Want to collect data in your online quiz with lead generation fields?

We designed Riddle 2.0 to be the most flexible online quiz maker around – especially around collecting emails and user data in quizzes, polls, and personality tests.

17 lead generation fields types… and counting

Marketing guru Neil Patel nailed it when he said that online quizzes “are incredibly effective at lead generation”.

Done well, you can get up to 45% of your quiz takers to opt-in and give you their name, email, and other info (that’s over 20X better than the 1.9% average for other email tools).

lead generation fields - 17 types

We make it easy to craft the perfect form – with 17 different types of lead generation fields to choose from.

We also have 13 types of question blocks – from sliders to multiple-choice and free text. Check ’em out here.

Personalize your riddles with form data (coming soon)

You can use our form blocks and lead generation fields to personalize your riddles as well.

All of our plans will soon offer ‘variables’ – which you can use to customize your quiz, poll, survey, or personality test for each user.

Any response can be added to give your riddle a more personal feel for your audience.

Example: personalizing with form data

Here’s a good use case around using variables to make a riddle feel unique to each user:

  • Q1: Before we start, what’s your name? (Name form block)
  • Q2: Hi “Bob”! What’s your biggest marketing challenge?
quiz lead generation fields - variables

You get the idea – calling users by their first name feels more natural and results in higher completion rates.

Riddle 2.0 – flexible lead generation fields

We’ve spent two years designing, refining, and building our newest online quiz maker.

Our key objective? Make collecting emails in riddles as easy and flexible to use as possible.

Riddle 1.0 has a fixed, linear flow – your lead generation form comes after the last question and before the user’s results.

But with our Pro and Team plans in 2.0, you use our block-based quiz maker to break up your lead form into several form blocks.

quiz lead generation fields - branching logic

Each block has one of your lead generation fields – you can put them anywhere in the quiz flow.

Quiz lead generation example – using branching logic

With our new branching logic / question jump feature, you can show different lead generation fields – depending on user answers.

For example, imagine you’re a marketing consultant who has created a “How effective is your marketing strategy?” quiz.

You ask “What’s your monthly marketing budget?” with these answers:

  • Under $1,000
  • $1,001-$2,500
  • $2,501-$7.500
  • $7,501 and up

From experience, you know your target customers have budgets over $2,500 – so you could decide to only show lead generation fields to people who pick those answers.

Lead generation fields – block by block

Let’s run through each of the different lead generation fields you can use with Riddle.

Name block

quiz lead generation fields - name block

A ‘must-have’ block for any online lead generation form – you can use our name block in several different ways:

  • First name only – users can enter ‘Bob’ in one block
  • First and last name (one field) – users enter their full name ‘Bob Smith’ in one name block
  • First name and last name (two fields) – it might be easier to send leads to your CRM with ‘Bob’ as one field and ‘Smith’ in another.

Email block

The most important of our lead generation fields, asking users for their email lets you contact the user after they complete the riddle – increasing the chances you can convert them into a happy customer.

quiz lead generation fields - email block

Phone number

It can sound a little ‘old school’ but in this world of Zoom calls and email, there’s still a need to ask for the humble phone number.

Please note – we’ll be adding phone number formats by country [e.g. USA/Canada: (555)555-5555 or UK +44 5555 555555] soon.

For now, if you want to ensure phone number entries follow a certain format, please use our REGEX validation option.

Radio button (single-choice) block

Radio buttons are a good way to present choices to a user and ask them to select one option.

Best practice: limit radio lead generation fields to five choices or less. It keeps your form visually simple for users – increasing opt-in rates.

quiz lead generation fields - radio button block

Have more options than that? Try using our dropdown form block.


We recommend the dropdown from our lead generation fields (instead of our radio button) if you want to present a long list of options.

Dropdowns show a message such as “choose one” – and when clicked, expand to show the entire list.

This is ideal if you are showing more than 4 options – it keeps your lead generation form nice and uncluttered.


Another ‘must-have’ from our list of lead generation fields, the checkbox is useful for showing that users opted-in to your privacy policy or terms and conditions.

The checkbox is especially useful for collecting leads while being compliant with the EU’s GDPR or if you’re running a quiz contest.

