How Elizabeth McCravy Generated $65k Revenue from a Personality Quiz

Find out how Elizabeth McCravy has made serious money with a personality quiz for her website design business. Could it work for yours?

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We all have a burning desire to learn more about ourselves.

Acknowledging our unique strengths, traits, quirks, and even weaknesses help us understand how we view ourselves and the world around us. But as marketers use more mainstream marketing efforts, it’s easy for the individuality of each person in our audience to get lost in a sea of generalizations.

Since 72% of consumers are frustrated with generic marketing, it’s time to take a more individualized approach.

This is where personality quizzes shine.

A personality quiz will help your audience understand what makes them unique and how they are wired, allowing you to build a strong sense of trust with your audience.

This style of quiz is similar to the popular Buzzfeed quizzes you see floating around on social media. Personality quizzes can be somewhat addictive, but how do you create the same kind of buzzworthy experience with a business-focused personality quiz?

Website designer Elizabeth McCravy is a great example. Inspired to sell more of her Showit website templates, she decided to use a website personality quiz to keep her audience engaged while helping them solve their DIY website woes. 

Building a website from scratch on your own can be a confusing and time intensive task, but Elizabeth strategically crafted her personality quiz to make it easier than ever for quiz takers to design a website they’ll love when they invest in her templates. 

What’s even better is that this strategy is working, helping her generate $65,000 in website template sales directly from the quiz in just one year! Adding 500 leads to her email list in the last five months has been the cherry on top.

So what makes Elizabeth’s personality quiz so successful, and what can you learn from her example when launching your first quiz? Let’s find out together!

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How Elizabeth McCravy built a lead-generating personality quiz

Inspired by tally quizzes found in old print magazines, Elizabeth McCravy was looking for a new and improved way to nurture her leads so she could stay hands-off in the template-buying process. 

She wanted to make sure the quiz fit her own personality while tailoring each quiz result to the unique styles of her potential customers. This blend isn’t easy to achieve, but luckily for us, she’s showing us how it’s done in this in-depth interview.

We love your website personality quiz! What inspired you to make your own quiz?

Since the tagline for my Showit website template shop is “websites with personality,” I wanted a way to highlight these “anti-boring” website templates in an equally fun way. A website personality quiz made so much sense for my brand. 

Website personality quiz cover

Also, I had been using Interact for a while for my marketing clients, so I knew the power that a personality quiz could have for my business. My clients were seeing AMAZING results, so I wanted to try it for myself!

Key Takeaway: To get inspiration (and motivation) for making your own personality quiz, look at examples from other entrepreneurs who have already generated fantastic results. If you’re like Elizabeth, some of the examples may come from your clients, but others can be found in our live quiz example library or our quiz case studies archive

What were your main goals when creating your personality quiz? What did success look like to you in the beginning?

I certainly had NO idea how many people would end up taking the quiz, and I didn’t have a goal number starting out. However, here are some goals I had from the start: 

  1. I wanted to offer something FUN but useful that wasn’t just another workbook-style free download. I had enough opt-ins of that nature and wanted to try something different with a light-hearted but powerful personality quiz.
  2. I wanted to offer people clarity about their purchase by matching them with a website template. I often see people worry whether or not they are picking the “right template,” and this quiz gives them clarity on which template to buy. I regularly get emails from quiz takers telling me that their result was spot-on and gave them the confirmation they needed to take the leap!
  3. I wanted a fun and quick way to entice people to join my email list. Once they take the quiz, they are placed into my quiz marketing funnel which leads them to purchase a website template that’s made for them. Every email feels super relevant!
Key Takeaway: Think about how you can offer quiz takers more clarity around a topic they care about. What will the quiz results actually help them accomplish? What is the significance of the clarity or self-knowledge someone will gain by taking your quiz? These answers will help you use your quiz taker’s desires and needs as fuel to sell the right personalized products or services.

As a designer, how did you ensure that you created a fantastic quiz taking experience with your design? What strategic design choices did you make as you created your quiz?

I decided to put the quiz on its own landing page within my Showit website so users stay within my site through the whole quiz taking process. (By the way, Interact makes adding your quiz to your website SO easy to do! Here’s a step-by-step guide on how to embed your quiz on your own website.)

My personality quiz uses on-brand colors and fonts for a cohesive experience. That’s really important to me as a designer.

