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How to Create A Klaviyo Quiz Funnel to Recommend Products & Grow Your List

Klaviyo doesn’t have a built-in quiz tool. But, this doesn’t mean Klaviyo users can’t use quizzes to collect subscribers and make personalized product recommendations on their ecommerce store.

Instead, you can use third-party software to create and launch your quiz, then feed the contact data into your Klaviyo account.

In this post, we walk you through exactly how to create a Klaviyo quiz in this way using ConvertFlow’s ecommerce quiz builder and Klaviyo integration.

We’ll cover:

  • Choosing your quiz campaign format
  • Customizing the design of your quiz
  • Pushing the subscriber data into Klaviyo
  • Setting up personalized product recommendations
  • Getting the quiz live on your website

Step 1: Choose a template for your Klaviyo quiz funnel

The best place to start is choosing a design template that aligns with your product’s desired outcome or end-goal.

ConvertFlow has a wide range of customizable quiz templates for all kinds of verticals, niches, and outcomes. Browse our template library to see them all.

For this article, we’ll use a simple product quiz funnel template:

Choose the best one for your needs and select the "Use This Template" button. Then, create a free ConvertFlow account (or log in if you already have one) to start editing.

Step 2: Select a quiz campaign format

Once you’ve chosen a template and created (or logged into) your ConvertFlow account, the next step is to decide how you want it to be displayed on your website.

You can display a quiz in a variety of different formats:

  • On its own dedicated landing page
  • As an overlay popup
  • Embedded onto an existing page on your website

Decide which one is best for you, then select it as an option when prompted in ConvertFlow:

Select CTA type for your Klaviyo quiz

We’ll choose a landing page for the example in this article, where we'll build out a quiz for a fictional furniture store. Next, we’ll start customizing the design and functionality of our quiz.

Step 3: Set the trigger (if using a popup)

If you chose to have your quiz within a popup or site message, you’ll need to set how it’s triggered when someone is browsing your website.

This can be one of:

  • Exit-intent. Appears when someone goes to exit your website.
  • Time delay. Appears after a set amount of time. 
  • Scroll-point. Appears after scrolling to a specific point on the page.
  • On-click. Appears when someone clicks on a particular button or link.

SEE MORE: 6 Must-Know Popup Design Principles to Boost Conversions

To do this in ConvertFlow, just head to the settings tab in the right pane and scroll to the trigger section.

Note: This is relevant only to popups and site messages. You won’t need to take this step if you decided to have your quiz on a landing page (or embed it on an already existing page).

Step 4: Customize the design of your quiz

Before we set up the actual quiz questions and answers, it’s best to make sure the fundamental design looks the way you want it to.

This means adding in your brand colors, logo, fonts, styles, etc.

You have two options for this:

  1. Theme-level. This sets colors, fonts, etc. across the campaign as a whole.
  2. Element-level. This allows you to override theme settings to edit styles on an individual element level.

We’re going to create a quiz funnel for a fictional furniture store and want to switch up the colors a little to match our brand.

Head to the "Theme" tab in the builder's side panel. From here, you can customize styling for all kinds of element types:

Quiz theme tab

Let’s open up the button options and change to a dark green color:

Style quiz button colors

These (and any other) changes made at the theme-level should get applied across the entire quiz. You can then make tweaks to individual elements as and when you like throughout the campaign.

Step 5: Customize your quiz questions

Now that we’ve got the quiz looking how we want it to from a visual perspective, it’s time to build out the questions of our Klaviyo quiz.

The exact questions to include depend on a range of things, such as your target audience and desired outcome. But, generally speaking, you want to make sure the quiz is appealing to those you’re trying to attract and aligns with the solution your business offers.

For our furniture store example, we’ll include the following questions:

  1. Which room are you furnishing?
  2. What is your interior style preference?
  3. What is the size range of this room?

To add the question, we just edit the headline text in each step:

Change quiz question text

Then, to set the answer options, just select the survey element and edit the options in the right-side panel.

