Spiffy X SegMetrics — Data Beats Opinion

Keith Perhac
Founder @ SegMetrics

Michael Hunter is the co-founder of Spiffy Checkouts, a best-in-class checkout solution for online businesses. With over a billion data points and $600M in sales, they’re creating intelligent checkout pages and improving how people buy productized services and digital products.

We’ve been hearing a lot of good things about Spiffy and SegMetrics recently became Spiffy’s first analytics integration. I wanted to sit down with Michael to talk more about the genesis of this integration, how SegMetrics and Spiffy work together, and Spiffy’s special offer for SegMetrics customers.

Read on for the full video interview on Data Beats Opinion, plus a transcript below.

Important Links

• Read Our Integration Announcement Blog Post:
• 3-min Spiffy/Segmetrics Integration Announcement Video:
• Spiffy Integration Page:
• Spiffy’s Website:

Special Offer for SegMetrics customers

SegMetrics customers get a 25% discount on Spiffy for 12 months! Enjoy a 30-day paid trial to test out Spiffy. Plus, get a one-on-one onboarding call with Michael, founder of Spiffy, to help you get set up and integrated. Just enter the coupon code SegMetrics at checkout when registering for your account at

Level Up Your Analytics Game—Instantly!

Tap into a 14-day FREE Trial of SegMetrics. Integrate 90+ marketing platforms to connect your data. Plus, you’ll get two complimentary onboarding calls: a Data Setup Call and a Training Call. Get started now!


Keith: [00:00:00] Welcome to the show. This is Keith from SegMetrics, and I have today with me Michael Hunter from Spiffy. Super excited to have Michael on and talk about some of the new cool things that are happening over at Spiffy. And then we’re going to talk a little bit about where this all came from. So Michael, so good to have you on this.

Michael: Thanks so much for having me. Excited to jam with you guys. We’ve been

Keith: using Spiffy since I think 2015 was I think when it was first sent over to me and I was like, oh my god, this is amazing. Um, but for people who don’t know, Spiffy originally started with Infusionsoft as essentially a way to have nicer checkout and it has grown into something so much larger.

So can you talk a little bit about that? Like give us the, give us the quick rundown on what Spiffy is now. Yeah,

Michael: totally. So we started as an app for Infusionsoft and Spiffy has evolved to be much, much, much more than that. So we have our next evolution of Spiffy called Spiffy Checkout, which [00:01:00] is a standalone platform that integrates directly with Stripe and PayPal currently and is just a much more performant, optimized checkout.

system that integrates deeply with all the top CRM platforms. So, uh, you know, back in the day, we had a marketing agency and we’re custom coding all these pages and like really geeking out over all the nuances of conversion. And we’ve just productized all those best practices into a software product that we’ve built from the ground up, uh, based off of current day best practices.

Keith: Yeah, and it was interesting because this was always the thing that impressed me the most about Spiffy, the, the, the Infusionsoft Spiffy, which was that you had all those great features like the, the one click, um, upsells and the checkout and all this other stuff, but they were just stapled on to Infusionsoft and was the best you could get at that stage.

And to see all of that great kind of marketing know how and that checkout know how now be 100 percent in app and just part of this flow is super [00:02:00] exciting for me.

Michael: Exactly. And with Infusionsoft, we were still kind of limited to what Infusionsoft’s capabilities were. And we were doing as much as we could with, uh, what we had, but we could only control so much without.

making underlying edits to the underlying Infusionsoft platform. So yeah, now having complete control, you’re able to build logic between upsell steps, really maximize conversions on the actual checkout, and then maximize revenue through the buying experience, building out multiple one click upsell steps and a bunch of other cool features that we have that we’ll get into here

Keith: in a minute.

Yeah, I’m really excited to look into this. Um, especially, so one thing I want to talk about is, you know, it was originally Infusionsoft that laid on top of it. Now with that platform, you’re able to connect to everything at this point. Like what’s, what are some of the deep integrations that you’re most excited about that you’re able to then pull together?

