How to create custom review questions
Estimated 3 minute read
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Updated Jul 7, 2025, 12:00 AM EST
You will learn
Learn how to add questions for your customers to answer when they review your products. The answers can help contextualize their review and provide valuable data on your products. If your customers answer custom review questions, future site browsers can filter reviews based on their responses.
Types of questions
You can create two types of review questions in Klaviyo reviews: product questions and profile questions.
- Product questions
Use product questions to ask about the product someone purchased, like the fit (e.g., runs small/large) or whether they’d recommend this product to a friend. - Profile questions
Use profile questions to ask about the purchaser that contextualize their experience with your product, like what size they normally wear or their height. Answers to profile questions are synced to the Klaviyo profile as properties, which can be used to personalize messages and drive segmentation.
Create a product question
- In the Klaviyo left-side navigation, click Reviews.
- Click Review settings.
- Click Review questions. Note that the default question type is Product.
- Under Add questions, choose a question type (i.e., Single-choice, Multi-choice, Range, Centered range).
- Complete the question fields, then click Add question.
Types of product questions
There are 4 types of product questions:
Single-choice
A question with a discrete set of answers. A reviewer can only select one of the preset options. Choices can be displayed as a list or a dropdown.
Multi-choice
A question with a discrete set of answers. A reviewer can select one, some, or all of the choices.
Range
A question which a reviewer can answer by selecting a number 1-5.
Centered range
A question which a reviewer can answer by selecting an option from a range. Options are not numbered, and you can set a minimum, middle, and maximum value.
Create a profile question
When a reviewer answers a profile question, their answer will be saved as a profile property in Klaviyo. You can then use their answers in segmentation, flow filtering, and more.
- In the Klaviyo left-side navigation, click Reviews.
- Click Review settings.
- Click Review questions.
- Under Add questions, click Profile.
- Choose a question type (i.e., Single-choice or Multi-choice).
- Under Profile property name, choose an existing profile property or create a new one. Whenever a reviewer answers this question, their answer will overwrite any data previously stored in this property.
- Add your options under Options.
- Click Save changes.
Types of profile questions
Single-choice
A question with a discrete set of answers. A reviewer can only select one of the preset options. Choices can be displayed as a list or a dropdown.
Multi-choice
A question with a discrete set of answers. A reviewer can select one, some, or all of the choices.
Apply a question to specific products
You may want to specify which product(s) a question applies to (e.g., only ask a question about fit for apparel products).
- Add a tag to the product(s) in your ecommerce store and save it.
- Learn how to add tags for Shopify and WooCommerce.
- In Klaviyo, navigate to the Reviews tab.
- Select Reviews settings.
- Select Custom questions.
- Click the edit (pencil) icon next to a question.
- Choose Certain tagged products in the Ask this for setting.
- Add the tag to the Enter [platform] product tags field for the question(s) that relate to those products.
Understanding question settings
Any question can be set as private, required, or both.
- Answers to private questions are not displayed in public reviews. However, these answers are saved as properties in the reviewer’s profile, so you can use them for future targeting and segmentation.
- If a question is required, the review cannot be submitted unless the reviewer answers it. Marking too many questions as required may lower your response rate.
Additional resources
- How to exclude products, orders, or customers from review requests
Learn how to avoid sending review requests to certain customers or for products that don’t require review (like gift cards or shipping insurance).
- Understanding how Klaviyo prioritizes review requests
Learn why review requests feature a single item, how an item is selected from an order to be reviewed, how to request reviews for multiple products, and how you can adjust your review request settings.
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