Why is the contact form relevant for data protection?

Contact forms are often the first touchpoint between a company and its audience, so they should be as simple and welcoming as possible. At the same time, the General Data Protection Regulation (GDPR) sets strict rules for how personal data must be handled – and these requirements can sometimes make forms feel less user-friendly. This article outlines what’s needed to make a contact form fully GDPR-compliant and offers practical ways to meet those standards without sacrificing accessibility or ease of use.

Video: Using contact forms in a GDPR-compliant way

Most contact forms collect personal details such as a name, email address, or phone number. Under the GDPR, businesses are legally required to process this data securely and transparently. Failing to do so doesn’t just risk fines – it can also damage the trust and confidence of the very users you’re trying to connect with.

(Update: Fines are only growing more and more significant for GDPR violations. As of November, 2025, the EU has levied 2645 fines exceeding 6.7 billion euros.)

What are the requirements for GDPR-compliant contact forms?

A detailed list of the eleven most essential requirements for the collection and storage of data following the GDPR can be found in the appendix of this article. The following are the key principles.

To be GDPR-compliant, contact forms must:

• Clearly state the purpose of the data collection.
• Only request data that is necessary.
• Obtain informed consent from users.
• Provide data protection information that is easy to understand and access.
• Ensure secure transmission of data, e.g., through HTTPS encryption.
• Store data in a secure country, ideally in the EU or, if outside the EU, explicitly identify the storage location.
• Use double opt-in (DOI) to get permission to store data and verify its correctness. Do not store data without a successful DOI.

The contact form should only collect necessary data and clearly explain how that data will be used.

For example, if you use a contact form as part of a competition:

• Users should be informed whether the data will be used solely to determine the winner and contact them.
• If the data is also going to be used for a newsletter, a checkbox is required for consent to subscribe to the newsletter.
• In addition, it should be explained what content the newsletter offers and how often it is sent.

The more precisely you explain the purpose of the data collection, the lower the risk associated with your form.

We have also prepared this checklist around creating GDPR-compliant interactive content – including forms but also extending to quizzes, polls, and Riddle’s 30+ other content formats.

How do I create a data protection-compliant contact form?

1. Define the goal of the form

Clearly define what the contact form will be used for, for general inquiries, customer support, or competitions.

2. Define necessary and optional information

Only collect the data that is absolutely necessary. Optional information should be marked as such.

3. Provide data protection information

Make sure users can access the data protection information before submitting the form.

4. Set up encrypted data transmission

Use HTTPS to ensure the data is transmitted securely.

5. Obtain consent for data processing

Insert consent checkboxes that must not be pre-ticked. Make sure that consent is documented.

6. Implement double opt-in to confirm the email address

To ensure that the contact form has been completed by the person who entered their email address, you must verify the accuracy of the address. Otherwise, a malicious user could enter the email address of a stranger, who would then be contacted unintentionally.

There are two ways of implementing double opt-in:

a) After the form is sent, an email with a confirmation link is sent. This email must not contain any advertising but only the request to validate the purpose stated in the form by clicking on the confirmation link.

b) A a numerical code, known as a one-time password (OTP), is sent to the email address provided in the form. The code must be entered before the form is finally sent.

Riddle offers both options for validating email addresses.

Use GDPR-compliant contact forms from Riddle

Riddle is a 100% GDPR-compliant form and quiz maker. It offers ready-made solutions for data privacy-conscious contact forms. These ensure that your form meets all legal requirements.

1. Data storage in Germany: All data is stored on Riddle’s own servers in Germany. It is neither processed on cloud services nor is it outside the EU.
2. Double opt-in options: Riddle supports standard double opt-in methods, such as sending an email link or an OTP code. Your own mail server can also be used to send the confirmation or the OTP code emails.
3. Flexibility with checkboxes: You can integrate as many as you like into the form with links to terms and conditions or data protection conditions.
4. Security measures: You can insert a CAPTCHA into the form as an additional security measure. In addition to Google and Cloudflare CAPTCHAs, you can also use Riddle-made, GDPR-compliant CAPTCHAs, which are also hosted by Riddle. 
5. No cookies or trackers: Riddle does not set any cookies or load any trackers when a form is embedded on your website.
6. Flexible integration: Riddle forms can be integrated anywhere in quizzes, surveys, polls, or personality quizzes.
7. Data storage and forwarding: Form data can be stored securely on the Riddle servers or in a Google Sheet. Alternatively, it can be sent to popular email marketing tools such as Brevo, Mailchimp, ActiveCampaign, or AWeber.
8. Easy data deletion: If you store data on the Riddle servers, you can quickly find all form entries for an email address when a user requests deletion and securely delete them with just a few clicks.

Check out this GDPR-compliant contact form template (powered by Riddle):

Try Riddle for free and create your own form – all features unlocked, no credit card required.

Frequently asked questions

Appendix: The 11 most important GDPR rules for data collection and storage

The General Data Protection Regulation (GDPR) provides clear data collection and storage guidelines that apply throughout the European Economic Area (EEA). Here are the key principles, along with the relevant GDPR articles:

1. Lawfulness, fairness and transparency Art. 5(1)(a) GDPR

Explanation: Personal data may only be processed lawfully and transparently. The data subject must be informed about what data is collected and why.

Example: A privacy policy must be easily accessible and easy to understand.

2. Purpose limitation Art. 5(1)(b) GDPR

Explanation: Data may only be collected for predetermined, clear, and legitimate purposes. Further processing for other purposes is only possible to a limited extent.

Example: If a contact form is used for customer inquiries, the data may not be used for marketing purposes without consent.

3. Data minimization Art. 5(1)(c) GDPR

Explanation: Only data necessary for the intended purpose may be collected.

Example: Questions such as “date of birth” or “address” in a general contact form should only be asked if they are needed.

4. accuracy Art. 5(1)(d) GDPR

Explanation: Data must be accurate and up to date. Incorrect or outdated data must be rectified or erased.

Example: A function for updating or correcting user information should be provided.

5. Storage limitation Art. 5(1)(e) GDPR

Explanation: Data may only be stored for as long as is necessary for the purpose. After this period, they must be deleted or anonymized.

Example: Customer inquiries should be deleted as soon as they have been processed unless legal retention obligations apply.

6. Integrity and confidentiality Art. 5(1)(f) GDPR

Explanation: Data must be protected against unauthorized access, loss, or destruction by appropriate technical and organizational measures.

Example: SSL/TLS encryption should be implemented for data transfers and strict access rights.

7. Accountability Art. 5(2) GDPR

Explanation: The controller must always be able to demonstrate that the processing of personal data complies with the GDPR rules.

Example: Companies should implement a data protection concept and internal logging mechanisms.

8. Legal bases for processing Art. 6 GDPR

Processing is only lawful if it is based on one of the following legal bases:

• Consent of the data subject (Art. 6 (1)(a) GDPR)
• Performance of a contract (Art. 6(1)(b) GDPR)
• Compliance with a legal obligation (Art. 6(1)(c) GDPR)
• Protection of vital interests (Art. 6 (1)(d) GDPR)
• Performance of a task carried out in the public interest (Art. 6 (1)(e) GDPR)
• Protection of legitimate interests, except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject (Art. 6 (1)(f) GDPR)

9. Rights of the data subject Art. 12–22 GDPR

• Right of access (Art. 15 GDPR): Data subjects can request information about the personal data stored about them.
• Right to rectification (Art. 16 GDPR): Incorrect data must be rectified.
• Right to erasure (Art. 17 GDPR): Data subjects can request that their data be erased (right to be forgotten).
• Right to data portability (Art. 20 GDPR): Data subjects can request their data in a machine-readable format.
• Right to object (Art. 21 GDPR): Data subjects can object to their data being processed.

10. Data protection through technology design and data protection-friendly default settings Art. 25 GDPR

Explanation: Systems and processes must be designed to be data protection-friendly from the outset.

Example: Default settings should be configured to ensure that only necessary data is processed (privacy by design and default).

