Typeform vs Riddle – which quiz maker is best?

6 min read

There are a number of quiz makers out there – today, let’s compare Typeform vs Riddle.

Looking to create a quiz as a way to power your marketing funnel? Today’s marketers are turning to quizzes to collect leads – savvy gurus like Neil Patel knows they’re a natural way to engage and qualify potential customers.

How can you use a quiz maker for marketing?

Rather than forcing people to view your ads, quizzes flip that process on its head.

  1. Create a quiz that intrigues potential leads
  2. They voluntarily start engaging with your quiz
  3. Add a lead form to collect their email address (generally before they see their results)
  4. Automatically send each lead’s quiz responses to your email marketing tools for automated follow ups

Each quiz taker will spend around three to five minutes answering your quiz – and will be super engaged to find out their quiz results.

Adding a lead form in this gap – when they’re most emotionally connected – translates to a whopping 20X boost in opt-in rates compared to more traditional online marketing methods.

Typeform vs Riddle: setting the scene

Now this review will cover Typeform vs. Riddle – first at a high level and then a more detailed look.

Our team are all big quiz geeks – after all, we’ve got a combined 35 years of quiz making experience.

So we’ll look at over 40 of the most important features for any business-oriented quiz maker. You’ll discover how both Typeform and Riddle compare in everything from customization to white labelling, the range of quiz formats, and quiz/lead data collection.

(Ahem, so you’ve probably spotted that this post in on Riddle’s own blog.)

We’re proud of our quiz maker, but we also know that each business is different. You each have own unique goals and requirements for your quiz marketing funnel.

Our goal is to be transparent – and help shed some light on the features and capabilities that might best suit your particular needs.

Typeform vs Riddle – key features

Now, we know that most marketers tend to be super busy.

Pressed for time? Check out our short and sweet executive summary of these two quiz maker platforms.

PricingFree, $35, $50, $70 + Enterprise$29, $49, $249Typeform offers a free plan - with only 100 responses, as well as an Enterprise plan with 'ask us' pricing (generally north of $500 a month).
How many types of quizzes?314Typeform offers 3 options: quiz, poll, and form
Easily embed on your websiteYesYes
Fully responsive quizzes - look great on any deviceYesYes
Create unlimited quizzesYesYes
Collect unlimited leadsNoYesTypeform: limited to 100 / 1,000 / 5,000 / 10,000 leads
Unlimited quiz takersYesYes
Send leads to any email marketing toolYesYes
Fully white-labelled - add your logoYesYes
Add 'call to action' buttonsNoYes
Custom quiz result landing pagesYes*YesTypeform: send all users to one page | Riddle: different pages by result
Upload your own fontNoYes
CSS editorNoYes
Multi-user teams YesYes
Saved style templatesYesYes
Insert your own video or banner adsNoYes

Quizzes: powerful lead generation & engagement

Are you a newcomer to the world of quiz marketing?

Let’s take a quick moment to give some context – before our in-depth look at Typeform vs Riddle.

There are two main reasons marketers choose quizzes:

  1. Increasing engagement
  2. Qualifying and collecting leads

Each quiz maker has its own strategy on how to best accomplish these goals.

Looking at Typeform vs Riddle, Typeform takes a more narrow approach – staying focused within a smaller range of content types – while Riddle goes broader, creating a wide array of interactive formats for our partners.

Online quizzes and engagement

Quizzes excel at engagement – well-crafted, they’re irresistible to your audience and can turn passive browsers into active participants on your site.

Adweek called quizzes the most shared type of social content – and it’s easy see why. People love to test their knowledge, learn new things, and (here’s why they’re viral) share their results with friends.

You’ll find that different quiz creators will place a different priority on social sharing. As a result, each might choose to integrate with differing numbers of social platforms like Twitter, Facebook, WhatsApp, Messenger, and LinkedIn.

Quizzes for lead generation

For lead generation, quizzes leverage that engagement and social sharing – and turn it into actionable leads.

