Optimized Ecommerce EP 014 – [CRO Strategy] Hierarchy of Conversions With Haley Morgan Spindler

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Business Tech Ninjas Jul 08, 2020

Welcome to Episode 014 of Optimized Ecommerce – [CRO Strategy] Hierarchy of Conversions. I’m your host for today, Tanner Larsson CEO of BGS with my featured guest Haley Morgan Spindler.

BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.

In today’s episode, Haley Morgan Spindler, a revenue optimization expert at BGS introduces us to the hierarchy of conversions. It is your step-by-step guide on how to optimize your e-commerce store by having your customers stay, explore, and purchase from your store.

The beauty of following Haley’s pointers is that you get a repeat purchase from your customers. Now, who wouldn’t want that?

Here’s just a taste of what we talked about today:

Know your Hierarchy

Most people jump on to PERSUASION, which is the 5th in the hierarchy without considering the first four that came before it. Skipping the first four will eventually invalidate all the work you put into marketing your e-commerce store because of your site functionality; accessibility; usability, or intuitiveness is poor. Hence, why it is called a hierarchy.

Front and Back End Developers, What’s the Difference?

While it is not uncommon to see developers who can run both the front and back end, we found that they’re usually outstanding at performing just one end, but seldom both. So, if you want to see changes in your website’s appearance, you need to reach out to a front end developer. However, if you fancy performance changes or diagnostics on the function of the site, which includes programming like JAVA or PHP, you might want to consider a back end developer.

Revenue Optimization like Science

It is all about gathering pertinent information or data so we could make our hypothesis that we can test through experimentation. Only then we could draw our conclusion. These steps, coupled with a few more, will guarantee results.

We also discussed a few other fun topics, including:

  • We mentioned an all-in-one conversion optimization suite that we use at BGS for our store that works well.
  • The importance of site speed, which falls on usability.
  • Gift Cards are game-changers when you are not getting the response rate that you were hoping to receive.

But you’ll have to watch or listen to the episode to hear about those!

How To Stay Connected With Haley Morgan Spindler

Want to stay connected with Haley? Please check out her social profiles below.


Also, Tanner and Haley mentioned these items on the show. You can find that on:

  • Wufoo – an online form builder
  • Klaviyo – an email marketing platform for online businesses.
  • Lucky Orange – a customer feedback tool and conversion rate optimization.
  • Heatmaps – graphical representation of data.