Loyalty

Loyalty shows whether users would recommend your product to others. It reflects trust, satisfaction, and whether people believe in the experience enough to stand behind it.Use this metric to understand long-term perception. It’s helpful after product launches, during retention analysis, or when you're looking for early signals of product-market fit. Loyalty works well across user segments to compare how different groups feel about what you’ve built.When someone is willing to recommend your product, they’re doing more than giving feedback. They’re putting their own name on the line. That kind of signal is hard to earn and worth listening to.Interpreting the ResultsUse this key to understand what your Loyalty score means and how to interpret that for your product experience:How to Calculate LoyaltyCollect user responses on the following question types and enter the data into the formula below to reveal your products Loyalty score.Set up questionsThe Loyalty metric uses a 0 - 10 numerical scale and asks participants to rate their likelihood of recommending the brand or product to a friend:Set up this question in your product and ask your users to answer, or build the question in a survey platform that provides a data report from the responses.Collect dataAs responses from participants roll in, the numerical scale will produce a data set that looks something like this:Tip: Use a spreadsheet or survey platform that auto-calculates NPS to speed up this process.Plug values into the formulaFirst calculate the Net Promoter Score using the number of promoters, detractors, and overall responses to your numerical scale question. In a 0 - 10 numerical scale, participants who rated their likelihood to recommend as a 9 or 10 are considered promoters, and anyone who selected a 6 or below are detractors.In this example, there were 100 total responses to the numerical scale question. Fifty of those participants were promoters, and 13 were detractors. The NPS was revealed to be 37.Calculate your Loyalty scoreThis formula re-scales the NPS (which ranges from -100 to +100) into a 0–100 range, making the Loyalty score easier to compare across metrics.With an NPS of 37, the overall Loyalty score based on this data set is 69%. This would land at the top of the Average score range, just barely missing out on a Good score.When to Use Loyalty MetricsLoyalty UX metrics are key to understanding how your product fosters long-term relationships with users, tracking their likelihood to return, recommend, or remain engaged. By measuring loyalty, you can identify what design elements and experiences strengthen user trust and satisfaction. This data helps improve retention rates, reduce churn, and create advocates for your brand.Copy and MessagingUse loyalty metrics to evaluate how well your product's messaging builds trust and promotes continued engagement. Clear and relatable copy ensures users feel valued and aligned with your brand values, driving long-term satisfaction.ExperiencesLoyalty metrics help measure the impact of personalization on user retention. Features such as tailored recommendations, customized dashboards, or targeted communication foster a sense of connection and satisfaction.Subscriptions and Renewal FlowsWhen dealing with subscription models, loyalty metrics can measure the effectiveness of renewal flows and subscription management interfaces. A seamless and user-friendly renewal process encourages users to stay subscribed.How an Ad Platform Measured Loyalty Using Net Promoter ScoreTo understand how their product experience impacted long-term customer sentiment, the team behind Advent—a B2B ad campaign management platform—tested how likely users would be to recommend the product to others. With product competition growing fast in the adtech space, Advent needed to know if their users were simply satisfied or truly loyal. They used the Loyalty UX metric, built on the Net Promoter Score (NPS) formula, to quantify that brand advocacy.The SetupParticipants were asked one simple but telling question:
“How likely are you to recommend Advent to a colleague or team?”
 Using a standard 0–10 scale, users were categorized into three groups:Promoters (9–10)Neutral (7–8)Detractors (0–6)The Loyalty score was calculated using the NPS formula above.The ResultsThe numerical scale question produced the following results:The Net Promoter Score was used to calculate the overall Loyalty score:Advent received a Loyalty score of 69%, with an NPS of 3750% of users were Promoters, while 13% were Neutral and 37% were DetractorsWhile many praised the platform’s ease of use and dashboard clarity, detractors often cited limitations in ad campaign reportingA notable quote from a detractor: “The setup is great, but it doesn’t give me the confidence to recommend it to larger clients yet.”The ImpactThe results showed strong early-stage advocacy but revealed trust gaps with more advanced users. In response, the Advent team prioritized improvements to analytics capabilities and began messaging enhancements to better support power users. With NPS data in hand, they not only benchmarked brand loyalty but also turned insight into roadmap action.SourceCSVHelio SurveyHow to Use AI to Measure LoyaltyUsing the numerical scale question outlined in the How to Calculate section above, gather responses on a survey from an audience of at least 100 respondents. We find that 100 responses is statistically significant in most markets. Once