ConvertFlow’s ConvertKit quiz builder makes it easy to create, personalize, and A/B test ConvertKit quizzes for any website, without designers or developers.
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See step-by-step how to build a ConvertKit quiz in ConvertFlow
How to create a ConvertKit quiz funnel
Before building your ConvertKit quiz in ConvertFlow, figure out what questions to ask and what results come from each combination of answers.
Quizzes can look very different from one business to another. But there are some general best practices that will apply to most ConvertKit quiz funnels:
Keep your ConvertKit quiz concise:
The more questions you ask, the more likely a shopper is to drop out before completing it.
And a lengthy ConvertKit quiz could mean more results combinations for you to create.
Ask just enough questions to give accurate results to quiz takers and personalize their funnel path.
3-5 questions will be plenty for many use cases.
You can always expand your ConvertKit quiz if you learn you’re missing crucial information.
Limit product recommendations for each result:
Remember, one of the main points in creating a ConvertKit quiz is to reduce overwhelm and choice overload.
It’s your job to figure out the best-fit recommendation for the customer.
Occasionally, it makes sense to recommend multiple products, like if you’re recommending items to buy as a set. Or if there are a few products that would make sense for the customer.
But you should still limit their choice to three or four max and differentiate the options you recommend to make their decision easy.
Keep flow in mind:
The questions you ask in your ConvertKit quiz should make sense together and lead naturally from one to the next.
And ask simple questions first. For example, if you’re making a skincare quiz, you’ll probably ask about skin type before you ask about goals or concerns.
Draft your ConvertKit quiz questions and answers
Let’s take the example of a fictional furniture store. We want to recommend specific Shopify product collections based on the customer’s style and use case.
Our questions with their answers might look something like this:
Question 1: What room are you furnishing?
Living room
Bedroom
Kitchen
Bathroom
Patio
Question 2: What’s your interior style preference?
Contemporary
Modern
Rustic
Question 3: What’s the size of this room?
Small
Medium
Large
Match ConvertKit quiz answer combinations to product & content recommendations
Now, we can define each answer combination into unique results. There are a lot of potential combinations here—which is a great reason to keep your quiz short—but you don’t necessarily need to come up with unique results for each combination of answers.
Instead, keep your ConvertKit quiz simple to start, focusing on personalization for your top shopper segments. You can always add additional quiz logic later.
With this in mind, here are a few that we came up with for our quiz:
Recommendation #1
Answer combination: Living room, Contemporary, Large
Recommendation: Contemporary living room furniture for large spaces
Recommendation #2
Answer combination: Living room, Contemporary, Medium
Recommendation: Contemporary living room furniture for medium-sized spaces
Recommendation #3
Answer combination: Living room, Contemporary, Small
Recommendation: Contemporary living room furniture for small spaces
Recommendation #4
Answer combination: Kitchen, Large
Recommendation: Large kitchen furniture
Recommendation #5
Answer combination: Kitchen, Small
Recommendation: Small kitchen furniture
Recommendation #6
Answer combination: Bathroom
Recommendation: All bathroom furniture
Recommendation #7
Answer combination: Patio
Recommendation: All patio furniture
As a mindmap, the combination of questions and recommendation options would look something like this:
When it came to determining what results to provide, we created more personalized recommendations to the more popular, high-ticket room categories. Each combination of style and size responses for people shopping for their living room will get a unique result.
But our store doesn’t have a lot of variety in terms of style when it comes to kitchen furniture, so we can just create kitchen recommendations based on size.
Meanwhile, we have fewer items in our bathroom and patio collections. Plus, these items are less popular. So, it makes sense to recommend the whole room collection to shoppers here.
Build your ConvertKit quiz in ConvertFlow
With your ConvertKit quiz mapped out, you’re ready to build it in ConvertFlow ⚡
Let’s do it together step-by-step.
Choose a ConvertKit quiz template
Make the ConvertKit quiz creation process easier by choosing a quiz template that aligns with your product’s 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.
Select a format for your ConvertKit quiz
Now decide how you want your ConvertKit quiz to display on your website.
