September 4, 2024 • 28 mins
What's a single powerful tool that could completely transform your marketing strategy?
A) Quizzes
B) Quizzes
C) Quizzes
D) All of the above!
Today on 10 Minute Marketing, Alefiya Khoraki, an expert funnel strategist and conversion copywriter, joins Sonja Crystal Williams to reveal the magic behind quizzes and how they can revolutionize your brand’s engagement and conversion rates. As Alefiya shares her journey from running a bakery in Nairobi to becoming a digital marketing maven, she unveils how she stumbled upon her niche in quiz-based marketing and learn why treating quiz landing pages like sales pages can significantly impact your success.
Throughout the episode, they dissect different types of quizzes to show you how they can be tailored to different industries, share actionable insights on avoiding common quiz-creation pitfalls, and provide expert tips to craft quizzes that captivate and convert. Alefiya’s compelling story is absolutely packed with valuable strategies to elevate your marketing funnel.
About Alefiya Khoraki
Alefiya Khoraki is a funnel strategist, conversion copywriter, and CEO/CMO of Nomads Marketing. She's all about quizzes that give your current lead gen efforts conversion complex, copy that tingles full-body sensations in your reader, and gobbling a thesaurus for lunch.
Follow Alefiya on LinkedIn here.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sonja Crystal Williams (00:05):
Hi everyone, welcome to today's
episode of 10Minute Marketing.
I'm your host, sonia CrystalWilliams.
Well, joining me today isAlephia Karaki, and Alephia is a
funnel strategist andconversion and launch copywriter
joining us.
She's from, or currently livingin, mumbai, india.
We'll get into that a littlelater about her travels.
(00:25):
Thank you so much for beinghere, alephia.
Alefiya Khoraki (00:28):
I am super thrilled to be here and thank
you so much for having me.
Sonja Crystal Willia (00:32):
Absolutely .
So, Alefiya and I met on one ofmy favorite places that I think
if you are a business owner andyou want to meet other business
owners, you need to be onLinkedIn, and that's how Alefiya
and I met, so she slid into myDMs.
So anyway, Alefiya, I want toget into talking about quizzes
(00:57):
and what funnels are, becausefor a lot of business owners, I
feel like this is a missedopportunity that could really
lead to them creating leads.
So, first, kind of break downfor just someone who's
completely unfamiliar with thisterminology, what do we mean
when we say quizzes?
How does that apply to abusiness?
(01:17):
And then, how does that leadinto a funnel?
Go ahead and break that downfor me, perfect.
Alefiya Khoraki (01:23):
Okay, I love that question because, as we can
think like, oh, quizzes arelike, so 2024.
How can you not know aboutquizzes?
Every day, someone slides intomy DM saying enlighten me on
this word, what does this mean?
I'm like okay.
Sonja Crystal Williams (01:37):
Okay.
Alefiya Khoraki (01:37):
This means that there's a lot of brand
awareness to do here, anyways.
So a quiz is basically it canbe different in different forms,
but it's basically a challenge-based or fun- based
questionnaire where you fill in,you get asked some questions
and then you give answer tothose questions.
(01:58):
Usually those are MCQs.
You don't have to type inmanually any questions, so it's
not a survey.
They are pre-builtquestionnaires and on the basis
of those questions you getanswers at the end.
So there are three type ofquizzes that I usually talk
about.
One is a score-based quiz,which can be a challenge.
(02:21):
I'll give an example for aclient of mine.
She had an e-commerce course,e-commerce email strategy course
, and for her the quiz wecreated was we gave out nine
questionnaires of reale-commerce email examples and
then we had like okay, amattress brand has xyz things
(02:42):
and we need to solve x problemin their email marketing.
Which strategy would you choose?
And based on what their choicesthey are given the scores.
So it basically assesses theirscoring system.
But when I say that this is funand challenging, the same thing
could have been just like asurvey.
(03:05):
You start an email project andwhat is the first thing you do?
Do you audit the email sequence?
Yes/N o -- even that's a quiz.
That's a quiz that does not getbuzz, that does not get hype,
that does not get the rightengagement that we are trying to
create.
So even that's a quiz, butthose are not the good ones.
They feel more educational ormaybe too academic yeah, and you
(03:30):
know, when you have those yes/no quizzes, you can sense a
pitch ahead that, okay, hereshe's going to tell me like oh,
I don't have auditing skillshere, buy my audit, or xyz so in
that you can smell a pitch infrom those yes/ no survey- like
questions.
And that's when people come tome with the quiz and they say
(03:51):
like "hey, I did launch a quizbut it's not working, or I tried
a quiz but it didn't work, andlike "do you ask yes/ no
questions, and they say yes; I'mlike there it is, that's the
biggest breaker for me.
Then there is a personality typequiz, which works phenomenally
well for e-commerce businessesand, for example, an eyewear
(04:14):
brand.
You have eight trends that aregoing on around eyewear and then
you're like okay, which framematches your personality?
So, A) you get to know aboutyour personality.
B) you're also knowing, like,what my fashion style is.
So, you take the quiz to findout your fashion style, what
fits you and also about yourpersonality.
(04:35):
So people love, love, love,love learning about themselves
and their personalities.
Sonja Crystal Williams (04:40):
I love those.
Alefiya Khoraki (04:41):
We can never get enough of ourselves.
If you tell me what's myastrology sign, what does that
mean?
What does my palm say?
Even those petty ones, we lovethem.
Sonja Crystal Williams (04:51):
Yeah.
Alefiya Khoraki (04:52):
And that's why quizzes, and these for science
quizzes, work so well.
Then the third is diagnosticquizzes which are usually used
for hospitals, firms or where,like actual serious brands, and
where we are auditing somethingthat we want.
We want the consumer to beaware of something there that
(05:13):
they are not aware of okay, sothis for, like, if you're
talking about stages ofawareness.
Which stages of awareness is you?
Only three percent of buyersare in that most aware stage
where they will buy your product, but the other 97, either they
are not even aware of theproblem or they're not aware of
(05:35):
you as a solution.
Okay, so you want to make themaware so that awareness is built
through quizzes.
That's why the diagnosticquizzes are the ones that we use
for people where some sort ofeducational element is involved.
With e-commerce, we usepersonality stuff.
