One of the most frequent questions we get is “How are you different to your competitors?” It’s a fair question and an important one for us to answer well. While we kick ass at what we do, we might not be the best solution for everyone. Are you looking for a conversational survey? Typeform is the boss at these. Are you looking to create web forms that beautifully reflect your brand (and can take payments) on mobile and desktop? Then yes, Paperform forms are perfect for you.
When people ask us how we're different to our competitors, what they are really asking is “What is the best online form builder for me?”. To help answer this question, here is the ultimate shortlist of online form builders - what they do best, pricing, and live examples to help you decide what’s the right fit. Three things to note before you read the list:
Great for creating: lead gen forms as part of HubSpot's wider marketing offering (if you want to create an entire marketing funnel).
HubSpot really know their stuff when it comes to marketing, so their forms are designed to get you leads as part of a larger framework of HubSpot products (their primary product is a CRM). The only external integration is Salesforce.
When a respondent fills out a HubSpot generated form, they are automatically routed into the HubSpot CRM where you can set reminders, tasks, email etc.This is for you if you need a lead gen form and want to take care of your entire marketing funnel, but don't yet have any other tools set up.
Pricing: HubSpot Forms is purchased as a feature of a product package rather than a standalone product. Free as part of Marketing Hub, and then is priced acoording to other apps/product you want to include in your package
Great for creating: contact forms, surveys, registration forms, and quizzes.
Because: 123FormBuilder is great for managing workflows and collecting accurate data with ease. Their vision is “to empower you to collect, manage and communicate your data”. The majority of their forms are set up by default to capture customer or client details, so it’s easy to morph these into whatever form type you need (surveys, quizzes, rego forms, etc.). Embedding is easy as it directly integrates with Blogger, Joomla, Facebook, and Wix. Their product is split into two - corporate and everyone else, so make sure you check out the right page for you.
Great for creating: Taking orders, selling products, and logistical forms.
Because: True to their byline ‘easily build powerful forms’, they are all about dynamic and robust forms, and highlight their calculation, logic, and data-based features. Forms accept payments, and Cognito Forms take a 1% cut on all sales generated via Stripe. So, if you are after a robust and pragmatic payment/contact form, Cognito is for you. Other pros include plugins for Wordpress, Zapier integration, and HIPAA compliant forms, and PDF generation.
Pricing: (1% of Stripe charges) Individual: Free | $10/month Pro | $24/month Team | $99/month Enterprise [annual discounts available]
Great for creating: super simple online forms for your website which you can adapt with your own code.
Pricing: $19/form Professional | $49/5 Form Pack
Great for creating: mobile forms for operations and field service.
Because: these mobile focused forms are offline, capture complex data, and are designed with logistical operations in mind. These forms are all about replacing administrational forms on and off site and automating workflows. One other great thing is that they integrate with just about everything, including SMS, Google Drive and Dropbox. If you work in a trade or industrial workplace, this is for you!
Pricing: $30/month/device Standard | $40/month/device Advanced | (contact sales for pricing) Enterprise [offers volume and annual discounts]
Great for creating: safe and reliable data heavy webforms, and Salesforce integration
Because: FormAssembly emphasise the security of their forms and the reliability of data and are perfect for enterprise. They are HIPAA compliant, integrate with Salesforce, Google Apps, and are a Certified AppExchange Partner. If you are an academic, work in government, or are a medical professional, FormAssembly is worth a look.
Pricing: $99/month Professional | $249/month Premier | $599+/month Enterprise | Compliance Cloud quote based [annual discounts available]
Great for creating: forms that need an extremely powerful database, that are accessible on the internet or intrane.
Because:Formsdesk has a seriously powerful database. The backend, reporting, statistics, and workflow are complex and would render a CRM useless for most users. The forms also include very unique features, like barcodes, a PDF generator, autosaves for forms which aren't completed by the user. This is for anyone looking to capture/support and analyse detailed data from users.
Pricing: Free 3 Month Trial | €49+/year Standard | €1000/year Business
Great for creating: Advanced forms for your WordPress site.
Gravity Forms is the go to solution if you live and breathe WordPress. While most form builders can be embedded with WordPress, Gravity Forms are seriously dedicated to their WordPress integration.
The form creation process itself ties into the WordPress admin site, so for a lot of WordPress users this will be an intuitive and seamless way to go.
Pricing: $59/year Basic | 159/year Elite | $259/year Elite
Great for: handling the backend of forms you have built yourself when you are time-poor, and also for static website development.
Because: FormKeep is an form endpoint tool that lets you use its backend to manage your data and integrate with apps for forms you have developed.
This is great if you make a lot of static websites and are looking to have forms up and running without needing a backend at all. Integration is dead simple for standard HTML forms.
Pricing: $4.99/month Starter | $59/month Freelancer | $99/month Agency [annual discounts available]
Great for creating: Pre-made lead generation forms.
Because: Leadformly does the thinking for you - if you're a marketer who wants to have the guesswork taken out of lead capture forms, and to have integration to CRM, email, and marketing automation tools, check Leadformly out. Enough said!
Pricing: $37/month Essential | $74/Growth | $149 Team [annual billing only]
Great for creating: order forms and surveys, especially those that take payments.
Because: Formsite has a broad range of payment options for forms. As well as supporting PayPal, Braintree, Stripe and Authorize.net payments, you can also directly take payments by cheque, making it great for online order forms. In addition, it also integrates with the big guns of marketing apps, like Salesforce, Mailchimp, Dropbox, API/Server Post, and Zapier.