You can click the pencil icon to edit each option:

Edit quiz answer options

Your quiz can be as long or as short as is needed. Just duplicate/delete the campaign steps to add or remove questions.

It’s also important at this stage to set up your field mapping correctly.

For each quiz question, open up the “Map to Custom Field” dropdown in the side panel:

Custom field mapping option

Then, scroll to the “ConvertFlow Custom Fields” section, select the “New Field Name +” option, and give your field a unique, recognizable name that’s relevant to the question:

Create new custom field label

This means that all the answers a visitor gives in the quiz will be saved as individual fields in their ConvertFlow contact profile.

But, more importantly, once we connect Klaviyo (in the next step), these fields will also be replicated as custom properties in the person’s Klaviyo contact profile. Meaning you’ll be able to run all kinds of highly segmented email & SMS sequences based on the answers people give to your quiz 😎

See this help guide for more information on setting up your quiz correctly.

Step 6: Connect your quiz to Klaviyo

Your quiz should now have all the questions created. Next, we need to connect your Klaviyo account for all the subscriber and contact data to be passed on to.

To do this, we’ll jump to the “Call-to-action” step of the quiz.

Then, select the form in the main builder and click the “Manage Actions” button in the side panel:

Capture form manage actions

A modal window should now appear on your screen.

At the top of the window, select the “New Integration +” button to start connecting your CRM or ESP (in this case, Klaviyo):

Add new integration button

Note: If you’ve already connected an integration to ConvertFlow previously, you’ll instead see a button that says “Manage Integrations.”

In the next window, find Klaviyo from the list of options, click the “Connect” button, and follow the on-screen instructions to verify the integration with ConvertFlow.

Step 7: Push data to Klaviyo

Now that Klaviyo is connected to ConvertFlow, we can set up an automation to pipe the data from any form submissions into your Klaviyo account.

You should be brought straight back to the “Manage Actions” window after authenticating the Klaviyo integration. From here, scroll down to the automations section and click the “Add Automation” button:

Add new default automation

Then, select the “Klaviyo - Add to list” automation from the dropdown and choose the list you want to add people to:

Klaviyo add to list automation

All new subscribers should now get added to this list whenever they fill out the quiz form.

Note: You can add further automations here, too—such as adding the subscriber to a list with SMS consent (if you collected a phone number in the capture form) and updating specific Klaviyo contact properties.

Step 8: Set up personalized product recommendations at the end of your quiz

This next step is where you’ll set up the ‘behind-the-scenes’ functionality of your quiz. In other words, the outcomes/results visitors are shown after submitting their email in the previous call-to-action step.

First off, you want to make sure the default action of your form sends people to the correct step in the quiz funnel:

Default form action

Now go to the outcome step so we can start customizing it to show the right content and products.

You can make use of dynamic merge tags to personalize any text according to a person's quiz answers. For example, we'll get our headline sub-text to reflect back details about the room and style answers that were given:

Add merge tags

This can be seen in action in the Preview area:

Merge text preview

Next, we'll get the products added.

Using the products element, you can quickly showcase personalized product recommendations. And if your store is built on Shopify, you can use ConvertFlow’s Shopify integration to feed products in from your Shopify catalog with filters according to each person’s quiz answers.

Most templates will already have a products element included. But, you can also manually add one to any campaign:

Add products element

Once added, click the "Manage Products" button from the side panel to configure which products show. If you don’t use Shopify, you can still add products to ConvertFlow by detailing product names, images, prices etc.

For this tutorial, we’ll assume you use Shopify, so select the Shopify products source:

Manage products button


Before moving on, we highly recommend heading over to your Shopify store and building out a different product collection for each possible combination of quiz answers. Here's what the first few might look like for our furniture store:

Shopify Collections example

This means you can use Shopify's filtering conditions to control which products fall into each category, such as tags, product names, and metafields.

