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Riddle is an online quiz maker that has been around since 2014. It was founded by quiz industry veterans Boris Pfeiffer, Mike Hawkins, and Dr. Russ King.

We did a bit of sleuthing; it turns out these guys were part of the founding team who set up the quiz site Tickle.com in Europe (way back in the day).

They’re used by some of the biggest brands, publishers, and non-profits around – including the BBC, CNN, Oxfam and Manchester United.

★ Quiz-Maker-Review’s Editor’s choice ★

(Update: February 2022 – Riddle just received our ‘Editor’s Choice’ award – for their compelling mix of quiz flexibility, their unlimited usage for all their plans, and the most comprehensive approach to GDPR-compliance and data privacy.

Quiz Maker Review’s rating for Riddle:

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

Riddle: overview

For you quiz maker geeks, Tickle was a pioneer of the quiz maker industry – we found mentions on Google that Tickle was a top 30 website in the U.S., reaching hundreds of millions of quiz takers around the globe.

You can see the benefits from all that quiz maker knowledge – the founders have obviously used this as a jumping-off point when designing Riddle’s quiz maker.

Riddle’s quiz maker is among the best we’ve reviewed – and features the broadest range of interactive content formats in the industry.

They offer 15 tools – including quizzes, polls, personality tests, surveys, and more – each with extensive features and customization options.

We like how they offer a 14 day completely unlimited, unrestricted free trial – with no credit card required.

You can publish content and collect leads, with no limits on how many people take your quizzes… even use their top plan features like creating teams, CSS editing, and uploading your font.

This is a big departure from other quiz maker companies – who either limit the features you can try out (we’re looking at you LeadQuizzes, Qzzr, Involve.me, Outgrow, and TryInteract) or require you to enter your credit card details.

[Minor rant – but we’re always perplexed at the other quiz makers’ approach. As a SaaS quiz maker, you want to keep people long-term. How can potential customers decide to choose your service if you make it hard to trial the entire platform? </rant>]

Why, oh why, do most quiz makers offer limited feature trials?

Right, now back to Riddle.

They don’t offer a completely free service – but after reading their founder’s rationale about why, it makes sense.

Riddle isn’t the cheapest quiz maker out there – but we like their open and transparent approach to pricing. All their plans have clear and simple prices – with none of that annoying ‘call us for pricing’ foolishness we’ve seen elsewhere.

Their pricing is in line with most of the other quiz maker software we’ve reviewed, starting at $59 per month for their entry-level plan (annual pre-paid rate).

True, this price might not be something a hobby blogger or educator can afford – but it’s clear from their feature set that Riddle is going after the more serious quiz marketer crowd.

You can see this focus in their recent addition of an ‘Enterprise’ plan.

With additional options for integrations SSO (Single Sign-On), custom features, and handling custom legal and InfoSec documentation, Riddle is also going after higher-end large publishers and brands.

[Update: We spotted that Riddle now offers a 20% discount on all plans for education and non-profits. Combined with their annual plan discounts, that’s a hefty price break.]

We’re also big fans of their completely unlimited pricing approach – every Riddle plan includes unlimited quizzes, unlimited engagements, and unlimited leads.

The benefit for you?

You pay a flat price based solely on the features you need. That will give you peace of mind – even if your quiz goes massively viral, you don’t ever have to worry about hitting a cap in your plan.

GDPR and data protection

We were very happy to (finally!) find a quiz maker that fully complies with GDPR.

We embedded a sample Riddle quiz and subjected it to our rigorous test protocol.

Based on our research, Riddle is the only fully GDPR-compliant quiz maker we’ve reviewed.

Let’s walk through how Riddle stacks up in the finer details:

