Why use a quiz maker for marketing?

Quizzes and other interactive content are some of the most effective marketing tools around. They’re unmatched at catching your site’s visitors’ attention – and turning passive browsers into active participants. And that’s just engagement.

Quizzes are flat-out awesome at lead generation, with opt-in rates up to 40% (that’s 20X better than the typical ‘sign up for my newsletter’ pop ups you see all over the web).

Why do marketers turn to a quiz maker?

They fall into two particular marketing strategies.

1. Audience engagement: There’s something irresistible about a quiz, personality test, or opinion poll. People love testing themselves or giving their opinion – adding interactive content will boost audience interactions with your site.
2. Lead generation: Once you have your audience’s attention, quizzes help you collect leads and convert them to paying customers. Collect each quiz taker’s name, email, and other information – then send to your email marketing software for automatic (and personalized) follow ups.

Which quiz maker should you choose?

(Updated – August 2, 2020) – Additional privacy and legal concerns when choosing a quiz maker

Uh-oh. The EU has canceled the Privacy Shield Agreement with the U.S. This is scary stuff – it’s now basically illegal to send any personal information to U.S. servers or American companies. And you can face BIG fines – even if you’re not based in the European Union.

(Want to create a quiz for marketing? That means you’ll be collecting personal information – any quiz maker using Amazon or Google for hosting should not be used anymore (even tracking a user’s IP address counts).

We went back and re-checked all our quiz maker reviews.

• The only quiz maker we found, whose quiz embeds are not using U.S. hosting services is Riddle.com (Germany).
• Even the Austrian-based Involve.me is using a U.S. hosting service.

To keep your company out of trouble, inspect the embed code the quiz maker is giving you to make sure it’s:

1. Hosted on a European server (AWS or Google Cloud’s EU network doesn’t comply under the new privacy regulations)
2. Free of any kind of trackers or cookies from the quiz maker.

Also, when choosing a quiz maker, check for these things:

• Most quiz makers use Google Fonts. Are they self-hosting these for the quiz embeds? If not, don’t use them – Google will collect personal data.
• Do they offer consent boxes before loading external content like Youtube or Twitter? This is a must have due to all the tracking these services’ use – so far only riddle.com offers this features.
• Are their servers solely EU-based and not on the Amazon or Google Cloud? It’s scary – even using Amazon’s or Google’s EU servers is not compliant at the moment (August 2020).

What to consider when choosing a quiz maker?

Right, now let’s get to the fun stuff.

There’s no one size fits all’ quiz maker – they each have their own strengths and weaknesses.

Here are some good initial questions to ask:

• What are your current marketing goals?
• Are you looking for a simple quiz? Or will you need a broader range of content types like polls, surveys, and personality tests?
• How will you send quiz data to your marketing software and is the data treated according to the privacy regulations of my country (GDPR?)

Once you have a good short list of quiz maker candidates, decide:

• How much customization do you need? Will a quiz maker’s standard template work – or will you want to tweak the colors, borders, and fonts to match your site?
• Is social sharing an important goal? What social networks are your audience on (Facebook, LinkedIn, Twitter, etc.)?
• Is each quiz maker GDPR-compliant? You’ll be collecting personal information from each lead, so you could be liable for expensive fines. Find out if they comply with new privacy regulations like the EU’s GDPR, California’s CCPA, and Canada’s PIPEDA.

Quiz Maker Comparision – Overwiew

Picking a quiz maker for audience engagement

Brands and publishers like the NFL, the BBC and the New York Times know that quizzes and interactive content are powerful ways to connect with an audience.

We’re inherently curious creatures – and quizzes, polls, and personality tests test our knowledge and help us discover new things about ourselves.

Each quiz maker gives you a different mix of tools for the job, varying by:

• Number of different formats: Do they offer just a standard quiz and poll, or do they offer wider range of content types? If you plan on creating more than a quiz or two, variety will be important – to keep things fresh and varied for your audience.
• Styles and layouts: Your site is your brand’s face to the world. Check if you can customize your quiz to match your site – for best effect, it should feel like an organic part of your site, not like a 3rd-party widget.
• Customization options: This is a big one. Every audience is different – make sure that you have full control over appearance (buttons/borders/fonts) but also quiz mechanics. For example, do you want to show correct answers immediately or until the end of the quiz? Add a timer or not? The list goes on!
• Adding pictures, videos, and GIFs: Pictures pack a punch online. See if each quiz maker provides with tools like Unsplash, Giphy, and YouTube – they make it easy to find/add content for your quiz.

