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Thinking of using interactive quizzes for lead generation?
Quizzes are proven to increase engagement and provide new ways to deliver marketing messages.
You can use quizzes to:
- Deliver bespoke offers based on quiz results
- Capture leads for sales calls
- Add people to specific email marketing segments.
Lead generation quizzes are a new trend in interactive marketing. The goal is to entertain your visitors rather than presenting them with a static page, which can help them to feel more connected to your brand.
At the same time, you can collect valuable data about the people you’re looking to sell to.
In a study, Statista found that quizzes are one of the most effective types of interactive content.
In this guide, we’ll focus on free quiz makers that will help you to build a personality quiz. This type of quiz:
- Gathers information about a visitor
- Adds up a score
- Delivers a personalized result
- Captures the visitor’s email address.
Putting Free Quiz Makers to the Test
We tested 8 free quiz makers to see how they stack up on quiz-specific features.
Our personality quiz is designed to gather leads for a fictional financial services company. Each answer is assigned a score, and based on the score, the recipient is provided with a free download or a consultation call.
To make the comparison as fair as possible, we used the same questions, answers, scoring, and logic on each platform.
We also reviewed the capacity on each free plan, like the number of responses you can collect in a month, so you can see which platform will work best for you.
8 Best Free Quiz Builders
Here are our top picks for the best free quiz builders for lead generation:
Let’s dive in with our first quiz maker, which is specifically designed for score-based personality quizzes.
1. Involve.me
Involve.me allows you to build interactive and personalized funnels. It has a funnel type specifically set up for ‘score-based outcomes’, which lines up with the test quiz we want to create.
You can build your quiz with AI if you’d like. In this case, we chose to build the quiz manually, so we selected it here to start.
The free version of Involve.me has a few restrictions you need to know about. Most importantly, responses are limited to a maximum 100 each month. This is more generous than many of the free quiz makers we looked at, but it’s still on the low side.
The quiz builder interface is snappy and easy to use. We were impressed with the drag-and-drop builder: it packs in a ton of advanced features without feeling cluttered.
You can see that all of the quiz functionality is next to the questions, making it easy to set up the scoring. We assigned a simple score to each answer so we could calculate the result on the final screen.
The thank you page shown at the end is called an ‘Outcome’ in Involve.Me. For our test quiz, we need three outcomes: one shows a download, and the other two show different appointment booking widgets.
You can use the Outcome Settings to determine which one is shown based on the scores. The calculations are all done automatically. In fact, Involve.me suggested the ranges for me, which made it super easy to configure.
You can link the calendar widget to a range of services including Google Calendar, Calendly, HubSpot, and Pipedrive. We found that the workflow was correct on the first try. In fact, this was one of the fastest quizzes we completed in our testing.
Involve.me analytics are basic, but they provide enough information for you to determine how respondents are reacting to your quiz.
Involve.me is a great option for a small business that wants to try interactive lead gen pages. There’s really no learning curve and the quiz features were very easy to understand.
But before signing up, review some of the other quiz platforms – particularly Fillout, which is similar.
Pros:
- Clear, fast drag-and-drop quiz builder
- Allows 100 responses per month
- Free integration with some services, including Notion and Google Sheets
Cons:
- Analytics are basic
- No conditional logic on free plan
Pricing:
Involve.me offers lets you publish up to 3 quizzes and collect up to 100 responses per month for free. For advanced features like routing, you’ll need to upgrade to Basic for $29/month, which includes up to 5 quizzes, 1,000 responses, routing logic, and a custom domain.
2. Fillout
Fillout has the most generous free plan of all the quiz makers we tested. It lets you publish unlimited quizzes and collect up to 1,000 responses per month.
We also found the quiz builder to be fast and intuitive. It combines many of the things we liked about Typeform (more on that later) and Involve.me in one place.
There’s no AI to build the form, but you can use AI to change the way it looks. It’s easy to turn on quiz mode which allows you to assign correct answers and scores.
After setting up scoring on one question, we tried to duplicate it, but the scoring wasn’t copied to the new question. So it lost marks there. But overall, Fillout handled quizzes better than most rivals.
The only tricky part was building the logic and confirmation pages. There’s a free calendar widget, which is exactly what we needed for two of our lead capture pages.