Like who’s the best user of new Spiffy

Michael: checkout? Yeah. So the big problem that we were solving was that there’s a lot of. platforms out there that especially [00:03:00] CRM platforms either don’t take payments or don’t take payments well it’s not their core functionality and even other tools like uh course platforms or um you know other solutions payments is always a secondary tertiary feature and we’re sitting here wondering like That’s the whole reason why we have these online businesses and why we’re trying to run, you know, like spending tons of money on ads and optimizing ad campaigns is to make money, but the checkout was always the awkward, you know, uh, you know, stepchild of, of the feature set.

And so, uh, you know, long story short over working with, uh, clients that were doing, you know, eight figures all the way down to helping people or just getting started, you know, building their first online course, for example, or getting started as a consultant or a freelancer. Um, you know, across the board, payments was an issue.

And so we decided to set up and build it. And the biggest challenge that we had was that these payment tools, even tools that specialize in payments, still weren’t implementing best practices in the checkouts. And they weren’t passing sales data back to your CRM platform. So you had sales data in one system, you had your marketing leads and customer information in another system.[00:04:00]

And it was just, a nightmare pulling reports from multiple places, having to do be a complete ninja at Excel or Google spreadsheets to actually just figure out basic data in your business. And so that was really the big thing that, um, you know, we set out to do was build world class integration with all the top CRM platforms, active campaign, keep infusion software only, you know, uh, KeepMax Classic these days, HubSpot, ConvertKit, and some other enterprise level serums as well, but those are the most popular ones.

So we actually pass sales data back to ActiveCampaign, we pass sales data back to all levels of Keep, we pass sales data back to HubSpot, and we have very robust automation events where you can trigger things to happen in those tools, uh, based off of purchase events and billing automation events. Which is the

Keith: exciting part to me, because even like you said, most systems want to control that data ecosystem that they have.

And they’re like, Oh, all the purchases, they’re right here. And we’ll tell you if someone [00:05:00] purchased, but we’re not going to tell them what they purchased, how much it was purchased for all that. But that’s what you need in order to build a business. You need to be able to make decisions off of, okay, someone bought this product for this much money with this coupon.

So now send them down this automation. And having that as the core ideal of the product is, that’s what we did with SegMetrics. I mean, that was the whole point of us as well, is that we don’t want you to be trapped in your systems, right? You should be able to integrate and automate with everything without having to go through Zapier.

Right. And yeah, exactly, exactly. And I, I actually didn’t know about the, being able to kick off automations within Spiffy into those CRMs, which is even cooler because a lot of these systems, like I know ActiveCampaign. You can say, Oh, if there was a purchase, then you can do something, but it doesn’t let you filter any more on that.

So being able to say in Spiffy, when [00:06:00] this happens, kick off this automation or apply this tag, that’s, that’s huge. That’s just going to be great for

Michael: automation. And the, and things that are seemingly simple. or at face value aren’t possible in a lot of systems. You know, at checkout, tag people differently if they choose a monthly versus annual subscription.

Should even just have a monthly and annual subscription on the same checkout page. That’s not even possible in a lot of systems. So yes, Spiffy gives you a ton of flexibility to. One, take people down different post purchase one click upsells, uh, upsell flows based on what they purchased on the checkout and do some really ninja stuff, but at its most simple form, you convert more sales tag based off of what people are buying and trigger those customer welcome sequences.

And then if you’re doing anything in subscriptions or anything with subscriptions or payment plans, uh, we also make it. easy to prevent and recoup failed payments, which is the other half of the equation. Right. Lots of places, lots of places that will make it easy for, to like buy a subscription. But then what happens when payments fail, when cards expire and that whole [00:07:00] situation, we have a complete end to end solution.

Uh, that’s seamless, easy to use, easy to implement in your business.

Keith: And I think it’s interesting because I think that that is something that a lot of e com or info product people don’t really think about much. And as SaaS companies, we think about that. All the time, because our number one churn is from credit cards expiring and, or being cancelled or not being updated, and it’s like, okay, these, these are big problems that happen when you have long term subscriptions, but don’t generally happen on a one off purchase.

And we’ve, we’ve worked with clients that have had five percent, um, churn just from expiring credit cards month over month, which is… Huge number, right? And especially if you’re talking about info products that are 300, 500 a month, that churn can be huge.

Michael: Absolutely. And that’s a good, good point to bring up as well.

