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NPS

by Jeff Sauro, PhD and Jim Lewis, PhD | February 23, 2020

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UX ( 73 )
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 NPS ( 28 )
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 Net Promoter Score ( 20 )
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8 Manipulations of the Net Promoter Score: Which Ones Matter?

By Jeff Sauro, PhD and Jim Lewis, PhD . February 23, 2020 . Tags: , , ,
There’s no shortage of opinions about the Net Promoter Score. There’s nothing wrong with an opinion. It’s just better when there’s data backing it. Unfortunately, when it comes to opinions about the Net Promoter Score, especially how the underlying question is displayed, the opinions are often based on anecdotes and out-of-context “best practices.” At MeasuringU, we want to help others use data to form better

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The UX of Pet Websites

By Jeff Sauro, PhD . December 3, 2019 . Tags: , , ,
Over half of U.S. households have a pet. And for many people, they are more than pets; they are family. But pets are also a big business. It’s estimated that pet related products and services account for $70BB annually in the U.S. alone. And a lot of that spending happens online. To better understand the pet website user experience, we conducted two studies. The first

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Does Coloring Response Categories Affect Responses?

By Jeff Sauro, PhD . October 22, 2019 . Tags: , ,
Survey response options come in all sorts of shapes, sizes, and now, colors. The number of points, the addition of labels, the use of numbers, and the use of positive or negative tone are all factors that can be manipulated. These changes can also affect responses, sometimes modestly, sometimes a lot. There is some concern that long response scales (more than three points) are hard

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The UX of Online Job Searching Websites & Apps

By Jeff Sauro, PhD . September 17, 2019 . Tags: ,
Around a quarter of Americans change jobs each year. For most, that job search happens online. Job related websites are a multibillion-dollar business with plenty of competition. They have made finding and applying for jobs more accessible and easier. However, the process isn’t without issues. Job descriptions can be misleading, and the application process can be cumbersome. To better understand the job searching user experience

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Comparing the Predictive Ability of the Net Promoter Score and Satisfaction in 12 Industries

By Jeff Sauro, PhD . September 3, 2019 . Tags: ,
In an earlier article, we examined the relationship between NPS and future company growth. We found the Net Promoter Score had a modest correlation with future growth (r = .35) in the 14 industries we examined. In the 11 industries that had a positive correlation, the average correlation with two-year revenue growth was higher at r = .44. This ranged from a high of r

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Can You Use a 3-Point Instead of an 11-Point Scale for the NPS?

By Jeff Sauro, PhD . August 20, 2019 . Tags: , ,
In an earlier article, we examined the folk wisdom that three-point scales were superior to those with more, such as five, seven, ten, or eleven response options. Across twelve published studies we found little to suggest that three-point scales were better than scales with more points and, in fact, found evidence to show that they performed much worse than scales with more points. Almost all

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Do Promoters Actually Recommend More? A Longitudinal Analysis

By Jeff Sauro, PhD . May 28, 2019 . Tags: ,
The Net Promoter Score introduced a new language of loyalty. At center stage are the promoters and detractors. These designations are given to respondents who answer the How Likely Are You to Recommend (LTR) question as shown below. But what is the justification for the designations? Were they just arbitrarily created? Do they just sound good for executives? How much faith should we put in

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What Is the CE11 (And Is It Better than the NPS)?

By Jeff Sauro, PhD . February 5, 2019 . Tags: ,
For measuring the user experience, I recommend using a mix of task-based and study-level measures that capture both attitudes (e.g. SUS, SUPR-Q, SEQ, and NPS) and actions (e.g. completion rates and times). The NPS is commonly collected by organizations and therefore UX organizations (often because they are told to). Its popularity inevitably has brought skepticism. And rightfully so. After all, the NPS was touted as

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Can UX Metrics Predict Software Revenue Growth?

By Jeff Sauro, PhD . January 15, 2019 . Tags: ,
Does better usability lead to more revenue? What about positive word of mouth? Is it tied to revenue growth? Are UX metrics for usability and intent to recommend able to track future revenue growth? Many UX researchers who work for software companies or on software products collect UX metrics. In fact, we strongly advocate for it. As part of implementing a plan to improve UX,

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Does Changing the Order of the NPS Item Affect Results?

By Jeff Sauro, PhD . January 8, 2019 . Tags: ,
Public officials don’t care much about what the general public thinks. Voting is the only way ordinary people can have a say in government. How much do you agree with those two statements? If the order in which those items were presented were switched, would it affect how you responded? While most UX and customer research doesn’t involve sensitive topics, does the order in which

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