You can display a quiz:
On a dedicated landing page
As an overlay popup
Embedded onto an existing page on your website
We’ll choose a landing page for this playbook.
We typically recommend using landing pages for quizzes so you can have a single quiz URL to promote in a variety of ways.
Adding a quiz element
If you started from scratch, or your template doesn't have a quiz element, to add a quiz element, first, click to add a new element from the toolbar.
Then, choose the "Quiz" element from the element types to the right.
You'll now have a quiz added to your campaign, with controls to customize the quiz displayed to the right.
In the panel, you can toggle the quiz progress bar, manage quiz questions, toggle next & back buttons for the quiz, and manage quiz completion actions.
Adding questions to your ConvertKit quiz
To add a new question, click "Add Question".
You'll be able to either create your ConvertKit quiz's question from scratch, or choose from a library of quiz question templates.
We'll click to create from scratch. A new question will be added to your ConvertKit quiz for you to customize in a panel.
Note at the top of the panel, that you can switch between editing the content, the design, and the logic of the question, by clicking the tabs up top.
Mapping to a custom field
First, you'll want to select a contact custom field to map your ConvertKit quiz question to.
This way when someone answers the ConvertKit quiz question, their answer will be stored within that custom field in their contact profile in ConvertFlow and in your integrated email provider.
This means you’ll be able to run highly segmented email & SMS sequences based on the answers people give to your ConvertKit quiz 😎
Either write in a new custom field data name to use, or select an existing custom field from the dropdown.
Choosing a ConvertKit quiz question type
You can choose between multiple question types for your ConvertKit quiz questions, such as simple surveys, image surveys, surveys to choose an icon, color, letter, or emoji.
You can also have your ConvertKit quiz question be a form field, like a text input, dropdown select, numerical inputs, range sliders, etc.
Pro tip: Want to just show a message in between questions, or a loading screen before completing your quiz? Use the "show a message" type!
Customizing the ConvertKit quiz question content
Next, you'll want to edit each of your ConvertKit quiz questions' titles, descriptions, and images that are displayed.
By uploading images and gifs for each question, you can make longer ConvertKit quizzes more fun and engaging, to increase your completion rate.
Defining answers for your ConvertKit quiz
Then, customize the answers for your ConvertKit quiz by adding answers, as well as editing/removing any pre-populated answers.
Each answer can have a label and value, which you can edit by double-clicking on the answer to open its settings.
The label is what shows to ConvertKit quiz takers, while the value is what gets stored in as a custom field value for contacts.
Pro tip: If you plan to have your ConvertKit quiz outcome depend on a score, you can use the score setting to increment/decrement the ConvertKit quiz taker's score by a certain amount for each answer.
For other types of surveys, such as image surveys, icon surveys, color surveys, etc, each answer can have the visual representation for the answer customized.
Adding sub-questions
Sub-questions let you organize ConvertKit quiz questions under their parent question.
When sub-questions are displayed, the progress bar doesn't progress. The progress bar only visualizes the progress of parent questions.
By default, ConvertKit quiz takers will be automatically routed to sub-questions after answering the parent question.
The funnel builder has tools for efficiently styling long ConvertKit quizzes:
Quiz theme-level styling
Quiz element-level styling
Per-question styling
Quiz theme-level styling
In the builder panel to the right, click the "Theme" tab.
You'll then find theme styling controls for all types of content. Adjust headings, and paragraph styles, as well as theme styles for buttons and progress bars.
You'll also see theme styles for quizzes, so you can style the majority of your ConvertKit from one place.
Quiz element-level styling
For each quiz element you add to your ConvertKit quiz funnel, you can select the quiz element, scroll to the "Design" settings for that element, and adjust styles for that quiz element.
This includes design controls for the ConvertKit quiz's progress bar, questions, next/back buttons, etc. These element-level styles will override any theme styles you have set.
Per-question styling
Each question you add to your ConvertKit quiz will often have slightly different styling and formatting.