With SaaS also, we usediagnostic stuff, diagnostic
(05:56):
quizzes, and the last one wasscore challenges.
So that's where the fun elementhas to be there.
Sonja Crystal Williams (06:04):
Yeah.
So the industry, that abusiness owner or the person
that's responsible, maybe, forthe digital marketing aspect,
may depend or determine whichquiz type is going to make the
most sense.
Even if they already havequizzes, maybe the conversions
could be better.
So that leads to a couple ofquestions or thoughts I had, as
you were saying, that onethought was when I think of this
(06:28):
I definitely have been one ofthose people to take the style
quizzes, so I'm definitely Ienjoy those.
It also makes me think aboutback in the day, pen and paper,
when we used to read magazines,how there would be those
diagnostic type of quizzes andmagazines and they would have a
scoring system and say well, ifyou scored between one and five,
(06:50):
you fall into this category.
If you scored between six andten, you fall into this category
.
What's beautiful, though, nowis in a digital world, we now
can get a lead from that.
So one question to you is wheredoes the lead capture happen in
the quiz process?
So if I am the visitor to goand take your quiz, do I enter
(07:12):
my email address first.
Is it the last thing I do?
Like, where does that fit intothis process?
Alefiya Khoraki (07:18):
It depends from industry to industry, okay, but
with e-commerce quizzes,sometimes what we do is we ask
for the email in the secondquestion.
Okay, we ask for the name inthe first one and the email in
the second one and we make it ina way that we want to
personalize.
Then after that it will change.
Like before that I'm notaddressing you by your name,
(07:40):
yeah, but after that questionI'm like hi, Sonja, you
mentioned the xyz and now ittells me about this, like, um,
you have this type of mattress.
So in all the questions movingforward, I'm I'm addressing you
by your name.
So it becomes extremelypersonalized.
So that's one way to go for it.
And the second way is we askfor the email just before, like
(08:04):
they finish the questions, andthen they're just like oh, what
am I, what am I?
And then before that there islike OK, just that one last step
.
So we captured their emailthere, ok so it could be.
Sonja Crystal Williams (08:15):
Yeah, as you say that.
That kind of reminds me of whenI took, where they said OK,
we're going to provide yourresults, provide us your email
and we'll send you an email withthe results, and then you
provide the email.
They give you the resultsinstantly on screen, but they
also email you, yeah and Iprefer that so I always say that
never.
Alefiya Khoraki (08:32):
Don't like, do not like, never say that okay,
when they enter their emailaddress.
Never have another page wherethey say okay, now go to your
email service provider and thencheck like, then get your
results.
There and there give them theresults, because then, from a UX
perspective, you mightfrustrate the customer, because
(08:53):
sometimes we are signing up foremails from a different email
address and we're using adifferent email address.
So, like, suppose if I'msurfing my phone, I'm surfing
this list on my phone.
That's my personal personalemail address.
I prefer getting thesepromotional emails on my work
email address.
I still open them.
But now, if you're saying, likecheck your work email, that
(09:15):
work email might be just on mylaptop, but you're asking me to
go there and then you're noteven giving me the results.
So, you frustrate the customer.
So don't do that.
Give them the resultsimmediately and and have
something else on the resultspage that leads them to the
email.
Okay, so the e-commerce courseexample I gave you.
We had a 50 pager PDF where webroke down what is the right
(09:42):
strategy, where is the rightstrategy, and where the wrong
ones could be the right ones inwhich scenario?
And then we also had a webinarwhere that person taught her
students on how to get moreclients through that webinar.
So people were like anyway, itwould be top of their mind, and
they did rush to check the PDFs,like why did I get the wrong
answer, or whatever it is.
(10:03):
And then they did open theemail.
We do not frustrate them.
We give them the results.
And it was a choice to go tothat email.
Right now it becomes a choice.
Now it doesn't become like afrustration.
With e-commerce, you can saylike, okay, I send this and now,
um, this is your style and nowI've curated a personal
(10:24):
Pinterest board that matchesyour style and you'll get that
via email.
So now I am prompt, like now Ihave the habit of opening your
email.
Sonja Crystal Williams (10:33):
Yeah, how do business owners approach
that results part?
And you gave a few greatexamples.
So one would be they get a PDFfile back and it seems like
there might be groupings, Iguess, of results where they
might have, like, if I have aPDF file, it's not going to be
everyone gets the same file, butmaybe there's a few different
(10:55):
groupings.
Like, could you explain, like,what does that look like for
results?
This is like three days ago Idelivered a 90 minute master
class just for this okay, sowe're going to deliver this and
and everyone needs to get intouch with you to make it by
size.
Alefiya Khoraki (11:14):
So t he cliche answer is it depends.
Yeah.
And then the long, longeranswer is that usually we have
different groupings so we havedifferent like either--
If you're doing a personalitytype, we can, we can take in
human design into theperspective.
And people have assertivetraits.
(11:35):
Some people have more softer,calmer, peaceful side.
So we usually take into humandesign into consideration so
that we can win their trust andlikability from that first
section.
The first section is not tosell.
It's just like I am describingyou so much in detail that you
think, like this is somethinglike how I usually take
(11:57):
astrology for example here thatwhen that's super relevant, so
relevant that you think thatthis has to make sense, like
this is it.
Like you know, that's howhoroscopes are made, they're
relevant to everyone.
Like today you'll see the lightand you'll have that, and
that's it's so particular and sospecific.
So specificity is there.
Like just before this call Iwas with I was consulting
(12:21):
someone on a travel quiz andwhere she had like what's your
personality style and what typeof river cruise would I
recommend based on thatpersonality style?
Like, what's your travelingstyle.
And there she said that one ofyou prefer luxury.
And then it was just there.
Like you are a person of luxury.
I was like no, go specific.
Like tell them, not just intravel, but how their day-to-day
(12:43):
life reflects luxury.
Like whenever you go to thesupermarket to choose wine, you
don't even look to the bottomshelf and you're always like the
elite person.
You're the Harvey Specter whowould never settle for the
random tailor suits.
Your suits are from XYZ brandand you're someone who just
(13:03):
walks and talks class.
So why shouldn't your travelexperience reflect your
personality?
And then you take it.
Take them so you know whenyou're telling them, you're
telling them about themselves.