It, uh, a lot of times people are using Stripe with other platforms. So one other thing that a lot of people don’t [00:08:00] realize is that not all Stripe integrations are created equal. And so even though you might be using Stripe with a CRM platform, with a course platform, um, we, what we’ve seen with people running subscription businesses with Spiffy, even migrating their existing subscribers over to the Spiffy checkouts platform is.

Unintentional churn, which is what you were just describing, as people just churning, they’re not reaching out to cancel, they lost their card, they got issued a new card number, they just didn’t update their card. You know, that, that situation where it’s what we call unintentional churn. We can improve unintentional churn on average between 25 to 30 percent just by how we integrate with Stripe.

So there’s not all Stripe integrations are created equal. And it’s really important that your subscription are created in Stripe when someone buys a subscription. So a lot of times the platform will own that subscription versus actually creating that subscription within Stripe. So that’s a big differentiating factor for Spiffy too.

Keith: We see that a lot in, because we have a number of integrations and we don’t really get to choose what we integrate [00:09:00] with to a degree. And we’ve seen them that send in, that don’t send in the product name. So each, uh, purchase says like, John bought. And it’s like, that’s not useful at all. And then just like you’re saying, where a lot of platforms manage the subscriptions themselves and just charge payments instead, not even invoices, just payments, and it’s like, that’s if you ever want to migrate off, if you ever want to see just how many subscriptions you have, like.

It’s impossible. It’s very frustrating. Totally. So I think, uh, you had mentioned that you had some, uh, you kind of give us a test drive of how it was, how a Spiffy checkout works and kind of

Michael: show us around. Yeah, we can jump into some, some high level features here. I’ll give you a quick overview of Spiffy.

Uh, there’s. You know, this will be the high level features just to kind of give you an idea of what Spiffy checkouts are, what they look like, some of the capabilities. Um, but we also have, uh, you know, recorded demos on our website at spiffy. co where you can dive into, uh, all this information further. Uh, [00:10:00] but at its essence, our core value is high converting checkout pages.

So in Spiffy, you can create a bunch of different checkout pages. We have a nice drag and drop WYSIWYG editor. Where you can literally point and click and add different elements, custom fields, options, options can have price points, payment plans, subscriptions, add on offer bumps, terms and conditions, check boxes, you name it, make it super easy to add it, um, makes it easy to add sidebar content, to reestablish the value of your offer, add testimonials, things of that nature.

And then just based off of the conversation that we’re having, the most important thing is to like automate that customer experience. So over here we have checkout level automations. So you can set up different things to happen in other, uh, software to trigger that customer experience. We do have a Zapier integration, but we have direct integrations with all the top CRM and course platforms.

We have more integrations than are just the ones I have connected to this demo account currently. But in these different tools, you have the [00:11:00] ability to add and remove tags. Um, different tools have different options. Like HubSpot, for instance, doesn’t have tags. They have lists, workflows, things of that nature.

But once someone buys from Spiffy, you can trigger that customer welcome experience, a customer journey, either customer facing or internal process. As we mentioned, we also have the ability to tie integration actions to options. So depending on whether they buy General admission preferred or VIP experience.

For example, you can tie different integration actions to that option at checkout. So you can zap over to a Google spreadsheet. You have direct integrations to add tags for different levels. Um, so on and so forth, where a lot of the power of Spiffy comes in is in our flow editor. So this is where you can build post purchase one click upsells and downsell flows, where you can take people to different offers based on how they interact with the checkout.

Or previous upsell steps. So this is just a way to maximize revenue through the buying experience, increase average [00:12:00] order value. The best way to increase revenue is just to get another offer in front of someone that’s already made that decision to do business with you. Um, and then making sure that offer is relevant to what they’ve purchased.

So again, this is just like a very basic example of what you can do. Um, but all again, all this is drag and drop point and click simple. And I love

Keith: this. I remember when you first showed me this and I was like. I have seen so many different systems that allow you to build out these flows in different ways, and this is definitely the easiest to understand and to just visually grasp of like, okay, people are going to do this, then this, then this.

If they do this, then send them over here, and that whole branching logic that’s so important for an upsell sequence. You just make it so easy to understand what’s going on.

