The Two Changes That Grew This Business 44% in One Year | Ep 966

Download your free personalized $100M scaling roadmap in under 30 seconds: ⁠https://www.acquisition.com/roadmap?el=yt-alex-486r&htrafficsource=youtube⁠ Luis runs an online railing store earning millions in revenue. A year ago, 81% of his customers came from a single traffic source, his data attribution was completely broken, and he had nothing to show for his agency fees. Alex laid out a step-by-step system to double margins, triple leads, and build a customer base that kept coming back. One year later, Luis reported 44% revenue growth and a fundamentally different business model. In this episode 00:00 Introduction to Luis’s railing e-commerce business 02:42 Live Google ad account review 05:36 Optimize for DIY and custom orders 07:26 One-step sales funnel and closing calls 10:40 VSL structure and hook ideas 15:09 Email nurture framework and custom orders funnel 21:55 One-year results recap and key takeaways More Value: Join The Live Scaling Workshop In Las Vegas: ⁠https://www.acquisition.com/o-vegas⁠ Download your free personalized $100M scaling roadmap in under 30 seconds: ⁠https://www.acquisition.com/roadmap?el=yt-alex-486r&htrafficsource=youtube⁠ Discover The Easiest Business I Can Help You Start (Free Trial): ⁠https://www.skool.com/hormozi⁠ Free Books and Video Courses: ⁠https://www.acquisition.com/training⁠ Get the $100M Book Bundle: ⁠https://shop.acquisition.com/pages/100m-book-bundle⁠ Follow Alex Hormozi’s Socials: ⁠⁠LinkedIn ⁠⁠ | ⁠⁠Instagram⁠⁠ | ⁠⁠Facebook⁠⁠ | ⁠⁠YouTube ⁠⁠ | ⁠⁠Twitter⁠⁠ | ⁠⁠Acquisition ⁠ DISCLOSURE Information shared here is for educational purposes only. Individuals and business owners should evaluate their own business strategies, and identify any potential risks. The information shared here is not a guarantee of success. Your results may vary. Copyright © 2026.

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Alex Hormozi?

  You're about to meet Luis. He runs an online store that sells railing. Although he's doing two and a half million dollars in revenue, the problem is that 81% of his customers are coming from a single source, which is Google Ads. If that changes or stops working, his business could be in very serious trouble. So first, we're going to dive deep into the business and then we're going to break down all the tactics that he and you can use to scale. And at the very end, we're going to check in with Luis one year later to see if those tactics actually helped him scale.

• 0:23Speaker 01

  Hi, Alex. My name is Luis Laura, the owner of Optimum Works. And we are a railing company and we sell a variety of railings online. And who we help are homeowners, contractors, and designers. And here are some of the examples below of some of the products we make.

• 0:39Alex Hormozi?

  Sweet. How much money you make?

• 0:41Speaker 01

  Currently, we're doing 2.5 million in revenue, 384,000 in profit, and our net margins are 15%. And our LTV to CAC is one to one.

• 0:51Alex Hormozi?

  Okay. So some things we're there, obviously. So what do you want to have happen?

• 0:57Speaker 01

  I'm trying to build the best railing company in the U.S. And I want a 10x revenue growth and double profit.

• 1:03Alex Hormozi?

  That is an ambitious goal. Uh, so how do you get customers?

• 1:06Speaker 01

  All right. Currently, we're getting them through paid ads and 81% of our customers are coming from Google Ads. And we spend about 21,600 a month on Google. And we spent on Meta 4,500 a month. And we have a couple other sources of traffic below.

• 1:24Alex Hormozi?

  So what's the issue? What's the problem right now?

• 1:26Speaker 01

  We spent over 300,000 in marketing last year. Our CAC is high and it actually doubled from last year. And our conversions are too low.

• 1:34Alex Hormozi?

  Got it. So you have a conversion rate issue. So any other problems that you're dealing with besides that?

• 1:39Speaker 01

  Another problem is that not enough customers are repeat buyers. It's only about 10% and we want to increase our LTV.

• 1:46Alex Hormozi?

  So you have a different customer mix. So you've got DIY guys and you've got designers, you've got contractors, but 70% of your business is DIY. What percentage is custom versus like just normal off the rack stuff?