But you, what you want is thattrust, that smile, that
likability, that nod that theyare like okay, this is amazing.
(13:24):
I like that, like I know that,and you know you're kind of like
fulfilling their personalities.
Yeah, so yeah.
Sonja Crystal Williams (13:33):
So quizzes can build trust is one
of the things I've heard.
In some cases, specificity issuper helpful because it makes
it more relatable.
And then and these are reallyjust great sales tactics in
general, even though the idea isnot to make the person feel
like they're being sold to um,and so that's really important
(13:54):
too and then somepersonalization.
Alefiya Khoraki (13:56):
In some cases, um can also in all cases so,
like in this case, if it wasn'ta quiz, it would be like, okay,
you're going to a cruise and Iwould uh show all the ways that
you can enjoy a cruise.
But why this makes it superpersonalized is because each of
(14:17):
them is getting a tailoredcruise experience according to
their personal travelpersonality style.
If you're adventurous, you'regetting an itinerary just for
that adventurous.
And you know the whole reasonwhy quizzes and the sales part
is so effective after the quizbecause it's literally me.
It's not speaking to fivedifferent types of people, it's
(14:38):
me, legit me.
So, okay, this is me.
For me, this is just literallywhat I want and this speaks to
my personality, so let's just doit.
Sonja Crystal Williams (14:47):
So this question might throw you on the
spot and if you don't have ananswer, that's totally fine.
But just curious of when people, let's say, they end up on a
landing page to take a quiz andwe know, like, average open rate
on an email campaign is, youknow, 23 or 20 to 25%.
Average open rate on textmessaging campaigns could be 90
(15:10):
plus percent for quizzes.
Okay, what would youguesstimate?
Or if you have like an actual,accurate, based on at least your
experience with your clients,like how many people actually
see the quiz and then they takethe quiz.
Alefiya Khoraki (15:24):
Love that question and this is what I talk
about.
Like, average lead magnetconversion rate is around 3
percent to 30 percent and 30%being the highest.
Yeah, and with quizzes.
This is according to ConvertKit with quizzes the average
conversion rate starts from the30% is the lowest.
So that's why even the mostlike yucky type quizzes on the
(15:50):
internet, they still perform.
I'm going to get leads.
Yeah, they are still like.
It starts from 30%.
So, the quiz average is 30 to 55ish percent.
Okay, that is like those yes/no surveys.
And even that is falling inthis range.
The quizzes I've done forclients we've seen above 75.
(16:11):
Wow.
So if 100 people are coming in,75 to 90 people are coming in.
75% to 90% people are takingthat quiz.
Huge, because what we justdon't have, that like only one
pager snippet, which usuallypeople only have, that one pager
, like take this quiz.
What we also do is we create,like, we treat it like a sales
page.
So we start with a problem or adream state and then we say,
(16:34):
like this is the context of yourlife right now and this is the
question that is on top of yourmind.
Um, like, shall I buy a home inYorkshire or shall I buy a home
in London?
Like that's the question andthat's the answer that you'll
get after taking the quiz.
Okay, so, and then what we alsodo is like below in the uh,
(16:59):
what do you call it?
After the fold in the nextsections, um, we also break them
down on what they will getafter they take the quiz.
Okay, so they will get PDF, theywill get the Pinterest board.
So it also compels them to takethe quiz, not just for the
answer, but also for the nextlead magnet.
Because here's the thing thatpeople miss quizzes are great
(17:23):
lead gen um, lead gen magnet,but they're only attraction
magnets yeah, they attractinterest so top of the funnel
somewhere up there very top ofthe funnel, like if you just
leave a quiz and then you justleave a results page and then
you ask them to open the like,go to the email.
(17:44):
It will not work.
You need to have thatconversion magnet in between,
which can be a webinar, whichcan be a PDF, which can be a
book, which can be like a videocampaign, which can be some like
if you're talking aboute-commerce businesses, it could
be some special discounts or youknow, some special boxes, gift
(18:04):
boxes, whatever it is.
There has to be something moreon the results page than just
delivering the information.
Sonja Crystal Williams (18:14):
Wow.
So I'm going to get down toasking you a few final questions
.
So one is and you've kind ofbrought this to light but for
people who are really new toquizzes, these quizzes should be
built on a landing page.
Should that landing page liveon their website?
Should it be hosted by someexternal software?
Alefiya Khoraki (18:32):
So you'll need an external software to host a
quiz.
Unless you have like a superhuge marketing budget and you
want to build that softwareyourself, like Omo Health did,
then feel free to do everythingby yourself, but you'll need an
external software.
The softwares I love the bestare Interact, Typeform and
ScoreApp.
I really like these threesoftwares.
(18:54):
They're very easy to use.
Typeform has a video element,Interact is amazing with GIFs
and images, and then ScoreApp isthe only quiz software which
can make personalized diagnosisin each problem sector.
Sonja Crystal Williams (19:09):
Yeah.
Alefiya Khoraki (19:10):
So, yeah, all those three and you can host
your own.
So if you're hosting the wholelanding page on Interact, the
landing page will show Interact.
So what you can do is host thelanding page on your website,
like if you're using Squarespaceor what is that.
Sonja Crystal William (19:29):
WordPress yeah, yeah.
Alefiya Khoraki (19:31):
You can use WordPress and whatever you want
to use.
You can use that and then youjust embed the quiz on your site
, okay, so that?
So you don't have thatwatermark or that um URL of that
quiz software coming in.
So that's what I recommend youhost it all in-house.
But if you're like superstarting out doing under 5k a
(19:53):
month and you want to just likeoutsource everything, so host it
on the quiz software and then,when your budget grows, host it
on your domain got it and andbudget wise, what you do is come
in what?
Sonja Crystal Williams (20:07):
What are the parts that you handle on
the quiz side of things?
Do you handle it from top tobottom or come in and do a
specific aspect?
Alefiya Khoraki (20:14):
So I have different tiers and the first
tier that we work with is westart with research.
So it's like it's anon-negotiable, it has to be
done.
It has to be done really well.
So we spend like two weeks tothree weeks on that and that
includes surveying your buyers,the one who didn't buy, the
(20:35):
people who wrote like negativecomments, your competitors,
conducting interviews, maybesome guerrilla researchers, then
also discussions like going onsurveys and forums, amazon
reviews, youtube reviews.