Michael: Yep, exactly. And the great thing about this entire checkout experience is that you can build it all on your own website. So you can embed the Spiffy checkout on your own website and it can look like this.

So it could be any page builder, any website builder that accepts custom code. Just drop the [00:13:00] Spiffy checkout on that page. Makes it super clean and easy to have your checkout experience on your own domain name. And then with the one click upsell pages, uh, just to edit one of these really quick and show you the setting.

You can build a custom one click upsell page. So they come to your website, they buy through an embedded checkout on your website, and then they get taken to a custom one click upsell page where you have complete control over the look, feel, design. You can add videos, testimonial images, whatever you want to do in the page builder that you’re already familiar with.

And then we just give the buttons down here functionality with our smart links down here. So you copy the accept URL, the decline URL, and then just give These buttons functionality. So it’s super, super slick. You don’t have to embed Spiffy. You can always also use our hosted pages. So this is what a Spiffy checkout looks like.

You can add your logo, nice image, add your options, so on and so forth. Um, and makes it really, really simple to have a high converting, efficient checkout in your business.

Keith: This is awesome. I think the thing that gets me on this [00:14:00] is that, and I think we’ve talked about this before, is that, you know, we’ve been doing this for many, many years, and you used to have to glue this all together yourself with like 30 different systems, and it was all janky all the time, and this just brings it all together into one simple flow.

Like, I just see this replacing like four different tools. That some of my old clients were using and, uh, yeah, it’s, it’s mind blowing to me.

Michael: Yeah, totally. Cause you had to have one tool for your checkout. You had to have an add on for upsells and downsells. Then you had to have another tool to make it easy for people to log in and update their payment information.

Then you had to have another tool that, uh, kept track of failed payments and failed payment follow up. So, um, yeah, easily at least four tools, if not more. Yeah.

Keith: And even the genuineness of like, I, the being able to embed it onto your existing pages and to put it into like click funnels or to lead pages or something like that is also huge because we also used to see people, okay, now we’re clicking on a button because they want everything to be designed well in [00:15:00] click funnels.

And then. They don’t want to do the checkout in ClickFunnels. They want to do it in something in their checkout system. And some of the, then they’re clicking a button to go to a different page and they lose their tracking and they lose all this stuff because it’s a different domain and it’s all horrible all the time.

And so this just turns into one simple flow through that whole checkout process, which. is the number one thing you want to be optimizing in these types of marketing flows, which is if people are really excited about buying and the checkout process is horrible, then no one’s going to

Michael: buy. Totally. And one of the challenges with those, uh, you know, popular systems is just like paid load speed time, especially if you’re running cold traffic.

Ads, two, three seconds of a page load, like that person’s gone. And so if you can have the Spiffy checkout loading at the bottom of that page while they’re looking at some sales information, like even if it takes a second for the Spiffy embed to load, because the entire page has to load and then Spiffy has to load.

So depending on what page builder you’re using, there could be a slight delay, but you have it embedded at the [00:16:00] very bottom of the page. It’s it’s a very seamless experience. We also have this pop up version of the checkout where you can have a buy now button. And the checkout just instantly pops up. So if you’re looking to optimize for page load speed, one, our hosted Spiffy checkout pages are extremely fast loading.

You can also do a custom URL on our hosted pages. So it can still be your branded domain name. Um, but, uh, using our platform and our speedy checkout pages, or you can use the pop up that is instantly loading. So page load speed times. Absolutely essential. We’re just, you don’t have to think about that.

That’s why you buy Spiffy. We think about all those things. We’re constantly optimizing those things and you get to leverage all of that. And

Keith: that, uh, that full screen pop up thing, uh, looks amazing because what that essentially does is it lets you load it in the background. As soon as they click that purchase now button, it’s literally instant.

Like there’s no page change. There’s no nothing. It’s just. Now we have a check out. Yeah, that’s [00:17:00] amazing. Michael, anything else we want to talk about on the, uh, on the

Michael: app side? Um, I mean, the other important thing is just, you know, we spoon feed you the metrics and the data that you want to keep the finger on the pulse of your business.