But adding a calendar widget adds an extra step to the logic. It took a while to understand how the calendar and thank you pages interact. The trick is to change your conditions to ‘Score’ rather than using calculations.
The booking pages aren’t very customizable, which was the only major downside. We wanted to add a heading to explain why we were inviting the person to book a call. The only option was to display text below the calendar.
Despite that, the quiz and booking were directly integrated, which was great. A flow like this would likely result in more conversions because there’s really no friction for your visitors.
Despite some challenges towards the end of the build, Fillout was pretty much perfect for our lead generation quiz. The analytics are basic, but the table view is good enough to get an overview of your data and export it to another platform in CSV format.
Pros:
- 1,000 responses per month
- Unlimited forms
- Fast and intuitive builder
- Calendar integration
Cons:
- Logic is a little tricky to master
- Outcome pages could be easier to customize
Pricing: The Fillout ‘Free Forever’ plan includes 1,000 monthly responses and unlimited quizzes. Increase your limit to 2,000 responses for $19/ month.
3. Opinion Stage
Opinion Stage supports the creation of quizzes, surveys, and polls. This platform definitely feels less modern than some competitors, and some of the setup steps were challenging due to the lack of in-app help.
First, we had to choose between “Personality Quiz” and “Trivia Quiz”. If you’re new to making quizzes, it’s not totally clear what the difference is. It would be great if they could show some additional examples here.
After choosing a quiz type, you can create your own quiz with AI, start from scratch, or import your questions. The AI tool did a good job of building our quiz.
On a more confusing note, you start building your quiz with the results (rather than the questions). Results are the final pages your visitors see, so the flow here is not very intuitive.
You can see in the screenshot that you can insert variables into your results, but there are no options to add buttons or calendar widgets.
For each question, we needed to add a score. It’s not possible to simply assign a number to each answer and total them up at the end. Instead, you have to associate each answer with one of your results and provide a weighting. This is different to the way other platforms calculate scores, and it requires more effort to set up.
As you’re working on your quiz, you can use the links on the left to navigate between your questions and results. The interface isn’t drag-and-drop, and in our opinion, some of the text is difficult to read.
You’re also limited to 25 responses a month on the free plan (so your quiz better not go viral!). The branding on the quiz is very prominent.
On the plus side, Opinion Stage offers integration options for WordPress, Shopify, Squarespace, and Wix, so it’ll appeal to you if you need a quick quiz that’s easy to embed in your blog or store.
You also get basic analytics on the free plan.
Opinion Stage clearly has its fans; their website talks about 100,000 customers. But we felt it wasn’t the best platform for this particular use case. While the end result was functional, the quiz builder feels clunky and complex.
Pros:
- Unlimited quizzes
- Free plan includes conditional logic
- WordPress plugin available
Cons:
- Steep learning curve
- Responses limited to 25
- No drag and drop builder
- Prominent branding on quiz
Pricing:
Opinion Stage offers a free plan for unlimited quizzes, but you’ll be limited to collecting 25 responses each month. Pro ($39/mo) increases the limit to a more realistic 2,500 responses per month and adds one user seat.
4. Typeform
We looked at Typeform’s free plan next, and we need to highlight that it only allows you to get 10 responses per month. To be realistic, most businesses will need to pay for it.
But in terms of design, it’s the top of our list. Typeform has earned a strong reputation for being extremely easy to use.
We started by giving Typeform AI our questions. Once it loaded them up, we switched the fields over to multiple choice and filled out the answers.
One big benefit of Typeform is that you can change the question type on the fly if you want to. Other platforms force you to remove the field and replace it.
After setting up the questions, we added our endings. This is where the logic comes in, and Typeform made it smooth sailing. You can see the 3 question pages on the left in this image, and the 3 endings below it. We configured all of this on the first shot – no help files required.
Notice how each ending has a total score assigned. In the logic builder, we just needed to assign number values to each question. This is similar to the way involve.me works, but Typeform doesn’t suggest the ranges for you. It’s not a huge problem.
The Logic screen is incredibly useful for complex forms with lots of branches. Our quiz is simple, so you can see that the final question branches off into 3. The scores we configured dictate which page is displayed.