Choosing a quiz maker for lead generation:

Beyond catching your audience’s attention, quizzes are also phenomenally powerful lead generation tools. Like we mentioned at the top, you should see opt-in rates of 35-40% – that’s 20X more effective than typical online options.

Here are some things to look for when evaluating any quiz maker:

• Data connectivity: This is the most critical. Can you automatically connect your quiz with your marketing software like Hubspot, MailChimp, and ActiveCampaign? You should be able to send all the lead’s personal information AND their quiz results and answers – so you can segment leads and send out personalized follow up messages based on their individual responses.
• Privacy: Is the data collected treated in accordance with the privacy regulations for my country (GDPR?). If not, you may get fined heavily for collecting personal information in an unsafe way.
• Lead form – field types: Every quiz maker should offer the basics, such as name, email, and phone number. But ask if you can add a wider range of field types – including dropdowns, checkboxes, and date/time pickers (for age or appointments).
• Send quiz results to each lead: We find that many marketers want to send quiz results to each quiz taker. This is a powerful mechanic to encourage more lead generation opt-ins – people want to find out their outcomes. See if you can craft personalized emails using variables – like ‘Hi <%first name> – you scored <%user-result>. We noticed you answered question 1: <%user-answer1> – that’s really interesting because…’

There are a growing number of quiz marketing tools out there. We’ll be constantly adding to this list – following these core criteria:

• Built for professional users: We will not review scammy quiz makers, whose sole purpose is to scrape Facebook user data (yes, these unfortunately exist).
• Embeddable and white labelled: You’ll need to be able to embed any quiz on your own site. We won’t cover more consumer-oriented tools that only let you create content on their site.

Fully GDPR-compliant
Riddle.com – this is a fully GDPR-compliant quiz maker, with its servers in Europe and you can sign a data protection agreement (DPA) with them. Many tools to make sure your quizzes are compliant, even when using your own trackers like Facebook pixels or Google Tag Manager.
Another European quiz maker, Involve.me supports a solid GDPR implementation and a data processing agreement as well. But their implementation of the Facebook Pixel makes it impossible to use them and stay GDPR compliant, unfortunately. Also, they are hosting the embeds on a US service, which after the cancellation of the Privacy Shield agreement also makes it impossible to use them and stay GDPR compliant.

Detailed quiz maker reviews

Here’s a snapshot and overall rating for each quiz maker – plus links to our more in-depth analysis:

Riddle (www.riddle.com)

Summary:

Riddle’s quiz maker offers a wide range of different quiz, poll, and personality test options – and is used by global brands like the BBC and Red Bull to small start ups and businesses alike.

We’re big fans of their clean, intuitive interface – which means there’s very little learning curve involved, and you can quickly be up and running creating your own quizzes.

Pros:

• 15 quiz and content formats (the broadest selection by any quiz maker) – including unique formats like ‘Order it’, ‘Line ’em up’, and their ‘Multi-poll’
• ‘Unlimited’ pricing model – Riddle charges by feature only. All plans include unlimited leads, quizzes, and engagements.
• Built-in lead generation in all formats – with native integrations to ActiveCampaign, AWeber, MailChimp plus Zapier, and a flexible webhook.
• Fully GDPR-compliant – Riddle features many opt-in and privacy options for quiz creators.
• Free 14 day free trial – but no free version

Quiz Maker Review’s rating for Riddle:

• Range of quiz formats: ★★★★★
• Customization options: ★★★★★
• Lead generation: ★★★★☆
• Data privacy: ★★★★★
• Pricing: ★★★★☆
• Overall: ★★★★★

Read our full Riddle review!

TryInteract (www.tryinteract.com)

TryInteract has the most connections to external CRM tools of all the quiz makers we reviewed. Unfortunately, our analysis reveals that they are not GDPR-compliant, which makes it a bit risky to use them for data and lead collection.

They offer a solid set of creation tools including the standard quiz and a basic poll – and are unique among the quiz makers we’ve reviewed by offering a completely free version. We recommend TryInteract for anyone looking for a low-cost, low-frills quiz maker – with limited legal exposure due to their data privacy limitations.