  • No cloud storage – Riddle is unique among the quiz creator tools we’ve reviewed. They don’t use US-owned Amazon AWS or Google Cloud – Riddle runs their own servers in Germany and backups in Luxembourg.
  • No trackers – It’s refreshing to find a quiz builder that doesn’t add any trackers to your quizzes. Typeform adds 11, while Youengage.me and Scoreapp are also a bit sketchy in this department.
  • No cookies collecting personal data – Riddle adds just one anonymous session cookie to run their quizzes. They’re clear that it’s just a number and can’t be used to collect any personal data. (Typeform has 72 cookies at last count – yikes.)
  • No US-based software tools – Most of the quiz maker tools on QMR (like Outgrow, TryInteract, and Survey Monkey) use American SaaS tools like Intercom or Optimizely. The EU has ruled that using American owned cloud-based software is not compliant, since quiz takers’ personal data is exported outside the EU.
    • Riddle is the only tool that has zero US-owned cloud-based tools.
    • They even developed their subscription tool, and switched from non-GDPR-compliant Intercom to EU-based User.com for their chat support.
  • Hosting Google Fonts – Riddle has gone so far as to host their Google Fonts directly on their servers. This removes any tracking from Google in any quizzes you create.
  • Data Processing Agreement (DPA) – we were impressed by Riddle’s DPA. It’s clear, concise, and meets the GDPR requirements.

The bottom line? Riddle is not getting access to your customer’s data, unlike many other quiz makers we reviewed. (More on that below.)

Your Riddle quizzes: stay live after cancelling

You can probably tell we’re pretty happy after our review of Riddle. They sound classy – we just wish more SaaS businesses were like them.

For example, your content will always stay live.

It doesn’t matter if you create a quiz for just sign up for a month then quit. Your quiz will always be active on Riddle so you won’t have any holes in your site – unlike Qzzr and some other quiz makers.

(True, some premium features will get deactivated, like lead generation and custom branding – but we figure that’s remarkably fair.)

Quiz Maker Review’s rating for Riddle

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

We gave Riddle our Editor’s Choice Award – keep reading our detailed review to learn why.

Riddle: 15 quiz, poll, & survey types

The team at Riddle has created the widest choice of content formats for their online quiz maker.

With 15 types of quizzes to choose from, that’s almost twice the formats from their nearest competitors (Involve.me and Outgrow) – this provides a broad creative toolkit for your marketers and content teams.

We’ve noticed Riddle is starting to offer multi-purpose content formats for added flexibility.

You can see this in their new multi-poll – it combines user mechanics from their regular opinion poll, with multiple question support and the ‘rank your choices’ option from their outdated ranked poll unit, all into one format.

It’s a smart idea – over time, this will make it easier for quiz creators to decide which type would best suit their needs without reducing features.

(Try Interact is doing something similar – you can convert content from one type to another. But you lose all scoring and mapping logic.)

Riddle’s approach should allow you to freely combine multiple content types into one interactive content unit.

That’s kind of the holy grail for serious quiz marketers – we’re looking forward to seeing if they can pull it off.

Quiz: 9/10

The team at Riddle has created a pretty slick quiz module, featuring everything that you need to build engaging quizzes with right and wrong answers.

(Don’t have questions with correct/incorrect answers? You’ll most likely want a personality test or a journey branching logic quiz – we’ll cover them below.)

Right, you’ll see lots of options when creating an online quiz with Riddle’s quiz maker.

Go beyond text – you can add images, videos, audio, GIFs, and even Twitter messages to any question or answer.

Riddle supports five types of quiz questions:

  • True/false: ask simple true false questions [“True/False: Clouds are green.”]
  • Audio quiz: test your users’ using sound files [“What’s that sound?” or “Guess the next song lyric”]
  • Single choice questions: any number of answers, but only one correct choice [“What was the first Star Wars film? New Hope (yay!), Return of the Jedi, etc.”]
  • Multiple choice questions: where more than one answer is correct [“What are robot names from Star Wars?” R2D2 (y), C3PO (y), Twiki (n)]
  • Free text questions: this was a nice surprise; we haven’t seen this in any quiz maker. You enter the list of possible free text answers – and decide if answers should be case sensitive or ignore space. [“What is Ben Kenobi’s real full name?” Obi-wan Kenobi, obi-wankenobi could both be correct. For you language teachers out there, this could be pretty nifty combined with Riddle’s audio clips for questions.

Another nice touch – instead of giving one point for every correct answer, you can be flexible, awarding more points for hard questions.

Today’s users have short attention spans. You can provide additional feedback by adding an answer image/video/audio plus more information around each correct or incorrect answer.

For you lead generation types, Riddle also lets you choose to gate off the quiz answers – until after the lead form. This is another good incentive to boost opt-ins; after answering your questions, quiz takers are naturally fired up to see how well they did.

