Want to know what your visitors really think about your website? Collecting Net Promoter Score (NPS) feedback directly from your users is one of the most powerful ways to understand customer loyalty and identify growth opportunities. Hotjar’s Incoming Feedback feature makes this incredibly simple.
What is Hotjar Incoming Feedback?
Hotjar Incoming Feedback is a widget that you can add to your website, allowing visitors to share their thoughts, suggestions, or complaints without leaving your site. Unlike traditional surveys that interrupt the user experience, Incoming Feedback appears as a small, non-intrusive button that users can click when they want to provide feedback.
This feature is part of Hotjar’s suite of user experience analytics tools, which also include heatmaps, session recordings, and polls. The beauty of Incoming Feedback is that it captures feedback from users at the exact moment they’re experiencing your site—whether that’s a moment of frustration or delight.
Understanding NPS: Why It Matters
Net Promoter Score is a metric that measures how likely your customers are to recommend your product or service to others. It ranges from -100 to +100, with anything above 50 considered excellent.
The NPS question is simple: "How likely are you to recommend us to a friend or colleague?" Users respond on a scale of 0-10, falling into three categories:
- Promoters (9-10): Loyal enthusiasts who will keep buying and refer others
- Passives (7-8): Satisfied but unenthusiastic; vulnerable to competitive offerings
- Detractors (0-6): Unhappy customers who can damage your brand through negative word-of-mouth
Calculating your NPS is straightforward: subtract the percentage of Detractors from the percentage of Promoters. For example, if 50% are Promoters and 20% are Detractors, your NPS is 30.
How to Set Up NPS with Hotjar Incoming Feedback
Setting up NPS collection through Hotjar’s Incoming Feedback is a straightforward process:
Step 1: Create Your Hotjar Account
If you haven’t already, sign up for a Hotjar account. They offer a free plan with limited features, which is perfect for small websites or those just getting started with user feedback collection.
Step 2: Add the Hotjar Tracking Code
Install the Hotjar tracking code on your website. This code allows Hotjar to function properly and collect feedback from your visitors. Most website platforms have simple integrations or plugins for this.
Step 3: Create an Incoming Feedback Widget
In your Hotjar dashboard, navigate to Incoming Feedback and create a new widget. You’ll want to:
- Customize the widget appearance to match your brand
- Set the trigger conditions (when the widget appears)
- Choose the feedback type as NPS
Step 4: Configure Your NPS Questions
Set up your NPS question and optionally add a follow-up question asking for feedback details. The standard NPS question is "How likely are you to recommend [your company] to a friend or colleague?" You can also add an open-text field asking "What is the main reason for your score?" to gather qualitative insights.
Step 5: Launch and Monitor
Activate your widget and start collecting feedback. Check your Hotjar dashboard regularly to view responses and track your score over time.
Best Practices for NPS Feedback Collection
To get the most value from your NPS surveys, follow these best practices:
Timing is Everything
Don’t ask for NPS feedback too early in the user journey. Instead, trigger the widget after users have had time to experience your site—perhaps after viewing multiple pages or spending a certain amount of time on your site.
Keep It Simple
Limit your survey to the NPS question plus one follow-up. Longer surveys have significantly lower completion rates. If you need more detailed feedback, consider using Hotjar’s other tools like polls or surveys separately.
Respond to Feedback
When users take the time to provide feedback, especially negative feedback, consider following up. This shows users that you value their input and can turn a negative experience into a positive one.
Track Trends Over Time
Don’t focus too much on your exact NPS number at any given moment. Instead, track how it changes over time and after specific changes to your website or product.
Analyzing Your NPS Results
Once you start collecting NPS data, proper analysis is crucial for extracting actionable insights:
Look for Patterns in Qualitative Feedback
The numeric NPS score tells you part of the story, but the qualitative feedback tells you the rest. Look for recurring themes in what Promoters love and what Detractors complain about.
Segment Your Data
If possible, analyze NPS scores by traffic source, device type, or user segment. You might find that mobile users have a different experience than desktop users, or that users from certain sources are more satisfied.
Correlate with Other Metrics
Compare your NPS scores with other metrics like conversion rate, bounce rate, or average session duration. This can help you understand how user satisfaction impacts business outcomes.
Common Mistakes to Avoid
When implementing NPS feedback collection, avoid these common pitfalls:
- Asking too often: Don’t trigger the widget on every page view; this will frustrate users
- Ignoring negative feedback: Detractor feedback is often the most valuable for improvement
- Collecting without acting: If you’re not going to use the feedback to make changes, there’s no point in collecting it
- Focusing only on the score: The numbers matter less than understanding the reasons behind them
How to Improve Your NPS Score
Once you’ve collected feedback and identified pain points, here’s how to improve:
- Address common complaints: Use Detractor feedback to identify specific issues and fix them
- Amplify what works: Understand what Promoters love and do more of it
- Improve user experience: Use Hotjar’s heatmaps and session recordings alongside NPS data to understand user behavior
- Follow up with users: Reach out to Detractors to resolve their issues and potentially turn them into Promoters
FAQ
Is Hotjar’s Incoming Feedback free?
Hotjar offers a free plan with limited functionality. The free plan includes basic Incoming Feedback features, though advanced features and higher response limits require a paid plan.
How many responses do I need for accurate NPS data?
For statistically significant results, aim for at least 100 responses. However, even smaller sample sizes can provide valuable qualitative insights.
What’s a good NPS score?
Scores above 50 are considered excellent, and above 70 is exceptional. However, benchmarks vary by industry, so research your specific sector for comparison.
Can I customize the NPS question in Hotjar?
Yes, you can customize the NPS question text in Hotjar’s Incoming Feedback widget to fit your specific needs and brand voice.
How often should I check my NPS feedback?
Review your feedback weekly to stay on top of emerging issues, but focus on monthly or quarterly trends for strategic decision-making.
Conclusion
Collecting NPS feedback through Hotjar’s Incoming Feedback feature is an incredibly powerful way to understand your users’ loyalty and identify opportunities for improvement. The key is not just in collecting the data, but in acting on it.
Start small, be consistent, and always follow up on feedback—especially negative feedback. Your NPS score is just a number; the real value lies in the insights you gather and the improvements you make based on what your users tell you.
Ready to start collecting NPS feedback on your website? Set up your Hotjar Incoming Feedback widget today and discover what your visitors really think about your site.
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