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How to Create A Mailchimp Quiz to Capture Leads

Mailchimp doesn’t have a built-in quiz tool. But, this doesn’t mean you can’t make use of quizzes as a lead capture option if you use Mailchimp as your CRM.

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

In this post, we walk you through exactly how to create a Mailchimp quiz in this way using ConvertFlow’s quiz maker tool and Mailchimp integration. We’ll cover:

  • Choosing your quiz display type
  • Customizing the design of your quiz
  • Pushing the lead data into Mailchimp
  • Getting the quiz live on your website

Step 1: Choose a template for your Mailchimp quiz

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

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 A/B/C outcome quiz:

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 display type

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 ways:

  • On its own dedicated landing page
  • As an overlay popup
  • Inside a site message or slide-in 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

We’ll choose an overlay popup for the example in this article. 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 when someone scrolls 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 Generate Leads

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

We’ll just set ours to appear as a “time delay” popup after 15 seconds. It’s also set to not show again for three days to people who’ve closed the popup without completing:

Set popup trigger type

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.

We’re going to pretend to have a fitness brand called Fit.ness. So, we’ll replace the placeholder icon with a logo on each step of the quiz:

Add logo

And also switch the coloring to match the colors of our hypothetical brand. Let’s go for a green color:

Choose background color

Make sure to repeat all your design customizations for each step in your quiz.

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 Mailchimp 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 fitness business example, we’ll add the following questions:

  1. Are you male or female?
  2. What’s your goal?
  3. Where do you usually work out?

Note: We appreciate that some people may not identify as strictly male or female. But for the sake of keeping this quiz example simple, we’ll stick to just the two options here.

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

Edit question

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 answer options

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

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

Step 6: Connect your quiz to Mailchimp

Your quiz should now have all the questions created. Next, we need to connect your Mailchimp account for all the lead data to be passed on to.

To do this, we’ll jump to the “Email Capture” step of the quiz.

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

Confirmation Actions button

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, Mailchimp):

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 Mailchimp from the list of options and click the “Connect” button. Login to your Mailchimp account and follow the steps to verify the integration with ConvertFlow.

By default, answers to your quiz questions will be stored as fields for each contact profile in ConvertFlow.

But if you have them set up as custom fields in Mailchimp, you’ll now be able to go back and map each answer to that custom field:

Map MailChimp quiz answers to custom fields

This means that when the visitor submits their email at the lead capture stage and becomes a contact in Mailchimp, the custom fields for that contact will be populated with the answers given during the quiz 😎

Step 7: Push data to Mailchimp

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

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

Add Automation button

Then, select the “Mailchimp - Add to list” option from the dropdown:

Add to MailChimp list

Just choose your desired Mailchimp list from the next dropdown and click “Create Automation.” All leads 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 lead to a group in Mailchimp or adding/removing Mailchimp tags.

Step 8: Set up the outcome functionality 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 lead capture step.

For example, in our quiz we’re going to pretend that our fitness brand has eight different workout programs available:

  1. At home workouts for females to lose weight
  2. At home workouts for males to lose weight
  3. At home workouts for females to gain muscle
  4. At home workouts for males to gain muscle
  5. Gym workouts for females to lose weight
  6. Gym workouts for males to lose weight
  7. Gym workouts for females to gain muscle
  8. Gym workouts for males to gain muscle

So, if someone answers “Male” and “Lose weight” and “Gym” in the questions of our quiz, they will get directed to the relevant program—in this case, number six.

NOTE: Simple "answer A to outcome A" and "answer B to outcome B" quiz logic is available on ConvertFlow’s free plan. However, you’ll need to upgrade to a paid plan to use the advanced multi-question quiz logic shown in this guide. Start a 14-day free trial today to test it out.

The first step in this is to make sure all the different possible outcomes are created as ‘steps’ in the ConvertFlow quiz.

So, back in the main builder, scroll down beyond the “Email Capture” step and customize the different “Outcome” steps to suit your quiz’s needs:

Customized outcome step

Note: You can duplicate steps if you need more than is already in the template as default.

If your website is built on Shopify, you can make use of ConvertFlow's products element to quickly import your product catalog into the different outcome steps of your quiz.

Just add a new products element in the builder:

Products element

You'll be able to filter the product selection by showing products that are either:

  • Currently added to cart;
  • related to a specific product;
  • filtered by name or tag; or
  • manually chosen from your catalog.

The final three options in the above list are likely the most relevant for your Mailchimp quiz.

Once you've got the right products showing from your Shopify catalog, you'll then just need to customize the design and style:

Products element design options

Non-Shopify users can still use the products element. But, you'll need to use ConvertFlow itself as the product source and manually add each one into the builder.


You can simply push people towards a product or landing page URL as the CTA on these outcome steps.

But, Shopify users using ConvertFlow's products element can choose if they want the CTA to redirect to a product page OR simply add straight to cart. You can even set a special discount code to be applied on click:

Add to Shopify cart from your MailChimp quiz in ConvertFlow

Learn more about ConvertFlow's Shopify integration

Next, we’ll use ConvertFlow’s conditional actions feature to connect our quiz answer combinations to the relevant outcome steps.

To do this, head back up to the “Email Capture” step and open up the same “Confirmation Actions” box we used to link Mailchimp earlier. Scroll to the bottom of the window that opens and click the “Add Conditional Action” button:

Add conditional action

A box will appear underneath where you can start building the conditions and actions for each combination of answers in your quiz.

Click “Add Condition” and then add the first question and answer option to the “All required” group of conditions:

Create condition

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

Create all conditions

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

Select “Jump to a CTA step” from the dropdown menu and choose the step that’s relevant to the combination of answers in the conditions above:

Set the desired action

You’ve also got the option of running automations here that are specific to each conditional action created.

For example, we could run automations to segment our list in Mailchimp by adding tags or people to groups:

Run conditional automations

This is great for being able to send targeted follow-up emails and campaigns based on the answers people gave in the quiz 🙌

Repeat this step by creating a new conditional action for each answer/outcome combination you have in your quiz:

Add all conditional actions needed

Once you’ve set up all desired conditional actions, click “Done.” Then, hit “Save” and “Publish” your CTA 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. Don’t worry, Mailchimp automations won’t run on this screen, so you won’t be creating contacts and adding/removing tags, etc. over and over while testing.

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

Launch button

The launch screen will look a little different, depending on the CTA type your quiz is using: popup, landing page, embedded, etc.

For landing pages, you’ll get the opportunity to set a URL and page meta data.

But for embedded and popup CTAs, 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 our popup quiz to appear on blog posts when viewing on desktop. It might look like this:

Targeting conditions

Even for embedded CTAs, it’s a good idea to set the popup to only be active on the page(s) the quiz will appear on. Otherwise, you'll be needlessly loading script (and adding to load times) across your entire website.

NOTE: Those on a paid ConvertFlow account can experiment with advanced targeting conditions on all popups and CTAs—like geo-location, CRM data, past site activity, and more. Try this out for free with a 14-day trial of ConvertFlow Pro.

Step 10: Activate & launch your Mailchimp quiz

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

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

Launch toggle switch

If you’ve already installed ConvertFlow’s one-time script on your website, your CTA 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 Mailchimp quiz today

This guide should have given you clear instructions on how to create a Mailchimp quiz for your website.

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

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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