NPS (Net Promoter Score)

An indicator that measures the propensity of customers to recommend a product, service or experience to others. The NPS is based on a simple question: "On a scale of 0 to 10, how likely would you be to recommend this product/service to someone close to you?

The responses are divided into three categories:

• Promoters (9-10): very satisfied users, likely to actively recommend.
• Passive (7-8): satisfied but not very committed, neutral in the recommendation dynamic.
• Detractors (0-6): dissatisfied, likely to discourage other users.

The score is calculated as follows:
NPS= % Promoters - % Detractors (ranging from -100 to +100)

In a CRO strategy or A/B test, NPS can be used as a qualitative KPI, complementing conversion or revenue indicators. It measures theemotional or perceived impact of a variation on the user experience. For example, a B version may generate more conversions but a lower NPS, indicating a possible degradation of the experience in the long term.

By analyzing NPS trends by variant, segment or channel, we canfine-tune our decision-making process, balancing immediate performance and lasting satisfaction.

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