This is a quick overview of how find score, rating, and NPS results are calculated and which scores are good.
KPIs, Key Performance Indicators, are measurements of the user experience on your website, but they can also be used to evaluate changes you've made to your website. We offer three KPIs: Find score, Ratings, and NPS. The KPIs differ from the other questions in your survey as the results are calculated and presented as scores. In this article, we'll go through how they are calculated and what scores are good.
Find score
The find score is a measurement of the visitors' success on your website. Did they find what they are looking for? Did they manage to do what they wanted?
The score is calculated by subtracting the share of "No" from the share of "Yes". The score can be anything between -100 and +100, but it is rarely negative. In the example below, 17 is subtracted from 53 to get the score 36.
We have a grading scale for all our KPIs, and for the find score, 50 and above is an approved score. That means that the find score in the example above is not approved. For the score to be 'good' it has to be at least 60, and to be 'very good' at least 70.
In the example above, the share of "No" is 17%. We recommend a maximum share of 10% "No".If your share of "No" is too high, it indicates that you have problems with the navigation or information on your website.
A high share of "No" and "Partly" can also indicate that your survey has the wrong trigger time, and you can read more about trigger times here.
Ratings
The most common KPI question is the rating question. Ratings are a measurement of the visitors' satisfaction. Can they navigate easily? Do they like the design? Are they happy with the content?
For the rating questions, the respondents usually get text options, such as "Very poor" to "Very good", but these options are coded with values and are in effect rating scales of 1-5. The results can therefore be anywhere between 1 and 5.
The ratings are calculated as mean ratings (the sum divided by the number of answers). An approved rating is from 3.50, 'good' is from 4.00, and 'very good' is 4.20 or higher.
In the example above, the ratings for the website are approved, but the visitors are more satisfied with the content and the design than they are with the navigation. The navigation should therefore be prioritized in order to improve the website's average rating.
NPS
The Net Promoter Score, or NPS, is a measurement of the visitors' willingness to recommend the website. Are the visitors loyal to your website? Are they loyal to your company?
Although the NPS is a question answered on a scale from 0 to 10, it isn't calculated as a rating question, but instead as the find score. Those that answer 0-6 are considered Detractors, 7-8 are Passives, and 9-10 are Promoters. The score is calculated by subtracting the share of Detractors from the share of Promoters. In the example below, 35 is subtracted from 32 to get the NPS -3. Unlike for find scores, it is not uncommon with a negative NPS.
Even though the NPS is calculated the same way as the find score, and can therefore also be anywhere between -100 and +100, the grading scale is very different. An approved NPS is from 0, while it is considered 'good' from 30, and 'very good' from 50.
In the example above, the NPS is negative. To better understand why the respondents are unwilling to recommend, you can add a follow-up question, asking the respondents to elaborate. However, the responses are usually very similar to the text answers for what the respondents couldn't find (follow-up to find question) and what they would like you to improve. It is therefore possible to use the other questions in the survey to identify the problem areas that result in a low NPS.
FAQs
For the score to be 'good' it has to be at least 60, and to be 'very good' at least 70. In the example above, the share of "No" is 17%. We recommend a maximum share of 10% "No". If your share of "No" is too high, it indicates that you have problems with the navigation or information on your website.
How is the KPI score calculated? ›
The score is calculated using the Actual Value, Best Value, and Worst Value of the current KPI, as indicated in the specified equations. In case of Data Source Type as Manual, Analysis Services, and APM Query, when Show Score Only is selected, the Actual Value is calculated to display the score.
How do you determine good KPI? ›
To select the right KPIs, you'll have to consider the specific value your product should offer. To do this, I recommend clearly describing the user, customer, and business goals you want to achieve as well as the specific outcomes (product goals) your product should create.
How to answer an interview question about KPIs? ›
Tips for Answering KPI-Based Interview Questions
- Understand the KPIs Relevant to the Role. ...