All that process is done andit's very crucial because you
have to use your customerswords' words when you're talking
(20:56):
to them.
So research, then researchreport, offer optimization,
because if you don't have a goodenough offer and you're leading
that quiz to that offer, itwill not convert.
So even that's important offeroptimization.
Then you also do story scraping.
So we meet with the founder andwe scrape their stories because
(21:16):
we want to lead, we want tocreate, like in 2024, just pain
point marketing is not working,like, hey, you have this problem
that we need to surround thatproblem in an ecosystem of
stories.
So we do story scraping and thenwe get to the writing.
So with the writing I write thequiz landing page, the quiz
results pages, the emails,everything that goes into the
(21:39):
quiz ecosystem, and then that'sthe first package.
Then, if they want, we do theimplementation and design as
well.
Sonja Crystal Williams (21:45):
OK, the second package yeah this is way
more thought out than I everimagined and I love how you
broke it down in such a shortperiod of time, because I've
been on Interact, I've been onType form and they have those
quiz templates and they make itlook so easy.
But the way you've justdescribed it, it seems like you
could get way more out of thisby taking the approach that you
(22:09):
just outlined.
So I want to thank you so muchfor that.
Alefiya, um, I always like toend every every episode sharing
um a little bit about you in ourlightning round, so I'm just
going to ask you a few quickfinal questions as we wrap
things up.
One of the conversations youand I had previously was just
about your extensive travels andjust such an interesting
(22:30):
background and all the thingsyou've done.
You shared you've lived a fewplaces around the world.
What has been one of yourfavorite places that you've
lived so few places around theworld?
What has what has been one ofyour favorite places that you've
lived so far and why?
Alefiya Khoraki (22:41):
Nairobi.
I love Nairobi, one reason ithas the perfect weather all
around the year.
Oh, wow so it's like not supercold, it never snows, but it's
like that perfect chilly whereyou just have the comfiest night
every single night and you canjust see my smile widening and
(23:01):
widening on the name of right,yeah, and the atmosphere is
amazing, the greenery.
Then you get wildlife every nowand then.
I love animals and jungle soyou get to experience like
musaima or whatever it is, everynow and then, whenever you want
it, some crazy jungleexperiences which, if you want
to know, you can hit me up andI'll share some lion photos and
rhinosaurs, geocene photos andall that.
Sonja Crystal Williams (23:24):
So yeah, Nairobi.
Alefiya Khoraki (23:25):
I love Nairobi.
Sonja Crystal Williams (23:26):
Okay, on my list, on my list to go.
And while you were in Nairobi,I think you shared with me in a
previous life-- I always say ina previous life when you did
something completely differentto what you do now.
But you mentioned you owned abakery.
So did you just jump right intothis world of digital marketing
and quizzes and funnels likefrom owning a bakery, or was
there some kind of step inbetween?
Alefiya Khoraki (23:46):
Yeah, it's different for all of us.
So when I started this business, I was still in my final year
of graduation, so I'm 24 andthis is what I did when I was 19
.
So COVID hit and I was like,okay, I really need a hobby
along with my university classeswhich was just there in the
morning, so let me just dosomething.
(24:07):
And I wanted to save $800 USDfor a university event.
I was like it held a lot ofmeaning to me, so I didn't want
to be a spoiled brat and justget it from my dad, so let me
just find ways to earn thismoney.
So at first I started withbaking cheese, homemade cheese,
and then my mother was like Idon't think this is gonna pick
(24:29):
up.
But I was trying differentthings and I loved baking, but
no one at my like.
We were only four people at ourhouse and it was covid, so no
one ate.
So, okay, I need to find peoplewho can eat it.
Yeah, and I need to find thebudget to make good stuff so
that I don't like um, I don'twipe out all my mother's grocery
budget.
That's how the bakery was born.
(24:50):
My brother is a photographer,so we had that edge where the
branding was super luxurious andthe photos were super fancy, so
that's what kept the eyes likeI was a loot.
My mother and father was likeyou loot people.
So I charged like around 200-300 for a cake and around 100
for a brownie tray and whereasthe normal price there was 30.
(25:14):
But just because of thatphotography luxury yeah
perceived luxury and that'swhere I got into marketing.
So I used to run.
I figured out this wholeInstagram thing because I was
running my campaigns on there.
And then a friend helped me withFacebook Ad campaigns and I was
really enjoying the marketingside.
Like, so much so that I wantedto stop doing the big like,
(25:35):
outsource the big, the breakypart, and just keeping doing the
marketing campaigns.
And someone introduced me, likethey had, a virtual online
marketing seminar.
I went to that and then I gothooked and a lot of events
happened which would takeanother 10 minutes so that
doesn't matter to you all.
But then I came to India.
I had like 40 60 days to donothing.
(25:57):
My husband I just got marriedand my husband went for a
pilgrimage and that's where Iwas like, okay, let me just
brainstorm ways on what I can do.
So I started off by coldemailing people on can I be your
bakery startup consultant?
And no one responded.
And then one thing led toanother.
I started with LinkedInmarketing, then funnels.
(26:18):
So I did funnels for one of thebiggest names on LinkedIn.
Sonja Crystal Williams (26:21):
Yeah.
Alefiya Khoraki (26:23):
End-to-end launches and end-to-end funnels.
And then in March last thisyear I had one quiz project and
it was like it just landed likeout of the blue, and it was a
quiz project and it got these 75to 80% conversions, whereas we
were getting 30 to 40% average.
(26:44):
And I was like, okay, this isis something different.
And then I had another project.
I was like, hey, this justhappened.
I can't guarantee any results,but I think that this is
something interesting and we cantry it.
And then it crossed like it wasabove more than 80 percent
that's okay, this is notbeginner's luck.
Something's clicking and that'swhat we need to niche down into
quizzes.
So now we, I, my whole team,everyone is just doing quizzes,
(27:08):
and then if the clients wanthelp with funnels, we do that as
well.
And the thing that that's why Italked about offer optimization
and having the right funnel inplace is because, because I've
done funnels, I can look at thelarger picture yes where the
quiz fits in into the funnelyeah, very huge congratulations
(27:28):
on such wonderful success.
