The loyalty metric, measured where it matters: each page
NPS Surveys for Websites
Embed NPS surveys on your website to measure the Net Promoter Score question on any page. Unlike traditional NPS tools that measure your whole product, Valerie tracks NPS by page—so you know exactly which experiences create Promoters and which create Detractors.
How NPS Works
Net Promoter Score measures loyalty with a single question: “How likely are you to recommend us to a friend or colleague?” (0-10)
Detractors
Unhappy users who may damage your brand through negative word-of-mouth and churn.
Passives
Satisfied but unenthusiastic. Vulnerable to competitors and unlikely to refer.
Promoters
Loyal enthusiasts who will refer others and fuel growth through advocacy.
NPS = % Promoters−% Detractors
Score ranges from -100 (all Detractors) to +100 (all Promoters)
NPS by Page: See Which Experiences Matter
Traditional NPS asks about your whole company. But a user's loyalty is shaped by specific experiences. Valerie measures NPS at the page level, revealing exactly where you're winning and losing.
Example: Page-Level NPS Dashboard
Onboarding creates Promoters. Users love the experience.
Checkout is meh. Many Passives—opportunity to improve.
Billing creates Detractors. Investigate urgently.
API docs are working well. Developers are happy.
Why Page-Level NPS Matters
- Pinpoint problems — A site-wide NPS of +15 hides that billing is -34
- Replicate wins — Learn why onboarding gets +72 and apply lessons elsewhere
- Measure changes — See NPS shift after redesigning a specific page
- Prioritize by impact — Fix the low-NPS, high-traffic pages first
Find Your Detractor-Creating Pages
Stop guessing which experiences hurt loyalty. Measure NPS by page and take targeted action.
Get Started FreeInterpreting NPS at the Page Level
Page-level NPS requires different interpretation than company-wide NPS. Here's how to read it correctly.
At page level, Promoters mean:
- •This page exceeded expectations for its purpose
- •Users found what they needed or accomplished their goal
- •The experience was smooth, clear, and possibly memorable
Action: Study these pages. What's working? Apply those patterns to Passive/Detractor pages.
At page level, Passives mean:
- •The page works, but doesn't excel at its job
- •Minor friction or missing information held it back
- •Users got what they needed, but it wasn't easy or pleasant
Action: Ask the follow-up "What would make this a 9 or 10?" to find the gaps.
At page level, Detractors mean:
- •The page failed to help them accomplish their goal
- •Significant friction, confusion, or missing information
- •This page may be actively driving away customers
Action: Prioritize fixing these pages, especially high-traffic ones. Read every Detractor comment.
Sample Sizes & Benchmark Cautions
NPS is only meaningful with enough data—and benchmarks can be misleading.
Required Sample Sizes
Unreliable
Score can swing wildly with each new response. Don't act on it yet.
Directionally useful
You can see patterns, but margin of error is ±15-20 points.
Statistically reliable
Score is stable. Changes of 10+ points are meaningful.
Valerie shows confidence indicators so you know when to trust a score.
Benchmark Cautions
Don't compare page NPS to industry benchmarks
Industry NPS benchmarks measure overall company loyalty. Page-level NPS measures a single experience—different scale.
Don't compare across different page types
A billing page will always score lower than a features page. Compare like with like.
Do compare the same page over time
The most valuable insight is: "Did this page get better or worse after our changes?"
Do compare similar pages to each other
If /docs/auth is +20 but /docs/billing is -15, investigate the difference.
Follow-Up Question Templates by Score
Ask different follow-ups based on whether they're a Detractor, Passive, or Promoter. Valerie supports conditional follow-ups by score band.
Template follow-up:
“We're sorry to hear that. What was the main reason for your score?”
Suggested options (single-select):
Tip: Include an open-text option after selection for deeper context.
Template follow-up:
“What would have made this a 9 or 10 for you?”
Best format: Open-text
Passives know what's missing. Let them tell you in their own words. This surfaces feature requests, content gaps, and UX improvements.
Tip: Passives are your biggest opportunity. Small improvements can turn them into Promoters.
Template follow-up:
“Awesome! What did you like most about this page?”
Best format: Open-text (or single-select + open-text)
Promoter feedback reveals what to preserve and replicate. Their words also make great testimonial material.
Tip: Consider adding an optional "Leave a review" or "Share with a colleague" CTA for Promoters.
NPS Surveys FAQ
How is page-level NPS different from regular NPS?
Traditional NPS measures overall loyalty to your company or product. Page-level NPS measures satisfaction with a specific experience (a page). This tells you which parts of your site create Promoters vs Detractors, so you can take targeted action.
Should I use the standard NPS question wording?
For true NPS, use the standard: "How likely are you to recommend [product/page] to a friend or colleague?" However, you can adapt it for pages: "How helpful was this page?" on a 0-10 scale captures similar signal with more page-relevant framing.
What NPS score is "good" for a page?
Avoid comparing to industry benchmarks—they're for overall company NPS. For page-level: aim for positive (>0), track trends over time, and compare similar pages to each other. A pricing page at +10 might be great; a features page at +10 might need work.
How many responses do I need for reliable page NPS?
At minimum, 20 responses to be directionally useful. 100+ responses for statistical reliability. Valerie shows confidence levels so you know when to trust a score. Low-traffic pages may need longer collection periods.
Can I track NPS changes over time?
Yes. Valerie tracks daily NPS trends for each page. You can see how scores change after redesigns, new content, or feature launches. This is often more valuable than the absolute score.
When should I use NPS vs other question types?
Use NPS for measuring loyalty and overall experience quality. Use single-select for specific feedback (e.g., "What brought you here?"). Use open-text for detailed qualitative feedback. NPS works best on key pages like pricing, onboarding, checkout, and docs.
Add NPS Surveys to Your Website
Start measuring NPS by page to find which experiences create Promoters—and which create Detractors.