11. Information to be provided Art. 13 and 14 GDPR

Explanation: Data subjects must be provided with comprehensive information when data is collected.

Example: This is usually done using visible data protection notices or pop-ups.

You can find the full GDPR on the official EU Website.

Disclaimer: We do not provide legal advice. We recommend that you seek legal advice from a lawyer about how Riddle’s quiz maker complies with the CCPA.  

Riddle is fully CCPA compliant 

California introduced its California Consumer Privacy Act (CCPA), which took effect on January 1, 2020. As California has the fifth-largest economy in the world, this law has a huge impact on many businesses.  The CCPA will affect you if you are a for-profit entity doing business in California and meet any of these criteria:  

• Annual revenue over $25 million  
• Buy/ receive/sell/share personal identifiable information (PII) of over 50,000 consumers, devices, or households for commercial purposes 
• Generate over 50% of annual revenue from selling consumer personal information  

Riddle is fully CCPA compliant 

Riddle is fully GDPR-compliant and therefore also fully CCPA compliant. The GDPR is the European General Data Protection Regulation – and is considered among the strictest privacy laws in the world.

There are two options for using Riddle: 

1. Riddle without a lead form: 
   • If you create a Riddle without a lead form, we do not collect any personal information. We only collect overall (anonymous) statistics such as:  
     • 15k people took the quiz 7k answered question one with “Yes” 
   • • We do not track individual quiz results, and we are not able to break out the data for a specific user. Plus, we do not drop any cookies or use trackers to track your quiz takers. 
     • For example, if you were to use our Net Promoter Score® (NPS®) format, your audience could give their feedback about your brand or site anonymously – without any PII being passed by Riddle.

1. Riddle with a lead generation form:   
   • Quizzes are powerful lead generation tools, and adding a lead generation form will provide opt-in rates of close to 30%.  If you include a lead form in a Riddle, we will pair each of your leads’ PII with their responses.  
   • We designed Riddle so that this PII is passed directly to your email marketing tool – unless you choose to store the data on the Riddle servers.
   • We only store the information when you select the “save to Riddle” option. If you select this option, the data will be stored encrypted on our own servers in our German banking-grade datacenter, and only you will have access to it. 

Deleting a user’s personal information upon request.

As part of being CCPA compliant, you’re required to delete a PII when you’re asked to.  

With Riddle, you can do all of that without getting your developers involved.  Simply search for the data to be deleted in our lead management tools and securely erase the data. Alternatively, you can erase all data from all users stored with a particular Riddle.

Frequently Asked Questions (FAQ) about being CCPA compliant

Interactive content like quizzes, polls, personality tests, and mini-games are powerful engagement tools. But they are equally useful for collecting personal data from users for lead generation, contests, leaderboards, and more.

However, collecting personal information (PII) is serious business. To keep your business GDPR-compliant content, it’s crucial to follow the guidelines below.

Adding videos, images, or other content

Adding multimedia, such as videos, makes your online content much more effective. However, there are pitfalls to avoid since many services will collect personal data from your audience.

In particular, you should avoid these three services:

1. YouTube
2. Vimeo
3. X (Twitter)

If you are using these services, it’s crucial ask the user for permission to load the content as these tools will load a cookie.

To make this easy for you, Riddle lets you create and show a permission screen before content from these networks is loaded.

Check out this help article to learn how to use this feature.

Want to use videos in your Riddle?

We recommend uploading MP4 video files, as they will be hosted on our Riddle servers. Riddle will not set any cookies or trackers because we value your and your quiz takers’ privacy, ensuring GDPR compliance in your multimedia content.

(Plus they also look much better – without YouTube, Vimeo, or Twitter adding their own branding and controls to your Riddle.)

Collecting email and personal data

You have to pay special attention when dealing with personal data:

• Please make sure to ask for permission – check out our templates for some sample legal language to remain GDPR compliant.
• Use double opt-in (DOI) either via email or via a one-time code to stay compliant with GDPR.
• Save lead data to Riddle or to an integration like Brevo.com which is also GDPR compliant.
• The “Save to Riddle” option is easy for people who don’t want to send data to another email tool or marketing software.
• Save lead data to your tool.
  If you save your lead data using another method, ensure it is GDPR compliant. (Most popular U.S.-based companies are probably problematic). (List of GDPR-compliant tools)
• Meta (Facebook) Pixel
  Using FB Pixel is controversial in GDPR terms. We recommend against using it.

Riddle defaults that make your interactive content GDPR-compliant

• We serve all Google fonts from our servers, ensuring GDPR compliance by avoiding third-party trackers.
• All lead data stored on our servers is encrypted.
• We never use trackers or cookies for your quiz takers — only completely anonymous local storage for features such as limiting how often someone can take part in a quiz, poll, or other Riddle content.
  • You can read our full breakdown around using cookies and local storage for your audience here: https://www.riddle.com/legal/cookies
• Our servers are in a banking-grade data center in Germany, operated by ourselves with backups in Luxembourg, and strictly adhere to GDPR regulations.
• We do not use Cloudflare or any other CDNs operated by U.S. companies. Instead, we manage our Germany-based CDN ourselves, keeping your content GDPR compliant.

Any questions about creating GDPR compliant content?

If you have any questions about using Riddle to collect personal information – for example, for lead generation, quiz contests, or other interactive activations – we’re here to help.

As an EU-based company, we understand the importance of GDPR compliance and data privacy. Our entire team – from founders and product managers to developers – actively supports customers with questions like these. You can reach us via our support chat or by emailing hello@riddle.com. We’re also happy to arrange a support or Teams call to discuss your specific use case in more detail.

Riddle is trusted by some of the world’s leading publishers and brands, including Immediate Media/Burda (case study), 20 Minuten (case study), Club Med (case study), Tate Modern, and many others.

Founded in 2014, Riddle powers 2.8 billion quiz and survey questions every year for publishing partners. We bring deep experience helping organizations harness the power of interactive content while staying fully compliant with GDPR and other privacy regulations.

Frequently Asked Questions (FAQ)

(You can use Riddle’s quiz maker to easily create your own NPS that completely matches your brand’s look and feel in under 60 seconds. Click here or scroll to the bottom of the post for more information.)

Definition: Net Promoter Score (NPS)

The NPS is measured on a standardized scale from 0 to 10. This scale is used as a response option to the above-mentioned question about the likelihood of recommending the company, product or service. The answer option “zero” corresponds to the fact that there will be no recommendation at all and the answer option “ten” corresponds to the fact that there will definitely be a recommendation.

The answers are divided into three segments, which are defined as follows:

• Promoters (9-10): Customers who would actively recommend the company and are seen as loyal supporters.
• Passives (7-8): Satisfied customers who will not actively recommend the company.
• Detractors (0-6): Customers who criticize the company and could potentially spread negative word-of-mouth.

How is the Net Promoter Score calculated?

The NPS is measured on a numerical scale (usually from 0 to 10) and is calculated as the difference between the percentage of promoters (customers who give a rating of 9 or 10) and the percentage of detractors (customers who give a rating of 0 to 6).

The formula is:

NPS = % Promoters – % Detractors

The NPS provides a comparable, quantitative indicator of customer satisfaction. Smart business can measure changes in NPS, and map them to new features in the product or changes in customer care.

Example calculation

The NPS has a general value range of -100 to 100. Suppose the NPS survey receives 100 responses, of which 60 are promoters, 20 are passives and 20 are detractors. This results in an NPS of 40.

NPS = 60/100 – 20/100 = 60% – 20% = 40

A negative NPS would occur, for example, if the 100 responses included 20 promoters, 40 passives and 40 detractors:

NPS = 20% – 40% = -20

For reference, in 2025, the average Net Promoter Score for 40 of the leading software makers was just 24% – ranging from Adobe Photoshop (at -9%) to Google Docs (+52%). (Source: MeasuringU)

Example NPS survey – created with Riddle.com

Create your own NPS survey for free with our 14 day free trial.

What factors influence the NPS?

