{"id":168,"date":"2013-06-04T23:00:00","date_gmt":"2013-06-04T23:00:00","guid":{"rendered":"http:\/\/measuringu.com\/ux-changes-nps\/"},"modified":"2021-08-09T16:04:54","modified_gmt":"2021-08-09T22:04:54","slug":"ux-changes-nps","status":"publish","type":"post","link":"https:\/\/measuringu.com\/ux-changes-nps\/","title":{"rendered":"Associating UX Changes to the Net Promoter Score"},"content":{"rendered":"
A bad experience will impact how likely users are to recommend a website or product to a friend.<\/p>\n
Fixing those bad experiences is critical to increasing positive word of mouth.<\/p>\n
Unfortunately, there are usually too many things to fix and just as many opinions on what should be fixed. Development teams need to prioritize.<\/p>\n
An obvious way to do this is to fix the things that will have the biggest impact on revenue. One of the reasons A\/B tests<\/a> on websites are so effective and popular is that you can literally see how one interface change can increase or decrease sales through conversions.<\/p>\n It’s not always possible to A\/B test elements of the user experience, especially in software applications. It’s also not always easy to associate interface changes to revenue. The Net Promoter Score<\/a> is intended to be a proxy for revenue and future growth and is easier to make associations with using user-experience metrics. You can then indirectly tie changes made through early development research efforts to later measurements of customers’ likelihood to recommend through such metrics.<\/p>\n Here is an approach I’ve used with clients, including Autodesk<\/a>, to help associate interface-level user-experience changes to the Net Promoter Scores collected and reported on corporate dashboards.<\/p>\n Linking low-level interface changes to high-level customer attitudes isn’t an exact science. There are many variables that impact why users do and don’t recommend the website or product. What’s more, you can make massive improvements in the user interface but not see those reflected in new Net Promoter Scores. This is usually because other factors are having a much larger impact on recommendations. It could be different tasks, parts of the interface, different types of users, or things outside the control of most UX departments, like pricing, compatibility or features.<\/p>\n The approach outlined above, however, does provide a framework for capturing the effects of improving the interface and associating those improvements to more macro attitudes reflected in the Net Promoter Score.<\/p>\n","protected":false},"excerpt":{"rendered":" A bad experience will impact how likely users are to recommend a website or product to a friend. Fixing those bad experiences is critical to increasing positive word of mouth. Unfortunately, there are usually too many things to fix and just as many opinions on what should be fixed. Development teams need to prioritize. An […]<\/p>\n","protected":false},"author":2,"featured_media":1300,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"_price":"field_56e41332a1ae5","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"Tribe__Tickets_Plus__Commerce__WooCommerce__Main","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"footnotes":""},"categories":[55],"tags":[56],"acf":[],"ticketed":false,"_links":{"self":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/posts\/168"}],"collection":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/comments?post=168"}],"version-history":[{"count":0,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/posts\/168\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/media\/1300"}],"wp:attachment":[{"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/media?parent=168"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/categories?post=168"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/measuringu.com\/wp-json\/wp\/v2\/tags?post=168"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
\nFigure 1:<\/b> Output of a Key Driver Analysis from a web-based software application. The vertical (y-axis) shows how much each of the items contributes to users’ likelihood to recommend. Usability was measured using the four items from the SUPR-Q and is the biggest driver of LTR. It’s more than five times as important as Feature A.<\/span><\/li>\n