• 1:59Speaker 01

  70% are just like handrails and like stuff that people buy directly on our website. And then 30% are custom orders.

• 2:06Alex Hormozi?

  What percentage of sales are coming from people buying on the side versus a phone?

• 2:11Speaker 01

  Uh, the last time I checked, it's about like 10 to 20% on the phone.

• 2:16Alex Hormozi?

  All right. So many ways to make money here. So I'm gonna do this a little differently than I normally do. Instead of giving you like a lot of different things, I would like to just give you like two or three things so that you have a high likelihood of actually doing it that have the highest impact on the business. But fundamentally, I think that we could probably fix a lot of this with like two things.

• 2:37Speaker 01

  Okay, great.

• 2:38Alex Hormozi?

  All right. So once you, once you go this way, and then we'll, uh, we'll, we'll do some life breakdowns. Let's pull up the meta ads.

• 2:46Alex Hormozi?

  Okay, so this is the only ad that's running right now. All right. Are you running these or somebody else running these?

• 2:52Speaker 01

  Um, I have a, a marketing agency that, that works, that I work with and they're doing like the ads, but we've definitely like scaled down on, on meta and we're only spending like one to two thousand a month right now. But we actually use a post purchase survey and over ninety percent of our customers are saying they found us on Google.

• 3:10Alex Hormozi?

  Okay, got it. Well, that's good to know. Yeah, let's do a Google real quick. Okay. So Cactiotv there doesn't make sense. Cause it says your LTV is lower than your CAC unless you're losing money, but it doesn't sound like you're losing money. So something's wrong here. What I'm, what I'm seeing here though, is that like we have a clear data attribution issue. For me to say, hey, let's, uh, spend more on Google or let's spend less on Google. It's like, I have no idea. We don't have any data.

• 3:34Speaker 01

  Yeah.

• 3:35Alex Hormozi?

  So we have numbers, but they're not useful. We have to get the attribution because you're at a business where like you were spending money on ads. You're making money, but you have no idea where it's really coming from.

• 3:44Speaker 01

  Yeah.

• 3:44Alex Hormozi?

  Besides your post purchase survey, which says Google. Mm hmm. When we look at the Google stats, it says you're losing money. So like here's, here's my red flags, right? So number one is, uh, you're showing LTV to CAC of point four one to one, which makes zero sense.

• 3:57Speaker 01

  Yeah.

• 3:57Alex Hormozi?

  Because that would mean that every month you would just be actively losing money. And since eighty percent of your sales come from Google traffic, then I would say eighty percent of your revenue should be losing money, which you're not. So there is an alternative possibility, which is super, you know, this is possible, which is that the agency that's doing this for you has no idea what they're doing and you're just getting a lot of referral traffic from people who've bought stuff from you in the past. And you're actually just. Functionally blowing money out the backend and not really getting many more sales. I would, like if I wanted to get, if I were, if I wanted to be a ballsy, ballsier person, I would consider looking at shutting off all the ads and seeing how sales change.

• 4:35Speaker 01

  I mean, yeah, that's the only way to find out, but I mean.

• 4:38Alex Hormozi?

  But I don't want to like, I don't want to like destroy your business.

• 4:40Speaker 01

  If we like, like last year, you know, we spent, you know, like 21, like thousand a month average. And this year we've been spending 40,000 and our, and our revenue has doubled.

• 4:53Alex Hormozi?

  That data of we spent more and we made more.

• 4:56Speaker 01

  Yeah.

• 4:57Alex Hormozi?

  That tracks, but it's not being tracked.

• 5:00Speaker 01

  Yeah.

• 5:01Alex Hormozi?

  Yeah. And so that's, so based on that, I would be like, all right, well, something's working. And when you spend more money, you're making more.

• 5:08Speaker 01

  Yeah.

• 5:09Alex Hormozi?

  But we have no idea. And so it, it allows us to do zero optimization. And you're at the point of the business that like, you want to go from three to 10, 10 to, 10 to 100. You have to know these data like the back of your hand.

• 5:19Speaker 01

  Yeah, definitely. I'm at that point where it's, this data is the most important thing right now.

• 5:23Alex Hormozi?

