Surveys
Get real, measurable feedback and customer insights with easy-to-build surveys.
Surveys in OptiMonk are campaigns — or campaign elements within a multi-step flow — designed to collect structured feedback, preferences, and insights directly from your visitors and customers, embedded in a popup, sticky bar, or embedded content block on your site. Survey campaigns can include a wide range of input element types: radio buttons and single-choice selections, multiple-choice checkboxes, dropdown menus, star rating scales, NPS (Net Promoter Score) sliders, and open-ended text fields for free-form responses. Unlike standalone survey tools that require a separate platform and a link click to reach, OptiMonk surveys appear directly on your site at the moment of your choosing — after a purchase, when a visitor is about to leave, after they have browsed a certain number of pages, or any other trigger point. Survey answers are tracked per-campaign in OptiMonk's analytics, are mappable to custom fields in your connected ESP or CRM via field mapping, and — critically — are usable as targeting conditions for subsequent campaigns via Survey-Based Targeting, enabling real-time on-site personalization based on what each visitor tells you.
Key benefits
- Collect actionable customer insights without leaving your site ecosystem. Sending visitors to an external survey tool adds friction and dramatically reduces completion rates. An OptiMonk survey appears in context — on the page the visitor is already browsing, at the moment they are most engaged — and requires no navigation, no new tab, and no email link to open. Completion rates for on-site survey campaigns are substantially higher than for emailed survey links, and the data arrives in OptiMonk's analytics immediately rather than requiring manual export and analysis.
- Turn survey answers into personalization signals in real time. Unlike surveys that collect data for later analysis, OptiMonk surveys integrate directly with the targeting system — so a visitor's answer on survey step one influences which campaign they see on the very next page. A wine preference answer personalizes the product recommendation that fires seconds later. A skin type selection determines which ingredient-focused offer appears on the following visit. Survey data is not just collected; it is immediately actionable within the same session that produced it.
- Map survey responses directly to your ESP, CRM, and Shopify. Every answer a visitor submits in an OptiMonk survey can be mapped via the integration field mapping to a custom property in Klaviyo, HubSpot, ActiveCampaign, or any of OptiMonk's 53+ connected platforms — and to Shopify customer tags via Dynamic Shopify Customer Tags for Shopify stores. The survey response that personalizes the on-site experience also enriches the subscriber's record in your email platform, enabling the personalization to continue into post-visit email flows.
How it works
In OptiMonk, create a new campaign and open the editor. Click "Add elements" and drag in any survey input type — radio buttons, checkboxes, dropdown, star rating, NPS scale, or open text field — to the campaign layout. Configure the options or scale labels for each element. For multi-step flows, place the survey question on the first page and the email capture form on the second page so preference collection happens before the opt-in ask.
After designing the campaign, navigate to the integration section. In the field mapping interface, connect each survey element to the corresponding property in your connected ESP or CRM — for example, a "Wine preference" radio button mapped to a "wine_preference" custom property in Klaviyo, or to a Shopify customer tag via the Dynamic Customer Tags setting. Answers will be automatically passed to these destinations when the visitor submits the campaign.
For each survey answer you want to personalize against, create a follow-up campaign and add an "Engaged with OptiMonk Campaigns" targeting condition referencing the survey answer value. Publish both the survey campaign and the follow-up campaigns. When a visitor completes the survey, OptiMonk stores their answer and uses it to determine which follow-up campaign fires on subsequent pages or visits — delivering a personalized experience driven by their own stated preferences.
Frequently asked questions
What is Surveys in OptiMonk?+
Surveys in OptiMonk are campaigns or multi-step campaign elements that collect structured feedback and preferences from visitors directly on your website — using radio buttons, checkboxes, dropdowns, star ratings, NPS scales, or open text fields. Survey answers appear in OptiMonk's campaign analytics, can be mapped to custom fields in your ESP or CRM, can be used as targeting conditions for subsequent campaigns, and can be applied as Shopify customer tags for segmentation. Surveys appear on-site without requiring visitors to navigate to an external tool.
What types of survey questions can I create in OptiMonk?+
OptiMonk supports several survey input types: radio buttons for single-choice selections (the visitor picks one option from a list), checkboxes for multiple-choice selections, dropdown menus for single-choice with a compact display, star rating scales for satisfaction or quality scoring, NPS (Net Promoter Score) sliders for likelihood-to-recommend measurement, and open text fields for free-form written responses. Multiple input elements can be combined within a single campaign page or across multiple steps in a multi-step flow.
Can I use survey answers to personalize follow-up campaigns?+
Yes — this is one of the most powerful use cases for OptiMonk surveys. Survey answers are stored per-visitor in OptiMonk's tracking and are accessible as targeting conditions via the "Engaged with OptiMonk Campaigns" rule in any subsequent campaign. A visitor who selected "Sensitive skin" in a skincare quiz can be shown a sensitive-skin product recommendation on the next page or visit; one who selected "Oily skin" sees a different, equally targeted offer. The personalization is immediate, requires no external integration, and persists across the visitor's session and future visits.
Where can I see survey results and responses?+
Survey results are tracked in the individual campaign's performance report within OptiMonk. Alongside standard impression and conversion metrics, the campaign report includes a survey results section that shows the distribution of answers across all respondents — for example, how many visitors chose each option in a radio button question, or the average star rating submitted. For individual responses and free-text answers, the subscriber list at the bottom of the campaign report shows each submitter's full response alongside their email address.
Can I add a survey to an existing email capture campaign without replacing it?+
Yes. OptiMonk's multi-step campaign structure allows you to add a survey step to an existing email capture popup without replacing the email form. Configure the campaign as a two-step flow: survey question on page one, email capture form on page two. The visitor answers the preference question, advances to the email form, and submits both in a single session. Their answer is captured alongside their email address, mapped to your ESP's custom field, and available for personalization in both subsequent on-site campaigns and email flows.
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