For example, one question may have horizontally positioned text options to choose from, and then the next question may call for vertically stacked image options to choose from.
To adjust design settings for each question, click to edit the question. When the panel appears, click the "Design" tab.
Here you can adjust design settings like options layout, spacing, colors etc, for that specific ConvertKit quiz question.
Integrate your ConvertKit quiz with your email software or CRM
With your questions created and your fields mapped, let’s connect your email tool or CRM of choice (Klaviyo, Attentive, HubSpot, Drip, etc.). Then you’ll be able to pass on the subscriber and contact data you collect from your ConvertKit quiz.
To do this, we’ll jump to the form step of the ConvertKit quiz.
Then, select the form in the funnel builder and click to the “Actions” tab in the side panel.
Click to add or manage integrations, find your CRM from the list of options, click the “Connect” button, and follow the on-screen instructions to verify the integration with ConvertFlow.
Segment contacts in your email software or CRM
Now, we can set up an automation to sync the field values from any form submissions into your email provider/CRM. Then you’ll be able to segment customers based on their ConvertKit quiz answers and add them to your subscriber lists for further outreach.
After authenticating the integration, you’ll be brought back to the “Manage Actions” window. From here, scroll down to the automations section and click the “Add Automation” button.
Then, select the automation type that will add a contact to the relevant list or database in your ESP/CRM.
Let’s say we want to add subscribers to our newsletter list in Klaviyo. Select the “Klaviyo - Add to list” automation from the dropdown menu and choose the appropriate list:
Segment contacts in your email software or CRM
Now, we can set up an automation to sync the field values from any form submissions into your email provider/CRM. Then you’ll be able to segment customers based on their ConvertKit quiz answers and add them to your subscriber lists for further outreach.
After authenticating the integration, you’ll be brought back to the “Actions” modal. From here, scroll down to the automations section and click the “Add Automation” button.
Then, select the automation type that will add a contact to the relevant list or database in your email provider/CRM.
Let’s say we want to add subscribers to our newsletter list in ConvertKit. Select the “ConvertKit - Add to list” automation from the dropdown menu and choose the appropriate list:
All new subscribers will now get added to this list when they fill out the ConvertKit quiz form.
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), updating contact properties, adding/removing tags, etc.
You’ll also want to add an automation to track completing the ConvertKit quiz as an event in your integrated software. That will enable you to fire off an email/SMS flow for post-quiz follow-up.
Configuring ConvertKit quiz completion actions
You'll want to set the confirmation type. This is what the ConvertKit quiz taker visually sees upon completing of the quiz.
Examples of confirmation types:
Showing a simple thank you message
Redirecting a URL you paste
Jumping to another step in your funnel
Triggering another ConvertFlow campaign (e.g. quiz → popup)
If you need to add conversion pixels and custom scripts to fire upon the completion of your ConvertKit quiz, you can do so by opening the script manager.
Conditionally mapping answers to ConvertKit quiz outcomes
Want to conditionally perform actions when your quiz is completed?
You can do so by clicking "Add Conditional Action" from the quiz element's "Actions" tab.
For each conditional action you add, you can conditionally perform actions like:
Redirecting to a different URL
Jumping to a different funnel step
Showing a different thank you message
Displaying a ConvertFlow popup campaign
Running specific automations
Firing specific pixels and custom scripts
Complex ConvertKit quiz outcomes
Reduce complex ConvertKit quiz scenarios by ordering your quiz answers alphabetically, and use conditions such as:
If answers are mostly A
These types of conditions help define conditional scenarios for ConvertKit quiz takers who mostly answer with options positioned alphabetically.
For example:
If answers are mostly B, redirect to bundle B
Or, if you want to get fancy, you can use numerical quiz scoring to more dynamically handle ConvertKit quizzes with lots of possible outcomes, as well as display a ConvertKit quiz score result at the end.
Set up personalized product recommendations for your ConvertKit quiz
Now, add product recommendations to your ConvertKit quiz.
Using the products feed and product hero elements, you can quickly showcase personalized product recommendations.
