Why (and how) to optimise your Net Promoter survey for mobile


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If you are using Net Promoter to survey customers without a mobile-friendly landing page, you may be losing a third (or even more) of your audience – a figure that is increasing month by month.

Are you (mobile) Experienced?

Like adventurers searching for El Dorado’s gold, the tech and marketing press have been predicting the fabled “year of mobile” each January for more than a decade.

We’ve been a part of the evolution from SMS send and respond to mobile-friendly survey landing pages over the last few years, and we’re always hesitant to make sweeping predictions. But after crunching some client data, we were interested to see that in January 2013, among our clients across the EU, US and Australia:

  • Almost a third (29%) of b2c survey page visits are now made from a mobile device. For some clients its much higher – up to 50%.
  • Almost a fifth (17%) of b2b survey page visits are now made from a mobile device, and based on current trajectory, this will climb over a fifth in the next six months.
  • iOS is the dominant operating system overall, but it was also the only operating system to become less popular between the period of October 2012 and January 2013.
  • Android recorded a 3% increase in popularity between October 2012 and January 2013.
  • Although it remains a minor player Windows saw a significant increase in relative terms.
  • SMS is dying: Perhaps even more tellingly, we recently sent out an SMS survey on behalf of a client with an option to reply by SMS or visit the survey online. An astonishing 87% of attempted responses came from the online survey rather than reply by SMS – despite SMS being the send out method.

Make sure your Net Promoter survey is optimised for mobile

But if you have not made mobile a part of your survey strategy yet, fret not. We have devised a simple checklist of questions that you can ask your supplier.

Checklist to make sure your NPS survey is mobile-friendly

1. Is your survey compatible with all major operating systems in your market, including older versions of Android and iOS?
2. Are there any emerging operating systems in your market that your survey needs to be optimised for?
3. Does your survey work on old and new versions of different browsers, including Chrome, Firefox, Safari, and IE (from IE6 to the latest)?
4. Does your survey work on a Javascript disabled browser?
5. Is your survey interface clear, easily read, and free of clutter? Will it read as well on an iPad as it will on a 3.5 inch iPhone 4?
6. Keep in mind that a mobile survey is not just a technical solution. Is your survey simple, short and easily answered by someone with a few seconds on a mobile device?

We will follow up on this story later in the year to see if there have been more noteworthy changes in mobile survey trends. In the meantime, do you have any thoughts on what may lie ahead in 2013?

Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld.

Adam Dorrell
Adam is founder and CEO of CustomerGauge - a startup that helps businesses measure Net Promoter? Score, get customer feedback, and improve retention. Prior to founding CustomerGauge in 2007, Adam spent 20 years in marketing, (including13 years in e- commerce management), where he drove marketing innovation for a number of major brands, including Dell, Compaq/HP, Avaya and most recently Sony, where he headed the European online store operation (SonyStyle) with 100 staff and €100m revenue.


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