Every company has customers who leave without saying a word. They don’t complain, don’t contact support—they simply never come back. And while marketing is busy searching for new audiences, the business is losing potentially loyal customers—those who once trusted, purchased, but something went wrong.

To spot the risk of dissatisfaction and churn in time, companies use NPS. This metric helps assess how satisfied customers are and whether they’re willing to recommend the brand to others.

For NPS to deliver truly valuable insights, it’s crucial to carefully consider where the survey appears, who sees it, when it’s shown, and how the question is phrased. Sometimes, a single honest response can reveal more than dozens of dashboard metrics.

What Is NPS and Why It Matters for Your Business

The idea is simple: a user selects a score from 0 to 10, where 0 means “definitely wouldn’t recommend,” and 10 means “would gladly recommend.”

Depending on their response, customers fall into three groups:

Promoters (9–10)—satisfied and loyal. They return often, readily recommend you to others, and leave positive reviews.

Passives (7–8)—do not have strong emotions. They are easily intercepted by competitors.

Detractors (0–6)—dissatisfied. Not only are they unlikely to return, but they may also share negative experiences.

Calculation formula:

The higher the NPS, the more satisfied and loyal customers you have—and the lower the risks of churn and negative feedback.

For example, if 22% of respondents are Promoters, 22% are Passives, and 56% are Detractors, then your NPS = 22 – 56 = -34.

This score can range from -100 (all respondents are Detractors) to +100 (all are Promoters). In most industries:

• a score above 0 is considered positive;
• above 50 is very good;
• 80+ is rare and typically seen in brands with a devoted fan base.

So Why Measure NPS?

1. To retain customers—not just acquire them

Customer retention costs significantly less than acquiring new ones. But to keep people coming back, you need to know what works for them—and what pushes them away.

NPS is a shortcut to honest feedback. It helps you spot issues before a customer leaves and gives you a chance to respond, compensate, and improve in time.

2. To grow

A study by Bain & Company shows that companies with high NPS grow on average 2.5 times faster than those with low scores. After all, loyal customers don’t just buy more. They are ambassadors who bring in new audiences for free.

3. To understand what’s behind the numbers

Average check size, LTV, number of orders—these are outcomes. The cause lies in the customer experience. NPS helps measure the emotional perception of interacting with the company: convenience, trust, confidence, or disappointment.

4. To manage your reputation

Promoters are your brand advocates. They can spread positive information, leave reviews, and recommend you to colleagues.

Detractors are a source of risk. And it’s better if the first thing they do is respond to your NPS widget—not post a negative comment on social media.

How an NPS Widget Works

 

The widget can also include an open comment field and post-rating logic—such as a thank-you message, redirection, or a trigger for further communication. Its main purpose is to collect feedback at the right moment without going beyond the customer journey. To achieve this, an NPS widget can be placed on any page of the website, depending on which stage of the interaction you want to evaluate.

What to Do with the Responses: Promoters, Passives, Detractors

The simplest option is to show a thank-you message after the user submits their score. But more effective scenarios involve tailored reactions based on the respondent’s category:

• Promoters (9–10): ideal candidates for referral programs, public reviews, or upselling. You can automatically send them a thank-you email with a prompt to leave a review or recommend your brand to friends.
• Passives (7–8): don’t overwhelm them with communication, but consider offering a personalized discount or a reminder of your product’s benefits.
• Detractors (0–6): a clear signal that you need to interfere. In Yespo, you can set up an automated response to negative feedback—such as creating a CRM ticket, notifying a manager, or launching an email campaign asking the customer to share more details.

This creates a closed feedback loop: score → action → improved experience → increased loyalty. Without it, NPS remains just a nice number on a report.

Where and When to Use NPS Widgets

Using the same widget across every stage of the user journey is a bad idea. It’s best to collect NPS when the customer has actually experienced something—placed an order, used a service, or completed an interaction that could leave an impression, whether positive or negative.

In the classical sense, this metric is used to measure overall brand loyalty. But it can also be adapted to assess specific experiences—as long as you choose the right moment, audience, and wording for the question.