Sonja Crystal Williams (27:30):
How can people get in touch with you if
they want to get moreinformation about your services
or just see the lion photos?
Alefiya Khoraki (27:38):
I live and breathe on LinkedIn, so you can
find me on LinkedIn: a-l-e-f-i-y-a-k-h-o-r-a-k-i, (27:41):
undefined
Alefiya Khoraki.
And yeah, I'll mostly likerespond within 24 hours, okay
perfect.
Sonja Crystal Williams (27:52):
All right, Alefiya.
Thank you so much for being ourguest today.
We may have to talk to yousometimes.
Really good information.
Everyone find Alefiya onLinkedIn.
Until then, bye, everybody.
Hi everyone, welcome to today's
episode of 10Minute Marketing.
I'm your host, sonia CrystalWilliams.
Well, joining me today isAlephia Karaki, and Alephia is a
funnel strategist andconversion and launch copywriter
joining us.
She's from, or currently livingin, mumbai, india.
We'll get into that a littlelater about her travels.
(00:25):
Thank you so much for beinghere, alephia.
Alefiya Khoraki (00:28):
I am super thrilled to be here and thank
you so much for having me.
Sonja Crystal Willia (00:32):
Absolutely .
So, Alefiya and I met on one ofmy favorite places that I think
if you are a business owner andyou want to meet other business
owners, you need to be onLinkedIn, and that's how Alefiya
and I met, so she slid into myDMs.
So anyway, Alefiya, I want toget into talking about quizzes
(00:57):
and what funnels are, becausefor a lot of business owners, I
feel like this is a missedopportunity that could really
lead to them creating leads.
So, first, kind of break downfor just someone who's
completely unfamiliar with thisterminology, what do we mean
when we say quizzes?
How does that apply to abusiness?
(01:17):
And then, how does that leadinto a funnel?
Go ahead and break that downfor me, perfect.
Alefiya Khoraki (01:23):
Okay, I love that question because, as we can
think like, oh, quizzes arelike, so 2024.
How can you not know aboutquizzes?
Every day, someone slides intomy DM saying enlighten me on
this word, what does this mean?
I'm like okay.
Sonja Crystal Williams (01:37):
Okay.
Alefiya Khoraki (01:37):
This means that there's a lot of brand
awareness to do here, anyways.
So a quiz is basically it canbe different in different forms,
but it's basically a challenge-based or fun- based
questionnaire where you fill in,you get asked some questions
and then you give answer tothose questions.
(01:58):
Usually those are MCQs.
You don't have to type inmanually any questions, so it's
not a survey.
They are pre-builtquestionnaires and on the basis
of those questions you getanswers at the end.
So there are three type ofquizzes that I usually talk
about.
One is a score-based quiz,which can be a challenge.
(02:21):
I'll give an example for aclient of mine.
She had an e-commerce course,e-commerce email strategy course
, and for her the quiz wecreated was we gave out nine
questionnaires of reale-commerce email examples and
then we had like okay, amattress brand has xyz things
(02:42):
and we need to solve x problemin their email marketing.
Which strategy would you choose?
And based on what their choicesthey are given the scores.
So it basically assesses theirscoring system.
But when I say that this is funand challenging, the same thing
could have been just like asurvey.
(03:05):
You start an email project andwhat is the first thing you do?
Do you audit the email sequence?
Yes/N o -- even that's a quiz.
That's a quiz that does not getbuzz, that does not get hype,
that does not get the rightengagement that we are trying to
create.
So even that's a quiz, butthose are not the good ones.
They feel more educational ormaybe too academic yeah, and you
(03:30):
know, when you have those yes/no quizzes, you can sense a
pitch ahead that, okay, hereshe's going to tell me like oh,
I don't have auditing skillshere, buy my audit, or xyz so in
that you can smell a pitch infrom those yes/ no survey- like
questions.
And that's when people come tome with the quiz and they say
(03:51):
like "hey, I did launch a quizbut it's not working, or I tried
a quiz but it didn't work, andlike "do you ask yes/ no
questions, and they say yes; I'mlike there it is, that's the
biggest breaker for me.
Then there is a personality typequiz, which works phenomenally
well for e-commerce businessesand, for example, an eyewear
(04:14):
brand.
You have eight trends that aregoing on around eyewear and then
you're like okay, which framematches your personality?
So, A) you get to know aboutyour personality.
B) you're also knowing, like,what my fashion style is.
So, you take the quiz to findout your fashion style, what
fits you and also about yourpersonality.
(04:35):
So people love, love, love,love learning about themselves
and their personalities.
Sonja Crystal Williams (04:40):
I love those.
Alefiya Khoraki (04:41):
We can never get enough of ourselves.
If you tell me what's myastrology sign, what does that
mean?
What does my palm say?
Even those petty ones, we lovethem.
Sonja Crystal Williams (04:51):
Yeah.
Alefiya Khoraki (04:52):
And that's why quizzes, and these for science
quizzes, work so well.
Then the third is diagnosticquizzes which are usually used
for hospitals, firms or where,like actual serious brands, and
where we are auditing somethingthat we want.
We want the consumer to beaware of something there that
(05:13):
they are not aware of okay, sothis for, like, if you're
talking about stages ofawareness.
Which stages of awareness is you?
Only three percent of buyersare in that most aware stage
where they will buy your product, but the other 97, either they
are not even aware of theproblem or they're not aware of
(05:35):
you as a solution.
Okay, so you want to make themaware so that awareness is built
through quizzes.
That's why the diagnosticquizzes are the ones that we use
for people where some sort ofeducational element is involved.
With e-commerce, we usepersonality stuff.
With SaaS also, we usediagnostic stuff, diagnostic
(05:56):
quizzes, and the last one wasscore challenges.
So that's where the fun elementhas to be there.
Sonja Crystal Williams (06:04):
Yeah.
So the industry, that abusiness owner or the person
that's responsible, maybe, forthe digital marketing aspect,
may depend or determine whichquiz type is going to make the
most sense.
Even if they already havequizzes, maybe the conversions
could be better.
So that leads to a couple ofquestions or thoughts I had, as
you were saying, that onethought was when I think of this
(06:28):
I definitely have been one ofthose people to take the style
quizzes, so I'm definitely Ienjoy those.