Filtering which products show
First, select the product source you'd like to use. Product elements can use products either added to ConvertFlow or your connected ecommerce platform, such as Shopify.
Using the product element's conditional recommendations feature, you can conditionally show products based on ConvertKit quiz answers.
This is useful for ConvertKit quiz outcomes and product recommendation feeds, where you want to dynamically recommend products based on conditions, without having to create separate campaigns or funnel steps.
Start by clicking to add a "conditional product recommendation":
Once you've added a conditional product recommendation, you'll want to click to add conditions for the ConvertKit quiz funnel's product recommendation scenario.
For example, you may want to have conditional product recommendations based on answers from your ConvertKit quiz.
You can add as many conditions as you'd like using ConvertFlow's entire selection of targeting conditions, as well as control whether ALL conditions or ANY condition must be met for the product recommendation to show.
Once you've set the conditions up for your conditional product recommendation, you'll then want to configure which products should conditionally by controlling the Shopify products filter (e.g. Shopify product collection A), or by adding custom products if using the ConvertFlow custom products source.
Simplifying mapping ConvertKit quiz answers to lots of product SKUs
Using the quiz auto recommendation filter
By using the "Quiz Auto Recommendation" product filter, ConvertFlow will automatically use answers submitted to your ConvertKit quiz questions and custom fields, to filter products in your catalog.
You can toggle between products matching ANY or ALL answers, to set how strict you want the product recommendations to be.
If there are any ConvertKit quiz questions or custom fields that you don't want to be considered in your product recommendation, select them using the exclusion dropdown setting.
Using A/B/C mapping
To quickly map ConvertKit quiz answers to product recommendations when building long and complex ConvertKit quizzes, you can use "If answers are mostly A/B/C" conditions to map lots of answers to multiple product recommendations, based on each answer's alphabetical order.
This way, you can map answers to product collections A/B/C/... efficiently by positioning the ConvertKit quiz answers alphabetically.
Example: selecting mostly A answers will recommend Shopify collection A, and so on...
Use ConvertKit quiz answer merge tags
ConvertFlow's Shopify products filter supports adding merge tags to the setting, so ConvertKit quiz answers can be used to dynamically filter products.
When using this method, you'll want the values of your ConvertKit quiz answers to map to how your products are named.
Example: {apparel_type} to only show hoodies, if the shopper selects hoodie.
You can also use merge tags to filter product variants.
Example: {shirt_size} to only show small sizes if the shopper selects small.
Use ConvertKit quiz answer merge tags
ConvertFlow's Shopify products filter supports adding merge tags to the setting, so ConvertKit quiz answers can be used to dynamically filter products.
When using this method, you'll want the values of your ConvertKit quiz answers to map to how your products are named.
Example: {apparel_type} to only show hoodies, if the shopper selects hoodie.
You can also use merge tags to filter product variants.
Example: {shirt_size} to only show small sizes if the shopper selects small.
Pro tip: When using comma separate values or merge tags in product filters, you can configure the filter if the product name contains all keywords, or any keyword, by toggling the AND/OR operator.
Customize the design of your ConvertKit quiz product recommendations
With your products added, you can customize a whole heap of design options for your products from the side panel, like:
Grid or list layout
Maximum number of products to show
Margins, padding, container widths
Button colors, font types, text styling
And lots more ✨
Preview your ConvertKit quiz funnel
Click “Preview” in the top right of the builder to view your quiz as it will appear on your website. You’ll be able to check the look of your ConvertKit quiz and test out its functionality.
Any automations you have set up won’t actually run here. So you won’t be creating contacts and adding to lists while testing.
If it all looks good, select “Launch” to go through to the final step.
Launch your ConvertKit quiz funnel
On the Launch page, you’ll see slightly different options here, depending on the kind of format chosen earlier—landing page, popup, embedded, etc.
For a landing page: just select your domain and customize your URL path.
For popups and sticky bars: set the pages you’d like your quiz to be shown on and/or visitor segments to be shown to.
For embeds: you’ll see a simple embed code you can copy-paste to any page on your website. Like with a popup, you can also choose specific visitor segments to show the embed to.