Things like traffic, conversion rate. Number of new sales, number of new revenue, all based off of date ranges. Um, so each individual checkout has a stats dashboard. You have an account level stats dashboard. You have subscription product level stats. You have reports and analytics as well. Um, and you can also export all of your sales data into CSV spreadsheets.

If our. You know, our dashboards, again, they’re meant to be simple finger on the pulse day to day. So you can make data driven decisions. If you want to do more in depth, uh, data and analytics, we give you the access to your data there. And then, uh, as we were mentioning before having the capability of.

Setting up failed payment automations and different billing related events. We have all the different event triggers in here, uh, to, uh, [00:18:00] grant, provoke access based off of subscriptions, trigger, fail payment, follow up. So Spiffy, it’s really the combination. of Spiffy and your existing tech stack. One, Spiffy is valuable all on its own.

Your CRM, your marketing automation tool is valuable all on its own. And then the combination of those two, uh, of Spiffy and whatever CRM platform you’re using, um, is really like a one plus one equals three. And then obviously using SegMetrics and Spiffy passing all the data back to SegMetrics, it’s just a seamless experience where you have the data in SegMetrics, you have the data in Spiffy, you have the data in Stripe, you have the data in your CRM, and everything is just flowing.

easily. Yeah,

Keith: exactly. And with the Spiffy integration with SegMetrics, like, you know, you and I and the, your team and our team worked hard on making it just absolutely seamless to connect the two. And so it’s just OAuth integration. You log into SegMetrics, you click a button, log into Spiffy, and then suddenly you have all that Spiffy, uh, information, all your subscriptions, all your invoices, all your payments, [00:19:00] failed payments, recurring payments, uh, failed payments that failed and then came back.

Yeah. And then connected to, just like you’re connecting and sending into ConvertKit and HubSpot, we’re connecting to those systems, tying it together with the websites and being able to say, Okay, Spiffy knows that you made this many sales. ConvertKit knows you had this many people sign up. We know that how many people clicked on your sales page and your landing page.

Let’s pull all that together. What are the best customers coming down that funnel? How far are they coming down that funnel? What are the steps that are bringing more people to that Spiffy checkout? And how can you get more of those great converting customers? That’s so awesome. It’s exciting all over.

It’s absolutely exciting all over. Anything else that we want to discuss about the Spiffy platform? Any of the stuff that we have, um,

Michael: that you’re putting together? Yeah, I mean, I think the biggest… piece of the equation is, you know, if you’re at a point where you’re spending a, a sizable amount on, on ad spend, which you [00:20:00] most likely are, if you’re a SegMetrics customer, um, Spiffy really is the number one thing you could do in your business.

It’s the highest value input and output of your time. Um, you know, we guarantee that we will out convert any other system out there and we can make that claim because we’ve built Spiffy based off of the findings of over 77, 000 hours of independent e commerce conversion research. So there’s a third party independent firm that’s doing all this world class research.

We have built Spiffy and continue to develop and improve Spiffy based off of the findings of Um, and so again, in a matter of a few hours, implementing Spiffy into your existing tech stack and swap and swapping out Spiffy for your existing checkout, uh, one, it’s going to increase conversions and increase revenue.

Uh, it’s going to create efficiencies in your business that help save a lot of time to integrate our integration with SegMetrics, our integration with our CRM. It’s going to make things a whole lot easier. [00:21:00]

Keith: And the thing that I do like about it is because it is integrating so deeply with other things, it really is just a switchover, right?

You have your existing checkout, reproduce your products in Spiffy, connect it to the payment gateways, do all that stuff, get your domain name in, and then it just works. And, you know, a lot of systems talk about the upsells and stuff and It’s, it’s frustrating to me as a marketer and someone who focused on optimum, on optimizing revenue streams for so many years, so many e com people, so many people all over don’t use post purchase upsells.

They don’t use upsells. They don’t use order bumps. And it is the, it’s free money. It is honestly the number one way to increase that average order value. And Spiffy can not only do that out of the box, but also optimize it through those flow charts we are looking at. To get the best offer for that person looking at it and then push that all back [00:22:00] into a sequence that then sells them on different offers down the line.