That’s just the start. We were pretty impressed at all of the options they give you as a quiz creator:

Riddle: strong quiz customization options

We spotted some other clever features in Riddle’s quiz format:

  • Unrolled quiz – a nifty idea we’ve never seen before. You can show all questions or items on one long-scrolling page.
  • Randomize question/answer order – make it really hard for repeat quiz takers to score higher points by remembering answer order.
  • Hide all right/wrong indicators – this is pretty neat. We like how you can avoid telling quiz takers if they got it right/wrong, and also choose to show that at the end of the quiz.
  • Quiz and question timer – for you game show fans, you can add a quiz timer (ie. ’60 seconds to answer all questions’) or a question timer (’10 seconds per question’)
  • Quiz leaderboards – quizzes are inherently competitive and social. People love showing off how well they did – especially compared to other quiz takers. We spotted Riddle’s leaderboard feature – either in Riddle or via their WordPress plugin.

Personality test: 9/10

Riddle has probably the most flexible personality test option we’ve reviewed – with subtle scoring and result mapping, and a wide range of result outcome options.

Now, a personality test is very different from a quiz – you will not find any correct or wrong answers. Instead, each answer option is linked to different result types.

Riddle has the most flexible scoring system for this type of test we have seen so far.

Almost every other quiz maker we’ve seen offers ‘all or nothing’ mapping. (Yes, we’re looking at you Outgrow, TryInteract, and Qzzr, in particular.)

Most quiz makers use basic ‘linear’ mapping – like Try Interact

Riddle works on a weighting system – so you can assign different points to different results for the same answer.

For example, let’s say you ask “What kind of yard do you want?” in a “What is your dream house?” quiz – and someone selects ‘BIG – lots of space, please!’.

Riddle lets you give, say, 20 pts for ‘Country living’ but also 10 pts for ‘Suburbia or “Tiny House” living’. City lovers would get zero points, by comparison.

Like most well-designed personality test creators, Riddle has you set up the results first. This is an essential first step – you need the results first, so you can map every question’s answers properly.

At the end of the test, each person will see the result that got the most points from all their answers. But you can also show their % match across all the other possibilities.

As with all the Riddle tools, they offer LOTS of customization options for their personality test module. For example, you can unroll the test to display all questions on one page, add a quiz timer, randomize the questions, and a bunch more besides.

To quote Darth Vader (we’re Star Wars geeks): “Impressive. Most impressive!”

One other option to consider – Scoreapp is a pretty powerful personality test module. We have some concerns over pricing, social sharing, and data privacy, but their result builder and scoring are pretty solid.

Quiz generator: 8/10

The quiz generator (formerly known as the ‘auto quiz’) is another unique quiz type offered by Riddle.

It’s basically a quiz that randomly displays new sets to your quiz takers – either after every quiz, or at set intervals (every hour/day/week). All questions drawn from a ‘question bank’ that you can upload by spreadsheet or CSV file.

Pretty cool, actually.

Normally, it takes time to keep creating new quizzes – but the quiz generator/auto quiz means you can have an ‘evergreen’ quiz on your site.

Simply upload your own set of questions, then let Riddle serve a new quiz of five to ten questions to your audience every hour/day/week/month.

It’s fast – instead of having to type up each question one by one, you can upload your own question database as a CSV or XLS file.

The upload needs to follow a certain format, featuring a question, one correct answer, and at least one false answer option (ideally 3 or 4 false answers per question to make it harder on the quiz taker).

You can add difficulty levels, categories, and correct answer explanations as well.

Don’t want to create your own question bank? We liked how Riddle starts you off with 132,000 questions across 9 languages from a wide range of categories.

This is pretty awesome – we simply could not find a faster way to create a 20 question multiple-choice quiz in the quiz makers we reviewed.

We had our own auto-quiz up and running in under five minutes, complete with a lead form, a custom logo, and customizing the colors to match our demo site.

One thing we’d like Riddle to add?

We’d love an option for images in the auto-quiz – questions are currently text-only.

We understand why they haven’t added this yet – uploading images to a question bank of 250 questions could be pretty tedious. But still – it would be a nice option to have.

‘Tap and find’ quiz: 7/10

This quiz type definitely grew us on us. The name was intriguing – but initially, we weren’t sure of the possible use cases.

Unique to Riddle, the ‘Tap and Find’ is a quiz where the audience taps images to find (get it?) the right answers.

