How to Calculate Net Promoter Score (NPS) in Shopify

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As an ecommerce business owner, you're always looking for ways to improve your store's customer satisfaction and loyalty. This is where Net Promoter Score (NPS) comes in. NPS is a customer satisfaction metric that measures how likely your customers are to recommend your store to others. In this article, we'll guide you through how to calculate NPS in Shopify and how you can use this metric to improve your customers' experience.

Understanding Net Promoter Score (NPS)

Before we dive into how to calculate NPS, let's take a step back and first understand what it means. NPS is a metric that was introduced by Fred Reichheld, a partner at Bain & Company, in 2003. The metric is based on a simple question: "How likely are you to recommend our store to a friend or colleague?" Customers are then asked to rate their likelihood on a scale of 0-10, with 0 being "not likely at all" and 10 being "extremely likely."

Understanding NPS is crucial for any business that wants to grow and thrive. It's a powerful tool that can help you identify areas where your business is excelling and areas where you need to improve. By understanding NPS, you can gain valuable insights into your customers' satisfaction levels and their likelihood to refer others to your store.

What is Net Promoter Score (NPS)?

Once customers have rated their likelihood to recommend your store, they're then grouped into three categories: Promoters (those who rated 9-10), Passives (those who rated 7-8), and Detractors (those who rated 0-6). Promoters are customers who love your store and are likely to recommend it to others. Passives are customers who are satisfied with your store but are not actively promoting it. Detractors are customers who are unhappy with your store and are likely to discourage others from doing business with you.

NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters, resulting in a score between -100 to 100. A higher score indicates that your customers are more likely to recommend your store to others.

It's important to note that NPS is not just a number. It's a reflection of how your customers perceive your business and how likely they are to promote it to others. By tracking your NPS over time, you can gain insights into how your business is evolving and how your customers' perceptions are changing.

Why is NPS important for your Shopify store?

NPS is a valuable metric to track because it helps you understand how satisfied your customers are with your store and how likely they are to spread the word about your business. Promoters are your brand advocates who are likely to refer new customers to your store. On the other hand, Detractors can actively discourage others from doing business with you, making it crucial to address their concerns and improve their experience.

By tracking NPS, you can identify customer pain points, enhance your customers' experience, and drive customer loyalty and referrals. Additionally, tracking NPS can help you set benchmarks for your business and compare your performance to industry standards.

Overall, NPS is a powerful tool that can help you understand your customers and improve your business. By tracking NPS and taking action on customer feedback, you can create a better experience for your customers and grow your business over time.

Setting up NPS surveys in Shopify

As an e-commerce store owner, it's essential to understand how your customers perceive your brand and products. One way to measure customer satisfaction and loyalty is by using Net Promoter Score (NPS) surveys. NPS surveys help you gauge how likely customers are to recommend your store to others. In this guide, we'll walk you through the process of setting up NPS surveys in Shopify.

Choosing the right NPS survey tool

There are several NPS survey tools available in the market, each with its own set of features and benefits. When choosing an NPS survey tool for your Shopify store, consider factors such as pricing, ease of use, and integration capabilities. Some popular NPS survey tools that integrate with Shopify include AskNicely, Delighted, and Wootric.

AskNicely is a customer feedback platform that offers a range of survey options, including NPS surveys. The tool integrates seamlessly with Shopify, and you can send surveys via email, SMS, or web links. Delighted is another popular NPS survey tool that offers customizable surveys and real-time feedback tracking. Wootric is a customer experience management platform that offers NPS surveys, along with other survey options.

Integrating the NPS survey tool with your Shopify store

Once you've selected an NPS survey tool, you need to integrate it with your Shopify store. Most NPS survey tools offer integrations with Shopify, making it easy to connect your store and start sending surveys. The integration process may vary depending on the tool you choose, but most tools offer step-by-step instructions to help you set up the integration properly.

Integrating an NPS survey tool with your Shopify store has several benefits. It allows you to automate the survey process, saving you time and effort. It also ensures that your surveys are sent to customers at the right time, such as after they've made a purchase or received their order.

Customizing your NPS survey

After integrating the NPS survey tool with your Shopify store, you need to customize your NPS survey to match your store's branding and tone. Most survey tools offer customizable survey templates that you can modify to create a survey that aligns with your store's style and voice. It's important to keep your survey questions clear and concise so that customers can easily understand and respond to them.

Customizing your NPS survey also allows you to gather more specific feedback from your customers. For example, you can ask customers to rate specific aspects of their shopping experience, such as the checkout process or customer service. This information can help you identify areas where you can improve and enhance the overall customer experience.

In conclusion, setting up NPS surveys in Shopify is an effective way to measure customer satisfaction and loyalty. By choosing the right NPS survey tool, integrating it with your store, and customizing your survey, you can gather valuable feedback from your customers and improve your e-commerce business.

Collecting and analyzing NPS data

Identifying the right time to send NPS surveys

To collect accurate NPS data, it's important to send the surveys at the right time. Send the surveys after customers have had ample time to experience your product or service so that they can provide an accurate rating. You can also send the surveys after a customer service interaction to gauge their satisfaction with the service they received.

Analyzing NPS survey responses

Once you've collected NPS data, it's time to analyze the survey responses. Look for patterns and trends in the Promoters, Passives, and Detractors categories to assess your store's overall NPS score. Additionally, read through the customer comments to identify specific areas where your store needs improvement. This information can help you prioritize areas for improvement and develop a plan to enhance your customers' experience.

Segmenting your customers based on NPS

You can also use NPS data to segment your customers. Customers who are Promoters are likely to become repeat buyers and brand ambassadors, while Detractors need attention to address their concerns and prevent churn. Segmenting your customers based on NPS can help you personalize your communication and offer tailored solutions to specific customer groups.

Improving your Shopify store's NPS

Addressing customer pain points

The first step in improving your store's NPS is to address the pain points highlighted by your customers. Use their feedback to identify areas of your store that need improvement, such as your product selection, pricing, or shipping policies. Addressing these concerns can help you improve your customers' experience and drive loyalty and referrals.

Enhancing customer experience

Another way to improve your store's NPS is to enhance your customers' experience. This can include offering exceptional customer service, streamlining your checkout process, or providing educational resources that help customers get the most out of your product. By providing a positive experience, you're more likely to turn your customers into Promoters who are likely to recommend your store to others.

Encouraging customer loyalty and referrals

Finally, encourage customer loyalty and referrals by rewarding your Promoters and incentivizing referrals from your existing customers. Consider offering exclusive discounts or early access to new products to your most loyal customers, or providing referral bonuses to customers who refer their friends to your store.


In conclusion, NPS is a powerful customer satisfaction metric that can help you improve your Shopify store's overall performance. By understanding how to calculate NPS and analyzing your survey responses, you can identify areas of improvement and enhance your customers' experience. Use customer feedback to address pain points, enhance your store's offerings, and encourage loyalty and referrals. By keeping NPS in mind, you can create a positive and profitable relationship with your customers.

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