- Use the STAR Method. ...
- Quantify Your Success. ...
- Showcase Continuous Improvement. ...
- Demonstrate Understanding of KPI Interconnectivity.
What are the 5 KPIs? ›
Commonly used KPIs include financial, customer service, process, sales, and marketing metrics. By understanding exactly what KPIs are and how to implement them properly, managers are better able to optimize the business for long-term success.
How to calculate quality KPI? ›
10 KPIs to take into account to evaluate and improve quality in your industrial company
- First Time Quality (FTQ) ...
- Rejection rate. ...
- Scrap rate. ...
- Rework rate. ...
- Quality index in the reception of raw material. ...
- Customer complaint rate. ...
- Customer satisfaction index. ...
- Non-quality costs.
What is the best number of KPIs? ›
So any one person ideally should not own more than three KPIs. This is the principle we build from. But, since any goal can require one to three KPIs to tell its full story, a team with three to five priority goals may end up with a dozen or more KPIs they collectively will monitor.
How to calculate performance score? ›
(Total Decimal Score) / (Total Maximum Decimal Score) x (Maximum Numeric Rating from Section Rating Model), or in this example: (4.4 / 6) x 5 = 3.67. In this example the calculated section rating for competencies is 3.67 out of 5, which maps to a numeric rating of 4.
How do you set KPI scores? ›
When setting targeted KPIs, it's useful to follow the below steps:
- Understand all business objectives. ...
- Analyse all your progress. ...
- Set a range of targets. ...
- Review any targets made as a team. ...
- Audit any progress and adjust. ...
- Establish a time frame. ...
- Decide on the metrics to measure your success. ...
- Establish how often you collect data.
What defines a good KPI? ›
An effective KPI avoids generalized goals like, “Improvement in warehouse department.” Instead, an effective KPI should be based on a solid, focused goal that can produce qualitative and quantifiable measures. A good inventory optimization example could be to "decrease dead stock by 20% within the next quarter".
KPIs support your strategy and help your teams focus on what's important. An example of a key performance indicator is, “targeted new customers per month”. Metrics measure the success of everyday business activities that support your KPIs.
What makes a good KPI report? ›
It employs a blend of graphs and charts to provide real-time performance of KPIs and Metrics that can be viewed at a glance. A KPI Report focuses on an analytical interpretation of the underlying measures, using trend graphs and tabular formats to support the decision-making process.
What do the 4 KPIs mean? ›
KPIs stands for Key Performance Indicators and most companies and government organisations are either drowning in metrics and/or are using them so badly that they are leading to unintended behaviors. The other week I wrote about the 75 KPIs every manager needs to know.
What is an example of a smart KPI? ›
A simple KPI goal might be “shorten sales cycle length,” which tracks the average time it takes from initial contact to closing a sale. A SMART KPI goal would be “Decreasing sales cycle length by 5% each month to decrease sales costs by 15% by the end of Q4.”
What is a reasonable KPI? ›
A good KPI should be simple, straightforward and easy to measure. Business analytics expert Jay Liebowitz says that an effective KPI is one that “prompts decisions, not additional questions.” For example, “How many customers did we add this quarter?” is clear and simple.
What is the ideal number of KPIs? ›
So any one person ideally should not own more than three KPIs. This is the principle we build from. But, since any goal can require one to three KPIs to tell its full story, a team with three to five priority goals may end up with a dozen or more KPIs they collectively will monitor.
What is the KPI scale? ›
KPI stands for key performance indicator, a quantifiable measure of performance over time for a specific objective. KPIs provide targets for teams to shoot for, milestones to gauge progress, and insights that help people across the organization make better decisions.
What is KPI ranking? ›
KPI ranks every team's wins and losses on a positive-to-negative scale, where the worst-possible loss receives a value of roughly around -1.0 and the best-possible win receives a value of roughly 1.0. KPI then averages these scores across a season to give a score to a team's winning percentage.