You get create any number of these two mechanics:

  • Spot the difference: You upload two slightly different images and challenge the user to find what’s different.
  • Image search: This made us think of “Where’s Wally” – your audience taps to find the answer in a single image.

Sounds pretty children-focused, right? But we bet you could use this quiz type as a fun alternative to multiple-choice questions (see below):

Sounds tricky, right? But creating these was actually pretty easy.

Below is an example of a simple “Spot the difference” quiz. To build it:

  • We edited an image in Photoshop, taking out certain parts of the picture.
  • Then we uploaded both the original and the changed version to Riddle.
  • We marked the changed portions of the images with hotspots.
  • Nice touch – you add answer explanations to each hotspot that will appear after a user finds them.

Like the other Riddle quiz types on riddle.com, we spotted a bunch of options – you can set how many chances the user gets, customizing the icons, or show clues for stumped users.

To keep things interesting you can mix up the questions and show a hidden object or “where is Wally” type of question in this quiz type as well.

Below is an example, we quickly created by hiding some bees in a flower bed.

Journey (branching logic): 7/10

Riddle’s journey is a branching logic format designed to let you build decision trees or immersive stories. Each answer option leads to another question in the tree or loops back to a previous question. At the end of the tree, each branch leads to a specific result.

Forget showing the same set of questions to each user.

Nope, the journey creates a different experience – based on the users’ unique answers.

Did you ever read those “Choose your own adventure” books from way back in the day? Testing this format out – we couldn’t help but be reminded how your decisions drove the story.

“Open the door? Go to page 45. Go down the hall. Turn to page 82.”

This is a great tool for either simulations (“Two minute drill: Can you be the perfect coach?”) or product pickers that guide customers to the right product (“Which mobile phone is right for you?”).

The screenshot below shows the graphical overview for our ‘Can you ace this job interview’ simulation:

This is an innovative tool – especially for e-commerce sites trying to guide purchase decisions. You can show special offers and link to buying pages in every result (“Save 25% on <product name>”).

The overview tool is a helpful visual guide – but one minor grumble, we wish the journey supported more than four answer options in a question.

Some additional formatting options would help – like different button styles (vs. the standard circular ones), but that’s pretty minor.

Four types of polls with Riddle

First the good news – Riddle has a lot of poll formats. Seriously, you want polls – Riddle’s got you covered with:

  • Opinion poll – single vote, single question, images/videos/GIF/sounds as answers
  • Reaction poll – cool slider ‘sentiment’ poll, single question
  • Ranked poll – rank your favorite X options
  • Multi-poll – their newest format. Multiple questions, single or multiple votes, plus a rank your favorite options.

It’s both a positive and a negative – the flexibility is great. But we were initially a little unclear which poll would work best for different use cases.

However, it looks like Riddle’s team is on it – they’ve started to combine their poll options in their Multi-poll format.

To keep things simple, we’ll only cover the reaction poll and their multi-poll (since it combines the regular and ranked polls).

Multi-poll (multi-question): 7/10

The multi-poll lets you ask any number of questions and provide immediate voting results for each question.

We liked how you can mix/match layouts and formats – from horizontal to vertical.

Check this out – we used the multi-poll to create three variants of the same question:

Multi-poll: single vote, multi-vote, and ranked options

You can choose a different layout for each question, making this a super flexible poll creator.

  • Poll questions can be text, images/video/GIFs, or a mix of both.
  • For each question, you can also choose between multiple choice options (pick your favorite X of Y options) or single choice.
  • And finally, you can select the ‘order’ option – to have users drag/drop their choices in order (e.g. “Rank your favorite holiday getaways”).

Unfortunately, there is no default poll-wide layout you can set, so you’ll need to set the format on each new question or duplicate the first question – then change the text.

Reaction poll: 7/10

The reaction poll is a very different poll format – it’s a slider question that asks an audience for their opinions, from a negative to a positive scale. It’s designed for getting feedback like ‘Strongly disagree => Strongly agree’ or ‘Strongly dislike’ to ‘Strongly like’.

Great layout – and we love the subtly pulsing button animation to capture an audience’s attention. However, it’s a bit limited by only supporting a single question. We’d love Riddle to add this to their multi-poll format for even more flexibility.

There are 2 presets for answer choices (like / dislike and agree / disagree) but you can also create your own scale – like the image above (with ‘Pleased’ instead of ‘Like’).