Five moments to launch NPS widgets:

1. Some time after a purchase or onboarding

Goal: assess the overall impression of interacting with the brand—after the first purchase or repeat ones. This helps uncover issues that aren’t immediately obvious: delivery delays, product usability challenges, or lack of support.

Audience: customers who made a purchase or started using the product 5–14 days ago (depending on your business specifics).

Example display condition: show the widget 7 days after a purchase or subscription, if the user hasn’t previously completed an NPS survey.

2. After an Active Customer Returns

Goal: understand whether the customer is satisfied with their ongoing experience with the brand. This type of feedback helps maintain a loyal customer base and detect shifts in perception early.

Audience: users who visit the site regularly or have returned after a break.

Example display condition: when visiting the site, if more than 60 days have passed since the last NPS survey.

3. After a Purchase

Goal: evaluate the ordering experience—not the product itself, but the ease of the process, speed, and clarity of the forms.

Audience: logged-in users who have just completed a transaction.

Example display condition: 5 seconds after landing on the “Thank you for your order” page.

4. After Using a Key Functionality

Goal: collect feedback at the point of first real interaction with a functionality—for example, creating a first email campaign or making a booking. At this stage, the user has a fresh experience and can assess the quality of the interaction.

Audience: new users or those who have just used a specific service feature for the first time.

Example display condition: 5 seconds after the user completes a key action.

5. After an Interaction with Customer Support

Goal: find out whether the communication with support was effective. A poor experience at this stage can override previously positive impressions.

Audience: users who have contacted customer support.

Example display condition: 10 seconds after the chat ends or after viewing a response in the chat window.

How to Implement an NPS Widget on Your Website

A widget is just a tool. The quality of the feedback you collect—and whether it truly helps improve customer experience—depends on how you implement it.

To make it work, you need to follow three key steps:define the logic → create the widget → set up display conditions and follow-up actions.

Thinking through the logic

Before creating the widget, it’s important to answer a few questions:

• What exactly do you want to evaluate? Classic NPS focuses on brand loyalty. But in practice, you can also assess specific experiences—like placing an order, using a feature, or contacting support. What matters most is that the question matches the context, and your conclusions reflect the scope of the feedback.
• When should the widget appear? Right after an action, such as launching a campaign, or after a short delay, giving the user time to explore the product.
• Who should see it? Define your segment: new users, returning customers, loyal clients, or those who haven’t engaged in a while.
• How can you avoid repetition? Be sure to set a display frequency—no more than once every 30–60 days, depending on your industry’s decision-making cycle.

 

Creating the Widget

Once you’ve thought out the logic—what to show, when, and to whom—it’s time to build the widget itself. There are a few key factors to consider: format, wording, design, and post-interaction behavior. Start with the format—it defines how the survey will appear on your site and how easy it will be for the customer to complete.

Types of NPS Widgets

NPS widgets can be implemented in several placement formats. Below are the main types commonly used to collect feedback on a website:

1. Inline

Logic: the widget is placed directly within the page layout—for example, in a thank-you block after checkout, below a knowledge base article, in the user’s profile, or next to a completed action.

Advantages:

• looks like part of the interface, doesn't stand out from the design;
• doesn't interrupt the user's journey;
• suitable for constant presence at specific points, for example, after each purchase.

When to use: after the user completes an action and is still evaluating their experience—whether it’s a transaction or simply viewing content.

2. Floating Box

Logic: a small window that appears over the content—usually in the corner of the screen or across the bottom. The widget doesn’t block user actions and disappears after a response or when the user clicks the close button.

Advantages:

• stays visible without disrupting the user’s interaction with the site;
• ideal for trigger-based display—for example, after a specific action or after X seconds on the page.

When to use: in dynamic scenarios—when you need to collect feedback during an active user session or subtly draw attention after a delay.

3. Floating Bar

Logic: a wide widget that sticks to the bottom of the screen. It can include a single question and a call-to-action button. It remains visible at all times, even as the user scrolls the page.

Advantages:

• doesn’t interrupt the user journey but stays noticeable;
• suitable for quick interactions.