Tip: we recommend you add links to your privacy policy or terms and conditions in the text by the checkbox, for easy reference by users.

Lead generation fields – website URL

Want to find out about a user’s website – or ask how they found you?

Add a URL block – and users can enter a website.

Please note: any URL will need to follow this structure: https:// + site name

Short text block

Sometimes, you might want to have leads enter information – instead of choosing from preset options.

Our short text block is designed for a single line of text. Here’s just a few of the use cases:

  • What’s your company’s name?
  • Where do you live? (Address type fields like ‘city’, ‘post code’, ‘street’)
  • What’s your Twitter username?
quiz lead generation fields - short text block

Need more than one line of text?

Use our long text block – it is designed for longer entries, with text wrapping, line breaks, and more.

Long text block

A powerful way to learn more about leads is to let them explain their needs to you – in their own words.

quiz lead generation fields - long text block

Leverage our long text block to collect longer text entries from your users:

  • How can WE help YOU?
  • Tell us more about your requirements or product needs
  • What’s your biggest problem as a business – and how is affecting your bottom line?
  • Get creative with contest entries – and reward the best/funniest/cleverest submission from your audience.
    • We loved how a bridal site used long test blocks to ask for the best wedding toasts. 🥂
    • They then used our poll to let their audience vote for their favorites. Cheers! 🎊

Lead generation fields – date picker

Our date picker is one of our more flexible lead generation fields. You can use it for:

  • Age – prevent underage users from entering your quiz contest or proceeding to take the riddle.
  • Birthday – send greetings and/or a special offer on their special day.
  • Arranging a sales call or demo
quiz lead generation fields - date picker block

Time picker

The time picker works well combined with the date picker block – you can use it for setting up follow-up calls, demos, or other events.

quiz lead generation fields - time picker block

It’s remarkably flexible.

We’ve even seen the time picker used creatively by sleep coaches (“What time you go to bed every night?”) and dieticians (“When you have your last meal of the day?”).


The number field does what the name says – it lets your users enter any number.

Some tips: our number block accepts only numeric entries (e.g. 100000) – not commas or text (e.g. $100,000).

We’ll be adding more options for number formats soon – like $#,###.00 for currency or #,###,### for numbers with a comma separator.


Want to encourage feedback from your users?

Many of our lead generation fields are good for that (e.g. short text and long text blocks) – but you should also try our rating block.

You can create a range of stars – from 1 to unlimited.

Best practice: five stars is a good balance between visual complexity and providing flexibility for user feedback.

Your users can give any rating, including half-star increments (i.e. 4.5 stars out of 5).

quiz lead generation fields - rating block

Privacy / data protection block

Data privacy has become a critically important topic for quiz marketers.

Global data regulations such as the EU’s GDPR and California’s CCPA require companies to provide users the ability to opt-out of personal data collection or face heavy fines.

Example of Riddle’s privacy lead generation block

Riddle is a fully GDPR-compliant quiz maker – as part of this approach, you can use our ‘Privacy / data’ block to collect opt-ins from your users.

This is ideal if you are showing more than 4 options – it keeps your lead generation form nice and uncluttered.

quiz lead generation fields - privacy block

Make or insert a lead generation form

You can also create an ‘all in one’ form with Riddle – where you collect all of the information in one handy place.

This is the more traditional option than our ‘block-based’ system.

quiz lead generation fields - make a form


  • All of the lead generation and data collection fields are in one place.
  • Your audience can provide their details in one form vs. several blocks.


  • Lead form blocks ask for one field at a time – which is less intrusive.
  • You will get lower opt-in rates if your form has more than 3-4 fields.

Tip: you ask for the user’s name first and other less sensitive information first, and save the email for last.

Once you create a lead generation form, you can re-use it in other riddles.

Choose our ‘insert a form’ option – and apply your form with just a click.

Any questions about lead generation fields?

Just ask away on our support chat – here or on Riddle.com.

Our team of dedicated quiz maker geeks are happy (and fast) to help out – our average response time is under two minutes.

In fact, we’re so quick @ Riddle that people sometimes think we’re bots. 🤖

We can give tips and pointers on what lead generation fields work best for different use cases – or just give feedback to your riddle.

We’re always happy to help.