Significant Interactions 

While it’s impossible to get your survey answered by the customers at every step, some significant interactions can be best suited for the surveys.  

For example, if a customer is reading an article on your website, you can send a survey to know if the article was helpful. You can get the right timing to send the survey by identifying the average reading time of the article and how much of the page has been scrolled by the customer. It will help you respond meaningfully as the reader has finished reading the content.  

Similarly, there can be other instances, like when a customer makes a transaction on your platform. These instances are some of the important points in the customer journey, which makes it important to know the customer’s experience.  

  • Exit Intent 

Now, apart from these instances, there is an instance that every customer has in their journeys, i.e., the exit. Yes, every customer will exit once they have accessed your website. So, you should trigger surveys on their exits to know their overall experience.  

  1. Crafting Effective Questions 

Effective questions are crucial for gaining valuable insights. Here are some best practices for crafting these types of cx survey questions

  1. Keep it Simple 

  • Use the standard NPS question: “On a scale of 0-10, how likely are you to recommend our website to a friend or colleague?” 
  • Follow up with a straightforward, open-ended question: “What is the primary reason for your score?” 
  1.  Use Clear Language: 

  • Avoid jargon and complex language. 
  • Ensure questions are easy for all visitors to understand. 
  1. Be Specific: 

  • Tailor follow-up questions to specific areas of the website. 
  • For example, if the visitor was browsing products, ask: “What can we do to improve your product browsing experience?” 
  1. Encourage Honest Feedback: 

  • Reassure visitors that their feedback is anonymous and valued. 
  • Make it clear that their responses will help improve the website. 
  1. Limit the Number of Questions: 

  • Keep the survey short to avoid survey fatigue. 
  • Focus on the most important questions to gather targeted insights. 

Wrapping Up  

Incorporating NPS surveys for website visitors provides valuable insights that help identify strengths, improve customer experience, and increase conversion rates. You ultimately find website promoters. Businesses can continually optimize their websites based on visitor feedback by strategically placing surveys and crafting effective questions. Embrace NPS for ongoing website improvement and ensure a seamless, satisfying customer experience


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