  Like you kind of have a blanket strategy of like, well, more people find out about me, more people buy, which I'm all for. No, I mean, like I'm game for that.

• 5:30Speaker 01

  Yeah.

• 5:30Alex Hormozi?

  But now we have to be more, as you get to colder and colder audiences, we have to be more targeted with the spend.

• 5:36Speaker 01

  Totally.

• 5:36Alex Hormozi?

  If we were to reimagine the business, I think that, and to be clear, I don't want to break the business. Obviously it's making money. There's nothing wrong with the business. But I would probably optimize for DIY plus custom. And the reason I'm thinking that is for a number of things. So number one is you already have a strong foothold in DIY. Number two is that they're less price sensitive than the other buyers, which means like, even though the ticket and when, can you pull up the customer data real quick? So if we look here, right, the, the average order value. So if you, if contractors were like $20,000, they'd be like, all right, well, maybe we should look harder at that. But you're, you're, you're, you're really close in terms of average order value.

• 6:15Speaker 01

  Yeah.

• 6:15Alex Hormozi?

  And so there's no real benefit to going to these highly price sensitive people who are clearly shopping you between a bunch of different sources. Versus the people who are like, I think this stuff's dope. I want to buy from them. Which is, I'm guessing what the DIY people are more similar to.

• 6:28Speaker 01

  Yeah.

• 6:29Alex Hormozi?

  Right. And so. The, basically, like, if we think about this from a strategy perspective.

• 6:34Speaker 01

  Yeah.

• 6:35Alex Hormozi?

  If you sell to the contractors and designers, you're gonna be more and more of a commodity for them.

• 6:40Speaker 01

  Mm-hmm.

• 6:41Alex Hormozi?

  And then they're just gonna be shopping you out between a bunch of other shops that do the assembly and whatnot. Whereas DIY, we can drive more gross profit because we could easily take the eight seventy-three and probably bump it to a thousand. And we have the same average order, but our gross margin would be so much higher.

• 6:55Speaker 01

  Yeah.

• 6:56Alex Hormozi?

  And that's where I think the magic is. So it's like, even if we have the same average order or close to it, we could sell way more of them and the gross margin on each might be double or triple because the margins are thinner in the business.

• 7:07Speaker 01

  Yeah.

• 7:08Alex Hormozi?

  That's where I think that, like, the overall, like, if I own the business tomorrow, I would probably reorganize it so that it's just like, this is the home for DIY railings.

• 7:15Speaker 01

  Yeah.

• 7:16Alex Hormozi?

  And it's showing all the cool stuff you can do for custom.

• 7:18Speaker 01

  Mm-hmm.

• 7:19Alex Hormozi?

  And then people are just, like, basically opting in, booking a call. And at the end of the call, we can solicit the sale.

• 7:25Speaker 01

  Yeah.

• 7:25Alex Hormozi?

  And I think you set that agenda at the very beginning, which is like, hey, we're gonna go through, you know, these things, so it will look like this. So it would be, you know, custom, they click the button, this thing goes here, they put in their, you know, form.

• 7:39Speaker 01

  Yeah, one sub phoner?

• 7:40Alex Hormozi?

  Yeah, form, and then we can have their calendar.

• 7:42Speaker 01

  Hmm.

• 7:43Alex Hormozi?

  Right? And this can be together, right? Because the calendar can take the form. And then after this, we have a post or pre-call, but post-opt-in, uh, video sales letter.

• 7:52Speaker 01

  Mm-hmm. Yeah.

• 7:54Alex Hormozi?

  And this is like, hey, this will give them price ranges.

• 7:57Speaker 01

  Mm-hmm.

• 7:58Alex Hormozi?

  And then on the nurture, which you'll do via SMS here, is basically you ask for BANT, which is budget authority, need, timing.

• 8:06Speaker 01

  Okay.

• 8:06Alex Hormozi?

  And so that's just gonna be like easy little text messages, being like, hey, just making sure you're the person, like, does your wife need to be on the call? Who else needs to be on the call to make a decision?

• 8:14Speaker 01

  Mm-hmm.

• 8:14Alex Hormozi?