Effective quizzes will see up to a 40% opt-in rate of people giving their email address and other information… that’s over 20X the average for online lead generation tools.


Well, each quiz will feature:

  • from 6-10 questions
  • last three to five minutes

Every lead who has just spent all that time – actively clicking, thinking, and responding – are now in an ‘answer-ready’ state. You will find it much easier to get them to fill in your form – compared to casual visitors to your site.

Any decent quiz maker should let you add your own customizable optional or mandatory lead form. The choice helps in case you prefer to gate off quiz results until each lead completes your form.

Whew! Right – now that we’ve given the background, let’s dive in to our more detailed comparison of Typeform vs Riddle.

Typeform – overview

Started in 2013, Typeform is a Barcelona-based company that has made it their mission to develop easy to create forms and surveys. Their mission is to “Make online forms a little more human” – and they’ve done a great job.

With 200 people and top-tier clients like AirBnB, they’re obviously doing a lot of things right.

Their big focus is easy to create, rapidly implemented forms. With their name, that’s no surprise, right?

Recently, they’ve also branched out to basic quizzes and polls.

Typeform has devoted a great deal of resources to making it easy to connect their forms and quizzes to popular software tools. They have 29 native integrations – from email marketing like Active Campaign to productivity leaders DropBox, Trello, and more.

This impressive focus on connectivity and forms has left Typeform with just a limited suite of quizzes and other interactive content tools.

Looking at Typeform vs Riddle, Typeform has just 3 options – a quiz, survey, and poll – compared with Riddle’s 14.

Typeform: pricing

Typeform offers four separate options – including a very basic ‘free’ option and then going to $70/month. They limit the number of responses you can collect per plan – starting at just 100 in the free option.

There is also an Enterprise level plan – with an ‘ask us’ button instead of a clear price. (We’ve generally seen ‘ask us’ pricing for quiz maker software to start at $500/month.)

Riddle – quiz maker overview

Over at Riddle, we’ve taken a different approach – we know marketers rely on quizzes for both engagement and lead generation.

Our team come from working on the marketing side for both agencies and publishers. Since we launched Riddle in 2014, we’ve pushed our platform to provide a comprehensive array of content tools and formats that are used by the BBC, Red Bull, and Arsenal FC.

Looking at Typeform vs Riddle, we’ve gone beyond the standard quiz – introducing a wide range of unique formats and features.

Our 14 types include:

On the media side, today’s audiences demand more than just text and images.

We’ve made it easy for you to create a quiz and quickly search/add the perfect video, animated GIF, audio and other media – all from within Riddle.

Riddle quiz maker media options

The pay off for you? Leveraging our variety of formats, your marketing teams can keep things fresh for your visitors. This avoids the quiz burnout that happens after showing the same quiz type over and over again.

Riddle: customization options

Once you’ve picked your quiz format, you’ll want to customize it to seamlessly match your site’s look and feel. Quizzes convert best when they feel organic to your site – and not just a 3rd party widget.

With Riddle, you’ll have near total creative freedom.

Customize almost everything – from adding your own fonts to editing your quiz CSS to blend with your site, and more.Riddle quiz maker - customization options

We love this example from the American hotel corporation Choice Hotels – they’ve customized everything from hover states to borders and fonts:

Choice Hotels quiz example

Now, about lead generation – Riddle’s been fully designed to connect to any email or marketing tools.

You have options – from our native integrations for MailChimp, Google Docs, AWeber, and more. Or you can user our Zapier app to sync to over 1,400 software apps – including Shopify, Active Campaign and Klaviyo.

For the geeky among you, you can also send all lead responses and their quiz data to any tool with our webhook and our API.

Riddle: pricing

Riddle’s quiz maker plans start at $29 a month and are completely unlimited.

We like keeping things simple – create as many quizzes as you want, with no caps on how many people take them or how many leads you gather.

Typeform vs Riddle – over 60 quiz maker features

Whew – as big quiz marketing geeks, we got a bit carried away with the back story for these two quiz and lead generation tools.