It’s huge. It’s just, it’s like a, um, it’s a conversion rate optimist optimizers dream. Totally, totally. Michael, thank you so much for, um, for taking the time on this. I know, uh, you have been so kind to have a special offer for the people listening to this. Uh, would you like to

Michael: mention that? Yeah, totally. I mean, I guess the kindness is mutual.

So I was chatting with, uh, with Keith and Kai and the SegMetrics team. And, uh, you know, to be fully transparent, if I may, you guys offered to, you know, forego a referral commission, just pass along to your customers, which I thought was really cool. Basically, we have never done this before. We’ve never discounted Spiffy before.

So this is a very unique thing. Um, and it’s something that we’re, uh, we’re doing for SegMetrics customers only. So if you’re an existing SegMetrics customer, you get 25 percent off the first full year of your Spiffy subscription. So whether it’s a monthly or an annual subscription, get [00:23:00] 25 percent off, um, go to spiffy.

co. Uh, register for your account in the checkout process, enter the promo code SEGMETRICS, all one word, and, uh, you get that, that discount. We have a 30 day, 100 percent money back guarantee. So you have 30 days to try out Spiffy completely risk free. So you’ll pay to, uh, access your first month. And that comes with a one on one onboarding call.

Um, another. Special little thing is all SegMetrics customers. You’ll have that one on one onboarding call directly with me. So I’ll be the one helping you get your account set up, getting your SegMetrics, uh, integrated, your CRM integrated, get your first checkout set up, and, uh, we’ll be able to get you up and running extremely fast.

And if at the end of the first 30 days, Spiffy is not the right solution for your business, no harm, no foul, just ask for your money back. We’re in the business of helping you make money. Not, um, you know, not the other way around. And so, uh, yeah, we’re, we’re here to make it super simple for you to, to transition and, uh, and get [00:24:00] up and running with Spiffy Checkouts.


Keith: And Michael, I appreciate so much on the, on the deal. Um, and this is why I’ve enjoyed this entire process working with you and your team and everyone, which is that we, We view our role in the marketing ecosystem similarly. We’re not in this to make money, although that’s a nice side effect. The goal really is to improve people’s businesses, to make them more money, so that the industry as a whole gets better.

Because when the industry succeeds, we all succeed.

Michael: Totally. 100%. Yeah, it’s our philosophy. You know, there’s lots of companies out there, uh, you know, that we have integrations with. Won’t name names. Um, but you know, they’re constantly making decisions. based off of their own best interests, not necessarily their customer’s best interests.

Limitations to their API where, you know, they hold all the payments in their system and don’t directly integrate. You can’t pass order data to their system and things of that nature. So anyways, without naming names, there are tools out there. Um, we all, we, we both know who we’re talking [00:25:00] about. Yeah. Yeah.

But. And, and it is what it is. It’s, it’s not necessarily like to bash them completely, but that’s what they decided. But

Keith: yeah, the landscape’s changed. Exactly. The landscape has changed and we need to work together as systems that integrate with each other in order to make the customer more profitable and make the customer better at doing what they want to do.

Yep. Michael, thank you so much for taking the time. Uh, we will have the link, uh, below and we’ll have those integrations out. Thanks so much.

Michael: Awesome. Thanks for having me.

• Read Our Integration Announcement Blog Post:
• 3-min Spiffy/Segmetrics Integration Announcement Video:
• Spiffy Integration Page:
• Spiffy’s Website:

Special Offer for SegMetrics customers

SegMetrics customers get a 25% discount on Spiffy for 12 months! Enjoy a 30-day paid trial to test out Spiffy. Plus, get a one-on-one onboarding call with Michael, founder of Spiffy, to help you get set up and integrated. Just enter the coupon code SegMetrics at checkout when registering for your account at

Level Up Your Analytics Game—Instantly!

Tap into a 14-day FREE Trial of SegMetrics. Integrate 90+ marketing platforms to connect your data. Plus, you’ll get two complimentary onboarding calls: a Data Setup Call and a Training Call. Get started now!

Keith Perhac

Founder @ SegMetrics

Keith is the Founder of SegMetrics, and has spent the last decade working on optimizing marketing funnels and nurture campaigns.

SegMetrics was born out of a frustration with how impossibly hard it is to pull trustworthy, complete and actionable data out of his client's marketing tools.

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