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NPS for returning users
From the 3rd visit after 30 seconds, a fifth of them, once in 90 days.
What it answers: How loyalty develops over time and why.
2 questionsNPS
NPSNet Promoter Score
One question on willingness to recommend, on a 0 to 10 scale. The answers turn into a number from −100 to 100 that shows customer loyalty and, above all, how it changes over time.
Calculator
Enter how many people gave each answer.
Result7n = 45
95 % confidence interval: -16 to 29
- Promoters:
- 33 %
- Passives:
- 40 %
- Detractors:
- 27 %
What it is
NPS splits answers into three groups. Promoters (9 and 10) actively recommend you, passives (7 and 8) are satisfied but not enthusiastic, and detractors (0 to 6) may put others off.
The number alone says little. It is valuable when compared over time and, above all, with the question on the reason for the score that follows right after.
Exact question wording
The standardised wording Tack uses in English and Czech. Change it and the results stop being comparable.
English
How likely are you to recommend Product or site name to a friend or colleague?Scale 0 to 10: Not at all likely … Extremely likely
Czech
Jak pravděpodobně byste Product or site name doporučili známému nebo kolegovi?Scale 0 to 10: Vůbec ne … Určitě ano
How it is calculated
NPS = % promoters (9–10) − % detractors (0–6). Passives (7–8) count only towards the total.
How to read the result
- The result is between −100 and 100. A positive number means more promoters than detractors.
- Values vary a lot between industries, so compare NPS mainly with yourself over time.
- With few answers NPS is very uncertain: with 30 answers the confidence interval can easily exceed ±30 points.
When to use it
- Continuously with returning users, not right after the first visit.
- When you need one number to follow loyalty, together with the reasons.
Frequently asked questions
What is a good NPS?
It depends on the industry and on whom you ask. A positive NPS is generally better than a negative one, but whether your NPS grows over time matters more than comparing with other companies.
How many answers do I need for NPS?
Dozens for a rough idea, rather hundreds to follow changes over time. The calculator above shows the confidence interval, which tells you how precise your number is.
Source: Frederick F. Reichheld: The One Number You Need to Grow (Harvard Business Review)
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