Take the Website Personality Quiz header

After entering their email to get the results, quiz takers are directed to another page within my website that tells them about the bonus they just unlocked by taking the quiz and reminds them to check their inbox for their final quiz result!

website personality quiz results page to tell them to check email

Here are some of my tips for designing a quiz with a great quiz user experience: 

  1. Embed the quiz on your website to keep traffic on your own website.
  2. Make the questions and answer choices short and easy-to-read. Don’t overwhelm people with too much information!
  3. Redirect people to another landing page where you tell them what to expect. Don’t just leave them hanging on the quiz page. (To go above and beyond for your audience, you  could create a custom quiz result landing page for each result option.) 
Key Takeaway: When you are creating your quiz, think about the entire user experience from start to finish. How will your quiz takers move through your quiz before they receive their results and any follow-up emails? This whole process should feel seamless to your audience. One of the best ways to make sure there are no hang-ups in the process is to test the quiz yourself before you hit publish or have a few friends give their feedback.

As we talk about delightful quiz experiences, what advanced strategies did you use to make your quiz really stand out?

Based on the quiz taker’s final result, they’ll receive one of nine total email sequences to “meet their template match.” The initial email is completely personalized to each quiz result option and gives them a summary of their results with a website template recommendation.

After the initial email, everyone gets funneled into the same 10-day email sequence. This method made the most sense because I’m consistently adding to my template collection and updating the quiz to include any new additions!

My favorite part of my own quiz is actually the quiz marketing funnel that comes after. All of my emails are strategically written, cover hesitations from all perspectives, and have lots of humor thrown in to make it fun!

My email funnel has over 50% open rates on average. Since the marketing industry as a whole has a 14.56% average open rate, I’m really happy with these numbers.

open rates for email funnel showing 45% or better

In my email funnel after the quiz, I like to have at least one email that hits each of these objectives: (1) present the problem, (2) present the solution (which is my offer), (3) counter objections/hesitations, (4) present unique selling features, and (5) share success stories.

email example

Don’t just give people a quiz and add them to your weekly emails. You’ll miss out on so much of the magic! Your quiz audience is likely ready to buy, so tell them what they need to know in order to make a confident purchasing decision.

Key Takeaway: Creating a personality quiz is just the first step. In order to make a lasting impression with quiz takers, you must be ready to nurture them through an email funnel. We like to call this your follow-up email sequence. This will help you connect with potential clients and customers who are already interested in what you offer based on their participation in your quiz. In your follow-up emails, you can give even more value by giving them educational content that they’ll love. All of these actions help your audience feel more comfortable making an investment in your offerings. Always lead with value!

You sell website templates in addition to your custom website design packages. How did you decide what to highlight with your quiz?

I wanted my website personality quiz to support me in creating a (mostly) hands-off sales process when it comes to selling my website templates. Because of my helpful quiz, a customer doesn’t have to speak to me before buying a template. In fact, most don’t! They can buy directly from my website at any time.

My quiz was strategically made to gather leads from interested potential customers while giving me a fun way to tell them about the website templates.

website templates in online store

After the quiz, the user is added to a 10-day email sequence with seven emails where they learn about the templates. People typically buy around the fourth email and then get removed from the sequence.

Interestingly, many of my custom website design clients end up taking the quiz too before working with me. So, the results help with that part of my clientele as well!

Key Takeaway: If you are selling digital or physical products, think about how your quiz can act as an “online shopper” that guides your audience to the perfect product recommendation based on their results. Just because your quiz marketing funnel is automated doesn’t mean it can’t have your personality infused into it. In fact, it should! Using a personality quiz will cut down on the amount of email support you need to give incoming leads (which is something we can all get excited about!).

You have a successful quiz of your own, but you’ve also mentioned helping clients with theirs. What have you learned by collaborating with clients on building personality quizzes?

I love helping my template buyers add an Interact quiz to their website, and I actually provide a tutorial for using Interact with Showit within the course that template buyers receive! I know my template buyers love this addition to their marketing strategy. 

On the custom website design side of my business, I created an Interact quiz almost two years ago for one of my previous marketing clients. That quiz has generated over 10,000 new email subscribers in the past two years! Their quiz has a 58% percent completion rate.

Quiz funnel analytics with 10000+ leads showing

Plus, the subscribers who come from their quiz are always very engaged and tend to open emails at a higher rate than other subscribers. The same is true for my own business.

How did you make the quiz special for each personality result?

Creating a special email for each result was one of my favorite parts! 

Each of the nine results gives you a custom email that tells you which template you’ve been matched with, but first, it talks about what your “website personality” is, so the results stay the main focus. For example, your style could be bold and adventurous or feminine and romantic.

website quiz result example

Each of my website templates was named after a real person or fictional character, and in the email, you learn who your template match was named after.