Typical factors that influence the NPS are:

• Product quality and freedom from defects – does the product perform its tasks without problems and without causing defects?
• Customer service – how quickly are customer queries responded to and can customer service provide assistance?
• User-friendliness – can customers quickly find their way around the product without much help? How steep is the learning curve? Can important functions be quickly found without problems?
• Value for money – does the product deliver value that matches the price?

In addition to these internal factors, external factors can also influence the NPS. A better or comparable but cheaper competitor product will negatively influence the NPS if a customer is annoyed that they did not choose the competitor.

General market trends also influence the NPS, without any individual company being able to react to them. A good example of this is the hype surrounding bubble teas in 2011 and 2012.

During this time, numerous bubble tea shops opened and even large chains such as McDonalds added bubble tea to their range. After a report by RWTH Aachen University about substances in bubble teas that were allegedly harmful to health and a subsequent wave of negative reports, the market for bubble tea collapsed completely.

NPS surveys of large companies that have included bubble tea in their range suddenly show a change from a very high to an extremely low NPS value, without this being within the company’s sphere of influence. 

Sources: https://globaledge.msu.edu/blog/post/57326/the-bubble-tea-industry–how-one-drink-found-global-success and https://en.wikipedia.org/wiki/Bubble_tea

What is a good NPS value?

A “good” NPS value depends heavily on the industry. For example, banks traditionally tend to have rather poor NPS values, while car brands tend to have very good NPS values.

The University of Bamberg has published a comprehensive study on various industries and compared the NPS values of individual industries and different user groups (non-customers, regular customers, etc.). For the UK, Marketing Weekpublished the NPS for some popular UK brands.

Across all user groups, Amazon achieved the best NPS value of 23, while Deutsche Bank achieved a value of -78.

Further sample values from the survey of regular customers:

(Note: this study is from April 2013 – today’s NPS values might be quite different)

But here, too, it is very important to differentiate who is surveyed. For example, if you only look at the ratings of regular customers, Audi, with an NPS of 63, is ranked first among the major brands, while Coca-Cola, with an NPS of 35, is only ranked 18th.

Generally speaking, the goal should be to achieve an NPS greater than zero. This ensures that there are more people who recommend the company than people who speak negatively about it.

If the company is not a well-known brand like Audi or Coca-Cola, it doesn’t usually make sense to conduct an NPS survey among non-customers. As soon as only existing customers are surveyed, the goal should be an NPS well above zero.

Industry-specific sample values

From the studies, one can see the typical NPS range for individual industries. These are as follows:

The following scale can be applied to industries across the board:

• NPS over 50 -> excellent
• NPS from 0 to 50 -> shows that the company is performing solidly, but there is room for improvement
• NPS below 0 -> there are serious problems with customer satisfaction

Advantages and disadvantages of the NPS

The main advantage of the NPS value is the easy comparability between periods within one’s own company and with companies in the same industry. Since it is a standardized question, one can easily observe the changes of the NPS over time and form correlations with product or process changes.

NPS can be used across industries and enables quick trend analyses.

One of the primary disadvantages of NPS is the fact that the standard version does not provide any justification for the rating. Of course, you can ask follow-up questions based on the rating using suitable tools. This requires branching logic so that a suitable follow-up question can be asked depending on the rating. For example, “What is the main reason you would not recommend us?”

Another disadvantage is that the evaluation often depends very much on the last user experience. A generally satisfied user who has encountered a disturbing product error shortly before the survey will almost certainly not give a good evaluation, even if they have been satisfied with the product for years. The customer status (regular customer, occasional user, new user, etc.) can also have a significant influence on the NPS.

Ideally, the customer status is transferred to the NPS tool so that it can be taken into account in the evaluation. With Riddle, this is very easy to do using the Riddle Data Layer. This allows the customer status to be transferred completely anonymously to the NPS survey and stored together with the survey result.

Areas of application for the Net Promoter Score

Below, we have listed some areas of application for the NPS for different industries.

Sports clubs

Measuring member satisfaction

A sports club could regularly send NPS surveys to members to find out how satisfied they are with training conditions, coaching performance, or club life.

Example: A tennis club asks its members about their satisfaction with court availability. Detractors might point out that the booking systems are inefficient, leading to optimization.

Improving events

NPS can be used for club events such as tournaments or summer festivals.

Example: Participants receive an NPS survey after a club run. Promoters might recommend the event, while detractors might criticize poor organization or a lack of refreshments.

Feedback for coaching performance

NPS can be used specifically for training sessions or coaches to measure the quality and effectiveness.

Example: A youth soccer club uses NPS feedback from parents to evaluate satisfaction with the coaching skills and interaction with the children.

Visit our dedicated page for sports teams to learn more about how Riddle can help with fan engagement and revenue generation.

E-commerce

Strengthening customer loyalty

The NPS shows whether customers are willing to recommend the company. Regular queries after purchases can help identify weaknesses.

Example: An online clothing retailer asks customers about their shopping experience. Low scores could indicate long delivery times or poor product quality, while promoters praise the easy returns process.

Optimizing the user experience

A low NPS can indicate problems with navigation or checkout.

Example: An electronics retailer introduces an NPS after using its app and discovers that detractors are often dissatisfied with the search function. A better search feature can increase the NPS.

Targeted customer approach

The NPS can be segmented to reward promoters with exclusive offers and to target detractors for recovery.

Example: An online furniture store offers promoters discounts on their next order and asks detractors for details of their complaints.

Publishers

Increase reader loyalty

Publishers can regularly ask their subscribers about their satisfaction with the content to understand what is well received.

Example: An online news portal like “Spiegel Online” uses the NPS to measure satisfaction with special subscriber content. Promoters praise investigative reports, while detractors criticize monotonous content.

Tailoring content to target audiences

NPS can help you better understand which topics, sections, or authors resonate with readers.

Example: A lifestyle magazine uses NPS surveys to discover that recipes and fitness tips are more popular than political analysis pieces and decides to focus more on these topics.

Optimizing the subscriber experience

NPS can be used to identify problems in the subscription process or with digital platforms.

Example: A publisher of academic books uses NPS for its e-book platform and finds out that many detractors are complaining about technical problems. The platform is revised to provide a better user experience.

Learn more how Riddle is helping leading global publishers to generate ad revenue, increase time spent on site and improve data collection.

Why is the NPS important for companies?

NPS is an excellent early indicator that can identify potential problems in the product or in the sales process. With constant monitoring, it is possible to react very quickly to problems that would otherwise only occur much later in the form of fluctuations in sales. In the long term, the NPS correlates with an increase in sales and the growth of the company in comparison to the market. The NPS can therefore be used very well to develop and test strategies that reduce churn rates in the long term and increase customer loyalty.

How can companies improve their NPS?

First and foremost, a poor NPS value is more of an opportunity than a major problem. Therefore, every company should dare to ask for the NPS, even if the expectations of the value are rather low.

As soon as a starting value is measured, you can actively work on improving the product offering and see the success of the changes to the NPS.

Strategies for optimizing the NPS

If the NPS value is poor, it makes sense to add another question to the standardized question. By using branching logic, you can ask detractors a different question than you ask promoters.

Though you can ask promoters why they recommend the product, it’s more important to ask detractors: “What is the main reason you would not recommend our product?” This can be a free-text question if no reasons are known internally, or a multi-choice selection if, for example, a list of common complaints can be provided by the customer support team. 

Based on the detractors’ answers, the problems can now be addressed directly and the product, communication, training, or support can be improved to permanently increase the NPS.

Calculate the NPS with Riddle

When using a Net Promoter Score block in a Riddle survey, Riddle calculates the NPS value automatically and also provides a corresponding classification of the value.

Since Riddle also displays the development of the NPS over time in a graphic, you won’t need any other tools to calculate the NPS. The NPS block is available in all Riddle plans and can be used without limits for any number of surveys.

Create a NPS® with Riddle’s quiz maker

Want to build your own Net Promoter Survey? You can use Riddle’s intuitive block-based builder to quickly add one to your site – fully white-labelled to match your company’s branding.

