LastPass’s email NPS survey

It’s never easy to convince free users that becoming a paying customer is worth their time and money. However, one way to make it easier is to understand the people who’ve made that jump and find out their feelings on your product or service.

Password manager LastPass uses NPS surveys to gauge how their premium subscribers feel about their product. It does a great job of balancing data collection and making it easy for users to fill it in, making for a great user experience.

They made this survey easy by sending it through email. In-app messaging is the best way to get people’s attention, but you don’t want to get in the way of people actually using your app with NPS surveys. By sending it through email, it allows users to read it when they have the time to actually do the survey.

LastPass also does a good job communicating how long this will take. In the email, they clearly state, “It’ll only take a few minutes.” They also manage time expectations by including a completion bar at the top of the screen, so users know if they’re nearly done.

This survey also makes it easy for users to give them the data they’re looking for. They use easy-to-understand language. Instead of a number system, they use descriptive words, so at a glance, it’s clear for users which answer represents their experience. Finally, they give people space to write out their feelings if they have something more to say.

Why this is really good UX:

• The email message quickly achieves four things: it tells people why they’re asking users to do the survey (“to improve LastPass”),  what the survey is about (“your experience with our product”), how long it’ll take (“a few minutes”), and thanks them for their time (“we’re so grateful for your time and feedback”).
• Users are never held hostage by the survey. None of the questions are mandatory, and there is always a “Not Applicable” answer for users to select.