We could see this easy to create unit being useful for adding a dose of interactivity to articles. Content teams can whip one of these up and pop them at the end of the piece to capture feedback.

Survey: 5/10

Riddle’s survey maker is good – but a fairly basic tool at the moment. Surveys differ from quizzes in that it’s all about user feedback – there aren’t any right/wrong answers.

With Riddle, you can ask free text answers, plus single or multi choice questions.

That’s sufficient for most basic use cases – but we bet you this is the next Riddle format that’s going to get an upgrade.

Our feedback? This is a decent survey maker for audience feedback.

If you’re primarily focused on quizzes, polls, and other formats, this will probably work well for you. But if not, you might want to consider a 100% survey-focused tool like Surveymonkey.

Listicles with Riddle:

Lists and listicles are super useful for presenting information in a concise, easy-to-digest format. You’ve probably seen them on the web – around topics like “Top 10 reasons to visit Italy” or “9 things you didn’t know about cyber-security”.

Riddle has two different list formats:

  • List: the classic listicle, you can create lists of any number of items
  • Upvote list: this hybrid blends a poll with a list, and lets your audience upvote their favorites.

List: 5/10

Lists are pretty straightforward – but we do like the ‘unrolled’ option, which lets you present a listicle as a single long-form list vs. a series of cards.

Upvote list: 6/10

The upvote list is another Riddle-specific format – and designed if you want to build lists like a Product Hunt or Reddit-style upvote list. Each person gets a certain number of ‘upvotes’.

The list reshuffles by popularity.

We didn’t spot any downvotes – we guess Riddle wanted to make this a 100% positive experience.

You can set the voting display to show:

  • % of votes (great if you only have a few votes)
  • Number of votes (if you get a lot of people voting, this is more impressive than percentages)
  • No votes or percentages at all – if you want to keep the outcome a surprise.

This is a solid voting tool for which we can think of lots of use cases – especially around using video clips (“Pick your favorite highlight”) for sports or upvote your favorite movie quotes (using Riddle’s MP4, Vimeo, and YouTube video options).

Form and story:

These last two formats aren’t really quizzes centered around questions – but are more like flexible content tools.

Form: 7/10

Riddle’s got an excellent lead generation module, with 16 field types and supporting data integration to MailChimp, Google Docs, ActiveCampaign and loads more. We’ll cover this in more detail below.

They’ve added their lead form as a stand-alone format – we bet the Riddle team realized that many small/medium businesses are looking to reduce the number of SaaS subscriptions they pay every month.

Adding a form unit might mean you don’t need to pay for another software – like Formstack or Typeform for your for your website or blog. So that might save you an unnecessary SaaS subscription fee.

If you use it with their WordPress plugin, that means you also get a WordPress form tool, as well as a standard web-wide version with any Riddle package.

Story: 6/10

Riddle’s story format is a kind of like a Swiss Army knife for online content. We think it was designed for long-form articles – and we had a lot of fun making our test piece.

Suppose you wanted to create a long-form piece, with text, quotes, images, Tweets, and even other Riddle quizzes – all in one place?

We copied this from their template section – it includes a personality test, a poll, and an engaging supporting text and graphics:

100+ quiz & poll templates

We always love when quiz maker companies make life easier for their creators.

It could be making their tools more intuitive and easier to use – but most often, each online quiz builder will include a library of pre-made quiz templates for their creators.

No one can come close to Try Interact’s 800 templates – but Riddle features over 100 templates across their 15 interactive formats. As a nice touch, they include templates in English, French, German, and Spanish.

TryInteract is the clear winner when it comes to pre-made templates – they have something like 800 in their library. However, most are just 5 questions, and very light on content.

We’re big fans of Riddle’s quiz templates. They’re not half-formed; each is fully thought out – with 6-10 questions, and a good mix of image, audio, GIF, and video assets.

Plus, you can tell their team poured a lot of creativity into every template – each has excellent copy in both the questions and the user’s results.

Why use quiz templates?

Free online quiz templates do two main things:

  • Demonstrate use cases – even if your particular industry is pretty niche, it can still be very helpful to see how other verticals leverage quizzes and interactive content.
  • Save time – we’re all busy these days. Using a quiz template can jumpstart the creative process – and with a few minor modifications for your own business, your quiz could be up and running in just a few minutes.

