As an SMB owner, you probably know that surveys are one of the most effective tools for obtaining customer feedback. However, creating and distributing them can be a completely different challenge.

Without the right software, your team can spend days, even weeks, trying to produce a perfect survey. Even then, the quality and formatting of your hand-made questionnaire may not be up to par with the standards of your industry. Instead, your team needs a survey creation tool that can help them set up an effective feedback loop.

The good news is that your business doesn't have to spend money to adopt this software. There are plenty of free options your team can use to create a survey. To help you with your search, check out the list below for the best online survey makers.

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1. HubSpot

the "create new property" screen in hubspot's forms builder as part of the survey creation process

HubSpot's Forms Builder is available as part of its free CRM. With this tool, you can create surveys that automatically transfer customer data directly into your CRM. You can customize form questions using the drag-and-drop editor and choose from over a dozen question types. And, after the form is submitted, the survey can trigger notification emails that either follow-up with customers or alert your team to new leads.

2. SurveyMonkey

the back end of a customer satisfaction survey in surveymonkey's survey builder

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With SurveyMonkey, creating a simple survey is easy and you can immediately share it via a link or embed code. This is a good option for smaller businesses with fewer clients, as the free version only allows each survey to include 10 questions and collect 100 responses. It does, however, let your team create unlimited surveys, so you can send out as many 10-question forms as you would like.

3. SurveySparrow

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SurveySparrow is an option that can grow with you, offering a free package, enterprise-level functionality, and everything in between. At the free version, you get 10 questions per survey and 100 responses per month. You can also embed your survey on a page, and it integrates with HubSpot and many other solutions, making it a great complement to your stack. 

4. Pabbly Form Builder

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Pabbly Form Builder offers handy features like partial form submissions, integrations with popular third-party software, unlimited form fields and storage, and webhooks. This form builder has many customization options like font style, font width, and padding so you can create highly customized forms that fit the look of your brand. You also get multiple options to embed these forms on your website like pop-up and slide-in, as well as a standard embed. Other useful features include email autoresponders, conditional redirects, partial form submissions, thank you pages, and conditional logic.

5. Survey Kiwi

an example of a survey kiwi survey with a background image and images for each survey optionImage Source

If you're struggling with your response rate, Survey Kiwi is the way to go. This tool was built with customer experience in mind. With customizable options for a dynamic design and multi-device compatibility, Survey Kiwi boasts an 83% average completion rate. It also integrates with HubSpot.  

6. SoGoSurvey

an example of a feedback form using sogosurvey

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SoGoSurvey is a comprehensive tool as far as free survey makers go. It allows for unlimited surveys like SurveyMonkey but also unlimited questions. You can ask your customers as many questions as your heart desires, utilizing over 20 different question types. With SoGoSurvey, your team can collect 200 responses per year, so consider one in-depth survey or a series of shorter, targeted surveys.

7. Typeform

typeform survey builder with custom survey design

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Here's a free survey maker that lets you customize your survey's design. Adding your brand's aesthetic can take it up a notch, and with Typeform, you can create unlimited custom surveys with no restriction on questions.

An especially cool feature is that you can embed responses into the text of your survey. So, if a respondent fills in their name in one question, you can refer to them by name in the following ones. This personalizes your surveys, creating a stronger relationship with your customers.

8. Survicate

survicate homepage that reads "surveys that are a joy to make and take"Image Source

Survicate offers professional survey and NPS capability and starts with 100 free responses per month and unlimited questions per survey. You can choose from more than 125 templates to make building your surveys easy, and Survicate integrates with HubSpot, Intercom, and more. The best part is that you can organize all your insights in one place with their Feedback Hub.

9. Qualtrics

qualtrix survey tool showing a number of question and display optionsImage Source

This survey tool offers a drag-and-drop builder and pre-built templates for ease of use. In addition, it offers more than 100 question types as well as advanced logic and branching for a personalized experienced. On the back end, you get predictive intelligence and statistical analysis functionality to help you uncover insights.

10. SurveyPlanet

surveyplanet survey builder with four example questions

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SurveyPlanet's free version allows for unlimited surveys, questions, and responses. This lack of restrictions makes it a perfect option for bigger businesses who are constantly looking to survey large audiences. One limitation of this tool is that it can be difficult to export data unless you upgrade to their Pro version. Be sure to keep that option in mind before launching a massive feedback campaign.

11. Google Forms

an example customer satisfaction survey in google forms

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Google Forms is another tool that offers unlimited surveys, questions, and responses. Since Google Forms doesn't have a paid version, all of its capabilities are available to users. This means access to a full range of custom design and data export options.

With Google Forms, it's easy to export data as it automatically syncs with Google Sheets. With the ability to incorporate free skip logic, add photos and videos, and include collaborators, Google Forms is a sure pick for smaller businesses who want a complete range of features within a simple interface.

12. Survey Gizmo

survey gizmo's survey builder on the back end

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Survey Gizmo offers unlimited surveys and questions. However, you can only collect 50 responses per survey, so it's best to use this tool with very targeted groups, such as a specific internal team or a select group of customers who recently purchased a product. Additionally, this free version offers additional features, such as basic reporting, templates, and some varied question types.

13. SurveyLegend

surveylegend example survey with "rank your experience" question and star rating system

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SurveyLegend is unique from others on this list as the free version only allows you to create three surveys per account. However, you can include unlimited questions and collect unlimited responses, so be sure to make those three surveys count. Paid versions are a good choice for larger enterprises and are used by companies like Samsung and Airbnb. That being said, you can still customize your survey's design with the free version, giving your survey the same, enterprise-level quality.

14. Zoho Survey

zoho survey example with multiple choice questions

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While the paid versions of Zoho Survey offer a plethora of valuable features -- multilingual surveys, offline surveys, advanced reporting, etc. -- the free version still has the components you need to create an effective survey. With this option, you can create unlimited surveys, but each one is restricted to 15 questions and 150 responses. This is a good option for smaller businesses who need to create quick, short surveys without any extra pizzazz.

15. Crowdsignal

crowdsignal homepage that reads "creating surveys and polls should be simple and fast"

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With Crowdsignal, there's no limit to the number of surveys, polls, and ratings that you create. The interface is easy-to-use and includes 14 types of questions including multiple choice and Likert scales. There's also capability for conditional branching for multiple survey path possibilities. The free version is capped at 2500 data points that you can collect before an upgrade to the premium plan.

16. Survs

survs homepage that reads "create online surveys with ease. get valuable feedback"

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Survs is not just great for creating surveys but also distributing them across multiple channels with sharing options for email, website embeds, social, via a link, and even manually. The survey maker itself allows for skip logic, pre-filling answers, and piping (to help with personalization). You'll be able to create unlimited surveys and collects up to 200 responses for each one.

17. FreeOnlineSurveys

freeonlinesurveys example with a scale question type, star rating question type, and multiple choice question type

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This tool is unique in that it uses artificial intelligence to analyze what you type so that it can suggest the question type and design for you. This makes the survey building process quick and easy. In addition, page logic, text piping, A/B testing, and the aesthetic nature of this option make it a dream to work with.

Surveying customers is just one piece of building a feedback system that will inform your customer experience efforts. Now that you have a tool to collect responses, you can start gaining valuable insights. And what you do with them is up to you.
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Editor's note: This post was originally published in September 2019 and has been updated for comprehensiveness.

Originally published Aug 25, 2020 8:35:00 AM, updated October 12 2020


Survey Creation