If you’ve come to the end of your test script and you’re curious about whether you should do an exit question then this is the video for you! We go through the differences between Web Usability Scale and Net Promoter Score as well as how best to write a bespoke question.
Psssst...don't have time to watch the video? No problem, check out the transcript below:
How to write an exit question (for beginners!)
Hello and welcome to how to write an exit question (for beginners)
I’m Clare, I’m the Customer Marketing Manager here at WhatUsersDo.
SLIDE 3 - What is an exit question?
So you’ve created your beautifully crafted test script you’ve come to the bottom of the page and there’s the drop down option to write an exit question.
This is a final question for your user to answer before they finish the test. The first thing to say on this is that unless you have something in particular you haven’t covered then you may well not need an exit question, don’t feel like you have to do one.
SLIDE 4 - The options
The opinions available to do the exit question are:
- Web Usability Scale
- Net Promoter Score
- Bespoke Question
I’m pretty confident you can your head around the first one so let’s move on to...
SLIDE 5 - WUS and NPS
The Website Usability Scale AKA WUS and Net Promoter Score AKA NPS.
The reason we offer these is because they are the two standard online scoring systems that are commonly used. It’s super important to remember that these aren’t flawless but they can be a great part of putting together puzzle that is understanding customers. They help you build up the picture of how users feedback on how they find your site. You’ll find these information from these on the metrics page after the test.
SLIDE 6 - Website Usability Scale
Let’s start with Website Usability Scale
This is, unsurprisingly, a scale used to grade the usability of a website. The way it works is that users complete a short questionnaire about their experience and we then calculate the WUS score from that information.
The score is out of 100 and a score of 100 indicates best usability. Some studies have shown in general websites average a WUS score of 72 but it’s always worth taking this with a pinch of salt. One of the most useful things about seeing the score is that you can use it prioritise the videos you watch first. Like so many things in life, the lower the score - the bigger the issue.
SLIDE 7 - What is asked in WUS?
These are the questions asked on the scale...
Website Usability Scale
- I think that I would like to use this website frequently
- I found the website unnecessarily complex
- I thought the website was easy to use
- I think that I would need the support of somebody technical to be able to use this website
- I found the various functions in the website were well integrated
- I thought there was too much inconsistency on this website
- I imagine that most people would learn to use this website very quickly
- I found the website very awkward to us
- I felt very confident using the website
- I needed to learn a lot of things before I could get going with this website
It’s worth remembering you won’t see the individual answers for each question, rather you’ll see the overall total. This is because they're not perfect individual questions, the point is to do 10 and then collectively they give you a value. Seeing the individual answers can actually throw you off your focus, remember it’s all about behaviour over opinion!
SLIDE 8 - Net Promoter Score
Now let’s focus on the Net Promoter Score AKA NPS
The Net Promoter score is based around a slightly more simple premise. We know how powerful word of mouth and recommendations are. This works on a scale of 0-10 and asks
“How likely is it that you would recommend [brand] to a friend or colleague?”
They can then pick the number that more corresponds with their feeling on this, with 0 being not at all and 10 being a strong yes.
SLIDE 9 - How is NPS scored?
The answers can be roughly grouped as follows:
Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth
Again, remember this forms part of the overall picture of the users experience with you
SLIDE 10 - Bespoke question
The last option is the bespoke question option. This is, of course, very specific to your test. The best reason to use it is if you feel that you have unfinished business in your test, something that wouldn’t be covered by the NPS or WUS options. Remember to write it clearly and crisply.
You’ll get the option to write your question and your user will be able to write their response at the end. Think about what it is you’re trying to achieve and remember that you will, naturally be getting their opinion rather than seeing how they behave.
SLIDE 11 - Examples
Finally, here are a couple of examples if you’re looking for inspiration!
Can you think of any other similar websites that you have used recently that display the fare information like this well?
If you wanted more guidance on the quote process how would you prefer to have your questions answered?
How did you find the overall experience?
And that’s it! Best of luck with your tests!