When to use: while users are browsing content, on informational pages, or for periodic surveys targeting loyal users—for example, after they log back into their account.

4. Popup

Logic: a popup window that appears over the page, dimming the background content. The user can’t continue interacting with the site until they respond or close the window.

Advantages:

• instantly grabs attention;
• focuses the user on a single task—answering the question.

When to use: when the user has already had an experience they can evaluate—such as completing a purchase or resolving a support issue.

Widget Text

Text in an NPS widget should be short, neutral, and clear. Its goal isn’t to persuade—but to encourage honest feedback.

A rating collected after a well-phrased question is far more valuable than a response to something emotional or manipulative.

The text structure of an NPS widget can look like this:

1. Main question

The standard NPS phrasing: “How likely are you to recommend us to your friends or colleagues?”

This question alone is usually enough. But you can add a brief introduction beforehand to provide context—and avoid sounding pushy. For example:

• “You’ve been our customer for a while…”
• “You recently placed an order…”
• “You just finished a conversation with our support team…”

Avoid the following:

• overexplaining what the user is rating—if the display logic is set up correctly, the context will be clear;
   
• using value-laden language (“our amazing service,” “convenient functionality”—it sounds biased).

2. Explanation of Why You're Asking

Customers are more likely to respond when they understand the purpose. You can add a brief sentence before or below the question, such as:

• “Your feedback will help us improve our service”;
• “We value your opinion—it won’t take more than 10 seconds”;
• “We grow and improve thanks to your responses.”

Even one simple phrase can make the widget clearer—and increase the user’s willingness to share their opinion.

3. Comment Field

Comments are a valuable source of qualitative feedback. It’s worth adding a comment field after the rating, preceded by a question like: “What influenced your score?”

What else can be done to improve the efficiency of the field:

• leave it optional - this lowers the barrier;
• make the field mandatory only for ratings 0-6, if you want a deeper understanding of the dissatisfaction reasons;
• Limit the character count (e.g., to 300) when using a compact widget format.

4. Submit Response Button

The button text should be simple, clear, and avoid implying a lengthy process. Suitable options include “Submit,” “Done,” or “Rate.”

It’s best if the button matches the overall tone of the message. If the question is friendly and casual, a formal button label will feel out of place. The tone should be consistent across all levels: question → hint → action.

It’s also important to avoid ambiguity. For example, a button labeled “Continue” might raise a question: “What happens next?”

With an NPS widget, that’s unnecessary—the user should clearly understand that their interaction ends here.

5. Post-Rating Message

This is the final step of the interaction with the widget—the moment when the customer has already shared their response, and you have the chance to end the communication on the right note.

In Yespo, you can configure the post-rating message based on the score given. It doesn’t have to be a form or a prompt for further action—sometimes a simple thank-you and reassurance that the feedback won’t go unnoticed is enough.

You can then tailor the message for different groups:

• Critics (0-6)—thank them for their honesty, let them know the team has received their feedback and will follow up if needed (e.g., via email). You can also suggest reaching out to support.
• Passives (7–8)—show that their opinion matters and will be taken into account. Optionally, add a short follow-up question like: “What could have made your experience better?”
• Promoters (9–10)—reinforce the positive experience and, if it fits the context, invite them to leave a public review or follow your company on social media.

These messages create a sense of dialogue—even if it’s just a short page after the rating.

If you plan to follow up with certain or all respondent groups, mention it. A brief line after the thank-you is enough, such as: “We’ll soon send you an email with a personalized offer / promo code / additional materials.”

This sets expectations, increases openness to future communication, and makes the feedback feel more valuable to the customer

Widget Design

The design of an NPS widget shouldn’t just look good—it should feel naturally appropriate. Its role isn’t to stop the user in their tracks, but to blend seamlessly into the interface, gently catching attention without distraction. The customer should instantly feel: this is simple, safe, and quick.

1. Minimalism = More Responses

Fewer elements mean less cognitive load. Avoid visual clutter—like borders, shadows, or bright colors that don’t match your main UI. One block, one question, one button—that’s all it takes.