  Just because, and I would just be like, listen, we're not a sales company, but I'm happy to hop on the call to, uh, figure out what you need, so we can get you, so we can get your order in.

• 8:21Speaker 01

  Yeah.

• 8:22Alex Hormozi?

  And we're really framing it as like, you're gonna be buying on this call. So this isn't like a long sales process. Like, I'm just making sure that we're, no one's wasting anyone's time.

• 8:29Speaker 01

  Mm-hmm.

• 8:31Alex Hormozi?

  And then on the call, and so we'll get the card.

• 8:35Speaker 01

  Yeah.

• 8:36Alex Hormozi?

  And I think that will allow you to, one, like, I could see a world where your DIY projects are thirteen hundred, fifteen hundred.

• 8:44Speaker 01

  Yeah.

• 8:45Alex Hormozi?

  Like, no problem.

• 8:46Speaker 01

  Hmm.

• 8:46Alex Hormozi?

  And then also, you probably have like Klarna or a firm or one of those financing options.

• 8:52Speaker 01

  Oh, yeah, like Shopify has like their own like financing.

• 8:56Alex Hormozi?

  Yeah, yeah.

• 8:57Speaker 01

  Yeah.

• 8:58Alex Hormozi?

  And so are you processing the custom orders through Shopify as well?

• 9:01Speaker 01

  Yeah.

• 9:01Alex Hormozi?

  Yeah, and so here, it's like, you can say, cool, do you want to pay, like, I would just do A B.

• 9:06Speaker 01

  Hmm.

• 9:06Alex Hormozi?

  In terms of the clothes, which is like, hey, do you want to use a credit card? Do you want to finance? Same to us, same to you.

• 9:11Speaker 01

  Yeah.

• 9:11Alex Hormozi?

  Um, you know, which would you prefer?

• 9:13Speaker 01

  Yeah.

• 9:13Alex Hormozi?

  And then that way you can just lock in on the call. And it's like, and um, and then like here, you can also prep them saying, hey, I give a $200 discount for people who move forward on the call, and that's just because it saves us an administrative headache for taking more calls after that.

• 9:28Speaker 01

  Okay.

• 9:28Alex Hormozi?

  So I tell them before they get on the call.

• 9:29Speaker 01

  Hmm.

• 9:30Alex Hormozi?

  So it's like, they know they're going to buy, because I just want, I don't want you on multiple calls. I think it's a waste of your time.

• 9:34Speaker 01

  Hmm.

• 9:34Alex Hormozi?

  And I think this process, we're just basically leaning into the people that are the least price sensitive.

• 9:40Speaker 01

  Yeah.

• 9:40Alex Hormozi?

  That you already have the most of.

• 9:42Speaker 01

  Yep.

• 9:42Alex Hormozi?

  And they're actually just dialing in the sales process here. And this is where I think you want to like, basically let them dream, which is I'd be like, hey, there's like, there's a hundred and one railings that you can, that you can put into a house.

• 9:54Speaker 01

  Yeah.

• 9:54Alex Hormozi?

  If you have a modern house, this is might be the type of look you're looking for. If you have a this, this might be what you're looking for. If you have a this, this might. And if you just have wild ideas, let me show you four different wild ideas.

• 10:02Speaker 01

  Yeah.

• 10:03Alex Hormozi?

  And I'm sure that there's custom ones, but the reality is that you know that there's like three or four that like, a lot of people just think are really sick.

• 10:09Speaker 01

  Yeah.

• 10:09Alex Hormozi?

  Right, and then just show those ones in the video.

• 10:11Speaker 01

  Hmm.

• 10:12Alex Hormozi?

  And you can give the ranges here, and be like, obviously it's dependent like on shipping and whatnot. Like, I think that if you literally just follow this process, you would probably be somewhere in the fifty to sixty percent close rate range. And we would probably double the average value of each customer.

• 10:28Speaker 01

  Yeah.

• 10:28Alex Hormozi?

  So when we were talking earlier, you said you wanted a 10x. Well, just from hypothetical math here, we could probably double the close rate and more than double the gross margin.

• 10:37Speaker 01

  Yeah.

• 10:38Alex Hormozi?

  Per customer.

• 10:39Speaker 01

  Hmm.

