The Two Changes That Grew This Business 44% in One Year | Ep 966
The Game with Alex Hormozi
Alex Hormozi
4.9 • 4.8K Ratings
🗓️ 30 April 2026
⏱️ 24 minutes
🧾️ Download transcript
Summary
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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
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Transcript
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| 0:00.0 | You're about to meet Luis. |
| 0:01.3 | He runs an online store that sells railing. |
| 0:03.5 | Although he's doing $2.5 million in revenue, |
| 0:05.7 | 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. |
| 0:23.1 | Hi, Alex. My name is Luis Laura. 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 |
| 0:22.0 | actually helped him scale. |
| 0:23.1 | Hi, Alex. My name is Luis Laura, the owner of Optimum Works. |
| 0:27.2 | And we are a railing company and we sell a variety of railings online. |
| 0:31.0 | And who we help are homeowners, contractors, and designers. |
| 0:35.1 | And here are some of the examples below of some of the products we make. |
| 0:38.7 | Sweet. How much money do you make? Currently, we're doing 2.5 million in revenue, 384,000 in profit, |
| 0:46.3 | and our net margins are 15%, and our LTV to KAC is one to one. Okay. So something's weird there, obviously. So what do you want to have |
| 0:57.0 | happen? I'm trying to build the best railing company in the U.S. and I want a 10x revenue growth |
| 1:02.0 | and double profit. That is an ambitious goal. So how do you get customers? All right. Currently, |
| 1:07.2 | we're getting them through paid ads and 81% of our customers are coming from Google ads and we spent 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. |
| 1:23.6 | So what's the issue? What's the problem right now? |
| 1:25.6 | 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. |
| 1:34.3 | Got it. So you have a conversion or an issue. So any other problems that you're dealing with besides that? |
| 1:39.3 | Another problem is that not enough customers or repeat buyers it's only about 10% and we |
| 1:44.3 | want to increase our LTV so you have a different customer mix so you've got |
| 1:48.4 | DIY guys and you've got designers you got contractors but 70% of your business |
| 1:53.1 | is DIY what percentage is custom versus like just normal off-the-rack stuff |
... |
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