Let’s dive into our head to head look at Typeform vs Riddle – with over 60 of the features marketers need when they create a quiz:

★★★★★ customer service - all usersNoYesTypeform has a good help docs section - but live chat only on most expensive plan.
Scored quizzes (with right/wrong answers)YesYes
Personality tests (each result based on all answers)YesYes
Standalone lead generation formYesYes
Four types of pollsNoYesTypeform has standard polls - but not upvote lists and other formats.
Surveys (with data export)YesYes
Social stories (where quiz meets blog post)NoYes
Social sharing (Facebook, Twitter, WhatsApp, Messenger, LinkedIn)Yes*YesTypeform: Share link only - can't customize results message (e.g. "I got X of Y on this quiz!")
Conditional logicYesYes
Multilingual YesYesTypeform: 25 languages | Riddle: 67
Quiz layouts: multiple layoutsYesYes
Single and multiple correct answersYesYes
Free text responsesNoYes
Score as you go - or at end of quizNoYes
Correct/incorrect answer explanationsNoYes
Custom 'correct/wrong' messages and other quiz text fieldsYes*YesTypeform offers some - but not many fields
Random question and answer orderYesYes
Rich text formatting: include links, lists and emojisNoYes
Hide vote totalsNoYes
Automatically close polls (by date/time)NoYes
Unroll quizzes - display all ?'s at onceNoYes
Show multiple personality results (X% for #1, Y% for #2, etc.)NoYes
Quiz statistics - track starts, completes, leads, sharesYesYes
Detailed quiz stats - by question and resultsYesYes
Optimize quizzes using 'engagement graph'NoYes
Add multimediaYes*YesTypeform: Rich media only in main images, not answers.
Timed quizzesNoYes
Upload your own imagesYesYes
Google image searchNoYes
Classy stock photo libraryYesYes
Giphy - search/use animated GIFsNoYes
Twitter - embed any tweetNoYes
Sound filesNoYes
YouTube videos & set start/end pointsYes*YesTypeform: No start/end points - must play entire clip
In-tool image editing (crop, filters, text)NoYes
16 types of lead fieldsYesYes
Optional or mandatory formsYesYes
Connect to any marketing tool (on all plans)YesYes
Connect to any data system with webhook (all plans)YesYes
Send leads to Google DocumentsYesYes
Import your own formsNoYes
Display your videos or adsNoYes
Full creative control - all plansYesYes
Select background patternsYesYes
Accessibility features (hearing/vision-impaired)NoYes
Customize social textNoYes
Add your own brandingYesYes
CSS editor - full control over your quiz stylingNoYes
Team templates - save/apply your own style combinationsYesYes
Wordpress plug-inYesYes
Google AMP supportNoYes
Drupal plug-inNoYes
Customize embed widthYesYes
Lazy loading images - improve quiz speedNoYes
Include quiz text to enhance your SEONoYes
Refresh ads on quiz pageNoYes
Doubleclick and other pixel supportYesYes
Facebook pixel supportYesYes
Google Tag ManagerYesYes
Display your banner ads below your quizNoYes
Place your own video adsNoYes
Multi-user team featuresYesYes

Typeform vs Riddle – summary

Right – so let’s wrap things up.

You’re no doubt asking “Okay – but looking at Typeform vs Riddle, which is right for me?”

Well… it depends.

There’s no single ‘right’ answer – it all depends on you and your business’ unique quiz marketing needs.

But we hope that this review helped clarify things a bit – and narrow down which capabilities are most critical for you.

Your next step? We recommend trying both out Typeform vs Riddle. Both offer free trials – with no need to add a credit card.

Sign up, log in – and play around with both platforms. You’ll quickly see which will work the best for your needs.


Hey – do you have any questions about Riddle?

Just ask away – you can use our support chat on this blog or in our quiz maker, or go old school and email us (hello@riddle.com).

We’re very proud of how quickly we respond to questions.

Everyone at Riddle – from our CEO Boris down – helps out on support. We race each other to answer first – mostly in under two minutes.

How’s that for fast? 🙂

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