Images/audio/video options

Sure, it’s a cliche – but it’s true. A picture is worth a thousand words, right?

This is one of Riddle’s core advantages as a quiz maker.

Hands-down, Riddle has the most options for finding and adding media to any of their quiz types. You can easily create an audio quiz, use videos clips, or add animated GIFs.

Riddle’s image and GIF options

Most quiz makers let you upload images (Qzzr, Outgrow). Some like Tryinteract even support an image search like Pixabay.

Riddle takes this to another level – supporting:

  1. Upload your own images or GIFs
  2. Google image search
  3. Pexels stock photos
  4. Giphy (animated GIFs)
  5. Stock photos
  6. YouTube videos – set start/end points to show just parts of a clip
  7. MP4 videos – upload your own videos
  8. Audio clips – add your own MP3 or WAV audio files (plus a background image)
  9. Twitter – embed any Tweet from any user
Riddle’s video and audio options

Extensive rich text editor

Our team of reviewers was also impressed by Riddle’s text formatting options. Too often, quiz makers expect you to live within their templates.

For maximum creativity, we like how Riddle added a full suite of text editing options. You have full control over font sizes, formatting, lists, tables, and more.

Redirect to URLs based on results

Quiz questions are only half the experience. Once they answer all the questions, you’ll want to show them their results.

Riddle’s result pages across all their formats are just as flexible as most Riddle elements.

You can choose to either:

  1. Create a result using their page builder – with images, social sharing, call to action buttons (linking to different URLs for each result)
  1. Auto-direct to different URLs – skip the standard page, and auto-send each user to a different URL, based on their responses. We immediately thought this was perfect for product recommendations for e-commerce folks.

Sheesh – this section is already getting super long. Let’s try to wrap things up – by talking about scoring:

  • With the slider shown in the image above, you can set the score is needed to show a particular result page.
  • There is no limit as to how many result pages you create.
  • If you build a quiz with 10 questions, scoring one point per correct answer, you could create 10 different result pages for each possible quiz result.

We love this kind of flexibility. It’s especially good for segmenting leads, or for contests and offers (e.g. “Only show a discount code to people who get 90% or better correct.”).

Quiz customization and options

No joke. Riddle offers the widest choice of customization options we have encountered in any quiz maker we’ve reviewed so far.

Their quiz creator starts with some professional-looking templates for your overall layout and style, then dive into lots and lots (and lots!) of deeper options around nearly every aspect of the quiz creation process.

Almost all customization options = available on all plans

The basic options like fonts, colors and language are the same for each quiz type.

Unlike some of the other quiz makers we’ve reviewed so far, Riddle gives extensive customization options across all their plans – not limiting them to their most expensive options.

That’s pretty refreshing, actually. This lets all users customize their quizzes to match their sites.

And let’s not forget global users. Riddle’s creator is localized into English, French, German, and Spanish. That’s cool for building your quizzes with a multilingual team.

But you can also present your quizzes in over 70 languages (including right to left like Arabic) – for all ‘fixed’ text like buttons, social sharing, etc.

Riddle does limit some customization options to their Pro and Team plans.

These are both Pro/Team features:

  • White labelling – You can hide your logo, or add your own. Also good if you’re creating content for clients.
  • Quiz timers – We already covered this feature in the quiz section, but it’s useable in other formats.
  • White labelled social sharing – all social sharing on Facebook and other networks will be your brand, with no mention of Riddle.
  • Call to action buttons – This lets you add customizable buttons to each quiz results, so you can present special offers or suggest further content around the quiz taker’s results.
  • Redirect to URLs – Riddle calls these ‘custom result landing pages’. Basically, they take a user to different URLs on your site based on their quiz results. We could see this being quite useful for product recommendations for e-commerce, in particular.

Folks on the Team plan also get access to:

  • CSS editor: You have full control over the quiz CSS and can change pretty much anything you like – from things like borders to buttons and hover states. This makes it a breeze to build a quiz that fits your brand and style 100%.
  • Upload your own fonts: While Riddle has a good range of fonts, you can also upload your own or link to Adobe Typekit, Google Fonts, and others.

We’re not fans of Riddle’s approach to customizing their forms vs customizing quizzes. The form builder comes with its own set of customization options – which means you have to duplicate work to style that to match your quiz settings.

