How to Build Your Post-Quiz Flow With Klaviyo

Brandon Amoroso   | 
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Do you have a product quiz on your store?

If you are reading this article, congrats! You are about to make the most out of your Octane AI and Klaviyo stack. 

But before we dive into post-quiz Klaviyo flows, I am assuming you have your Octane AI and Klaviyo accounts set up, so you’ll be ready to get some magic flowing in Klaviyo. 

If that’s not the case, I suggest you start by reading: 

If you have the steps above covered, then you are ready for prime time! Here we go.

 

Why Should I Care About a Post-Quiz Klaviyo Flow? 

For starters, let me ask you this. What is the purpose of the Octane AI quiz in your store? 

Is it for more sales conversions? Is it for more engagement with customers? Is it to build brand loyalty and awareness? Is it to keep people on your site longer?

All of these are great benefits of adding a quiz to your site. But regardless of what your reasoning is, one of the best ways to maximize the potential of your quiz and achieve your goal is to have a post-quiz Klaviyo flow. 

With Octane AI and Klaviyo, you are able to pass through the zero-party data gathered from your quiz to Klaviyo’s database.

You can create segments based on anything from demographics, preferences, how one utilizes your product, how one interacts with your brand, and more. The options are limitless and you can get the relevant data for segmentation based on the questions you ask in your quiz. For more on the potential of personalization and Klaviyo, be sure to check out this article written by Octane AI CEO, Matt Schlicht.  

One of our Lead Retention Specialists at Electriq, Christina Gorman, says “Quizzes are a really fun way to enhance your customers' ownership over their own journey. They are able to feel like you are a concierge, helping them shop!”  

By using quiz results to create a personalized email flow, you'll be maximizing your tech stack ROI and creating an automated stream of revenue. It's a no brainer! 🧠

 

Getting Started With a Post-Quiz Flow 

Step 1: Assess and Think Big Picture 

Before you begin creating flows, know what data you have access to, what email campaigns you want to send, and what your overall goal is. This will save a lot of time.

There are many post-quiz Klaviyo flows you can create. However, the most successful ones are those that have a clear goal in mind. Some goal examples include: 

  • Building brand awareness 
  • Relaying brand education
  • Building community 
  • Increasing conversions
  • Providing product recommendations 
  • Welcoming users to the brand

Once you have the overall goal for your post-quiz flow set, you are ready to get started. Don't feel limited to only having one flow or boxed into your first iteration. 

Your goals, products, and community is ever-changing and so should your communication. You can also have multiple flows or multiple paths within a flow for testing purposes.

 

Step 2: Map Out Flow 

Utilize your goal to understand what will drive your strategy. If your goal is a conversion, you can utilize a promotional code, a note from the CEO, further product education, or a combination of other strategies. 

By knowing what will be driving your strategy you are able to save time in Klaviyo and get to the nitty-gritty. 

Here are some examples of different goals and their respective flows: 

Conversion flow:
    1. Reminder of quiz results + offer code email
    2. Reminder email
    3. Last chance email

Education flow:

    1. Reminder of quiz results email
    2. Product education email
    3. Brand education email
Community building flow: 
    1. Reminder of quiz results email
    2. What others with your {concern/similar results} are saying about us 
    3. Check out our products 

Once you have your goal set and your flow mapped out, it's time to roll up your sleeves and get into the fun Klaviyo stuff.

 

Optional Step: Create Segments on Klaviyo

For organization and a real look at the data you have at your disposal, create segments before jumping into a flow. 

This way, you are able to see what you can pull in for your flow but also consider what should be a campaign vs. in your flow. You are also able to see the numbers per segment. 

To create a segment in Klaviyo go to:

“Lists & Segments” tab > “List/Segment” in the upper right corner > “Segment option”> Under Definition, select "Properties about someone" and choose the settings Octane: ex. “Quiz results” > equals > *the segment of interest*

 

The image shows how to create a segment on Klaviyo

In a beauty quiz, you might ask questions like “what is your main concern”, “what is your skin type”, and “what is your age range.” Each of these options can be turned into segments. So for the “main concern” question, you would create a segment for each potential answer in the quiz, like “acne”, “redness”, “blemishes”, just like in the example below. 

Example of a Klaviyo segment a beauty brand could create

 

Optional Step: Create Conditional Blocks

Before you get into creating your flow, as part of your preliminary planning consider conditional blocks.

Conditional blocks are great to build off one of your bigger questions or a main concern. For example, in a skincare quiz, asking about skin type would be an important question that allows you to provide recommendations based on certain responses. 

For instance, you can include a “Here’s why we think < product recommendation> would be good for your <skin concern>.” 

Conditional blocks are great when you don't have too many answer options, since that can lead you down a rabbit hole. 

Example of a conditional block split in Klaviyo

 

Step 3: Hit “Create Flow”

Start off your new flow by creating an Event Metric in Klaviyo “Completed Quiz”. From there, your filter(s) may differ according to your goal. 

For a walkthrough purpose, we will utilize a conversion-based goal utilizing a promo strategy. 

After creating an event metric, create a filter “Has not place an order”. This is following a simple yet reliable abandoned flow strategy filter that will target those that did not convert after taking your quiz. (Note: if your quiz flow is not conversion based you wouldn't include this metric). 

This will act as the core foundation of your flow as it dictates who be entered into the flow. 

There is no need to turn on smart sending here, but you should do so on your other campaigns if you want new opt-ins to go down this flow. 

Example of a trigger created in Klaviyo based on a "completed quiz" event

 

Step 4: Build Flows

At this point, create a user attribute for “taken quiz” or “in quiz flow”. This is a great way to keep track of where individuals are in your flows. Create this user attribute in the beginning and turn it on at the beginning (we will turn this to false at the end).  