It also makes me think aboutback in the day, pen and paper,
when we used to read magazines,how there would be those
diagnostic type of quizzes andmagazines and they would have a
scoring system and say well, ifyou scored between one and five,
(06:50):
you fall into this category.
If you scored between six andten, you fall into this category
.
What's beautiful, though, nowis in a digital world, we now
can get a lead from that.
So one question to you is wheredoes the lead capture happen in
the quiz process?
So if I am the visitor to goand take your quiz, do I enter
(07:12):
my email address first.
Is it the last thing I do?
Like, where does that fit intothis process?
Alefiya Khoraki (07:18):
It depends from industry to industry, okay, but
with e-commerce quizzes,sometimes what we do is we ask
for the email in the secondquestion.
Okay, we ask for the name inthe first one and the email in
the second one and we make it ina way that we want to
personalize.
Then after that it will change.
Like before that I'm notaddressing you by your name,
(07:40):
yeah, but after that questionI'm like hi, Sonja, you
mentioned the xyz and now ittells me about this, like, um,
you have this type of mattress.
So in all the questions movingforward, I'm I'm addressing you
by your name.
So it becomes extremelypersonalized.
So that's one way to go for it.
And the second way is we askfor the email just before, like
(08:04):
they finish the questions, andthen they're just like oh, what
am I, what am I?
And then before that there islike OK, just that one last step
.
So we captured their emailthere, ok so it could be.
Sonja Crystal Williams (08:15):
Yeah, as you say that.
That kind of reminds me of whenI took, where they said OK,
we're going to provide yourresults, provide us your email
and we'll send you an email withthe results, and then you
provide the email.
They give you the resultsinstantly on screen, but they
also email you, yeah and Iprefer that so I always say that
never.
Alefiya Khoraki (08:32):
Don't like, do not like, never say that okay,
when they enter their emailaddress.
Never have another page wherethey say okay, now go to your
email service provider and thencheck like, then get your
results.
There and there give them theresults, because then, from a UX
perspective, you mightfrustrate the customer, because
(08:53):
sometimes we are signing up foremails from a different email
address and we're using adifferent email address.
So, like, suppose if I'msurfing my phone, I'm surfing
this list on my phone.
That's my personal personalemail address.
I prefer getting thesepromotional emails on my work
email address.
I still open them.
But now, if you're saying, likecheck your work email, that
(09:15):
work email might be just on mylaptop, but you're asking me to
go there and then you're noteven giving me the results.
So, you frustrate the customer.
So don't do that.
Give them the resultsimmediately and and have
something else on the resultspage that leads them to the
email.
Okay, so the e-commerce courseexample I gave you.
We had a 50 pager PDF where webroke down what is the right
(09:42):
strategy, where is the rightstrategy, and where the wrong
ones could be the right ones inwhich scenario?
And then we also had a webinarwhere that person taught her
students on how to get moreclients through that webinar.
So people were like anyway, itwould be top of their mind, and
they did rush to check the PDFs,like why did I get the wrong
answer, or whatever it is.
(10:03):
And then they did open theemail.
We do not frustrate them.
We give them the results.
And it was a choice to go tothat email.
Right now it becomes a choice.
Now it doesn't become like afrustration.
With e-commerce, you can saylike, okay, I send this and now,
um, this is your style and nowI've curated a personal
(10:24):
Pinterest board that matchesyour style and you'll get that
via email.
So now I am prompt, like now Ihave the habit of opening your
email.
Sonja Crystal Williams (10:33):
Yeah, how do business owners approach
that results part?
And you gave a few greatexamples.
So one would be they get a PDFfile back and it seems like
there might be groupings, Iguess, of results where they
might have, like, if I have aPDF file, it's not going to be
everyone gets the same file, butmaybe there's a few different
(10:55):
groupings.
Like, could you explain, like,what does that look like for
results?
This is like three days ago Idelivered a 90 minute master
class just for this okay, sowe're going to deliver this and
and everyone needs to get intouch with you to make it by
size.
Alefiya Khoraki (11:14):
So t he cliche answer is it depends.
Yeah.
And then the long, longeranswer is that usually we have
different groupings so we havedifferent like either--
If you're doing a personalitytype, we can, we can take in
human design into theperspective.
And people have assertivetraits.
(11:35):
Some people have more softer,calmer, peaceful side.
So we usually take into humandesign into consideration so
that we can win their trust andlikability from that first
section.
The first section is not tosell.
It's just like I am describingyou so much in detail that you
think, like this is somethinglike how I usually take
(11:57):
astrology for example here thatwhen that's super relevant, so
relevant that you think thatthis has to make sense, like
this is it.
Like you know, that's howhoroscopes are made, they're
relevant to everyone.
Like today you'll see the lightand you'll have that, and
that's it's so particular and sospecific.
So specificity is there.
Like just before this call Iwas with I was consulting
(12:21):
someone on a travel quiz andwhere she had like what's your
personality style and what typeof river cruise would I
recommend based on thatpersonality style?
Like, what's your travelingstyle.
And there she said that one ofyou prefer luxury.
And then it was just there.
Like you are a person of luxury.
I was like no, go specific.
Like tell them, not just intravel, but how their day-to-day
(12:43):
life reflects luxury.
Like whenever you go to thesupermarket to choose wine, you
don't even look to the bottomshelf and you're always like the
elite person.
You're the Harvey Specter whowould never settle for the
random tailor suits.
Your suits are from XYZ brandand you're someone who just
(13:03):
walks and talks class.
So why shouldn't your travelexperience reflect your
personality?
And then you take it.
Take them so you know whenyou're telling them, you're
telling them about themselves.
But you, what you want is thattrust, that smile, that
likability, that nod that theyare like okay, this is amazing.
(13:24):
I like that, like I know that,and you know you're kind of like
fulfilling their personalities.
Yeah, so yeah.
Sonja Crystal Williams (13:33):
So quizzes can build trust is one
of the things I've heard.
In some cases, specificity issuper helpful because it makes
it more relatable.
And then and these are reallyjust great sales tactics in
general, even though the idea isnot to make the person feel
like they're being sold to um,and so that's really important
(13:54):
too and then somepersonalization.
