Free tools for form optimization

Net Promoter Score (NPS)

NPS comes from one question: how likely are you to recommend us, on a 0 to 10 scale. Respondents who answer 9 or 10 are promoters, 7 or 8 are passives, and 0 to 6 are detractors.

The score is the percentage of promoters minus the percentage of detractors, so it ranges from -100 to +100. Track it over time and read the open-ended follow-up answers: the trend and the reasons matter more than a single number.

• Customer satisfaction survey best practices
• Customer feedback form templates

Form completion rate

Completion rate is the share of people who start a form and submit it: submissions divided by form starts. A low rate usually points to a specific step, such as too many required fields, a confusing question, or an unexpected request for sensitive data.

Measure it per step on multi-step forms so you can see exactly where people leave, then change one thing at a time.

• Conversion rate optimization tips for forms
• Multi-step form examples

Survey sample size

The sample size you need depends on the size of the population, the margin of error you can accept, and the confidence level you want. Smaller margins of error and higher confidence both require more responses.

Plan the sample before you send the survey, and remember that the number of completed responses is what counts, not the number of invitations.

• Survey design best practices
• How to analyze survey results

Getting better data from the start

Calculators only describe what happened. The quality of the answers depends on the questions: clear wording, one idea per question, and the right question type for what you want to measure.

• How to write effective survey questions
• A guide to question types in forms
• Using linear scale questions