Pricing: **Free | $19.95/month Deluxe | $29.95/month Pro 1 | $59.95/month Pro 2 | $99.95/month Pro 3 [annual discounts available] **
Great for creating:forms that "manage information across your entire organization", like event, HR forms, or anything that needs a more detailed workflow.
Because: they cover all your business admin bases, with 10 payment gateways, over 40 direct integrations, and 1000+ integrations via Zapier, as well as having a kick-ass Conversion Kit. Data collection is well and truly managed with Formstack.
Pricing: $19/month Bronze | $59/month Silver | $99/month Gold | $249/month Platinum | Enterprise pricing on request [annual and not-for-profit discounts available]
Great for creating: Non-payment forms on a budget, like feedback, school forms, and applications. Also great for instant Google app integrations (Gmail, Docs, etc.)
Because: While Google online forms come as part of the free Google docs suite, more advanced functionality is available as part of their business G Suite. They are great for non-payment and no-fuss forms, and come with some great pre-fab backgrounds if you don't have your own image or branding. These are great for fast feedback forms you can send as a link, and for community groups to capture details for events, especially school groups. G Suite is more suited to pop quizzes, polls, as well as surveys, all integrated directly with the rest of your Google products like Gmail.
Great for: fast form creation, including mobile.
Because: In a rush and need a basic form? Create a form for a smaller audience - just hop on to the creator, build your form, add your email address, and receive up to 100 submissions per month at no cost! Jotform also allow you to build online forms on mobile, and they've recently released a new PDF generator. They have loads of themes to choose from at varying costs, making things even faster!
Pricing: Free Starter | $19/month Bronze | $39/month Silver | $99/month Gold | Enterprize price by request [Not-for-profit discounts available]
Great for creating: super fast, beautiful web forms and pages that embody your or your client's brand, and can take payments.
Because: forms aren’t a just standalone set of questions; they can be surrounded with engaging and relevant copy and themed to match brand guidelines, which means more responses and sales. The Paperform editor stands apart from other form builders, and allows you to create forms like a doc, by simply typing free-text, adding questions with logic, and adding payment/donation fields, etc. You literally type directly onto the page and insert fields, making it super fast. Forms can be shared and integrated in various ways (including through Zapier, social media, email, and embedding). The Agency plan also allows you to add users/clients and set permissions accordingly, which is great for collaborative web dev/design.
Pricing: $15/month Essentials | $39/month Pro | $99/month Agency (5+ users additional cost) [annual, referral, and charity discounts available]
Great for creating: mobile forms that integrate with your other Zoho apps (business forms, HR forms, construction forms, etc.)
Because: well, it's made to integrate in Zoho's other apps like email really well! So, if you're amongst the 5 million people who use Zoho's CRM and are into their workflow offering, this is the form builder for you. They specialise in mobile forms, so this is a product for teams on the move.
Pricing: $10/month Basic | $25/month Standard | $50/month Professional | $100/month Premium [annual discounts available]
Great for creating: conversational forms (only one-question-at-a-time), like surveys, quizzes, and lead generation forms, with easy mobile creation.
Because: these forms are aimed at personally engaging users one question at a time. Typeform is known for being innovative in it's flow and mobile first approach, so they are great for creating any forms that are more conversational and therefore are ideal for more personal surveys, quizzes, and lead generation. They are easy for end users to engage with, and have been used for some very effective lead generation campaigns. They've taken more of an art-house approach to design, and focus on a holistic experience.
Pricing: Free Basic | $35/month Pro | $70/month Pro+ (1+ users additional cost for Pro and Pro+ | Enterprise price on request) [annual and NGO discounts available]
Great for creating: forms that require a powerful report generator, like contact forms, surveys, and heavy data collection.
Because: if you are looking to collect AND organise data without having to integrate with your own reporting system, Wufoo is perfect as it supports complex reporting and analytics. That's not to say that they don't integrate because they do (with TONS of apps, like Capsule, Salesforce, Mailchimp, Zapier). But it's no surprise that Wufoo forms are awesome at doing their own analytics, as their parent company is Survey Monkey.
Pricing: Free | $19/month Starter | $39/month Professional | $99/month Advanced [annual discounts available]
Because: this is a really cool conversational alternative to traditional forms that truly instigates a conversation with your respondents.
Choose to have a traditional form, or toggle conversation on and turn that form into a chat with your users! You'll have to be a little tech-savvy to use this. in their words: "Conversational Form is an open-source concept by SPACE10 to easily turn any form element on a web page into a conversational form interface. It features conversational replacement of all input elements, reusable variables from previous questions and complete customization and control over the styling." The only way to fully explain this one is to see it in action, or read this fantastic Medium article.
Great for building: contests, giveaways or quizzes. Woorise provides a library full of templates so you could get jump-started building your campaigns. There are also pre-build social actions such as viral share and follow buttons for popular social networks like Facebook, Instagram, YouTube, Twitter, LinkedIn or Pinterest.
Pricing: Free up to 500 entries | $29/month Basic | $49/month Grow | $99/month Pro
That's our top 20 to kick you off for 2020, but stay tuned for updates and the new kids on the block in coming posts.
If you want to check out a few other form builders, take a look at Zapier’s guide to the 17 best online form builders. Zapier make a necessary distinction between ‘form apps’ and ‘survey apps’ that should be noted by anyone looking to create surveys in particular.
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