2. Contrast, But Not Aggression

A widget should be noticeable, but not as eye-catching as a banner. A soft shadow outline, a light background on a dark site (or vice versa), and proper spacing from screen edges all help make the interaction feel smooth and comfortable.

3. Responsiveness Is a Must

The widget should look and feel natural on any device. All elements must scale properly without sacrificing readability: fonts should be large enough, and buttons should be easy to tap on a smartphone.

If it’s a popup, closing it should be intuitive and instantly accessible—no need to “hunt” for the close button.

4. Consistency with Brand Tone

The widget’s design should align with your website’s style—same colors, fonts, and interface elements. But this isn’t the place for advertising or decorative flair. It’s important that the widget looks neutral and trustworthy—like a built-in part of the system that listens, not sells. In this case, simplicity can be more effective than creativity.

5. Space = Comfort

Avoid cramming elements too closely together. Leave some “air” between the question and the scale, the scale and the button, the window edge and the content. This subconsciously conveys respect for the user and creates a more pleasant experience.

Setting Parameters

At this stage, you define where, when, to whom, and how the widget will appear—as well as what happens after the user submits their response. In Yespo’s CDP, all of this can be configured in just a few clicks.

Widget Calling

In the widget settings, you can choose how it should appear:

• By rules—automatic display based on predefined conditions, such as once per session, after 20 seconds on a page, on a specific page, and so on. This method works well for most standard scenarios.
• By clicking the call button—the widget opens only after the user clicks a specific button in the interface (e.g., labeled “Leave Feedback”). This is a convenient option if you want to let users initiate the rating process on their own.
• On clicking an HTML element—the survey is triggered when the user interacts with any specified page element: a link, icon, text block, etc. This offers greater flexibility for custom placement within your site.
• Via API—the widget is displayed programmatically, triggered by an event or condition defined outside the widget itself (e.g., order completion or feature activation). This option is ideal for more complex scenarios and integrations with external systems.

Post-Submission Action

Once a user submits their response, you can set up automated actions. This allows you to store responses, build segments, and launch personalized workflows.

There are two options:

1. Contact Storage

New contacts who fill out the form can be automatically added to a designated group—for example, “Promoters of March” or “Post-Delivery Detractors.”

This unlocks additional capabilities:

• create segments for future campaigns (email, Viber, push);
• build dynamic groups based on changes in NPS over time;
• view a complete history of scores in the customer profile.

To save the contact, it must be identified—meaning the profile must contain an email address or phone number.

2. Automating Follow-Up Actions

In Yespo, each rating submitted through the widget can launch an event—a trigger used in automated workflows.

But automation isn’t limited to emails or CRM tickets. You can also:

• combine responses across channels—for example, send an email first, and if it’s not opened, follow up via Viber;
• trigger delayed actions (after 2–3 days)—for example, a reminder to return or an invite to a mini-survey;
• exclude users from other campaigns—for instance, if a customer leaves negative feedback, you can remove them from current promo campaigns and move them to a separate flow with a more personal approach;
• add tags or update variables in the profile for future personalization.

These scenarios can be configured in Yespo’s automated workflows—with no manual effort from marketers or support teams. You’re not just collecting feedback—you’re instantly turning it into action.

Summary

NPS widgets are not just question boxes. They are tools that allow you to hear what is usually left unsaid. These are the answers that often become the first signals of change: when something has gone wrong, when a customer has not left yet but is already having doubts, or vice versa—when they are ready to recommend you but just need a little push.

For the system to truly work, it’s not enough to just place a widget on your site. You need to think strategically: decide exactly where and to whom it should appear, how to integrate it into the customer journey, and how to respond to the feedback. And the most important thing is not just to collect ratings, but to act on the basis of each of them.

While others focus only on sessions, views, and CTR, you’ll be measuring real experiences—and building a business people trust.

So now’s the time to take the next step. Create your first NPS widget in Yespo—and start hearing your audience louder.

Or fill out the form below to book a demo with our team. We’ll show you how to integrate NPS widgets into your business so that every response turns into action—and every customer becomes a brand advocate.

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