As an enterprise quiz maker, used by thousands of the largest publishers and brands on the planet, Riddle has the in-depth content creation, analytics, and design features leading publishers and brands require.

We put together this handy help guide to help you get started.

Another example Net Promoter Survey® built with Riddle

Making your own NPS is easy – we created this one in about three minutes, asking your feedback about this very blog post. (Please answer it – we always love to get feedback!)

Frequently asked questions

Trademark notice

Net Promoter^®, NPS^®, NPS Prism^®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score^SM and Net Promoter System^SM are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.

It is increasingly difficult for content marketers to stand out in a crowded marketplace. Traditional content methods often fail to engage and convert. Also, measuring the effectiveness of content campaigns for your stakeholders can be complex and time-consuming.

In 2025, publishers and brands face a perfect storm – trying to capture and retain audience attention while the rise of AI means traditional organic search is undergoing a massive sea change. The good news? Quizzes and interactive content get up to 2X more engagement and 30% more dwell time.

Riddle addresses these pain points by providing an enterprise quiz maker platform for creating engaging, interactive content that drives results. With a wide range of formats at your fingertips, including quizzes, polls, and surveys, you can transform dull content into dynamic experiences that capture and hold your audience’s attention. 

Introducing Riddle – an enterprise-grade, zero-code quiz maker

That’s where Riddle’s online quiz maker comes in. Your team will have access to a powerful platform to create engaging, interactive content that drives results – all 100% white-labeled to match your brands. With a variety of formats at your fingertips, including quizzes, polls, and assessments, you can transform dull content into dynamic experiences that capture and hold your audience’s attention.

Engagement is just part of the puzzle. It’s equally important to monetize the increased traffic and time on your sites. Riddle also includes deep monetization options for your advertising sales and operations teams – by creating sponsored content or serving your own video and banner ads.

You have probably experienced the additional hurdles large organizations face when integrating new tools, from InfoSec to procurement and legal. Riddle’s enterprise quiz maker has extensive experience working with big customers. It features a comprehensive suite of back-end features enterprise-level customers demand, including:

• Collaborative multi-user workspaces – for 10 to 10,000 creators
• Single Sign On (SSO)
• Robust analytics (including Riddle’s Looker Studio integration)
• Rigorous compliance with InfoSec and data privacy regulations

What is Riddle?

Founded in 2014, Riddle.com is an ‘all-in-one’ engagement quiz maker used by thousands of the world’s top publishers, brands, non-profits, and sports teams (check out Riddle’s case study library, including Tate Modern, Minute Media, and the Fiesta Bowl). Customers turn to Riddle to create quizzes, personality tests, polls, surveys, score/outcome predictors (e.g., ‘Who will win the World Cup final?’), leaderboards, contests, and more.

Beyond single or multiple choice questions, Riddle’s innovative block-based architecture lets you creators incorporate any number of blocks in multiple formats, all within a single interactive experience. Each Riddle supports flexible drag/drop branching logic, enabling editors to show different questions based on previous answers.

How to embed a Riddle quiz?

You can easily embed any content created on Riddle:

• Responsive embed codes
• WordPress plug-ins
• Using our API within your CMS
• Integratee into your organization’s apps (both Android and iOS)

30+ quiz, poll, and other creative formats

Enterprise-level organizations often have multiple teams and divisions using software (e.g., editorial, sales, marketing) – each with its own requirements. Choosing an interactive content platform that is easy to use – yet sophisticated enough to support a wide range of use cases is key.

Riddle’s enterprise quiz maker currently supports 30+ content blocks (and counting). Here is a sample of the types of questions you can include in each type of content.

Poll / survey question formats

• Single-choice (‘What is the most important issue to you?’)
• Multi-select (‘Pick your top 3 candidates’)
• Reaction slider (Strongly agree -> Strongly disagree: ‘More needs to be done about online data protection.’
• Upvote (‘Vote for your X favorites’ – list then automatically re-ranks based on audience rankings)
• Swiper (Tinder-style ‘like or not’ – users swipe left or right to express their opinion)
• Order it (Records choice by preference – ‘Rank these Olympic sports by preference – soccer, track and field, basketball, breakdancing…)
• Likert/matrix – ask multiple questions using the same scale (e.g ‘strongly agree to strongly disagree’)

Online quiz question types

• Single-choice (‘What is the capital of Canada?’)
• Multi-select (‘Pick Newton’s three laws from this list of eight options)
• TypeRush (‘Can you name all 50 U.S. States in under ten minutes?’)
• Guess It (‘Who is this?’ – Wordle-style game where users have 4 clues and 5 guesses to guess the blurry photo.)
• Order it (Place in the right order – ‘Rank these films by box office draw – Star Wars, Jaws, Pulp Fiction…)
• Tap and find (Answers are hot spots on images – ‘Click where Cape Town is on the map’)
• Spot the difference (Click on the difference between two images – ‘Find the 3 differences in these two photos’)
• Type the answer (‘Which movie legend directed Taxi Driver?’)

Personality test questions

The most viral and highest converting of our formats, personality tests give an overall result based on how the user responded to a series of questions. You can use this format to give results based on each user’s responses (e.g. ‘Which political party should you vote for?’ or ‘What Harry Potter character are you?’), as well as product recommendations and in-depth assessments.

• Single-choice (‘Which issue is the most important to you?)
• Multi-select (‘What 3 qualities describe you best?)

Predictors

Quick to create and highly social, predictors let the audience pick the winner or result.

• Guess the score (‘What will the score be for the World Cup?’)
• Pick the winner (‘Who will win the U.S. Presidential Election?)

Leaderboards

Turn any quiz or predictor into a public competition. Boost engagement and retention across one or multiple quizzes (e.g. ‘Enter our 10 week summer trivia challenge!’).

• Quiz – users get points based on the number of right answers and how fast they answer.
• Predictor – points awarded based on the accuracy of each user’s guesses

Free-form blocks (useable in all content types)

For maximum flexibility, Riddle also features non-question content blocks – you will be able to call out key stats or quotes, or provide additional context before moving to the next question.

• Quote block – useful for stats or key quotes (’76.2% of voters think the government should do more about climate change.’)
• Text/media block – our ‘freestyle’ block will let you and your team add text, plus videos, images, and other media, anywhere in the flow of a Riddle (e.g., ‘You’ve completed section 1 – here’s what you’ll discover in section 2.’)

Upcoming content formats

Riddle is continuously evolving – to provide you and your team with additional formats or tools. For example, various interactive games and puzzles are also on our roadmap. 

• Custom development – as part of Riddle’s Enterprise plan, you can also commission the development of custom features and formats for Riddle on top of the core features our enterprise quiz maker already offers.
• Collaboration – Riddle features robust multi-user features that can support any number of creators from your organization, including collaborative workspaces (‘projects’), custom user roles, and a shared media library for your project members (e.g. for re-use of common assets).

Insert images/videos/GIFs/audio 

Go beyond mere text – and turn your Riddles in to multi-media experiences. You can add the following in almost every location – from questions to answers, answer explanations or results:

• Images/GIFs: upload your own, or search/use via Google Search, Pexels, or Giphy
• Video: add your own MP4, YouTube, or Vimeo clips
• Audio: insert MP3 audio files and a background image

You can also insert your organization’s own media or video library. Your creators can quickly use your own catalog of video clips or images for a faster workflow and avoid internal licensing concerns over hosting proprietary videos on YouTube or Vimeo.

Accessible quiz maker – engage your entire audience

Riddle is an accessible online quiz maker – both for your audience and the creative tools for your editorial staff. This includes following WCAG 2.1 guidelines by supporting keyboard navigation, text to speech, and more.

Globally, more countries require public sector organizations to meet accessibility guidelines (including the UK’s 2018 accessibility regulations and the USA’s Section 508).

Extending these regulations to private companies is probably not too far away. Future-proof your organization by choosing an online quiz maker that already meets these requirements.