 

The first post-quiz email

Building off your trigger “completed quiz”, send your first email to everyone that meets the conditions. For this example, our first email will be “here are your results”.

Note: some brands prefer to not include a discount code until the end, while others think of this flow similar to a welcome flow and like to utilize a discount to incentivize quiz-takers to try their product.

To be able to pull in quiz-takers results, check out this detailed guide. Essentially you should make sure your event lookup comes out to: 

Button block in Klaviyo

 

One of the brands we work with, Magic Hour, witnessed the power of a post-quiz flow within five days. In that short time, Magic Hour saw a 56% open rate on its first post-quiz email, 30% click rate and a 5.8% placed order rate. 😱

 

Magic Hour's post-quiz Klaviyo email flow example

 

The second post-quiz email

Since our goal in this example is a conversion, if the shopper purchased with the first email we want to have them exit the flow. To do so, add in a conditional split for “has placed an order since starting this flow”, and they will not be sent email two. 

If you want them to receive your following emails you would skip this step.

Once that is set we are going to utilize a conditional split, so you can test here with send 50% to email two version A or email two version B. It is good practice to be testing in as many locations as possible (especially within your Klaviyo flows) and make changes as needed. 

From here, we are going to add in a wait time. I would recommend at least one day to remind them, as there could have been a number of reasons they did not convert from the quiz or even after the first email. Ultimately, the timing is up to you. And if you have performed a wait-time test on a similar flow this is a great place to utilize those results. 

Once you have set the conditions for email two add in your beautiful and thoughtful email. In this example of a conversion goal and email one being promo + results, we are going to utilize the second email to remind them of their promo but also to highlight resources on how they can utilize the product. You could also place emphasis on copy related to the benefits of your product(s). 

 

Magic Hour's post-quiz Klaviyo email flow example

 

The third post-quiz email

For the third email, we are going to rinse and repeat the steps from step 4. 

  • Add in a conditional split for “Has placed an order since starting this flow”*
  • Add in a conditional split to test version A and version B 
  • Add in a wait time (recommended: at least 1 day)
  • Add in your awesome email 
  • Add in a conditional split (if you want individuals that have already converted to exit your flow based on this condition.)
Example of mapped out post-quiz flow in Klaviyo

 

For your last email, remember to consider the initial goal for your flow (conversions, brand education, communication starter, etc). For this example, since our primary goal is to have conversions, we want to explore last-chance best practices. 

Typically for last chance emails, we like to tap into creating a sense of urgency through expiring timers, creating exclusivity through last chance deals, and easy/validation through utilizing social proof and automatically adding the items to the cart or auto-applying discounts in the cart.  

 

Magic Hour's post-quiz Klaviyo email flow example

 

Step 5: Set User Attribute = False 

If at the beginning of your flow you created a user attribute for “taken quiz” or “in quiz flow”, you will want to turn it to false at this stage. This is to avoid your email subscribers from being excluded from communication, based on the user attribute that was utilized at the beginning.  

 

Step 6: Set Your Post-Quiz Klaviyo Flow Live

The sweet spot for a post-quiz flow is around three to four emails.

Utilizing a post-quiz flow is a great way to set the foundation for how your brand communicates with site visitors and customers. Leveraging your data, even in something as simple as adding their results create a strong foundation for personalization. 

So great job on getting that going! 

 

Step 7: Go Back and Test, Test, Test

Don’t forget to set up your flow(s) with testing so you are easily able to see what is performing best and where optimization needs to occur. 

Don’t be afraid to go through and make changes and experiment, you can always lower the number of recipients that are receiving a test. 

And the beauty is that once you find the sweet spot for your brand, that's IT. You'll have an automated, personalized, and high-converting flow reaching every person who's taken your quiz. 

 

Other Campaigns to Leverage

Having a post-quiz flow is essential to continue seeing results from your quiz. A flow is a low-maintenance money maker and communication foundation, and that is why the set-up is so important. From there, you can just go in and update as needed. 

Once you have your flow set up, utilize the zero-party data your quiz produces for one-time campaigns and series. This is a good location to create meaningfully personalized campaigns. If you already have say a holiday campaign ready, take it a step further and add in segments created from your data via Octane AI. 

If you created segments at the beginning from the questions you asked you will have a repository of segments to help you if you are in a slump for campaigns. 

You are also able to leverage the insights that are created as a result of your segments and how quiz-takers interact with your post-quiz flow. For example, if you have an overwhelming amount of quiz-takers who specify that their main concern was acne, you can utilize that information for product updates, positioning, or even social aspects such as hosting a live on Instagram around acne concerns. 

Some of my favorite campaigns where  you can utilize Octane AI data are: 

  • Product recommendations 
  • Product reviews for product recommendations 
  • Concern-specific education 
  • Product-specific education based on concerns + product recommendations
  • Voice/tone for a specific concern 
  • Invitation to other platforms 
  • Exclusive access 
  • Pre-launch product feedback request

 

That's all, folks.

If you got this far, give yourself a pat on the back! 

Remember to use all your data and don't be afraid to communicate with your customers. The Octane AI and Klaviyo integration provides you with massive opportunities to create more personalized campaigns that resonate with recipients. 

Having all the pieces in place is awesome, but it means nothing if they don't talk and work with one another. Utilize Octane AI to its fullest potential and get your post-quiz Klaviyo flow going.

If you are interested in growing out your retention strategy, check out this article I wrote on how to improve and get started with a retention strategy. 

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