How to set up an NPS survey to grow your e-commerce business

October 24, 2018 by Fio Dossetto

We have written about the impact of loyal customers on your business growth before (quick summary: they’re crucial!), and how the Net Promoter Score system helps you understand what’s working and isn’t on your website, so you can fix and improve the experience asap.

In this article, we cover the practical aspect of sending out an NPS survey by going over the questions you should ask and showing you how to set up an NPS survey in Hotjar in about 5 minutes. Let’s go! 

Table of contents

The three questions to ask in your e-commerce NPS survey

1. How likely are you to recommend this company to a friend or colleague?

The standard NPS question, How likely are you to recommend this company to a friend or colleague?, discovers someone’s likelihood to recommend you to someone else.

You can, of course, tweak the question to fit your needs, and ask How likely are you to recommend this [company] [product] [service] to a [friend] [colleague] [family member]? Regardless of how you phrase it, this initial question is all about getting your customers to submit a number from 0 to 10:


Depending on the score they pick, your customers are classified as detractors (0 to 6), passives (7 and 8), and promoters (9 and 10):  


You then calculate your NPS as the percentage of promoters minus the percentage of detractors:

Your resulting score can range from -100, when everybody is a detractor, to +100, when everybody is a promoter. Because of this wide range, any score above 0 is good, but top-level companies regularly have an NPS of 70 and above.

The score you get from this question is a good benchmark to tell you how many promoters you have and how you’re doing overall. But NPS is more than just a number—the real value is in the context around the score, and this is where the follow-up questions come in.    

2. What’s the main reason for your score?

The follow-up question What’s the main reason for your score? gives your customers a chance to explain why they gave you the score they did and allows you to collect actionable feedback as a result:


A few tips for reviewing the answers:

  • Use the answers of your detractors (who gave you scores of 0 to 6) to see where you didn’t live up to their expectations and find opportunities for quick fixes that can improve the situation
  • Check out the answers of your promoters (who gave you scores of 9 and 10) to understand what you are doing well and what you should keep doing
  • Pay especially close attention to the answers of the passives (who gave you scores of 7 and 8): they are so close to being promoters that even small things could win them over—and that’s something you definitely want to know!  

3. What should we do to WOW you? (optional)

A key part of having happy customers is delighting them by going beyond what they expect from you. The beauty of this final question is that you can find out what’s going to WOW your customers simply by… asking them! 


Although answers to the What can we do to WOW you? question are extremely valuable, they are less crucial for your business growth than the previous two—so you can choose to keep this question optional. 

Setting up your NPS survey in Hotjar in 5 minutes

Since you’re going to email this survey, we’ll be using Hotjar’s NPS Surveys feature feature, which allows you to create a survey and assigns it a unique URL you can then simply share with your customers.

After signing up for Hotjar (it's free!) and installing the script, you're ready to start. Creating this NPS survey takes about 5 minutes and there are 7 main steps:

STEP 1: Create a new survey

  • Click on ‘Surveys’ in the sidebar menu, then ‘New Survey’



STEP 2: Give your survey a title

We’ll call ours Hotjar NPS survey, but you can choose whatever name you like:


STEP 3: Add a survey description that your customers will read

Use this space to add a little blurb with instructions or useful information for your customers. Here is a fairly standard sentence that you can tweak as you need: At [XXX], we use your feedback to improve our product, so thank you for taking the time to fill in this survey. It should not take you more than 1-2 minutes to complete it.


STEP 4: Add a thank you note

This field is pre-filled by default with Thank you for filling out this Survey. Your feedback is highly appreciated!, but you can always customize the sentence however you like. 


STEP 5: Add the NPS question  

  • Click ‘Add question’
  • From the drop-down menu, choose ‘Net promoter score’: 

  • Write in the standard NPS question, using your company’s name: How likely are you to recommend [x] to a friend or colleague?
    Remember to toggle the ‘required’ switch on to green. 


STEP 6: Add the follow-up questions 

  • Click ‘Add question’
  • From the drop-down menu, choose ‘Long text answer’:

  • Write in the first follow-up question, What’s the main reason for your score?, and toggle the ‘required’ button again: 

Repeat STEP 6 for the final follow-up question,
What should we do to WOW you?, and leave the toggle on grey if you want to make this optional.  

STEP 7 - Activate your Survey

Set your Survey status to ‘Active’, click on ‘Create Survey’, and you’re done!

PS: use the “Preview” option whenever you want to see the final survey ahead of sending it out to your customers.

🔥CHECK IT OUT: I followed the 7 steps above and built the survey in about 5 minutes: take a look at it here.



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Fio Dossetto

An ex-academic turned editor, Fio manages editorial production for the Hotjar blog where she also writes about UX, optimization, and how to keep remote teams organized.

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