Zero-party data capture & lead generation

Riddle is designed to make it easy to track your users’ interactions throughout their journey with any of our quiz, poll, or other formats and our drag/drop form builder.

Your teams would have the option to collect quiz takers’ information with ‘all in one’ lead forms or separate form blocks (as well as all of their Riddle results):

• 16 types of fields – including name, email, dropdown, radio buttons, and text entry.
• Fields can be used separately or combined in a single standalone form.
• Fields or Riddles can also be prefilled with your users’ data using our data layer. For example, if your users are logged in, you could personalize a Riddle with ‘%firstname’ as well as pre-fill the log-in form.

Sending individuals’ Riddle responses to your CRM or CDP

By default, for privacy reasons, Riddle only stores the anonymous, aggregate statistics of your audience:

• 254,352 people took the quiz
• 76,251 answered question 1 as ‘A’, 63,158 as ‘B’, etc.
• 75,612 completed the form
• 3 min 12 seconds average time per user
• 12,698 shares on social media

However, by adding a lead form or form block, you can save each user’s responses to your marketing software or data warehouse via native integration (e.g., MailChimp, Google Sheets, ActiveCampaign) or our secure webhook and Zapier connector.

Data layer – no need for a lead generation form

Use Riddle’s data layer to pre-populate your Riddles with data from your CDP or CRM:

• Personalize your quizzes – (e.g., ‘Hi %first name – let’s take a quiz’)
• Pre-fill forms – increase opt-ins by automatically adding in the name/email and other info
• Avoid forms altogether – send a hashed value to Riddle whenever a logged-in user takes a quiz.
  • Riddle would send back all quiz-taker responses via a webhook along with the hashed value.
  • Match the hashed value to the user in your data warehouse – avoiding the need for a form.

Quiz analytics and data visualizations

Riddle has analytics built into every piece of content to help you and your teams measure and optimize the impact of each Riddle.

• Views
• Starts
• Completes
• Form completions
• Average time per user
• Social shares

You can view all of these statistics in Riddle’s highly customizable data dashboard, complete with customizable data ranges, downloadable reports, and more.

As part of Riddle Enterprise, you can also create your own data dashboards with Riddle’s Looker Studio app.

Riddle – a 100% GDPR-compliant enterprise quiz maker

With Riddle, your teams would be in complete control of data collection.

Here are just some of the ways Riddle complies with global data privacy regulations:

1. Riddle does not collect any personally identifiable information (PII) with cookies or trackers, not even IP addresses.
2. Riddle has its own EU-based servers – no cloud storage such as AWS or Google Cloud.
3. No tracking of individual quiz takers’ data – your creators will completely control what information is collected and how it is stored. 
4. Riddle does not collect or sell data generated from users of our creators
5. No use of Google or other US-based analytics – although you can add your own trackers and pixels (like Google Tag Manager or Meta).
6. Google Fonts – all Google Fonts are served directly from Riddle’s servers.
7. If your teams add lead forms, your quiz takers can opt out of having their personal information collected.
8. Your creators can also require double opt-in (DOI) – data is only stored from quiz takers who click the emailed confirmation link.

Check out this more detailed post about Riddle’s GDPR-compliance.

Robust API – embed, build, and collect statistics

Riddle features a robust API that can automate key tasks for you and your teams with these major capabilities:

1. Embed: you can use our API to create your own widget in your CMS to simplify workflows – your creators would make content on Riddle and simply copy the Riddle’s ID (e.g., eFZd91ag) to the widget.
2. Statistics: continuously receive up-to-date statistics around each of your Riddles – including starts, completes, social shares, and more.
3. Builder: your team can programmatically create Riddles from a data source (e.g., ‘Create a quiz with 10 questions every week’ or ‘Create score predictors for each of the upcoming NFL games this season.’)

You can find our full API documentation here: https://www.riddle.com/help/api

SSO, InfoSec, and server/traffic capacity

Riddle has been designed from the ground up to support the needs of enterprise customers. This extends to the critical back-end infrastructure that large companies require, including redundant servers, secure 2FA and SSO log-in for creators, and more.

Log-in and 2FA

1. Accessing your team’s content and data on Riddle is only possible after successfully logging in to Riddle.com.
2. The login is protected by a password and multi-factor authorization (2FA).
3. The password must be at least 10 characters long and contain upper- and lowercase letters, numbers, and special characters.
4. The 2FA can be carried out using a one-time e-mail code or authorization apps from Google or Microsoft.

Single Sign-On (SSO)

You can also integrate your organization’s Single Sign-On (SSO) system.

Riddle supports OKTA, OAuth, and other SSO protocols. Please contact support via chat if you have any questions.

Scalability & performance

Riddle is used by many of the largest publishers, brands, and sports organisations in the world. 

• 2.8 billion questions were served for Riddle’s customers in 2024 (more information: https://www.riddle.com/blog/lab/2024-quiz-marketing-report/).
• > 99.95% uptime

• Micro-service architecture – each module of Riddle (e.g. embedded content and the creator) is separate. An update or bug in one element will not take the entire platform offline.
• Constant upgrades to Riddle’s software and server infrastructure to rapidly serve content to our ever-growing audience.
• Riddle also has mirrored back-up servers – to prevent downtime during maintenance windows and mitigate risks of outages.

InfoSec and security compliance

Riddle’s online quiz maker and embedded content undergo annual penetration security audits, and have also passed the rigorous InfoSec approval processes for some of the world’s largest brands and publishers.

• Riddle is in now ISO 27001 certified.
• Riddle’s servers are located in their own locked cages at Telehouse Germany GmbH in Frankfurt/Main.
• A live backup server is at Luxconnect in Bettembourg, Luxembourg.

Server certification

• DIN-EN-50600
• ISO/IEC 27001
• ISO 9001
• ISO 50001
• PCI DSS

High-level encryption

Suppose you choose the ‘Save to Riddle’ option for zero-party data collection (name, email, etc., of your quiz takers). In that case, the data is stored on Riddle’s servers in such a way that access is only possible for the logged-in users who collected the data.

The end customer data on the servers is encrypted using the AES-256 algorithm and this data can be downloaded as XLS or CSV from our servers.

Unlimited usage – all plans

Riddle is unique in that our enterprise quiz maker offers unlimited usage/content creation, data capture, and traffic on all of our quiz maker plans. 

Your organization would always get a simple consistent invoice – instead of paying higher or lower amounts based on the amount of traffic and leads your quizzes generated every month.

CFOs and finance teams appreciate this sort of predictable pricing, as well as Riddle’s full suite of payment options, including pay by invoice or bank transfer.

Looking for an enterprise-grade quiz maker? Talk to us.

Adding a new software tool to your organization’s tech stack might seem a bit daunting – you’ll need to go through stakeholders and navigate internal processes. 

Don’t worry. Riddle is here to help – with ten years of partnering with enterprise companies and organizations. 

Book a call with Riddle’s quiz experts. They can assist with everything from a product, technical, legal, or other perspective.

Frequently Asked Questions (FAQ)

But here’s the challenge: how do you make interactive content a regular part of your publishing process without adding complexity or slowing your team down?

The answer is content automation.

Riddle offers a broad range of content automation tools that help you streamline interactive content creation and integration – whether you’re looking for a quick AI-powered quiz generator or a fully automated, API-driven content pipeline. You can start small, then scale up based on your needs.

Let’s explore how publishers like Immediate Media (case study) and brands like Club Med (case study) are using Riddle’s quiz maker automation tools today – from light-touch efficiencies to fully integrated content workflows.

Step 1: Light-touch content automation – fast content creation with AI

Create interactive content from a keyword or topic

Short on time? Enter a topic or keyword, and Riddle’s A.I. quiz maker will instantly generate a fully-formed quiz, personality test, poll, or score predictor. Your editors can then review and edit, or publish as-is.

This is a simple and effective way to use content automation to scale up your interactive content output without increasing your editorial load, while still maintaining full editorial oversight and guidance.