• 10:39Alex Hormozi?

  So that's a 4x.

• 10:40Speaker 01

  Okay.

• 10:40Alex Hormozi?

  So for the VSL overall, so short for video sales letter, for anybody who's curious, is that we want to have basically a hook. A hook at the beginning. So we go, uh, we, we follow the same process for this as I do for like a YouTube video.

• 10:55Speaker 01

  Yeah.

• 10:55Alex Hormozi?

  So we're gonna have proof that we can help them. We have a promise. And then a plan, which is like, this is how, what we're gonna cover in this video.

• 11:04Speaker 01

  Okay.

• 11:04Alex Hormozi?

  Right? And ideally have some sort of picture or roadmap that displays these things. That way there's a visual of like, okay, this is what's happening. Real quick, I'm gonna show you the exact 10-stage roadmap from zero to 100 million plus. That less than 1% of companies finish, I've now done multiple times. And so I can say with a lot of confidence that these are the stages as headcount increases that you need to get through. And I broke each of these down by eight different functions of the business. What the constraint feels like, like what are the symptoms of it when you're going through it? And then what steps we actually took to graduate. And we've done this across software, physical products, uh, service businesses, brick and mortar. All of this, and it works. And it's my gift to you. It's absolutely free. And so the link's in the description, but you just go acquisition.com forward slash roadmap.

• 11:48Alex Hormozi?

  Just enter info and it'll spit it right back to you all free. The hook is like, hey, have you ever wondered, or like, have you ever looked at your railing and be like, man, if I just changed this, my whole house will look different.

• 11:57Speaker 01

  Hmm.

• 11:57Alex Hormozi?

  Um, and this is probably super high ROI from a, from a home resale perspective.

• 12:02Speaker 01

  Yeah.

• 12:02Alex Hormozi?

  So just changing the railings in a house, there's a recent report that came out that showed that like railings from an aesthetic perspective only cost a fraction of what they add in home value. And so the way I think about it, railings are basically free. Wow, right, what a great, what a great, what a great anchor, right? Now, you might be wondering like, how do I, you know, how do I think about like buying a railing? And so it's like, there's actually four steps, you know, to buy a railing. There's the, you know, the materials, there's the, you know, the number, there's the, the hook into the wall, the whatever, you know, like, you know, you know, whatever those steps are.

• 12:37Speaker 01

  Yeah.

• 12:37Alex Hormozi?

  Right? And so you go for each of those. At the end of this, so we're, you're going to go through that whole process, right? And at the end, so we'll put this, this is still in the intro.

• 12:46Speaker 01

  Yeah.

• 12:47Alex Hormozi?

  I'll explain pricing, because everyone's gonna be like, oh my God, because so that way it'll, it'll keep them, because they're like, I want another pricing. I'll explain pricing and kind of like set expectations for delivery times and things like that.

• 12:55Speaker 01

  Okay.

• 12:56Alex Hormozi?

  Right?

• 12:56Speaker 01

  Yeah.

• 12:56Alex Hormozi?

  And so then you go through this, which is kind of like the meat of the video. And then we go into price ranges and expectations. And I would still say, cover this here, which is like, hey, like, obviously, these things, uh, they are free in terms of the fact that they can add value to the house. Uh, in excess of what they cost, but they obviously cost money, were made here in America, or whatever it is. So, you know, come to the call knowing what your budget is, because then that way, like, I don't waste your time with like making railings out of diamonds, which we can do, by the way. You know, you made a joke. Authority, which is like, okay, uh, if you have your wife or husband who needs to be on the call, um, I'd recommend you guys do it together, because sometimes you got one person who has the taste, another person who handles the money. Like, you want both of you guys on the call. And then from a need perspective, they're here, so you don't have to cover that one.

• 13:43Alex Hormozi?

  They have pretty high intent of watching railing videos. And then it's just timing. So it's like, hey, and also I just want to know, basically, what's your timeline in terms of getting it installed? And if we were to, you know, get it, get it shipped out to you, like, how fast do you need it?

• 13:54Speaker 01

  Yeah.

• 13:55Alex Hormozi?

  Right? And I like thinking like, how fast do you need it? Because that way we can try and push the urgency in the sale.

