know all about this tool that helped us generate more than 32 thousand leads – WAU

In 2015, we at Websites Are Us launched our first survey. Since then, we have already added 18 studies and today we have a specific team for the development of this area. Websites Are Us’s Intelligence team is responsible for creating and developing all stages of the research. This means: Defining objectives and […]

In 2015, we at Websites Are Us launched our first survey. Since then, we have already added 18 studies and today we have a specific team for the development of this area.

Websites Are Us’s Intelligence team is responsible for creating and developing all stages of the research. This means:

  • Define objectives and themes;
  • Develop the schedule;
  • Determine dissemination strategies;
  • Think about the profile of the respondents;
  • Define hypotheses;
  • Build the questionnaire;
  • Review and test the questionnaire;
  • Disseminate the questionnaire;
  • Close the survey and analyze data;
  • Produce graphs and reports;
  • Disclosure of the report.

These are the main steps involved in the research we produce. Each of these is still divided into several actions. In other words, doing this type of study is a complex job that involves, in addition to research professionals, help from reviewers, designers and social media.

And to do all of this and still generate more than 32 thousand leads we use an incredible tool which is Typeform.

In this post you will learn everything you need to build questionnaires through Typeform with the explanation of all its features, as well as explanatory images and gifs so that, as soon as you finish reading, you can start the form. Come on?

What is Typeform?

In summary, Typeform is a SaaS platform (software that offers services marketed through a subscription model) specializing in the creation of online forms.

It is a tool that we call freemium, that is, there is the possibility to use the free version, but with limitations, or the premium model that is paid and offers exclusive features for this type of subscriber.

With Typeform you can create your questionnaire in a personalized way, adapting it according to your need. To give you an idea, millions of forms are created every month and some of these users are well known, such as: Apple, Airbnb, Uber and Nike.

This tool was created by Robert Muñoz and David Okuniev in 2012, in Barcelona. There is also the headquarters of the company, which now has 150 employees. Are you curious to see the Typeform office? Click here and check it out!

On this date, Typeform was launched in alpha version, which, being considered the first phase of the software, could only be accessed by users who were invited.

In April 2013, the open beta was released to everyone who managed to raise 550 thousand euros of investment. In the following year, the company had already managed to generate 1.2 million euros.

However, the official launch only happened in February 2014 and in August of that same year the software already had 100,000 users!

The company continued to receive investments, earning 15 million euros in October 2015 from the Index Ventures fund and also had the help of Point Nine Capital, Connect Ventures, RTA Ventures, Anthony Casalena (CEO of Squarespace), Javier Olivan (Vice President of Growth, Engagement and Mobile Adoption of Facebook) and Jay Parikh (Vice President of Infrastructure Engineering at Facebook).

How it works?

Typeform has a limitation in its free plan, it is possible to create only 10 questions per questionnaire and collect only 100 responses in each one.

As here at WAU we conduct larger surveys and with a large number of respondents, we opted for the PRO plan that best met our needs.

For you to have an idea, our biggest research is the Content Trends, which this year reached its third edition and had the participation of 3,650 respondents. Clicking here, you access the full report of this study.

Plans and pricing

There are three plans offered by Typeform:

typeform prices

Basic (free)

Limited to 100 responses per month and 10 questions per questionnaire.


There is no limitation on answers or questions, but it is limited to the registration of only one user.


It also does not present any type of limitation and it is possible to register more than one user to use the tool.

As we use the PRO version we will detail in the next topics the features available in this modality. If you want to know the details of the other plans, click here and find out.

What are its features?

Now let’s explore all the options offered in Typeform by the PRO plan, starting with the build tab.

typeform build

When we are going to create the questionnaire we are faced with two options:

starting a form in typeform

We can create the form from scratch or use a template that will guide the production. Typeform offers some template options, to be more exact there are 60 template options.

Use the template

If you choose one of the template options, just click on it and it will open on the screen on the side. As we are talking about Marketing research, we selected the Marketing Research Survey option:


Now you can make the changes you want based on the chosen template. Just click on “use this template”:


When selecting this option, you will be taken to the questionnaire construction page:


On the left side you can see that a questionnaire already exists for the selected template. You can make any changes you want to the pre-existing questions or even add new ones.

Start from scratch

Now let’s go back a few steps and show what happens to whoever selected the option to start the questionnaire from scratch.


You will be asked to fill in the name of the survey and in which language you want to perform it. Regardless of the selected language, the question options for preparing the questionnaire will be displayed in English, however, the answer options will be offered according to the chosen language.

Question options

Regardless of which option was chosen for the questionnaire, you will have to choose from the options below to create or modify the existing questions.

question options in typeform

We will explain each option shown in the image above so that it is clear which is the most suitable for each question in the questionnaire you want to create. Check out:

Welcome screen

welcome screen typeform

For invite and convince the user to fill out his questionnaire it is important to submit it. The welcome screen option should be used for this.

In it you can speak the name of the research, what it is about, the objective and something very important that we made clear in all our studies that the responses are anonymous and the results collected will be disseminated in aggregate.

After all, there may be people who will not want to respond if their responses can be made public.

To be clear, below is an example of a welcome page that we use at SEO Trends 2018:

welcome screen seo trends 2018

Short Text and Long Text


If you want to ask something and let the user have the freedom to write the answer you think is most appropriate, the short and long text options are the most suitable.

The difference is that short allows for a shorter response, and long, the respondent can use more characters to write.

In the Email Marketing Trends 2017 survey we asked the following question:

search email marketing trends 2017

Do you agree that in this case the use of answer options, as if it were a multiple choice, would limit the respondent? So we decided to leave it open and just limit how much that user could write.