Example use case: Covering the Champions League? Just enter “Champions League 2025” and instantly get a quiz like “Which club should you support this season?”

This option is ideal for:

• Daily editorial workflows
• Smaller content teams
• Brands creating campaign-specific content

Turn existing articles into interactive content

Already published an article? Just paste in the URL into Riddle’s interactive platform; Riddle will scan the page, extract key ideas, and generate a quiz or poll based on the content.

This content automation allows you to:

• Quickly extend the lifespan and value of existing content
• Add relevant interactive elements without needing to start from scratch
• Increase reader engagement on article pages

Example use case: Imagine your editorial team publishes a feature on recent political violence. By adding the article’s URL to Riddle, your editors could instantly generate an interactive quiz – for example, “How much do you know about the latest unrest?”

Step 2: Content automation in action with question banks (powered by A.I. or uploaded spreadsheet)

Riddle’s zero-code Question Bank allows you to publish fresh interactive content at scale, without any editorial involvement or technical setup.

You can upload a spreadsheet of questions or use A.I. to populate the bank. From there, Riddle will automatically generate new quizzes at a time interval you choose – every hour, day, week, or more.

Once configured, the Question Bank handles everything:

• Automatically creates and publishes quizzes based on the latest question set
• Updates on a rolling basis, giving visitors a reason to return
• Fully aligned with your branding and design settings

This is ideal for:

• Publishers offering daily or hourly quizzes
• Sports media keeping score predictors up to date
• Brands running rotating product or trivia campaigns

With the Question Bank, your interactive content stays fresh and relevant – without requiring ongoing input from your team.

Step 3: Smarter workflows with AI + API

Once your team is producing more interactive content, it makes sense to take the next step – connecting Riddle to your publishing systems for semi-automated workflows.

Here’s how this looks in practice:

Editorial teams create articles -> Riddle auto-generates matching interactive content

You can set up a workflow where:

1. Editors publish articles as usual
2. Riddle, using our flexible API Builder, automatically generates related interactive content that seamlessly match your site and branding.
3. Editors receive this content in a queue or CMS preview panel for review.
4. Once approved, the content is published or scheduled.

This helps larger teams:

• Increase speed while maintaining editorial oversight
• Save time on ideation and production
• Ensure every article is paired with interactive content that enhances the reader experience
• Monetize quiz traffic – automatically add lead generation or interstitial ads from your ad server (Swiss publisher 20minuten.ch saw a 20% lift in ad revenue using quizzes).

Automate placement with embed placeholders

Manually embedding content into articles can slow your team’s workflow down. Plus, there is the risk of interactive content becoming out of date.

Riddle offers an automation solution with our embed placeholders – designed for automationto systematically show the right quiz, mini-game, or other content at the right time.

Simply add a simple placeholder tag to your CMS template, and Riddle will dynamically insert the right interactive content into the article based on:

• Tags (e.g. ‘Home page’, ‘Quiz contest’, ‘Guess the score’)
• Date
• Pre-configured logic (e.g. ‘last published’)
• Or randomly

Example use case: A news publisher wants to show users a new quiz every day on their home page – without their editors having to manually schedule and remove past quizzes. Each day their team could have AI programmatically create news quizzes with the tag ‘Daily news quiz’. The embed placeholder show could then show the day’s quiz (learn how).

This keeps your site dynamic and engaging, while removing manual steps for your editorial team.

Step 4: Full automation with APIs, data layer, and reporting

For brands and publishers looking to fully automate their content workflows, Riddle offers deep integration tools that work across content creation, audience data, lead generation, and analytics.

Set global project defaults

With Riddle’s global project settings, you can set up standardized configurations for:

• Tracking and analytics
• Data layer integration
• Lead form behavior
• Consent and privacy settings
• Embed behavior

Once configured, every interactive element in that project inherits the defaults. Editors don’t need to worry about settings (e.g. ‘What tracking code should I use?’) – they’re taken care of automatically.

This is especially valuable for multi-team or multi-brand publishers who need to ensure consistency across large volumes of content.

Identify known users via the data layer

If your audience is already logged in or known (via cookie, session, or user ID), Riddle’s data layer can automatically:

• Match quiz responses to individual users
• Use branching logic to pre-fill or hide lead forms based on logged in status on your site
• Feed back results to your CRM or CDP

Use case: A user logs in to your site and takes a product recommendation quiz. Riddle hides the lead form – as they are already a user. Then, Riddle maps the user’s results and answers to their email address, and pushes the data to your CRM – all without asking the user to re-enter their details.

This creates a seamless user experience while ensuring your data stays organized and actionable.

Automate lead capture with CRM integrations

Riddle integrates with your CRM or marketing tools using:

• Riddle’s Leads API
• Webhooks
• Zapier (for thousands of third-party tools)

This allows you to:

• Automatically send leads and quiz responses to your CRM
• Trigger personalized follow-up campaigns
• Enrich user profiles with quiz data

Example use case: A user completes a quiz on your site about electric vehicles and selects “I’m considering buying one in the next 3 months.” That data is immediately sent to your CRM and triggers a targeted email series – based on their timeframe and car preferences (e.g. ‘I am looking for a SUV.’) revealed by the quiz.

This moves users smoothly from engagement to conversion – all without manual handoffs.

Automate reporting with Riddle’s Stats API and Looker Studio integration

Creating interactive content is just half of the story – knowing how that content performs is just as important.

With Riddle, you can automatically track engagement, completions, form conversions, and more across all your interactive formats – quizzes, polls, personality tests, mini-games, and score predictors.

No more downloading CSVs or manually compiling spreadsheets. Instead, Riddle makes it easy to stream real-time performance data directly into your existing analytics setup:

• Looker Studio — via Riddle’s Looker integration or our Stats API
• In-house analytics tools — by connecting the Stats API to your data pipeline
• Business intelligence dashboards — powered by the same API for deeper insights

Track:

• Engagement (views, completions)
• Conversion rates (form submissions)
• Time on content
• Performance by team, brand, or project

This content automation means your stakeholders, sponsors, or internal teams can get up-to-date reports – weekly, monthly, or in real time – without lifting a finger.

Example use case: Your marketing team runs monthly sponsorship reports – for every native content advertising campaign. Riddle feeds quiz engagement data into Looker Studio, which auto-generates and emails a report to each advertiser’s inbox each month – avoiding painful copy/pasting data to make manual presentations or PDFs.

A fully automated workflow in action

Here’s what a complete content automation setup might look like:

1. Editor publishes an article.
2. Riddle (via API and AI) generates a related quiz.
3. The quiz is auto-embedded into the article using a CMS placeholder.
4. The user takes the quiz — their identity is matched via the data layer.
5. Responses and personal data are sent to your CRM through a webhook.
6. Analytics data is streamed to Looker Studio or in-house analytics tools through the Stats API.
7. (For sponsored content) Report is sent automatically to the client each month.

All of this content automation happens in the background — the editorial team maintains control but saves hours each week.

Why content automation matters

Interactive content works – but scaling it takes time. Riddle’s automation tools help you:

Save time and increase output
Get more quizzes, polls, and interactive formats published without adding more staff.

Standardize quality and branding
Use global settings to keep everything consistent – look/feel (colors, fonts, CSS) tracking, lead forms, branding, and more.

Improve your audience data
Collect zero-party data tied to real users and send it directly to your existing systems.

Streamline your workflow
From quiz generation to CRM sync to reporting, everything runs in the background.

Start light, scale when you’re ready

One of the best parts of Riddle’s content automation features is that you don’t have to use them all at once.

You can start with:

• Quick AI-powered quiz creation
• Article-based content generation
• Manual embeds

Then scale to:

• CMS placeholders
• API-powered workflows
• CRM and BI integrations

Whether you’re a small publisher looking to boost engagement, or a global brand managing multiple teams and regions, Riddle grows with you.

You can also try Riddle’s quiz maker free for 14 days – no credit card need and with all features unlocked, especially content automation ones like AI and our API.

