Daniel Whitechurch is a rock star — quite literally, touring the world with his band, Miami Horror (really fun dance/electronic music).
But world tours have their challenges and downsides — unshakeable fatigue, flu, and weakened immune system.
This continued to be a plaguing issue, until Daniel and his Teelixir co-founder, Julze Serendipity, investigated remedies. They tested a variety of solutions, and realized that their solution was ancient superfoods actually restored their vitality.
The duo launched Teelixir in 2014 with the mission to help others become healthier (wth products and education) with ancient superfoods: medicinal mushrooms, tonic blends, adaptogens and more.
The Challenge:
As the company has grown into a global brand, the needs of the customer base naturally expand.
When Daniel started marketing Teelixir, it was easy to understand the customer needs, because he was ultimately creating a product to solve his own needs. And from there, the product, the content, and education all addressed his own needs.
Staying close to the customers needs is a top priority for Daniel and team.
The Teelixir quiz has been an effective strategy to help with that.
I spoke with Daniel about the strategies that he uses for the quiz, and how it’s helping to improve opt in rates, engagement, and conversion rate.
Here are three distinct strategies that they address with the quiz:
Strategy #1: Capture Attention (Before It Disappears)
The quiz is featured on the hero image of the website — Daniel notes that it’s the highest engagement (in terms of click through rate) of any hero image they have tested.
There are three entry points to the quiz above-the-fold: a banner, in the header nav, and the image itself.
And also an Exit Intent pop up:
The takeaway: Superfoods may be an ancient food, but it is new and unfamiliar territory for many. Daniel’s goal is to make the product selection process as fast and seamless as possible. A quiz is an obvious solution — answer a few questions about goals and challenges, and be guided to the product quickly.
Strategy #2: Build Relationships for the Long Term
A person’s needs change over time.
One product may be ideal for the challenges of the moment, but may not be a suitable product in a year. The quiz responses lay the foundation about the customer — their gender, age, interests, pain points — and can always be updated with subsequent quizzes.
Strategy #3: Create Content That Matters
Education about superfoods and adaptogens is a key pillar to the Teelixir brand. Daniel uses the quiz responses in two ways:
- At a high level, what do customers want to learn about? This is easily gathered, organized, and quantified in his responses to this question:
- On an individual level, what content is most relevant to a customer? The interests of the customer are stored in Klaviyo, where Daniel sends emails and SMS messages specific to what I want. He creates segments based on the health conditions or problems identified in the quiz. The relevance of information solves customer problems faster, and per Daniel, drives a higher conversion rate than those who do not take the quiz.
Teelixir is setting a foundation for understanding their customer base and serving their specific needs over time, with relevant product recommendations, recipes, and education. This is a powerful strategy that allows Teelixir to get closer to their customers than competitive alternatives.