ConvertFlow’s subscriber quiz builder makes it easy to create, personalize, and A/B test subscriber quizzes for any website, without designers or developers.
See step-by-step how to build and launch funnels in ConvertFlow
Watch the tutorial
See step-by-step how to build a subscriber quiz in ConvertFlow
How to create a subscriber quiz funnel
Before building your subscriber 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 subscriber quiz funnels:
Keep your subscriber quiz concise:
The more questions you ask, the more likely a shopper is to drop out before completing it.
And a lengthy subscriber 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 subscriber quiz if you learn you’re missing crucial information.
Limit product recommendations for each result:
Remember, one of the main points in creating a subscriber 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 subscriber 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 subscriber 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 subscriber 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 subscriber 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 subscriber quiz in ConvertFlow
With your subscriber quiz mapped out, you’re ready to build it in ConvertFlow ⚡
Let’s do it together step-by-step.
Choose a subscriber quiz template
Make the subscriber 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 subscriber quiz
Now decide how you want your subscriber 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 subscriber quiz
To add a new question, click "Add Question".
You'll be able to either create your subscriber 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 subscriber 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 subscriber quiz question to.
This way when someone answers the subscriber 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 subscriber quiz 😎
Either write in a new custom field data name to use, or select an existing custom field from the dropdown.
Choosing a subscriber quiz question type
You can choose between multiple question types for your subscriber quiz questions, such as simple surveys, image surveys, surveys to choose an icon, color, letter, or emoji.
You can also have your subscriber 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 subscriber quiz question content
Next, you'll want to edit each of your subscriber quiz questions' titles, descriptions, and images that are displayed.
By uploading images and gifs for each question, you can make longer subscriber quizzes more fun and engaging, to increase your completion rate.
Defining answers for your subscriber quiz
Then, customize the answers for your subscriber 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 subscriber 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 subscriber quiz outcome depend on a score, you can use the score setting to increment/decrement the subscriber 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 subscriber 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, subscriber quiz takers will be automatically routed to sub-questions after answering the parent question.
The funnel builder has tools for efficiently styling long subscriber 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 subscriber from one place.
Quiz element-level styling
For each quiz element you add to your subscriber 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 subscriber 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 subscriber 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 subscriber quiz question.
Integrate your subscriber 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 subscriber quiz.
To do this, we’ll jump to the form step of the subscriber 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 subscriber 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 subscriber 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 . Select the “ - 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 subscriber 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 subscriber 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 subscriber quiz completion actions
You'll want to set the confirmation type. This is what the subscriber 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 subscriber quiz, you can do so by opening the script manager.
Conditionally mapping answers to subscriber 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 subscriber quiz outcomes
Reduce complex subscriber 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 subscriber 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 subscriber quizzes with lots of possible outcomes, as well as display a subscriber quiz score result at the end.
Set up personalized product recommendations for your subscriber quiz
Now, add product recommendations to your subscriber 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 subscriber quiz answers.
This is useful for subscriber 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 subscriber quiz funnel's product recommendation scenario.
For example, you may want to have conditional product recommendations based on answers from your subscriber 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 subscriber 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 subscriber 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 subscriber 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 subscriber quiz answers to product recommendations when building long and complex subscriber 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 subscriber quiz answers alphabetically.
Example: selecting mostly A answers will recommend Shopify collection A, and so on...
Use subscriber quiz answer merge tags
ConvertFlow's Shopify products filter supports adding merge tags to the setting, so subscriber quiz answers can be used to dynamically filter products.
When using this method, you'll want the values of your subscriber 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 subscriber 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 subscriber 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 subscriber 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 subscriber 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 subscriber quiz to set it live!
For more info to build your subscriber 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 subscriber quiz?
subscriber quiz funnels collect contact information in exchange for personalized results, helping businesses build their email lists and gather data on potential customers.
After completing the subscriber quiz, quiz takers receive tailored product recommendations, increasing conversion rates by making the suggestions feel personalized. This approach is particularly effective in e-commerce, where the shopper can self-service checkout immediately.
subscriber quiz funnels also provide valuable insights into audience preferences, allowing businesses to segment their audience and tailor future personalized marketing efforts.
What makes a good subscriber quiz funnel?
A good subscriber quiz funnel is engaging, relevant to the target audience, and provides clear value through personalized results.
It should be easy to complete, with well-crafted questions that lead to actionable insights.
The subscriber quiz results page should offer tailored recommendations that align with the quiz taker's needs, increasing the likelihood of conversion.
Finally, it should effectively capture leads without being intrusive, seamlessly integrating into the overall customer journey.
How to optimize a subscriber quiz funnel?
To optimize your subscriber quiz funnel, focus on creating concise, relevant questions that engage your target audience.
Ensure the subscriber quiz is easy to navigate and quick to complete. Additionally, streamline the lead capture process and analyze user data regularly to adjust and improve the funnel's performance.
Use A/B testing to test different variations of the quiz to find what resonates best with users, and refine the results page to offer personalized, compelling recommendations.
Then, tweak accordingly, and rinse and repeat!
ConvertFlow is 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.
bareLUXE Skincare
Shopify Store
"Generating signups and conversions with a positive ROI."
"Really good app. There's a bit of a learning curve, but the tech support is very responsive and available. I'm using it for quizzes and promotions. Has been generating signups and conversions with a positive ROI."
SEA+SOLU
Shopify Store
"The entire platform is exceptional and having tested 5 others before finding ConvertFlow for our quiz - I can say with certainty that this is the best option.
Customer service rep Yvonne was phenomenal at supporting us with an issue on our pop up. Must say that the entire platform is exceptional and having tested 5 others before finding ConvertFlow for our quiz - I can say with certainty that this is the best option.
Undrdog
Shopify Store
"Helps us connect the dots between Shopify, Klaviyo and custom campaigns like quizzes, surveys, etc."
In its core you have the CDP which helps us connect the dots between Shopify, Klaviyo and custom campaigns like quizzes, surveys, etc. On the other hand, you have this front-end builder with some good landing page and popup templates to start from... I believe ConvertFlow will be the next big thing in the development of Shopify ecosystem
IGLU
Shopify Store
"Custom logic and it's extremely flexible"
This is an excellent app. Highly recommended. We recently started using ConvertFlow for quizzes and surveys. It's an excellent tool to collect zero-party data and hear from your customers. We'd love to see more features, for example, choosing a date field from a calendar. Otherwise, you can build custom logic and it's extremely flexible. Helps a lot for advanced customer journeys. We'd also love to thank Yvonne from the support team. Her replies are quick, she's friendly, helpful, and always follows up. Absoultely stellar service, thank you once again!
Elliot Kovac
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.
Launch your subscriber quiz funnel
Getting started takes just a minute and you can build your next funnel for free.