Now all you need to do is activate your ConvertKit quiz to set it live!
For more info to build your ConvertKit quiz funnel strategy, go to our quiz funnel playbook →
Frequently asked questions
Have questions? We've got answers to the top questions listed below.
What is a ConvertKit quiz?
What makes a good ConvertKit quiz funnel?
How to optimize a ConvertKit quiz funnel?
Easy for beginners, powerful for pros
Fast & easy for busy entrepreneurs, while powerful for marketing pros & agencies. ConvertFlow gives you the power to quickly launch funnels for any product, brand or offer
Drag & Drop Elements
Use a variety of elements to craft high-converting experiences
Designed for Mobile
Effortlessly create the perfect experience for mobile & desktop
Pre-Built Sections
We've done 99% of the design work for you. Build swiftly by adding pre-built sections
Funnel Steps
Guide shoppers from visit to checkout through multiple funnel steps
Sell Products
Connect an ecommerce platform like Shopify, display your products, and drive shoppers to purchase from your funnels
Publish in a Click
Publish your pages and campaigns to your own domain, or directly to Shopify, Wordpress, or any other CMS
Actions
Sync contact fields, map custom fields, track events & trigger actions in your tools
Funnel Logic
Personalize product recommendations and next funnel steps using quiz answers & logic
Targeted Audiences
Personalize on-site offers for targeted audiences based on visit history, cart activity, custom fields, and contact segments in your CRM
Split-Tests
Experiment and run split-tests to find your best performing offers
Performance
Lightweight and optimized for fast-load speeds, using the same CDN as Shopify
Multi-Site
Manage funnels for multiple websites or clients. Invite team members and clients to collaborate
Drag & Drop Elements
Use a variety of elements to craft high-converting experiences
Designed for Mobile
Effortlessly create the perfect experience for mobile & desktop
Pre-Built Sections
We've done 99% of the design work for you. Build swiftly by adding pre-built sections
Funnel Steps
Guide shoppers from visit to checkout through multiple funnel steps
Sell Products
Connect an ecommerce platform like Shopify, display your products, and drive shoppers to purchase from funnel you create
Publish in a Click
Publish your pages and campaigns to your own domain, or directly to Shopify, Wordpress, or any other CMS
Actions
Sync contact fields, map custom fields, track events & trigger actions in your tools
Funnel Logic
Personalize product recommendations and next funnel steps using quiz answers & logic
Targeted Audiences
Personalize on-site offers for targeted audiences based on visit history, cart activity, custom fields, contact segments in your CRM, etc
Split-Tests
Experiment and run split-tests to find your best performing offers
Performance
Lightweight and optimized for fast-load speeds, using the same CDN as Shopify
Multi-Site
Manage funnels for multiple websites or clients. Invite team members and clients to collaborate. Scale with templates
Thousands of fast-growing brands and 30,000+ websites use ConvertFlow's funnel builder to launch landing pages and multi-step funnels. See real results below.
Elliot Kovac
Email & Retention, Ready. Set. Food!
"ConvertFlow has given us higher opt-in rates right off the bat compared to our last platform."
“The ability to seamlessly plug into Klaviyo, Attentive, Shopify, and pull the data – I mean it goes both ways – pulling data in, exporting data out – has been very seamless.”
Rupert Allan
Marketing, May Lindstrom Skin
"Made a serious impact on the bottom line and deserves a lot of applause"
The platform has made a serious impact on the bottom line and deserves a lot of applause. I also don't see a comparable tool yet that has as many features, plugins, integrations, etc. The team is looking to deliver on a lot of levels, and I think are just now turning a big corner.
Frank N.
Lifecycle Marketer
"One of the most powerful and capable popups, surveys, and landing page tools out there."
We use it for our Shopify stores for different countries and in different languages. It can always provide us the flexibility to customize it based on what we need. And the built-in A/B test capability just makes running tests so much easier and enables the marketing team to make changes on the fly based on real-time metrics without creating a workload for the web developers.
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