You can send your completed entries to tons of platforms for free, including HubSpot. Typeform also supports Zapier AI natively, so you can integrate with pretty much any tool from there.
Typeform’s analytics are also really good. You can see responses in a table on the free plan. Working with them here is as easy as using a spreadsheet.
Really, there isn’t much to complain about except for the low usage limit. While you can publish unlimited forms, you can only receive 10 responses each month across all of the forms and quizzes you make.
So while Typeform wouldn’t be our first recommendation for a free quiz maker, you might feel it’s worth testing now and paying for it as you grow.
Pros:
- Great user experience
- Intuitive quiz design
- Many free integrations, including Zapier AI
Cons:
- Very low limits on free plan
- Paid plans are on the expensive side
Pricing:
Typeform offers a free plan for unlimited quizzes, but just 10 responses per month across all published forms. The most affordable upgrade is the Basic Individual play for $29/mo. This includes 100 responses each month.
5. SurveyMonkey
SurveyMonkey is an established survey and quiz making platform. It’s packed with features that support market research. We wanted to know if it would also support a lead generation quiz with scoring.
In our tests, the AI was the best of all of the free quiz makers we tried. We gave it a detailed description of the quiz and it built a quiz to our requirements. It just didn’t include the scores.
SurveyMonkey feels slick and refined, but navigating around the quiz builder is tricky on a small laptop screen. We had to enable quiz mode on each question to reveal the scoring fields. Each question has to have a score of at least 1 point, so we had to adjust our scoring system slightly.
Clicking on a question reveals more fields, but scrolling almost always hides the fields again, which makes editing a little frustrating.
In the free plan, we couldn't show a custom result screen based on the total score. Instead, SurveyMonkey shows a generic confirmation screen. This meant we couldn’t use the free version to direct people to different landing pages.
We’d need to contact leads manually and reach out to them some other way. But without any data export on the free plan, it’s not a great solution for personality quizzes.
On the plus side, the preview before publishing is very good and shows you a true representation of the final result.
SurveyMonkey offers a free plan with low usage limits: a maximum of 25 responses per quiz (not per month), and a maximum of 10 questions per quiz. The free version isn’t the best choice for personality quizzes. It would work for simpler quizzes that don’t require different thank you pages at the end.
Pros:
- Comprehensive platform with tons of features
- Solid reputation
Cons:
- Responses limited to 25 per quiz
- Max 10 questions per quiz
- Interface can feel cluttered
- No data export
Pricing:
SurveyMonkey’s free quiz builder lets you add up to 10 questions per quiz. You can collect up to 25 responses per quiz for free.
6. Jotform
Jotform is a web-based platform that lets you create forms from scratch or from a template. It’s one of the few quiz makers in this list that has no AI functionality to create your quiz.
You can create 5 quizzes on the free plan and take up to 100 submissions per month. However, keep in mind that you’re also limited to 1,000 views each month. This is an unusual restriction that could force you to pay faster than you’d expected.
To create a quiz with scores, you’ll need to add your first question and turn on calculations. Using the values, you can assign a score to each answer.
Since this scoring has to be set up manually on each field, it’s easiest to set up one question with scoring, then duplicate it to create the others. This saves a ton of time because the scoring is copied along with the question details.
Working with Jotform is comfortable on a 13” laptop. That said, adding pages or fields was unpredictable. The buttons always seemed to add them above the spot where we wanted them to go.
After creating the questions, you need to set up your results pages. There’s no built-in math for quizzes, so this is where things got trickier. We had to refer to Jotform support discussions to figure out what to do.
First, we added a calculation widget on a blank page. This would add all of the scores from our question pages.
Next, we set up conditional logic to load a different paragraph at the end of the quiz based on the score. After a long process of trial and error, we got this working. But you’d likely need help from the support team if you wanted to replicate the same flow that we created in Typeform.
Jotform allows you to view entries in a table (like a Google Sheet), in a basic analytics view, or by downloading a PDF or CSV. Data export is available in the free version, but the analytics are basic.
Jotform is certainly a powerful online quiz maker, and the free features are attractive. But building the calculated scoring was challenging and felt like a clumsy workaround when compared to platforms like Involve.me and Fillout.