Alefiya Khoraki (13:56):
In some cases, um can also in all cases so,
like in this case, if it wasn'ta quiz, it would be like, okay,
you're going to a cruise and Iwould uh show all the ways that
you can enjoy a cruise.
But why this makes it superpersonalized is because each of
(14:17):
them is getting a tailoredcruise experience according to
their personal travelpersonality style.
If you're adventurous, you'regetting an itinerary just for
that adventurous.
And you know the whole reasonwhy quizzes and the sales part
is so effective after the quizbecause it's literally me.
It's not speaking to fivedifferent types of people, it's
(14:38):
me, legit me.
So, okay, this is me.
For me, this is just literallywhat I want and this speaks to
my personality, so let's just doit.
Sonja Crystal Williams (14:47):
So this question might throw you on the
spot and if you don't have ananswer, that's totally fine.
But just curious of when people, let's say, they end up on a
landing page to take a quiz andwe know, like, average open rate
on an email campaign is, youknow, 23 or 20 to 25%.
Average open rate on textmessaging campaigns could be 90
(15:10):
plus percent for quizzes.
Okay, what would youguesstimate?
Or if you have like an actual,accurate, based on at least your
experience with your clients,like how many people actually
see the quiz and then they takethe quiz.
Alefiya Khoraki (15:24):
Love that question and this is what I talk
about.
Like, average lead magnetconversion rate is around 3
percent to 30 percent and 30%being the highest.
Yeah, and with quizzes.
This is according to ConvertKit with quizzes the average
conversion rate starts from the30% is the lowest.
So that's why even the mostlike yucky type quizzes on the
(15:50):
internet, they still perform.
I'm going to get leads.
Yeah, they are still like.
It starts from 30%.
So, the quiz average is 30 to 55ish percent.
Okay, that is like those yes/no surveys.
And even that is falling inthis range.
The quizzes I've done forclients we've seen above 75.
(16:11):
Wow.
So if 100 people are coming in,75 to 90 people are coming in.
75% to 90% people are takingthat quiz.
Huge, because what we justdon't have, that like only one
pager snippet, which usuallypeople only have, that one pager
, like take this quiz.
What we also do is we create,like, we treat it like a sales
page.
So we start with a problem or adream state and then we say,
(16:34):
like this is the context of yourlife right now and this is the
question that is on top of yourmind.
Um, like, shall I buy a home inYorkshire or shall I buy a home
in London?
Like that's the question andthat's the answer that you'll
get after taking the quiz.
Okay, so, and then what we alsodo is like below in the uh,
(16:59):
what do you call it?
After the fold in the nextsections, um, we also break them
down on what they will getafter they take the quiz.
Okay, so they will get PDF, theywill get the Pinterest board.
So it also compels them to takethe quiz, not just for the
answer, but also for the nextlead magnet.
Because here's the thing thatpeople miss quizzes are great
(17:23):
lead gen um, lead gen magnet,but they're only attraction
magnets yeah, they attractinterest so top of the funnel
somewhere up there very top ofthe funnel, like if you just
leave a quiz and then you justleave a results page and then
you ask them to open the like,go to the email.
(17:44):
It will not work.
You need to have thatconversion magnet in between,
which can be a webinar, whichcan be a PDF, which can be a
book, which can be like a videocampaign, which can be some like
if you're talking aboute-commerce businesses, it could
be some special discounts or youknow, some special boxes, gift
(18:04):
boxes, whatever it is.
There has to be something moreon the results page than just
delivering the information.
Sonja Crystal Williams (18:14):
Wow.
So I'm going to get down toasking you a few final questions
.
So one is and you've kind ofbrought this to light but for
people who are really new toquizzes, these quizzes should be
built on a landing page.
Should that landing page liveon their website?
Should it be hosted by someexternal software?
Alefiya Khoraki (18:32):
So you'll need an external software to host a
quiz.
Unless you have like a superhuge marketing budget and you
want to build that softwareyourself, like Omo Health did,
then feel free to do everythingby yourself, but you'll need an
external software.
The softwares I love the bestare Interact, Typeform and
ScoreApp.
I really like these threesoftwares.
(18:54):
They're very easy to use.
Typeform has a video element,Interact is amazing with GIFs
and images, and then ScoreApp isthe only quiz software which
can make personalized diagnosisin each problem sector.
Sonja Crystal Williams (19:09):
Yeah.
Alefiya Khoraki (19:10):
So, yeah, all those three and you can host
your own.
So if you're hosting the wholelanding page on Interact, the
landing page will show Interact.
So what you can do is host thelanding page on your website,
like if you're using Squarespaceor what is that.
Sonja Crystal William (19:29):
WordPress yeah, yeah.
Alefiya Khoraki (19:31):
You can use WordPress and whatever you want
to use.
You can use that and then youjust embed the quiz on your site
, okay, so that?
So you don't have thatwatermark or that um URL of that
quiz software coming in.
So that's what I recommend youhost it all in-house.
But if you're like superstarting out doing under 5k a
(19:53):
month and you want to just likeoutsource everything, so host it
on the quiz software and then,when your budget grows, host it
on your domain got it and andbudget wise, what you do is come
in what?
Sonja Crystal Williams (20:07):
What are the parts that you handle on
the quiz side of things?
Do you handle it from top tobottom or come in and do a
specific aspect?
Alefiya Khoraki (20:14):
So I have different tiers and the first
tier that we work with is westart with research.
So it's like it's anon-negotiable, it has to be
done.
It has to be done really well.
So we spend like two weeks tothree weeks on that and that
includes surveying your buyers,the one who didn't buy, the
(20:35):
people who wrote like negativecomments, your competitors,
conducting interviews, maybesome guerrilla researchers, then
also discussions like going onsurveys and forums, amazon
reviews, youtube reviews.
All that process is done andit's very crucial because you
have to use your customerswords' words when you're talking
(20:56):
to them.
So research, then researchreport, offer optimization,
because if you don't have a goodenough offer and you're leading
that quiz to that offer, itwill not convert.
So even that's important offeroptimization.
Then you also do story scraping.
So we meet with the founder andwe scrape their stories because
(21:16):
we want to lead, we want tocreate, like in 2024, just pain
point marketing is not working,like, hey, you have this problem
that we need to surround thatproblem in an ecosystem of
stories.
So we do story scraping and thenwe get to the writing.
