Typeform is a form, survey and quiz builder that shows one question at a time.
It's worth paying for if you need polished, branching forms and collect fewer than a few thousand responses a month.
Paid plans start at $28 a month billed annually, but the free plan only allows 10 responses a month.
If you need volume on a budget, cheaper tools like Jotform or Tally give you more for less.
We haven't used Typeform ourselves. This review is based on Typeform's pricing page and help docs, plus real form and quiz tests from the LiftArchive database.
Those tests show where a one-question-at-a-time format tends to help.
What Typeform is
Typeform is a no-code builder for forms, surveys and quizzes.
The company has been around since 2012. Its main difference from most form builders is the format: every question gets its own screen, which makes a long form feel more like a conversation.
According to Typeform's help center, every plan, including the free one, gets logic (branching, scores, calculations and variables), hidden URL fields, multiple ending screens, website embeds and integrations such as Zapier, Google Sheets, HubSpot, Mailchimp and Calendly.
In CRO, Typeform usually does one of three jobs: it collects research (surveys), it qualifies leads (multi-step lead forms), or it recommends products (quizzes).
Each one feeds a different step of the research, hypothesis, A/B test loop.
Typeform pricing and what the free plan allows
Here are Typeform's standard plans as of November 2026, from Typeform's pricing page.
Prices are in USD. "Annual" means the monthly price when you pay for a year up front.
| Plan | Monthly billing | Annual billing | Responses/month | Users | Best for |
|---|---|---|---|---|---|
| Free | $0 | $0 | 10 | 1 | Trying the builder |
| Basic | $39/mo | $28/mo | 100 | 1 | Low-volume surveys and forms |
| Plus | $79/mo | $56/mo | 1,000 | 3 | Branded lead forms and quizzes |
| Business | $129/mo | $91/mo | 10,000 | 5 | Teams that need drop-off rates and conversion tracking |
| Growth Flow | $379/mo | $266/mo | 10,000 | 5 | Marketing teams that need enrichment, Salesforce and follow-ups |
| Enterprise | Contact sales | Custom | Custom | Large orgs that need SSO and security reviews |
There's also a Talent plan for HR teams, starting at $119 a month billed annually, according to the same page.
Is Typeform free?
Yes, but only just. The free plan gives you unlimited forms and access to logic, but only 10 responses a month across all your forms.
Typeform's help center says your forms go into private mode once you hit the limit, so nobody else can open them until the next billing month.
Some features are paid-only even if you can try them on the free plan: payment questions, file upload, knowledge quiz mode, partial submissions, your own logo and removing Typeform branding (source).
Typeform also says it sometimes experiments with pricing, so the plans shown in your account may differ.
What the plans mean for CRO work
Two details matter most if you want to optimize forms.
Removing branding starts on Plus. Drop-off rates, which show the question where people quit, only come with Business (pricing page).
If you plan to improve a lead form, you need drop-off data, so Business at $91 a month billed annually is the realistic starting point.
Surveys vs quizzes vs lead forms
All three use the same builder, but they do very different jobs on a site.
Surveys
Typeform supports NPS, rating, opinion scale, ranking and matrix questions (question types).
That makes it a reasonable choice for post-purchase surveys or emailed customer surveys, where you want to know why people bought or what nearly stopped them.
The answers turn into test ideas. Kasper Dolk added benefit bullets to a product page hero that answered objections from a survey, a test credited with +$763,679.14 profit per year.
Oliver Kenyon put three survey-based reassurance lines above a collection grid, worth $44,890 per month.
If you need on-site popup surveys rather than links, see our website survey tools or post-purchase survey apps.
Quizzes
A Typeform quiz uses scores and branching logic to send each person to a different ending, such as a product recommendation.
Scoring and multiple endings are available on the free plan.
Knowledge quiz mode (right and wrong answers) is paid only (help center).
Quiz tests in our database show both the upside and the limits.
Surefoot found that requiring an email to see Bike Finder quiz results brought +49% email captures.
GrowthRock's homepage product quiz lifted revenue per visitor by 8% while conversion rate stayed flat.
For Shopify stores that want quiz results tied to products and carts, a dedicated tool may fit better: see quiz funnel builders.
Lead forms
This is where Typeform's format gets the most attention.
Logic lets you skip questions that don't apply, hidden fields can pass ad campaign data into each response, and integrations push leads to HubSpot or Pipedrive.
Salesforce is listed as a Growth Flow feature on the pricing page.
More on form layout in our lead form guide.
Do one-question-at-a-time forms convert better?
Often, yes, but not because of Typeform itself.
The tests below weren't necessarily built in Typeform.
They test the same idea: breaking a form into small steps.
Apexure
Venture Harbour- HomEquity Bank split a one-page inquiry form into seven steps and saw a +154% conversion rate.
- Then HomEquity Bank cut the seven steps to four, which gave +53% conversions. More steps isn't always better.
- The same team added a progress tracker to the multi-step form for +35% conversions.
- Reassured's multi-step life insurance quote form brought +31.23% form submissions.
- Apexure split a long claim form into four stages, and conversion went from 1.77% to 4.33%.
- Venture Harbour's multi-step consulting enquiry form went from 0.96% to 8.1% conversion. That was a before-and-after comparison, not a controlled A/B test.
The pattern: start with easy questions, ask for contact details last, and show progress.
Typeform makes that structure easy to build. But step count, question order and copy still need testing, as the HomEquity Bank results show.
One catch: Typeform's built-in drop-off and conversion tracking is on the Business plan and up (pricing page).
Splitting traffic between two Typeform versions also needs your own A/B testing tool or landing-page setup.
Downsides and who Typeform is not for
- The free plan is very small. 10 responses a month is only enough to try the builder (help center).
- Response caps push up the price. Basic includes 100 responses a month. If a lead form gets real ad traffic, you'll be on Plus or Business quickly.
- Key features sit on higher tiers. Removing branding needs Plus. Drop-off rates need Business. Salesforce is listed under Growth Flow.
- Not every form suits one question per screen. A short checkout or a two-field newsletter signup is usually faster as a normal form.
Typeform is not a good fit for high-volume, low-budget data collection, for simple contact forms, or for Shopify product quizzes that need to sync with the cart.
Typeform alternatives
| Tool | Free plan | Paid from (as of November 2026) | Best for |
|---|---|---|---|
| Typeform | 10 responses/month | $28/mo billed annually | Conversational surveys, quizzes and lead forms |
| Jotform | 5 forms, 100 submissions/month | $34/mo billed annually (Bronze) | Higher volume and classic multi-field forms |
| Tally | Unlimited forms and submissions within fair use | $24/mo billed yearly (Pro) | Budget teams that want a generous free plan |
Jotform's Bronze plan includes 1,000 submissions a month, and its free Starter plan keeps Jotform branding.
Tally says its free plan has no set limits as long as you stay within its fair usage guidelines.
For a side-by-side look, read Typeform vs Jotform, our full list of Typeform alternatives, and multi-step form builders.
Verdict
Typeform is worth paying for when how the form feels matters: research surveys people will actually finish, quizzes with branching outcomes, and lead forms that work as a short series of questions.
For CRO teams, Business is the tier that shows where people drop off.
If you just need to collect lots of submissions cheaply, look at Jotform or Tally first.