We would have preferred if they rolled this all into one customization screen. (That said, the form builder does support templates – so if you styled the perfect form once, it is easy to re-apply for future quizzes.)

Quiz lead generation & integrations

As mentioned above, Riddle offers a solid form builder for lead generation. They’ve got a very wide range of fields you can drag/drop into your lead form, such as dropdowns, time/date picker, and a bunch more.

One of the key differentiators we spotted was Riddle’s ’email results’ builder. Many marketers like to encourage quiz takers to opt in and fill in a lead form by promising they’ll receive a personal report by email.

The quiz geeks in us were pretty impressed – you can build your own dynamic, customizable email report, and send each quiz taker a report automatically.

The other benefit? You might decide you don’t need your own email marketing tool – saving you a monthly subscription.

Your leads can then be sent to Google Sheets, MailChimp, AWeber, ActiveCampaign, or Blue State Digital. You can also connect to 3,000 marketing tools with Riddle’s Zapier app.

However, Riddle lags behind some other quiz makers in terms of native connections. But their Zapier app and webhook (available on all plans) let you connect to most tools.

Plus, you can always go old school, sending quiz and lead data to a Google Sheet or a XLS/CSV file then manually import them.

Still, we would love to see some more native connections from the Riddle team – for some of the more common tools like SalesForce, HubSpot, and Constant Contact.

Social sharing

Quizzes are some of the most shared content around – and most quiz makers will let quiz takers share their quiz results with a click.

Riddle supports the major platforms like Facebook, Facebook Messenger, Twitter, LinkedIn and WhatsApp – but goes a step further.

You can customize every platform’s share message using variables (ex. “I got <result> on <quiz title>”) around your marketing campaigns, hashtags, and the like.

We also appreciated how they let you white label all your quiz takers’ social sharing on Facebook. That’s a unique hack they’ve come up with – Facebook normally makes quiz makers show their site name on all social posts.

You have the option to enter your own Facebook app ID and make the share message completely white label. This might be especially important for brands – as this is the only way you can make all Facebook shares look like they originate from your site.

Publishing options with Riddle

Riddle offers three types of embed code – for a wide range of CMS tools – as well as Google AMP support.

  • Standard, responsive embed code We were able to use this everywhere we tried and it seems to be the best embed option
  • No JavaScript – Some sites or IT security folks don’t like JavaScript; the trade-off with this option is that the quiz embed is not responsive anymore and you have to set the height.
  • No CSS or Javascript – An embed option for the web purists. If your site does not accept any JS or CSS from third parties, try this option.
  • Google AMP support

We liked their additional options – from adding all quiz text to the embed code to help your site’s SEO with Google to using lazy loading.

The lazy loading was a geeky tweak that we especially loved.

Designed for slow connections, your quiz questions will load ‘just in time’ instead of trying to do it all at once. That means quiz-takers on slow connections won’t experience ‘laggy’ quizzes – while all of the questions and images load.

However, we would like Riddle add support for creating quiz pop-ups and other embed options – today’s creators often want more flexibility in how (and when) their quiz is displayed.

Quiz statistics

Making your quiz is just the start. Savvy marketers know that statistics are just as important – to see what’s working and what you could do better.

Riddle has a pretty extensive stats module, broken up into two sections:

  1. Account/team overview
  2. Quiz-level statistics

The account view looks like it was designed for publishers or larger companies. You can see how all of your content is doing – including the views, starts, completions, and leads – with the metrics to show your content’s ROI.

You can also narrow down the views by date range, team, or content type filters – so could you measure how Team A’s quizzes did last week vs Team B’s personality tests.

You can also get a report on how well your lead forms and CTA buttons performed, and get visibility into your audience by geography, operating system and by the device used.

The individual quiz stats provide a more detailed breakdown how each question performed in addition to the overview stats.

Riddle’s drop-off graph was useful to improve completion rates – you can see where you’re losing a big chunk of your quiz takers.

For you number-crunchers out there, Riddle offers a stats download in CSV format – broken down by day. If you like to analyze your data in tools like Microsoft Excel or Google Data Studio, this is a great way to do it.

GDPR review @ Riddle

Data privacy isn’t very ‘sexy’ or cool. But it is important – especially the EU’s GDPR and other data privacy regulations affecting companies worldwide.