Want a call with our interactive content experts? Always happy to have a chat – you can book a convenient time for your schedules here.

Ready to automate your content workflow?

Let’s make interactive content automation a seamless part of your publishing or marketing process.

• Start your free trial with Riddle
• Explore Riddle’s API and developer tools
• Learn how to connect Riddle to Looker Studio
• Contact our team if you want help setting up your content automation stack

Riddle handles the heavy automation lifting behind the scenes – so your team can stay focused on content, audience, and results.

Company management must be prepared to react to poor survey results and initiate changes.

Employee surveys often fail because employees feel their opinions are ignored, and no changes are made. 

How much does an employee survey cost?

There are many tools on the market specifically tailored to employee surveys. These tools provide interfaces to the major HR systems, for example, or offer a variety of PDF reports for management. 

Unfortunately, the disadvantage of these tools is often the price, as a monthly fee of between €3 and €5 is charged per employee surveyed, and the connection to the company infrastructure is complex. Especially for occasional surveys in large companies, costs can quickly rise to over €1,000 per month. 

Riddle offers a good alternative here. With affordable plans for unlimited surveys that can be canceled monthly, any company can quickly and easily conduct employee surveys.

Definition: What is an employee survey?   

An employee survey is a systematic approach to recording the current mood in the company.

This can range from a simple question about the current state of their health to detailed surveys on the working atmosphere, relationship with management, further training, or the commitment of the workforce.

The aim of the survey is to make well-founded decisions on improving the working environment based on the findings and ideally, the survey should be conducted regularly in order to measure the effect of the measures taken on the mood in the company.                                            

Objectives of an employee survey

The objectives of employee surveys include, but are not limited to:

• Increasing satisfaction: Problem areas can be identified, appropriate improvement measures introduced, and their success monitored.
• Increasing employee engagement: After gaining insights into the current status of employee motivation, you can then implement appropriate processes that increase motivation in a targeted manner.   
• Recording the satisfaction of new hires: Checking whether new employees have been successfully integrated into the company. 
• Recording reasons for dismissal: An employee survey can also be used as an exit interview to gain insight into the reasons for dismissal and subsequently introduce improvements to prevent dismissals.

Planning an employee survey

Set targets

Clearly define what you want to achieve with the survey. In general, there are two main objectives that also influence the design of the questionnaire:

1. Measure general employee satisfaction: A simple question such as “How satisfied are you currently at work?” is sufficient here.

2. Obtain feedback on specific processes or measures: A detailed questionnaire with the option to provide detailed feedback in the form of free text responses is a good way to do this. 

Design the questionnaire

For the survey objective “General satisfaction,” a questionnaire consisting of only one question is recommended. This type of survey can be conducted regularly (e.g., once a month) to measure the change in satisfaction over time.

One example would be this type of display with an easy-to-use slider:

If it is more of a survey to obtain opinions on processes or measures, the survey can also contain several question blocks, including free-text answers.

Here is an example of a more extensive survey:

This survey uses Riddle’s branching logic to ask follow-up questions depending on the previous answers. This ensures that satisfied employees, for example, are not asked for suggestions for improvement.

Implementation of an employee survey

Conducting employee surveys is a systematic process that requires careful planning and implementation. Here are the key steps:

1. Define goals: Set clear objectives, as already described.
2. Select survey type: Select the appropriate format depending on the objective.
3. Design the questionnaire: Design the questions clearly and purposefully.
4. Define the survey method: Choose an online, paper-based, or mixed medium.
5. Conduct the survey: Communicate and provide the employees with the surveys.
6. Evaluate results: Analyze the data collected.
7. Communicate feedback: Feed the results back to the employees.
8. Implement measures: Introduce targeted improvements based on the results.

Evaluate the employee survey

Analyze results

Once the data has been collected, it should be analyzed comprehensively to gain important insights. Use statistical tools carefully to obtain valid results. Comparing the results with industry benchmarks or previous survey results can provide additional context for understanding the data.

Use both quantitative and qualitative methods of analysis:

• Quantitative methods: descriptive statistics, crosstabs, charts, and graphs to visualize data
• Qualitative methods: thematic analysis to identify recurring themes in open responses

Feed results back to the employees

It is essential to communicate the survey results transparently to employees. Create a report summarizing the key findings and explaining what actions will be taken based on the feedback, promoting trust and showing employees that their feedback is valued and taken on board.

Types of employee surveys

Employee surveys are a versatile tool covering different aspects of the employee experience. Here are the most common types:

Employee satisfaction survey

These surveys measure employee satisfaction with various aspects of their work, such as compensation, professional development opportunities, and work-life balance. The results help to identify problem areas and make necessary changes to improve overall morale.

Corporate culture survey

Culture surveys assess whether employees’ perspectives are aligned with the company’s values and goals. They aim to assess the working environment and the general cultural dynamics in the various departments in order to create a coherent and supportive working environment.

Employee engagement survey

These surveys provide information about the commitment and motivation of employees towards their work and the company. They help to determine employees’ emotional attachment as well as develop strategies to increase commitment.

360-degree feedback

With this method, employees receive feedback from superiors, colleagues, and subordinates. It enables a comprehensive view not only of performance but also of development opportunities, supporting a culture of continuous learning and improvement.

Examples of an employee survey 

Here are some examples of questions that can be used in different types of employee surveys:

Example of a satisfaction survey  

1. Overall, how satisfied are you with your current position?

• Very satisfied
• Satisfied
• Neutral
• Dissatisfied
• Very dissatisfied

2. How would you rate our company’s professional development opportunities?

• Very good
• Good
• Average
• Bad
• Very bad

3. Which aspects of your work would you like to improve? (free text)

Example of a cultural survey

1. To what extent do you agree with the company values?

• Fully agree
• Agree
• Neutral
• Do not agree at all
• Disagree

2. Do you feel respected and valued in your department?

• Yes, always
• Mostly
• Sometimes
• Rare
• Never

3. What could our company do to improve the corporate culture?

Provide a free text answer option

Design employee surveys yourself with Riddle.

With Riddle, companies can create, conduct, and evaluate customized employee surveys cost-effectively and flexibly. The platform offers:

• Unlimited surveys: no limit to the number of participants at a fixed monthly price
• Customizable templates: different templates for different survey types
• Industry-specific interfaces: integration with large HR systems for seamless data utilization
• Interactive elements: simple integration of sliders, free text fields, and more
• Real-time analysis: immediate evaluation of survey results with visual dashboards

Further Reading

If you want to capture a simple sentiment from employees or customers, give our NPS Block a try. With the Net Promoter Score Block you can create a great looking simple poll in under a minute.

Frequently asked questions

Personalization has become increasingly important in the age of digital marketing to ensure you reach your target customers. Riddle’s quiz maker features email automation allows you to easily send personalized emails to quiz takers – based on their responses and results.

Here’s a practical example:

You work at a sports club, and it’s your job to sell premium merchandise to your fan base. Besides normal fan articles, your shop also offers high-end items such as exclusive autographed jerseys and collectible items.

But how will you determine which fan could be interested in what?

You want to offer them the best merchandise tailored to their wants and needs. Promoting the most expensive items to your average fans will lead to low conversion rates and potentially also annoy them, as they will receive product offers that are completely irrelevant to them.

To solve this problem and filter what your fans want, you should ask trivia questions to assess the level of dedication to your team in your Riddle quiz. You can integrate the email automation once you have created a Riddle around this question. This feature automatically sends tailored mail to each user based on their responses (for example ActiveCampaign).

For instance, if a user identifies as a hardcore fan by scoring high on a quiz about your club, they will receive an email containing an offer for more exclusive merchandise. In contrast, the “average” fan will receive an offer for tickets or regular merchandise.

What makes this tool better than other integrations?

Email automation is designed to send different automated emails based on user responses seamlessly implemented within your Riddle account. It enables you to optimize the way you engage with your audience and get to know them better without the need for a complex external CRM system.