So with the writing I write thequiz landing page, the quiz
results pages, the emails,everything that goes into the
(21:39):
quiz ecosystem, and then that'sthe first package.
Then, if they want, we do theimplementation and design as
well.
Sonja Crystal Williams (21:45):
OK, the second package yeah this is way
more thought out than I everimagined and I love how you
broke it down in such a shortperiod of time, because I've
been on Interact, I've been onType form and they have those
quiz templates and they make itlook so easy.
But the way you've justdescribed it, it seems like you
could get way more out of thisby taking the approach that you
(22:09):
just outlined.
So I want to thank you so muchfor that.
Alefiya, um, I always like toend every every episode sharing
um a little bit about you in ourlightning round, so I'm just
going to ask you a few quickfinal questions as we wrap
things up.
One of the conversations youand I had previously was just
about your extensive travels andjust such an interesting
(22:30):
background and all the thingsyou've done.
You shared you've lived a fewplaces around the world.
What has been one of yourfavorite places that you've
lived so few places around theworld?
What has what has been one ofyour favorite places that you've
lived so far and why?
Alefiya Khoraki (22:41):
Nairobi.
I love Nairobi, one reason ithas the perfect weather all
around the year.
Oh, wow so it's like not supercold, it never snows, but it's
like that perfect chilly whereyou just have the comfiest night
every single night and you canjust see my smile widening and
(23:01):
widening on the name of right,yeah, and the atmosphere is
amazing, the greenery.
Then you get wildlife every nowand then.
I love animals and jungle soyou get to experience like
musaima or whatever it is, everynow and then, whenever you want
it, some crazy jungleexperiences which, if you want
to know, you can hit me up andI'll share some lion photos and
rhinosaurs, geocene photos andall that.
Sonja Crystal Williams (23:24):
So yeah, Nairobi.
Alefiya Khoraki (23:25):
I love Nairobi.
Sonja Crystal Williams (23:26):
Okay, on my list, on my list to go.
And while you were in Nairobi,I think you shared with me in a
previous life-- I always say ina previous life when you did
something completely differentto what you do now.
But you mentioned you owned abakery.
So did you just jump right intothis world of digital marketing
and quizzes and funnels likefrom owning a bakery, or was
there some kind of step inbetween?
Alefiya Khoraki (23:46):
Yeah, it's different for all of us.
So when I started this business, I was still in my final year
of graduation, so I'm 24 andthis is what I did when I was 19
.
So COVID hit and I was like,okay, I really need a hobby
along with my university classeswhich was just there in the
morning, so let me just dosomething.
(24:07):
And I wanted to save $800 USDfor a university event.
I was like it held a lot ofmeaning to me, so I didn't want
to be a spoiled brat and justget it from my dad, so let me
just find ways to earn thismoney.
So at first I started withbaking cheese, homemade cheese,
and then my mother was like Idon't think this is gonna pick
(24:29):
up.
But I was trying differentthings and I loved baking, but
no one at my like.
We were only four people at ourhouse and it was covid, so no
one ate.
So, okay, I need to find peoplewho can eat it.
Yeah, and I need to find thebudget to make good stuff so
that I don't like um, I don'twipe out all my mother's grocery
budget.
That's how the bakery was born.
(24:50):
My brother is a photographer,so we had that edge where the
branding was super luxurious andthe photos were super fancy, so
that's what kept the eyes likeI was a loot.
My mother and father was likeyou loot people.
So I charged like around 200-300 for a cake and around 100
for a brownie tray and whereasthe normal price there was 30.
(25:14):
But just because of thatphotography luxury yeah
perceived luxury and that'swhere I got into marketing.
So I used to run.
I figured out this wholeInstagram thing because I was
running my campaigns on there.
And then a friend helped me withFacebook Ad campaigns and I was
really enjoying the marketingside.
Like, so much so that I wantedto stop doing the big like,
(25:35):
outsource the big, the breakypart, and just keeping doing the
marketing campaigns.
And someone introduced me, likethey had, a virtual online
marketing seminar.
I went to that and then I gothooked and a lot of events
happened which would takeanother 10 minutes so that
doesn't matter to you all.
But then I came to India.
I had like 40 60 days to donothing.
(25:57):
My husband I just got marriedand my husband went for a
pilgrimage and that's where Iwas like, okay, let me just
brainstorm ways on what I can do.
So I started off by coldemailing people on can I be your
bakery startup consultant?
And no one responded.
And then one thing led toanother.
I started with LinkedInmarketing, then funnels.
(26:18):
So I did funnels for one of thebiggest names on LinkedIn.
Sonja Crystal Williams (26:21):
Yeah.
Alefiya Khoraki (26:23):
End-to-end launches and end-to-end funnels.
And then in March last thisyear I had one quiz project and
it was like it just landed likeout of the blue, and it was a
quiz project and it got these 75to 80% conversions, whereas we
were getting 30 to 40% average.
(26:44):
And I was like, okay, this isis something different.
And then I had another project.
I was like, hey, this justhappened.
I can't guarantee any results,but I think that this is
something interesting and we cantry it.
And then it crossed like it wasabove more than 80 percent
that's okay, this is notbeginner's luck.
Something's clicking and that'swhat we need to niche down into
quizzes.
So now we, I, my whole team,everyone is just doing quizzes,
(27:08):
and then if the clients wanthelp with funnels, we do that as
well.
And the thing that that's why Italked about offer optimization
and having the right funnel inplace is because, because I've
done funnels, I can look at thelarger picture yes where the
quiz fits in into the funnelyeah, very huge congratulations
(27:28):
on such wonderful success.
Sonja Crystal Williams (27:30):
How can people get in touch with you if
they want to get moreinformation about your services
or just see the lion photos?
Alefiya Khoraki (27:38):
I live and breathe on LinkedIn, so you can
find me on LinkedIn: a-l-e-f-i-y-a-k-h-o-r-a-k-i, (27:41):
undefined
Alefiya Khoraki.
And yeah, I'll mostly likerespond within 24 hours, okay
perfect.
Sonja Crystal Williams (27:52):
All right, Alefiya.
Thank you so much for being ourguest today.
We may have to talk to yousometimes.
Really good information.
Everyone find Alefiya onLinkedIn.
Until then, bye, everybody.
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