Net Promoter Score™ (NPS)

  • Updated

Net Promoter Score (NPS) is a simple and proven methodology that brands use to measure customer happiness as it relates to company brand, product or service. It is an industry-wide standard to benchmark your performance. Follow this guide to learn more!

Key Notes

  • NPS requests are directly tied to your Review Requests:
    • NPS requests are sent at the same delay interval as your review requests 
    • If review requests are disabled, NPS requests will not be sent
  • This feature is available on our Professional plan and above

In this Guide

What is NPS?

Net Promoter Score, or NPS, is a tool used by ecommerce merchants to measure the likelihood of their businesses being recommended by their customers to their personal or professional peers.

The NPS directly measures the loyalty of customers to an ecommerce brand. The scores are obtained from surveys that typically contain questions like, "What is the likelihood of you recommending this product or service to a colleague or friend?" The customers then give a rating ranging from 1 (least likely) to 10 (very likely), and the NPS is calculated based on the results.

The value for NPS is usually a number that is directly proportional to the willingness of your customer to promote your brand or service. In other words, the higher the NPS value, the more likely a customer is to promote your business without expecting anything in return. It requires determining a promoter score indicating the people that will promote your business, a detractor score indicating the people that will not support your business and a passive score indicating the people that are indifferent.



How it works

1. Ask Your Customers for a Rating

You can’t calculate an NPS score without asking your customers for this data. Stamped sends NPS requests using your preferred cadence. If you integrate Stamped with a communications tool, such as Klaviyo, you can build customized flows to send the requests and respond to them accordingly.  

2. Categorize Customers by NPS

Once your survey results start rolling in, separate responses into three categories:

NPS Promoters (people who give your brand a 9-10). These customers view your brand favorably and are highly likely to recommend it to their network. They’re also your most loyal customers.

NPS Passives (people who answer with a 7-8). These indifferent customers are satisfied but not head over heels about your brand. They might fall in love later (and become Promoters). But they might just as easily switch to your competitor, or worse, become an unhappy Detractor.

NPS Detractors (people who rate your brand between a 0-6). These unhappy customers do not view your brand highly and will not recommend it to others. They may leave damaging online reviews and spread negative word of mouth, harming your seller rating and slashing your brand’s trust and credibility with shoppers. 

3. Find Out How Many Promoters & Detractors You Have 

Remove the Passives from the equation for now. The secret to an impressive NPS is having an overwhelming number of Promoters to mitigate the potential harm caused by Detractors. 

So to calculate your NPS, you need to know the percentage of Promoters and Detractors in your ranks. To find these:

Take the number of respondents in each category and divide it by the total number of customers surveyed.

So let’s say you asked 200 customers for an NPS. You learned 75 were Promoters and 15 were Detractors.

To find your percentage of Promoters, divide 75 by 200, and you’ll get 0.38. To turn that into a percent, multiply 0.38 by 100 to get 38%.

Using the same formula, let’s find the percentage of Detractors. We’ll divide 15 by 200 and wind up with 0.075. Multiply that by 100, and we’ll get 7.5%. Stamped automates this process and creates a report of your promoters, passives, and detractors. For example:


4. Calculate Your NPS

To calculate your NPS, you’ll need the percentage of Detractors and the percentage of Promoters. Then you’ll plug those into this easy formula to find your net promoters:

Percentage of Promoters - Percentage of Detractors = Your Net Promoter Score

Stamped NPS automates this and calculates your NPS score for you. For example:



NPS is an industry standard metric used by marketing teams to improve product offerings, lower CAC, and more. Here are four key benefits:

Boost Sales and ROI While Lowering Customer Acquisition Costs 

Referral marketing costs nothing for your brand but rakes in tons of customers if you have a high NPS. So you’ll enjoy higher ROI, lower customer acquisition costs, and drive revenue.

Enhance Your Adwords Spend & Google Seller Ratings

If your brand is paying for Adwords but not collecting site reviews for NPS, you’re wasting your money. Every eCommerce brand should be using NPS and syncing it with Google Seller Ratings.

Predict Churn Rates and Identify Areas To Improve

NPS is a fantastic way to understand how people feel about your brand and what they think you could do to improve the customer experience.

Since retaining your customers costs a lot less than acquiring new ones, your brand can use its NPS to address their concerns and improve your customer retention rate before they bounce. Then you can check whether your NPS rises or falls after you make these upgrades.

Actionable Marketing Tool

When you learn which customers are Promoters versus Detractors, you can create different, targeted messages based on these segments. You’ll be better equipped to identify each segment’s pain points and send messages and offers that convert more often. 

Getting Started

Setting Up NPS

    1. Navigate to Dashboard > Settings > Customize > Net Promoter Score.
    2. Toggle Enable Net Promoter Score and (green).
    3. That's it! You can now customize the NPS emails, intervals, and layouts.


Widgets to use with NPS

Select one of these four widgets to showcase your NPS reviews on site:

  1. Display widget - NPS carouselnps4.png
  2. Display widget - Full pagenps5.png
  3. Display widget - Side drawernps6.png
  4. Form widget - Net Promoter Score Form Modalnps7.png


Installing NPS widgets

Once you choose your widget, use these instructions to install the widget in the right place.

Display widget - NPS carousel 

We recommend installing this widget on your main page. 

  1. Use this widget code: 
    <div id="stamped-reviews-widget" data-widget-type="carousel-nps" data-title="What some of our customers have to say..." data-limit-words="50"></div>
  2. Enter the desired input on their respective field.

    Field Description Default Setting
    Carousel Title (Optional) Update the title at the top of the widget "What some of our customers have to say..."
    Limit Words (Optional) Limit the max number of words to display for each message (e.g. 100) All the words will be displayed


Display widgets - Full page & Side drawer

We recommend creating a dedicated landing page for the Full page widget, and embedded the Side drawer widget on all pages.  

  1. Navigate to Dashboard > Settings > Displays > Widgets > Display Widgets > Full Page / Side Drawer.
  2. Enter the customizations (optional) in their respective field.
  3. Click on the Get Codes button to generate the codes.
  4. Copy the generated codes and paste them at the desired location in your template file.

Form widgets - Net Promoter Score (NPS) Form Modal

We recommend creating a dedicated landing page for NPS form modal or embedding it on the checkout page (checkout only available to Shopify users). 

  1. Navigate to Dashboard > Settings > Displays > Widgets - Form Widgets > Net Promoter Score Form Modal.
  2. Enter the variable of the Customer's email (required). For example, {{}}.
  3. Enter the rest of the localization field (optional) in their respective field. 
  4. Click on the "Get Codes" button to generate the codes.
  5. Copy the generated codes and paste them at the desired location in your template file.


Uploading NPS into Google Seller Ratings

Bringing your NPS to Google is a powerful way to increase traffic and acquisition. Once you have collected more than 100 NPS reviews in 12 months with an average rating of 3.5 or more stars, you can syndicate those reviews to your Google Seller Ratings

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