• 13:59Speaker 01

  Yeah.

• 14:00Alex Hormozi?

  Uh, to get them to buy. But it, basically, this is it. So it's like, we have our, we have our hook at the beginning, we have our proof, promise, plan, picture, and then we set our expectation to open loop to the end. We have how you pick the hand railing, and then we say, cool, now that you like that. If you're like, if you're like, I'm not sure, it's like, that's why we have the call. Because listen, it's an important decision, it's gonna, you know, change the way your house looks. And I've done this a lot of times, and I tend to, you know, I can, I can shepherd you through this process really well.

• 14:23Speaker 01

  Okay.

• 14:24Alex Hormozi?

  And that's it. In this video, probably, you could be looking at, you know, five to seven minutes.

• 14:28Speaker 01

  Okay.

• 14:29Alex Hormozi?

  Doesn't have to be a long video. And that's it. And then we just have our, of our texts, our texts that we're sending afterwards, which we're really just looking for personal info again, and then reaffirming these. Which is like, hey, just to make sure, what did you say your budget was? Um, you know, are you gonna have your, your spouse in the car, whoever makes the decisions? And in terms of timelines, where are you looking for? Okay, cool. So I'm looking forward to call later today. And yeah, we'll move forward at the end of that call. I honestly only want to give you this because I, I think that's the only thing that matters.

• 14:59Speaker 01

  Yeah.

• 14:59Alex Hormozi?

  Cause I could, like I said, I like, I could, I could give you 20 more things, but I'll give you one more.

• 15:05Speaker 01

  Okay.

• 15:07Alex Hormozi?

  I'll give you one more. This is all, this is all I'm gonna do. We give you one more, which is, uh, the long-term nurture.

• 15:12Speaker 01

  Yeah.

• 15:13Alex Hormozi?

  I think you should, it's probably worth building this out. How big's your email list?

• 15:16Speaker 01

  Uh, like 10,000?

• 15:19Alex Hormozi?

  All right. So, uh, if you have basically a 10,000 person list,

• 15:26Alex Hormozi?

  you ask, you had the original problem that you're dealing with, which is that you don't have a lot of repeat purchases, right?

• 15:31Speaker 01

  Yeah.

• 15:32Alex Hormozi?

  I don't think that there's like, there's like, I don't want to force continuity in this business. I don't think that's, I don't think that's really the play.

• 15:39Speaker 01

  Yeah.

• 15:39Alex Hormozi?

  Um, I think that what we can do is try and consistently market so that the next time they do an expansion, we're the first ones they look for. But the only way that we can do that is just through consistent long-term nurture.

• 15:50Speaker 01

  Okay.

• 15:50Alex Hormozi?

  And I think that will compound like a snowball. Like it'll just keep building up. And I'll bet you like you have, I mean, you're doing two and a half million. How, how old is the business?

• 15:57Speaker 01

  It's, uh, five years old and like I barely went full-time two years ago.

• 16:01Alex Hormozi?

  Yeah. Okay. So if it's five years old and you have a 10,000 person list, you're doing two and a half million dollars. Like that list is probably a very good list.

• 16:07Speaker 01

  Okay.

• 16:08Alex Hormozi?

  Cause that's a really small list relative to the revenue.

• 16:10Speaker 01

  Yeah.

• 16:11Alex Hormozi?

  And so, um, basically I would like you to just commit to two times per week, sending an email to the whole list. And I just wanted to do, one is a before and after.

• 16:22Speaker 01

  Mm-hmm.

• 16:23Alex Hormozi?

  And the other is cool shit.

• 16:25Speaker 01

  Yep.

• 16:27Alex Hormozi?

  And if you want to have a third, which you can rotate, like, you know, this could be the the next week you do this one is an FAQ. Which is, what are the most common questions that people ask that don't buy?

• 16:37Speaker 01

  Yeah.

• 16:37Alex Hormozi?

  So it's like, these are like bait, and then this is like overcoming the concern that you immediately have. Because you're like, oh, I do want that. But you're like, ah, but who's doing the install? Or like, how, how much is shipping? How like, just these normal, random questions that people probably, you already know that 20 questions people ask.

• 16:51Speaker 01

  Yeah.