Whether short or long text, you can set the character limit for each option. You can also add an image or video in this question option.



The statement option can be used when you want explain or introduce a subject to contextualize the user, but does not have a question. In the Marketing Research Survey template, you can see this option:



dropdown typeform

O dropdow it is for questions that offer multiple options for answers, but instead of presenting them next to each other, it is available as a list. Check out how we use this type of question in the Panorama of Digital Agencies 2018 survey:



email typeform

To be able to generate more than 32 thousand leads with the surveys we needed to collect the emails of these respondents. The email option was used for this. It only accepts responses that respect the format of the email, that is, it needs to contain @ and .com or

Gives you

date typeform

Now if you want to ask a question about dates, you can click on the option gives you that already offers the answer according to that format. With it, you can still define the date formats that you want the user to fill out.



The option of cool already automatically offers two answer options: accepted and not accepted. You can use this type of question at the beginning of your questionnaire, for example, asking if the user agrees to fill out the form in question.

Web site


Do you want to ask which company website your user works on? Or do you want him to inform you of the profile link on social media?

For both questions you can use the website option which will allow answers only in the standard format of an internet address.


payment typeform

This option allows you to make payments within the questionnaire itself. By clicking on it, you will be directed to an explanatory video:


You can trade safely products, services and even events. You can customize the currency in which you want to charge, the text that will appear, determine a fixed price – if you only sell one item -, or use the calculator mode to automatically add the value of the chosen products.

To have it all, just connect or create an account at Stripe that works as an online payment platform. You can also choose to automatically send proof of purchase as soon as this field is filled in by the user.

Multiple choice

typeform multiple choice

For questions that offer options that go beyond yes and no, you can use multiple choice to create which answers you want to offer to the user.

Picture choice

picture choice typeform

In the case of a purchase we can use the option picture choice to display the marketed products and then immediately put the option payment to complete the purchase.

Question group

question group typeform

If you want to create a series of questions that present a connection, you can choose to question group and elaborate an introduction that will be displayed for each question present in that group.

Yes / No

yes / no typeform

If you want to have a question on the form that accepts only yes and no as an answer, you can click on the option yes / no that this will be done automatically, you only need to elaborate the question sentence.


rating typeform

The rating option can be used for evaluation questions:


You can decide for the design that will be displayed (17 are offered in total) and the scale between 1 to 10.

Opinion scale

opnion scale typeform

O opinion scale it can also function as a form of assessment, but being more complete by offering the option of writing down what a particular grade represents. Check out the example we used in the SEO Trends 2017 survey:

opnion scale typeform

Those who rated it with a zero score know that this represents that the quality and relevance of the content has no direct influence. Those who scored 10 know that they are saying that these characteristics have a strong influence.


number typeform

If you want to find out the age of the respondent or even how many employees work at the company, you can use the option number. With it, the user has the freedom to write the desired number, but with a limitation option.

For example, in relation to age, you can establish that the minimum is 1 and the maximum is 100. In this way, you prevent it being possible to receive responses that are not within this range.

File upload

file upload typeform

With this option, the user can upload a photo, for example, if you want to disclose the results in the form of testimonials.

It is also possible to use a form for a selection process and here request to send the curriculum of the participants.

According to the objective of the questionnaire, it is possible to give several functions for the same type of question.

Thank You screen

thank you screen typeform

For finalize the questionnaire we use the option thank you screen. In it we can thank you for your participation, provide buttons for sharing the form on social networks, redirect to the beginning of the questionnaire or even provide another link to take the user to a certain page.

You can create more than one option for this question. For those who have reached the end of the questionnaire you can thank them for their answers. For those who did not fit the profile you were looking for, you can inform them about a related subject.


For all questions asked you have a few extra options:

  • Description
      • develop a description explaining more about a particular issue.
  • Image / Video
      • add an image or video to complement the question.
  • Required
      • make them mandatory so that all users have to answer them.
  • Multiple selections
      • depending on the type of question, offer more than one answer option.
  • Randomize
      • Make response options available in random order.
  • Force vertical alignment
      • Display all answer options vertically.
  • Add “Other” option
    • If you want to make another option available as a response, the user who clicks it will have to fill in that option.


If you want to use any of these options, just click on the bar next to the word Off.

Logic jump

Typeform also has a differential and very important feature, which is the logic jump. With it it is possible to optimize a user’s time within the form and offer a more satisfying experience, since with this option he will not need to go through all the questions.

According to the answers provided, the respondent will be directed to related questions. For example:

If we have the following question in a form, “Do you follow any blogs?” and the user answers no, it is not logical to ask him which blog he follows, since he informed that he does not do this. But if he answers yes, it makes perfect sense to ask what these blogs are.

To create the logic jump just click on the green arrow that appears at the end of the question and select the answer conditions:

logic jump typeform


Beside this option, you can also use the calculator to create scores according to the chosen answer.

calculator typeform


If you want to duplicate any question, click the duplicate option.

duplicate typeform


To change the position questions, click on the following option:

move typeform


After reviewing the form, did you notice that you didn’t need a certain question? Click delete.

delete typeform

Now that you can see in detail all the question options offered by Typeform it’s time to see how you can customize the questionnaire layout and analyze the responses collected.


typeform design

By clicking on the design tab, you can define the colors used in the form, the font and which image you want to use as the background.



In the settings tab we have the following possibilities:


  • General
      • Definition of the name, language and status of the questionnaire (whether it is available or not to be answered). Here you also have