When planning NPS survey questions, one of the first decisions is whether to use a landing page survey or an in-product survey. This choice shapes everything from response rates to the quality of the insights you collect.
Each approach targets different audiences and use cases for measuring Net Promoter Score. Making the right choice helps you capture the feedback you really need.
Landing page NPS surveys: reach beyond your product
Landing page NPS surveys are standalone forms—shared via a unique link—so they’re perfect for reaching customers who aren’t actively in your product right now. Think of those users who open your emails, receive your quarterly check-ins, or just completed a purchase, but haven’t logged into your app for a while.
When does this approach shine?
Email campaigns to your subscriber list
Post-purchase feedback from recent buyers
Quarterly relationship check-ins with long-term customers
Churned users you’re trying to win back
That accessibility and ease of distribution makes landing page surveys incredibly versatile. Just remember: response rates depend a lot on email engagement and timing. Most teams see email NPS response rates between 15% and 25%—solid, but well below real-time surveys. [1]
For more on set-up and strategies, check out the full guide to conversational survey pages.
Example NPS landing page question set:
On a scale of 0–10, how likely are you to recommend us to a friend or colleague?
(AI follow-up) What’s the main reason for your score?
(Optional) What’s the single biggest improvement we could make?
In-product NPS surveys: capture feedback at the moment of truth
In-product NPS surveys show up as chat widgets or popups while someone is using your app. This makes timing everything—when you ask at that critical moment (after a core action, or just when someone’s completed a milestone), you get feedback that’s immediate and authentic.
Best moments to trigger an in-product survey:
After a key workflow (e.g. completed onboarding, finished a major task)
Milestone achievements (user just upgraded, renewed, or hit usage threshold)
Recurring product use (catch loyal customers during typical sessions)
Right after problem resolution (support ticket closed, issue fixed)
The response rate benefits are massive—average in-app NPS surveys yield response rates up to 92% compared to external forms. [2] That’s because behavioral targeting puts your survey right in front of people when their experience is fresh, and they’re naturally more likely to answer.
If you’re considering adding in-app feedback, see our guide to in-product conversational surveys.
Example in-product NPS question set with follow-up logic:
How likely are you to recommend our product to a friend or colleague? (0–10)
(If promoter: 9–10) What’s your favorite part of using us?
(If passive: 7–8) What could we do to improve?
(If detractor: 0–6) What didn’t meet your expectations today?
Choosing between landing page and in-product NPS
Feature | Landing Page NPS | In-Product NPS |
Audience Reach | Anyone (including churned/inactive customers) | Active users inside your app |
Response Rates | 15–25% (email average) | Up to 92% (in-app average) |
Setup Complexity | Minimal—just share a link | Requires in-app integration |
Best Use Cases | Broad feedback, re-engaging old users, campaigns | Product-led growth, feature validation, timely feedback |
The smartest companies use both approaches. Landing page surveys are perfect for capturing broad sentiment from your total audience, while in-product NPS surveys deliver deep, contextual insights straight from active users. The good news? AI-powered follow-ups and conversational surveys adapt seamlessly to both channels.
You’ll want to consider decision factors like customer engagement level and how frequently you need feedback. For big quarterly check-ins with your whole base, landing pages rule. For pulse checks after usage spikes or major milestones, in-product is unbeatable—and pairing both gives a more 360-degree view.
How AI transforms traditional NPS into conversations
Here’s why I love AI-driven NPS: static 0–10 questions don’t tell you why someone feels the way they do. With smarter AI follow-up questions, surveys dig right into motivations, obstacles, and ideas—automatically adapting their probes based on whether someone is a promoter, passive, or detractor. With conversational surveys, it feels more like a two-way interview than a form.
Real-world impact? Companies that add customized follow-up questions see 20% more actionable feedback on top of their NPS scores. [3] When you use an AI-powered survey response analysis tool, you can instantly surface themes and pain points, even across hundreds of qualitative answers.
Follow-ups make it a real conversation, not a transaction. In both email and in-product, users feel heard, and you capture the essential “why” behind each score. That’s the promise of a conversational survey.
Example AI prompts for follow-ups:
(Promoters): “What’s the one feature you can’t live without?”
(Passives): “What could turn your 7 or 8 into a 10 next time?”
(Detractors): “Was something frustrating or missing in this session?”
Best practices for NPS survey questions
After analyzing hundreds of NPS rollouts, here’s what drives the best results:
Keep your core question consistent: “How likely are you to recommend us to a friend or colleague?”—don’t change it, so you can benchmark over time.
Customize follow-ups by score: Use branching logic or automatic AI follow-up questions to probe deeper context from promoters, passives, and detractors.
Control survey frequency: Don’t hit users too often—quarterly or per milestone is usually right for NPS.
Edit quickly as you learn: A tool like the AI survey editor makes it painless to adjust questions as feedback rolls in.
Good Practice | Bad Practice |
Trigger NPS after relevant milestones or product events | Send on random or too-frequent time intervals |
Let AI adapt follow-ups to user response | Keep follow-ups generic and disconnected |
Offer surveys in multiple channels (in-product + email) | Rely on just one channel for all users |
In my experience, balancing timing strategies and follow-up depth is essential. Lean too far into frequent asks, and you risk fatigue—be too hands-off, and you miss crucial moments. Let AI handle the heavy lifting so you can focus on using insights that actually move the needle.
Start measuring customer loyalty today
Understanding how customers feel—and why—is the first step to building loyalty and growth. If you want the best user experience in conversational surveys and insightful, AI-powered analysis, try building with Specific’s AI survey generator today.
Make every NPS conversation count—create your own survey and see richer feedback from day one.