• 16:52Alex Hormozi?

  Just take all 20 questions and just rotate them.

• 16:54Speaker 01

  Yeah.

• 16:55Alex Hormozi?

  Um, throughout the year, just like, kind of rotate them consistently.

• 16:59Speaker 01

  Yeah, we could do that.

• 17:00Alex Hormozi?

  But that's it. Like, if we just do this, and then every email I would structure. So we got our subject, that should be an E, there we go. Um, and then underneath, we're going to have some sort of immediate reward. So, um, if we can, I like to do really cool quotes. What do you think, like, something immediately like, that would be sweet? Just like an image?

• 17:22Speaker 01

  Well, for like a new email?

• 17:23Alex Hormozi?

  Yeah, for like following this, this, this framework.

• 17:26Speaker 01

  Like rail transformation?

• 17:27Alex Hormozi?

  Okay, cool. So we would just do probably a picture here? Should be like, check this out. Because the thing is, is people who are like, want to improve their home, it's kind of like porn for them. Like, they're just like, they get super obsessive with it.

• 17:38Speaker 01

  They love it.

• 17:39Alex Hormozi?

  Yeah, no, exactly. So it's like, check this out. We point to this thing, and then I would just have my like CTA or FAQ about this. Linked here, but the point is that we want to give them a link and then a PS discount or joke. Just something that's like, you know, friendly, fun, whatever it is. And I think that you can basically model this as the structure that we use in the emails. Because these people, they're going, if, if they love this stuff, then they're going to open it up just to see, you know, what's going on. And

• 18:11Alex Hormozi?

  and then that's like, that's what's going to bring people back in.

• 18:13Speaker 01

  Awesome. So it's 80% of people are like, you know, purchasing directly on the website? And like, you know, they're just, uh, filling out the, the checkout and like their card info? And, you know, proceeding with the order and the other, um, 20% that we're doing like custom railing orders?

• 18:31Alex Hormozi?

  Yeah.

• 18:31Speaker 01

  Is like, they fill out like a custom order form and like, they put all that info.

• 18:36Alex Hormozi?

  Yeah.

• 18:36Speaker 01

  Once they fill that out, you know, we make sure like if they have all the correct info, then we'll proceed with the quote and like we'll we'll get like an email that that they filled it out with all their information.

• 18:49Alex Hormozi?

  Yeah.

• 18:49Speaker 01

  And then we'll send them the quote within like twenty four hours.

• 18:52Alex Hormozi?

  So where's the custom quote thing?

• 18:54Speaker 01

  Yeah, custom orders.

• 18:55Alex Hormozi?

  It's so small.

• 18:56Speaker 01

  And we have it. So where we actually get a also a good amount is that we have it on our on our most popular railing.

• 19:03Alex Hormozi?

  Okay.

• 19:04Speaker 01

  Yeah.

• 19:04Alex Hormozi?

  Let me see, let me see.

• 19:05Speaker 01

  It's in the same project. Yeah, that one, that one, but it.

• 19:10Speaker 01

  So it's, you know, it's underneath.

• 19:12Alex Hormozi?

  Is that on all of them?

• 19:13Speaker 01

  That is on the the bestsellers. That's it.

• 19:16Alex Hormozi?

  Any reason to not put it on all of them?

• 19:18Speaker 01

  No, we should put them on all of them.

• 19:20Alex Hormozi?

  Let's put this on all of them.

• 19:21Speaker 01

  Yeah.

• 19:21Alex Hormozi?

  All right. So in order to do this, I'm going to make this kind of like up here, all rails have the custom, custom flow. And so this custom order should then lead to here. Now, this little click thing is basically A, right? Because this is one source of getting those clicks. One of the other things I want is, so there was a banner that I saw. It said free something and then it disappeared. Okay, free shipping in the USA. I would have a banner across the top that has um uh custom designs. Available.

• 19:58Speaker 01

  Okay.

• 20:00Alex Hormozi?

  And make it sticky. So the the one that you have currently disappears, like let's keep it sticky across the top. Which one is the Google or the Google Ads linking to this one?

• 20:11Speaker 01

  Yeah, the Google Shopping Ads are going to that one.

• 20:13Alex Hormozi?