the responses are collected, download the CSV file of your data report and upload it into an AI platform along with the prompt below.Copy this AI prompt to calculate your own Loyalty score, and check out the type of output it would produce:Technicals for Measuring LoyaltyThe code snippets below show how UX metrics can be measured using data from a survey platform. Take a peak into the development of these metrics, and even become a contributor in ourpublic repo.Data StructureNet Promoter Score (NPS)TheNPSmeasures user loyalty by categorizing participants based on how likely they are to recommend a product or service on a scale from 0 to 10. It provides insights into overall customer sentiment.Loyalty Score CalculationLoyalty is determined by subtracting the percentage ofDetractorsfrom the percentage ofPromoters. This creates a score between -100 and 100, where positive scores indicate customer loyalty.class UxMetric\n def loyalty_score(questions)\n nps = questions[:nps]\n promoters = nps[:promoters]\n detractors = nps[:detractors]\n\n # Calculate Net Promoter Score\n nps_score = (promoters - detractors) * 100\n\n { \n nps_score: nps_score\n }\n end\nend\nParsing DataParsing data for theLoyaltyUX Metric requires collection of NPS data, which is used to calculate the loyalty score.Thequestionsparameter includes:class UxMetric\n def loyalty_score(questions)\n nps = questions[:nps]\n promoters = nps[:promoters]\n detractors = nps[:detractors]\n\n # Calculate Net Promoter Score\n nps_score = (promoters - detractors) * 100\n\n { \n nps_score: nps_score\n }\n end\nend\nValidationTo validateLoyaltydata, ensure that the survey includes:function isValidLoyaltyQuestions(questions) {\n const nps = questions.nps;\n\n if (!nps) return false;\n\n const validNPS =\n nps.promoters !== undefined \u0026\u0026\n nps.detractors !== undefined \u0026\u0026\n nps.passives !== undefined;\n\n return validNPS;\n}\nScore TranslationTheLoyaltyscore (NPS) is translated into the following qualitative categories:These categories help assess customer loyalty and guide product decisions.function translateLoyaltyScore(score) {\n if (score.nps_score \u003e= 30) return 'High Loyalty';\n else if (score.nps_score \u003e= 0 \u0026\u0026 score.nps_score \u003c 30) return 'Average Loyalty';\n else return 'Low Loyalty';\n}\nFormula for Loyalty CalculationThe formula for calculating Loyalty is based on the Net Promoter Score (NPS) as follows:function calculateLoyaltyScore(promoters, detractors) {\n const nps_score = (promoters - detractors) * 100;\n return nps_score;\n}\nFor example, with the following data:The Loyalty score would be:const nps = {\n promoters: 0.40,\n detractors: 0.25\n};\n\nconst loyaltyScore = calculateLoyaltyScore(nps.promoters, nps.detractors);\nconsole.log(loyaltyScore); // Outputs 15\nTemplates & Presentation MaterialsCreate effective presentation slides, document design concepts, and implement UX Metrics with templates and resources.We've done the work to provide professional layouts that communicate to your stakeholders. UX Metric cards clearly communicate the totals, allow space for breakdowns, and styled to allow for your own brand.Visit Findings for TemplatesResourcesThe Resources section provides a collection of articles, case studies, methods, and blog posts to support your work within the UX metrics framework. These materials offer insights into best practices, research methodologies, and practical applications for improving design comprehension and usability. Whether you're refining your design process or conducting user research, these resources will help guide you towards data-informed, user-centered decisions.ArticlesSatisfaction or Loyalty Metrics as KPI: Pros and Consby,Almohannad AlsbeaiThe article thoughtfully argues that while satisfaction and loyalty metrics (like CSAT and NPS) can be valuable for understanding customer experience, using them as employee-level KPIs requires careful handling. Ensuring fairness, avoiding bias, validating correlations, and supporting employees through training and recognition are essential for these metrics to be truly meaningful and effective.The Step-By-Step Guide To Customer Loyalty Metricsby,Fixon Media GroupLean into ensuring fairness, avoiding bias, validating correlations, and supporting employees through training and recognition are essential for these metrics to be truly meaningful and effective.Helio MethodsVideo Testingby HelioInteraction Matrixby HelioHelio Case studiesHelloFresh Membership Offer Effectivenessby HelioValidated Banking Site Landing Page Concepts, by HelioHelio blog postsMastering Copy Testing: Your Ultimate Guide to Crafting Irresistible CopybyBryan ZmijewskiWho’s the Heavyweight in the Fight Between Long and Short Copy?by HelioUnraveling Buyer IntentbyBryan ZmijewskiFrom Mobile-First to User-First: Rethinking Responsive Landing Pages, byBryan ZmijewskiThe Helio Data-informed Design Process, byBryan ZmijewskiTake This Further with the UX Metrics AI SkillsLoyalty measures how likely users are to keep coming back using survey questions turned into a single number score. TheUX Metrics AI Skillsis a package you load into your LLM so you can ask questions and get expert answers anytime.Write survey questions that measure loyalty accuratelyUnderstand what drives users to stay or leaveTrack loyalty scores alongside retention dataConnect loyalty signals to product and design decisionsDrop it into your LLM and start asking questions right away.