Benefits of email automation:

1. Personalized user experience:  
   You can create highly personalized experiences by associating specific tags with user responses. You can create a deeper connection and enhance user engagement by tailoring content based on their individual preferences.
2. Automated email campaigns:  
   Email automation eliminates the need for manual intervention. This feature allows you to follow up with users, deliver targeted product recommendations, or share exclusive offers.
3. Cost-efficient solution:  
   Unlike traditional customer relationship management systems, which are likely to be complex and expensive to implement, email automation within Riddle allows you to achieve similar levels of personalization without additional infrastructure or third-party tools. It will optimize your workflow and reduce costs while maintaining the quality of user interactions.

Segment your users based on their quiz data

How can you make your email marketing more effective and segment users with your collected quiz data? The best way is to send your users personal emails that don’t read and feel like newsletter content. 

Using tags to segment your user data is very simple. You can then kick off marketing automation based on events. You can then send personalized email content to your audience to increase your opening and conversion rates. 

What is tagging? 

Tagging allows you to keep a single list of contacts and apply tags to the contacts to segment your list just like you need it to be. 

You can design tags yourself without any limitations. Instead of updating multiple email lists and former groups, you segment your customers into different custom-defined buckets, which you can then use (and find!) repeatedly. 

Visit our help documentation to learn more about applying tags to your email lists based on Riddle events such as a specific quiz result or the answer to a particular question. Read our help article on how to use tagging with AWeber, Brevo or ActiveCampaign. Riddle offers tagging for all our native CRM integrations as long as the CRM you connect supports tags.

Example use case:

Imagine your sports team has a website that sells merchandise. A visitor to your website takes a quiz titled “How big of a fan are you?”. Your quiz takers will be automatically segmented based on their results, and one of Riddle’s integrations will automatically tag leads collected from this quiz. 

Quiz takers with a low score will be tagged as “normal fans.” These may be interested in general information, game schedules, and occasional merchandise purchases. Participants that score highly are more likely to be “hardcore fans”, who tend to buy exclusive merchandise and may want to learn more about the team. 

You can set up an automation that is triggered based on the tags applied to a lead. 

Here is an example of an email flow you could use:

1. As soon as a normal fan enters your list, you could send them a first email explaining the quiz questions and the correct answers in detail. These fans are likely curious to get more information regarding the team. 
2. Then send them a helpful tip on how to show their support for the team at the next game, such as using team colors. 
3. Next, send them a checklist to see if they have the essential merchandise items to be visible as fans. 
4. Finally, send the final sales email urging you to check out the items in your shop for normal fans, possibly with a time-limited coupon code. 

For hardcore fans, on the other hand, you should completely alter the messages. They are not interested in general information and tips because they most likely know everything already. Give them exclusive insights into the team and use hooks that sell them your merchandise. 

Optimize engagement

In addition to organizing your leads and personalizing your communication with them, it is always worth considering how to make your quiz or poll content even more engaging to ensure you attract an audience that will stay. 

Varying your content using different sorts of Riddle formats, from quizzes to predictors, is one way. Within a Riddle, however, you can also increase your conversion rate by setting up several result ranges so that different scores lead to different result pages. You could even replace a result page with a URL redirect that takes your fans straight to your website. 

To further increase the completion rates, you could also connect your Riddle with a giveaway. This will give your audience a sense of reward for their participation and/or give them the chance to better get to know your products or services. 

Quizzes are one of the best ways to collect email addresses. A well-built quiz can generate conversion rates north of 35% – compared to conversion rates of below 5% for pop-ups.

Further reading

• How to set up personalized email sending in Riddle.com
• The psychology behind why people love to take quizzes and give you their email address
• The importance of segmentation for email marketing success – Guide to E-Mail Marketing from Mayple.
• Four steps to increase e-mail conversion rates from Twillio.
• Industry benchmarks for e-mail conversion rates. A very useful guide from Bloomreach as the benchmarks are a great way of helping you find out if your conversion rates are in the expected range.

Integrating Riddle with other applications can significantly streamline data management, and ApiX-Drive provides an easy-to-use alternative to native webhooks. While Riddle’s webhooks provide direct data transfer capabilities, they often require technical expertise and manual setup, which can be daunting for those without a programming background.

ApiX-Drive, on the other hand, simplifies the process with a no-code interface that allows you to connect Riddle to various applications easily. It enables automated workflows, saving time and reducing errors associated with manual webhook configuration. With built-in templates and flexible conditions, ApiX-Drive makes integration not only accessible but also more powerful, giving you the ability to customize data flows without the technical hassle.

For organizations looking to streamline their Riddle data handling, ApiX-Drive provides a smoother, more intuitive approach that ensures data gets where it needs to go with minimal intervention. This allows teams to focus on what’s most important – engaging with their audience and generating insights from their Riddle data.

Advantages of using ApiX-Drive:

1. Ease of use: No coding skills are required; set up integrations quickly through an intuitive interface.
2. Versatility: Easily connect Riddle to various applications, from CRMs to spreadsheets.
3. Automation: Reduce manual processes and errors by automating data flow between Riddle and other tools.
4. Customization: Use filters, conditions, and transformation tools to tailor data transfers to your needs.
5. Support and Scalability: Benefit from ongoing support and the ability to scale your integrations as your needs grow.

While Riddle’s native webhook solution is powerful, ApiX-Drive offers a more accessible and flexible approach, especially for teams looking to bypass the complexities of manual setup and focus on seamless, automated data processing.

Next steps

Please create a free trial account on ApiX-Drive and follow their excellent documentation to connect to Riddle.

Are you looking to understand your readers better? Discover how a color quiz built with Riddle’s quiz maker using the personality quiz module can help. You can collect valuable customer insights, segment your audience, and convert quiz takers into satisfied customers.

Could you use and leverage the data to sell more ads or generate better-targeted content?

Collecting data with a personality quiz

Everyone loves to take tests and quizzes. According to AdWeek, quizzes are the most shared content on social media by far, which is no surprise.

We all enjoy sharing things that reflect positively on us, and well-crafted quizzes do this exceptionally well. By utilizing human psychology, you can gather valuable data from a personality test, which can help monetize your site more effectively.

Example: Attracting car advertisers

Your chances of drawing car advertisers’ attention increase significantly if you can present data such as “67% of our readers would want to buy an SUV”. 

With the help of a fun color quiz like “What color is your personality?“ getting customer insights for this data point becomes easy. The principle is to insert a question about cars subtly, without making the reader feel that they are in fact giving you an insight into their purchase behavior. All data is collected anonymously and is not linked to a name, social profile, or IP address. Riddle.com offers a fully GDPR-compliant snapshot of your audience as a group. 

Riddle color quiz breakdown

This color quiz perfectly demonstrates our strategy:

Following a few more general personality questions, we introduce the topic with questions such as, “What do you think when you see a black limo?” This question links colors and cars in your mind, making the subsequent question feel natural: “If you were given a free car, what type would you choose?” Seeking an accurate personality result, the user will provide genuine answers.

Once a significant number of users complete your quiz, you can access the customer insights data via our dashboard. With these insights, you can approach car advertisers and inform them of your readers’ car preferences. This allows them to tailor their ads and marketing copy, achieving higher conversion rates and encouraging them to return for more campaigns. 

Best practices for data collection with quizzes

When creating your own version of this color quiz, keep these guidelines in mind:

• The personality test topic does not need to directly correlate with your data collection goals. Choose a fun and engaging topic that appeals to your audience.
• Introduce your data-gathering questions naturally. Ensure they blend seamlessly into the test, helping users feel they are essential for an accurate result.
• Use an initial unscored question to prepare users for the critical question. In our color test, we set the stage with the black limousine question.
• Limit to one data-gathering question per test. If users sense that the quiz is solely for data collection, completion and share rates will drop.
• Conducting marketing studies without being “salesy” is key. 

Personality quizzes present an innovative marketing strategy and provide not only you but also your audience with valuable insights, creating a mutually beneficial situation. 

Further reading

Learn more about the usefulness of personality tests on the Psychology Today website.