• Free version – but with no lead generation
• Excellent connectivity – with 27 native integrations to popular CRM tools
• Wide range of pre-built templates – 800 (and counting!)
• Very solid quiz builder for intermediate quiz marketers. We especially liked how they let you change quiz types after creation – without retyping all the content.

• Not compliant with GDPR (and potentially other global data privacy regulations) – this contradicts their website, which states they are.
• Lead generation and statistics collection are limited in their two lower-priced plans.
• Polling tool is very basic, and limited customization options in their quiz and personality test formats.

Quiz Maker Review’s rating for TryInteract:

• Range of quiz formats: ★★☆☆☆
• Customization options: ★★★☆☆
• Lead generation: ★★★★☆
• Data privacy: ★★☆☆☆
• Pricing: ★★★★☆
• Overall: ★★★☆☆

Read our full TryInteract review!

Qzzr (www.qzzr.com)

Summary:

Qzzr was one of the first quiz marketing tools for marketers – with a strong focus on lead generation. This comes with a trade-off, however – they offer a more limited range of content types than many of the other quiz makers we reviewed.

Qzzr’s focus is on lead generation and business intelligence for large enterprise customers. You can see this reflected in their pricing:

• Qzzr’s Basic plan starts at $24.99/month for a very limited set of features and seems to be more or less a paid, extended trial.
• Their high-end plan starts at $10,000 per month – something only very large companies will want to shell out for a quiz tool. It does come with a very cool feature though – content creation by Qzzr writers. That’s pretty pricey, though – we bet you hire a full-time content editor and use any other quiz builder for less than $10K a month.

One note: Qzzr requires you to provide your credit card details for their free trial. We do not test tools that grab our payment data for a trial – so this review comes from a time when Qzzr did not have this strict approach.

Pros:

• Focus on lead generation
• High-end quiz styles and templates
• Content creation service for customers on their enterprise plan ($10,000+)

Cons:

• Credit card required for free trial
• Limited content formats – just quiz, list, and poll modules
• Unclear pricing – Basic starts at $24.99/mo, but their other plans just say ‘ask us’.
• If you cancel, your quizzes and other content is deleted. They try to lock you in for life.

Quiz Maker Review’s rating for Qzzr:

• Range of quiz formats: ★☆☆☆☆
• Customization options: ★★☆☆☆
• Lead generation: ★★★☆☆
• Data privacy: ★☆☆☆☆
• Pricing: ★☆☆☆☆
• Overall: ★★☆☆☆

Read our full Qzzr review!

Bucket.io

Summary:

Bucket.io is a different sort of beast than your typical quiz maker. Founded by the well-known quiz marketer Ryan Levesque, Bucket.io is 100%-centered around ‘quiz funnels’. Their entire focus is on building quiz lead generation funnels.

Their idea is to send site visitors through an entire series of quizzes and surveys – collecting data along the way. The net result? You will be able to qualify leads to a very fine level of detail and provide perfectly tailored offers.

Based on this focus, Bucket.io is not focused on engagement – but is designed for experienced professional lead generation marketers.

[July, 2020 – important note: Bucket.io is currently upgrading to their v2.0. Their home page does not feature any pricing or sign up options – even for their existing v1.0, so this review is based on our analysis from 2018.]

Pros:

• Powerful lead generation funnels – with many useful logical operators (IF, OR, etc.) to create a flexible funnel around user responses
• Deep lead generation experience – the Bucket.io team has been in the lead industry for a long time, bringing their intimate knowledge about lead generation to the market for their users.

Cons:

• No free trial – you need to pay $1 for a trial and thus have to give up your payment data.
• Very expensive – pricing not listed, but their v2 pricing seems to start at $200 a month (with a $2,000 set up fee).
• None of their plans offer unlimited leads or quiz views. Even their costly enterprise plan is capped at 150,000 unique participants a month – which is not a lot if a quiz agoes viral.
• Very limited quiz types – with no focus on audience engagement or social virality. Bucket.io offers essentially just surveys and quizzes.

Quiz Maker Review’s rating for Bucket.io:

• Range of quiz formats: ★★☆☆☆
• Customization options: ★★☆☆☆
• Lead generation: ★★★★★
• Data privacy: ★☆☆☆☆
• Pricing: ★★☆☆☆
• Overall: ★★☆☆☆

Read our full Bucket-io review!