Our analysis shows that Riddle appears to be a fully GDPR-compliant quiz maker:

  • You can sign their Data Processing Agreement (DPA).
  • They host all quiz data in the EU (Germany – with a backup in Luxembourg).
  • There are zero trackers in the Riddle embed code. We got our coding friends to check it out – they only write an anonymous session cookie which is needed for the quiz to function (all quiz makers we’ve reviewed have at least one session cookie).
  • All personal data (the lead form data you collect in your quiz) is only accessible by the creator of the quiz and stored encrypted on their servers (unless you choose a different save method, like sending them to a Google Sheet, in which case, Riddle does not store anything)
  • Facebook and other social share buttons are implemented in a GDPR-compliant way – meaning no code is loaded from the social networks until the button is clicked. You can even display the required GDPR info to the user after a share button is clicked to make your quiz fully compliant.
  • GDPR-compliant Facebook Pixel: Riddle’s the only quiz maker we spotted this. Riddle offers a fully GDPR compliant option to use this tracking – no pixel is fired until you get the user’s consent.
  • The lead form displays the correct GDPR info when you choose “save with Riddle” and also provides the ability for a double-opt-in (users have to click a confirmation emailed link) before anything is stored.
  • Beyond lead data, you can ask your quiz takers to separately opt-in to have their quiz data stored as well.

Bottom line, this is the best GDPR implementation we have seen so far – Riddle is the only quiz maker using a data center in Germany, and not Amazon or Google cloud servers to store quiz and personal data outside the EU.

But with a twist: Riddle allows you to make your quiz fully GDPR-compliant. If you operate in a country where GDPR does not matter, you can also disable these features.

Riddle pricing

We’re not going mince word here – we flat-out love Riddle’s pricing model.

Instead of putting caps on every plan, to encourage people to upgrade to the next level, Riddle does something pretty revolutionary.

All of their plans are completely unlimited – you can:

  • Create and embed unlimited quizzes
  • Collect unlimited leads and quiz data
  • Unlimited quiz takers

You basically pick the feature set you need – and that’s it.

No worries about higher costs due to a traffic spike if your quiz goes viral. We also approve of their approach to content – you can use all 15 of their quiz types on any plan.

Like every other quiz maker, they provide a good discount if you pre-pay yearly – up to 29%.

Alas, Riddle doesn’t have a free tier like TryInteract or Involve.me, but they do offer a 14 day completely unlocked trial.

Riddle also get bonus points from the QMR team for not requiring a credit card just to try their software (we hate that!).

Summary @ Riddle

Kudos to you for getting to the end!

This was an epic quiz maker review – but we blame Riddle’s developers; they added so many features and formats that we needed cover.

If you are serious about building quizzes and other types of interactive content, Riddle is our clear recommendation – and winner of our ‘Editor’s Choice Award’.

  • No other tool matches their flexibility when it comes to content creation and styling.
  • And their form builder and the ability to send quiz results via email directly from within Riddle make it a clear winner for lead generation as well.
  • The only downside – Riddle have less native integrations than other tools. But offering their Zapier app and a webhook on all plans helps make up for it.
  • Finally, we’re big fans of their unlimited pricing model – unique in the industry – and their diligent approach to data privacy and GDPR-compliance.

You can also read the SEO Quiz Master’s review of Riddle – the author Mark gives another detailed look at this quiz maker, as he puts Riddle through its paces.

Quiz Maker Review’s rating for Riddle

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

Whew – that was a long, long review to write up. Time for some much-deserved beers.

Any questions or comments? Please leave us a message below – we’re looking forward to your comments and feedback!

2 thoughts on “Riddle”

  1. My not-for-profit uses Riddle to help people in the UK to identify ways to overcome poverty. It enables our support staff to transform people’s lives but your article makes me realise we’re just scraping the surface. Where can we find someone to build a Quiz that fully puts Riddle to use?

  2. Riddle, like all the other quiz makers we reviewed, unfortunately does not offer a quiz writing service. You can try to hire people on upwork.com to create quizzes for you (try this link: https://www.upwork.com/search/profiles/?q=quiz%20writer) or reach out to the Riddle support and ask for help with your quiz. We hear that they are super responsive.
    But it seems like there is a market out there for connecting quiz makers with freelance writers specializing in quiz/test creation.

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