Learn more about Shopify Collections

Finally, we need to build the conditions that filter what products are recommended by your Klaviyo quiz.

Head back into the "Manage Products" modal in ConvertFlow and select the "Add Conditional Product Recommendation" button:

Product recommendation button

Then, add the first question and answer option to the “All required” group of conditions:

Add first if condition

Click “Create Condition,” then repeat for the other questions in the quiz:

Add all if conditions

Once you’ve built out the first set of possible answer options like this, scroll down to where it says “Then recommend these products:” underneath.

Select “Products in Collection” from the dropdown menu and choose the Shopify collection that's relevant to the answer combinations we just added:

Add products filter to condition

Now just repeat this step by creating a new conditional recommendation for each answer/outcome combination you have in your quiz:

All conditional recommendations

Once you’ve set up all desired recommendations, scroll down to:

  • Choose whether you want the buttons to add products to cart OR redirect people to the relevant product page
  • Enter any discount codes to be applied at checkout

Click “Done” at the bottom of the modal. You'll now be able to customize a whole heap of design options for your products from the side panel:

  • Grid or list layout
  • Maximum number of products to show
  • Margins, padding, container widths
  • Button colors, font types, text styling
  • And lots more!
Products styling options

Finally, hit “Save” and “Publish” your campaign, and we’re almost ready to launch!

Step 9: Get your targeting and settings right

Hit “Preview” in the top right of the builder to move to the next screen, where you can check the look and functionality of your quiz funnel. Don’t worry, Klaviyo automations won’t run on the preview screen, so you won’t be creating contacts and adding to lists, etc. over and over while testing.

If it all looks good, select “Launch” to go through to the final step.

The launch screen will look slightly different depending on the campaign format your quiz uses: popup, landing page, embedded, etc.

If you’ve got Shopify connected, you can simply display the quiz as a landing page on your Shopify domain—meaning it appears with your standard website header and footer, etc.

Just select the Shopify domain and set the URL path to whatever you want:

Landing page launch options

Note: Displaying your landing page on your Shopify domain is required for ConvertFlow's products element to be able to use the Shopify products source.

But for embedded and popup campaigns, you’ll be able to set specific targeting conditions. For example, we can set the popup to only show on certain website pages or devices.

Let’s say we only want a popup quiz to appear on blog posts when viewing on desktop. It might look like this:

Example targeting conditions

For embeds, you’ll receive a simple embed code you can place anywhere on your site. You can also optionally set targeting conditions for embedded campaigns, so they dynamically display only for certain shopper segments.

NOTE: Those on a paid ConvertFlow account can experiment with advanced targeting conditions on all popups and campaigns—like geo-location, past site activity, and more. You can even target campaigns based on a subscriber's Klaviyo segmentation with our CRM targeting features. Try this out for free with a 14-day trial of ConvertFlow Pro.

Step 10: Activate & launch your Klaviyo quiz funnel

Nothing else is required here if you’re running your Klaviyo quiz on a standalone landing page. Just grab the URL, and you’re ready to go 🙌

For popups and embedded forms, activate your campaign by simply toggling the switch underneath the targeting conditions:

Toggle to activate your Klaviyo quiz

If you’ve already installed ConvertFlow’s one-time script on your website, your campaign should now be ready to show on relevant pages. If not, you’ll be prompted to add this script to your site first.

Just copy the code and insert it into your website’s <head></head> tags.

Alternatively, you can connect without needing to touch the code at all via WordPress plugin, Shopify app, Google Tag Manager, or Segment. Instructions are all there as soon as you toggle that launch button the first time 🙌

Launch your Klaviyo quiz funnel today

This guide should have given you clear instructions on how to create a Klaviyo quiz for your website or ecommerce store.

Klaviyo is a great CRM and email marketing option. But to drive list growth and product recommendations with quizzes, you’ll need third-party software that integrates with Klaviyo.

For this, ConvertFlow could be what you’re looking for. Start by creating a free account and see for yourself today.

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