  And that's what you're spending your money on?

• 20:15Speaker 01

  Yeah, most of my money, yeah, on on those, yeah.

• 20:17Alex Hormozi?

  Okay, so just go in direct?

• 20:19Speaker 01

  Mm hmm, direct to the listing, yeah.

• 20:21Alex Hormozi?

  I love these little testimonial things at the bottom. That's really nice. Okay. I honestly like. This is all I want you to do. I don't think you need to do anything else. Because if we just like, if we just do this right, you're probably looking at like a three or four X.

• 20:35Speaker 01

  Right.

• 20:36Alex Hormozi?

  Like I just like, I don't, I don't want to over complicate this. Like you have this, you have this, the right customer. Like, the reason this is so straightforward to me is because everything is aligned. You have the best customer that you have the most of, that's the least price sensitive.

• 20:49Speaker 01

  Yeah.

• 20:50Alex Hormozi?

  That you have, that is the most obsessed with this type of product, which leans itself towards custom anyways. And so it's like, cool. And this also from, okay, okay, does this work for long-term strategy? Yes, because if you can do more custom stuff, and we know this is not that custom.

• 21:05Speaker 01

  Yeah.

• 21:05Alex Hormozi?

  Right? But it's enough custom that they feel special about it. And I think part of the pitch is like, listen, you don't want to have the same railings as your, your neighbor down the street. And of course, like, they would be so horrified of that, but who gives a shit? But somebody else might.

• 21:17Alex Hormozi?

  That would use into railings with. But, and then we add the nurturing so we can bring customers back. That's it. That's all we would do. In terms of doing this in order, I would set this up first. I put these on second. Because basically it's like, we have to have the system in place, then we drive traffic to it. We already talked about this is up, this is still the video. Then you use this script, then we add in our lead, our, our long-term nurture, because now we're getting more leads through and we're converting more people. But this gives us more long-term follow-up. And I think this you just run in parallel, because this is the stuff you're gonna do. This is just somebody else. You're gonna write a check and you're gonna get somebody else to do it.

• 21:50Speaker 01

  Awesome.

• 21:51Alex Hormozi?

  All right.

• 21:51Speaker 01

  Got it.

• 21:52Alex Hormozi?

  Rock and roll.

• 21:53Speaker 01

  Perfect.

• 21:54Alex Hormozi?

  Easy peasy. So it's been almost a year since we filmed this episode with Luis. My team jumped on a call to check in on his progress and I'm gonna watch it live.

• 22:01Speaker 01

  So from the time we shot that episode of Cash Cows, it was April 2025 and we were currently doing 2.5 billion in revenue with 384,000 in profit. Right now to this day, in March 2026, for the past 12 months, we've done 3.6 million with 540,000 in profit. So we've grown our revenue by 44%. Out of all the changes we discussed that had the biggest impact on profit, it was optimizing for custom orders. That has become now a big, way bigger part of our business and it's become 50% of our business. So once we fixed attribution, we discovered we had campaigns that were breaking even. So what we did is that we took the money out of the losers and put it into the winners.

• 22:46Speaker 01

  So, once we raised prices, our close rate is currently at 20% and we have tripled the amount of leads slash custom orders submitted. The advice that made the biggest difference was optimizing for custom orders and improving the custom orders page and improving the sales process when it came to taking those custom orders. Alex, thank you from the bottom of my heart for all your help and wisdom. You've completely changed my business and you've got me out of the swamp. So, I commend you for that and I know it's only up from here. So, thank you and I wish you well.

• 23:22Alex Hormozi?

  So, first off, that was awesome. I love hearing the 44% increase in a year. That's badass. And to be clear, this is all because of Luis actually, you know, taking action on this. It's not because of me or some sort of magic. You know, we, we looked at the, the orders that were making the most money. We put more resources towards those ones. One of his differentiators that he had this custom thing that a lot of other people in the space don't have that ability to do. We doubled down on those things, served higher customers on a higher level. And obviously, he reaped the profits. So, you know, kudos to you, Luis. Appreciate you. And yeah, so you follow the steps and the stuff actually works. So, yeah, go, go do that. Go do what you just saw in this video and hopefully you reap what Luis did and even more.