You also get a specific song that goes with your template, and a link to a playlist to listen to all the “template songs” on Spotify. Typically, the song was what I listened to most while creating the design. As a designer who is really inspired by music, it was fun to include this!

For example, the best-selling Reese template was named after Reese Witherspoon, and the matching song is “Dream” by the Cranberries!

Key Takeaway: Think about how you can add an extra dash of fun to your personality results. Could you include a Spotify playlist like Elizabeth, a custom brand board like Kaye, a fully mapped-out strategy like Chanteuse, or something entirely different? This is your time to get creative and think outside-the-box!

We’re dying to know what the results of your quiz were! Did anything surprise you? 

The results from this quiz have been so much more than I could have hoped for! 

In the last year, the quiz has generated over $65,000 in sales. In addition, the quiz has generated 500 new leads to my email list in the last five months alone. 

Even in the past two days from the date of this interview, I’ve had three sales — all from women who had taken the quiz and were mid-way through the quiz funnel! Of those three women, two purchased their matched website template from the quiz results. It’s been such a game-changer for my business.

Key Takeaway: Even with a premium digital product (with a $797 price point), Elizabeth has found a way to build intrigue and trust, helping her convert a quiz taker’s initial interest in more sales. She shows us that you can create a successful personality quiz no matter the price point of your product or service. A premium-priced product, however, may need a longer follow-up email sequence in order to successfully make the sale. 

What do you think has made your quiz such a hit with your audience?

I think people love having a quiz to help them choose which template to buy. When you have nine options and you love all of them (or even just some of them), choosing your match can be tough!

People desire clarity when making purchasing decisions, and this quiz provides them with that. Quiz takers often email me saying that the quiz matched them with the one they were thinking about, proving that it really does work! 

email example with testimonial
Key Takeaway: The best way to have success with your quiz is to make sure that it offers clarity and gives your audience more confidence in buying your product or service. The entire experience from taking your quiz to receiving the follow-up emails should feel delightful and helpful. Look at your analytics (provided by Interact and your preferred email service provider) to see how well your quiz is improving over time. Keep testing until you get it just right!

Do you utilize Interact for any quizzes beyond your website personality quiz?

I use Interact for other “internal” quizzes to help my customers. These are quizzes that aren’t used for lead generation but rather to teach my audience after they’ve made a purchase. 

For example, once someone buys one of my website templates through the quiz, they have access to one of my internal quizzes that will effectively match them with the cart software they should use when selling products from their template. 

ecommerce cart recommendation quiz cover

This internal quiz has been a game-changer! Based on the questions, it accurately matches them with what they need and cuts out any Google searching they otherwise would have to do to figure it out. I’ll admit that this quiz is way less fun than my website personality quiz but it’s such an effective way to serve my audience.

Key Takeaway: Once someone buys your product or service, how else can you use quizzes to add more value to your audience? This approach can also cut down on back-and-forth support emails because you’re able to guide people to the best answer.

What advice would you give other content creators who want to create their own personality quiz?

First of all, DO IT! It is worth the time and energy it takes to make something amazing for your audience. And, Interact makes the whole process so easy.

Next, have an after-care plan for your new quiz subscribers. What happens post-quiz matters just as much, and adding all of these new subscribers to your list provides an amazing opportunity to tell a VERY interested group of people about your product or service.

I recommend niching your quiz down to a specific target audience so that the follow-up sequence can be specific to them. For example, if you offer wedding photography and senior portrait photography, create separate quizzes for each audience to be as specific as possible to what they need, both in the quiz and after.

Throw in some questions that tell you more about your audience’s pain points as it relates to your offer. For example, I ask people to complete the sentence “What frustrates me most about my current website is…” and their answers give me so much insight into what makes someone buy a new website. Interact provides you with amazing analytics where you can see the breakdown of results for every question you ask.

Create your free personality quiz in 7 easy steps

Are you inspired by Elizabeth McCravy’s success story and interested in building a personality quiz your audience will love? We’ve got you covered!

When you’re ready to make your own personality quiz, here are your next steps: 

  1. Sign up for a free Interact account
  2. Decide on a quiz topic
  3. Design your quiz to match your brand style
  4. Create interesting quiz questions
  5. Write engaging personality results
  6. Create the logic of your personality quiz
  7. Set up your quiz to grow your email list

Recommended Resource: How to Create a Personality Quiz

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We can’t wait to see what personality quiz you create!

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Kayla Hollatz

Kayla Hollatz is a copywriter and website strategist for entrepreneurs and content creators who want their words to connect and convert. Few things make her happier than ghostwriting for her clients or dreaming up her next conversion experiment in her studio, aka a three-season porch with a lake view.

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