Pros:
- Wide range of integrations
- Powerful platform
Cons:
- Limited responses AND views
- Complicated setup
- No AI quiz creation
Pricing:
Jotform’s free plan lets you create up to 5 quizzes, 100 entries per quiz, and 1,000 views across all published quizzes.
7. Google Forms
Google Forms is the most generous quiz maker we’re covering in this article. You get unlimited usage for free. But you’ll need to balance that with the lack of customization and very basic features.
You can build a quiz by importing your data or by entering the questions and answers manually.
Just note that Google Forms doesn’t allow you to publish a quiz with scores assigned to different answer choices. It only allows you to assign a score to the “correct” answer in a quiz. In that respect, it’s not versatile enough for our use case.
However, because Google Forms integrates with Google Sheets, you could do calculations in the sheet instead. And from there, you could follow up on leads manually or use an automation tool to send invitations.
It’s a little hacky, but it might be worth it to you if you want a truly free quiz maker.
In Responses, turn on Google Sheets data storage so you can work with the data outside of the platform.
Customization options are minimal in Google Forms, and that’s by design. The settings give you some control over the way it looks – but not much.
Of course, free options and unlimited capacity are always good to have. But in our testing, we were pushing the limits of what Google Forms is designed to do ‘out of the box’.
When testing quizzes or working on a shoestring budget, it’s a great option. For many businesses, paying a fee for a professional quiz maker in the longer term may be sensible.
Pros:
- Unlimited quizzes and responses
- Google Workspace integration
- No learning curve
Cons:
- Basic scoring
- Very basic analytics
Pricing:
Google Forms lets you create unlimited quizzes and get unlimited responses. There’s no paid plan.
8. SurveySparrow
SurveySparrow is another established brand that offers a conversational UI, similar to Typeform.
It’s obvious that quizzes aren’t the main focus of this tool. Everything in the platform is geared towards creating surveys, so creating a personality quiz requires a little customization.
It was a little more time-consuming than expected, but not quite as involved as Jotform.
First, we created the questions in a multiple choice field. After turning quiz mode on, it’s easy to assign scores to the answers. You can also duplicate the questions to duplicate the fields and the scores, which saves some time.
For our marketing quiz, we need to add 3 different thank you pages. To create a page, you need to first click Add a Question. From there, you can add as many pages as you need and customize them all individually.
Finally, you’ll need to add the logic that shows the correct page based on the score.
We created a calculation formula that adds up the score from each answer. Then we used the logic settings to determine when the pages would be shown. This was perfect for our test quiz once we figured out how the calculation formulas worked.
In terms of setup, the time needed to create the quiz was less than Fillout and a little more than Typeform. It’s easy to create the formulas, but getting it right requires some extra testing. Other platforms are better at simplifying the calculation step.
SurveySparrow’s analytics were the most comprehensive out of all the tools we tested, but they aren’t free.
Pros:
- Reasonably intuitive
- Quiz scoring features
- Fairly easy to respondents to different pages
Cons:
- No data export
- Limited responses
- Calculations can be tricky at first
Pricing:
SurveySparrow will initially give you a 14-day free trial of its paid plans. After the first two weeks, you’ll move to the ‘free forever’ plan, which is much more limited. You can’t download any data, and you’ll be limited to 100 responses per month.
Best Free Quiz Maker: Our Top Picks
So, which quiz maker was best in our testing?
You won’t get a better user experience than Typeform, but its low limits make the free plan impractical for most people. If you want a free quiz maker without those limits, Google Forms will be your best bet.
You’ll sacrifice advanced features like individual question scoring and layout controls. But you’ll be able to publish unlimited quizzes without paying a cent. Exporting the data to Google Sheets will open up a few workarounds for scoring based on specific combinations of answers.
For long-term, professional usage, we felt that Fillout is the best free quiz maker for lead generation and personality quizzes. It has great features, a nice quiz builder, and offers much higher usage limits compared to all competing platforms.
Most small businesses will find 1,000 responses per month is plenty, and that gives Fillout an edge over the competition.
If you don’t mind paying a little extra to access more advanced features or increase your limits, be sure to check out our roundup of the best (paid) online quiz makers.
Looking for more marketing tips on a budget? Check out our money-saving tips for email marketers.
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