The Game with Alex Hormozi The Two Changes That Grew This Business 44% in One Year | Ep 966
Apr 30, 2026
Luis Lora, founder of Optimum Works and maker of a successful online railing store. He talks about fixing broken attribution, prioritizing DIY and custom orders to boost margins, and rebuilding a one-step custom-order funnel with VSLs, booking calls, and email nurture. He recounts how those strategic shifts led to a 44% revenue increase in one year.
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Single Traffic Source Risk And Broken Attribution
- Luis had $2.5M revenue with 81% of customers from Google, creating a single-source risk.
- Alex flagged broken attribution and inconsistent LTV:CAC reporting, meaning spend increases hid poor data clarity.
Resolve Attribution Before Scaling Ad Spend
- Fix attribution before optimizing ad spend so you know which campaigns truly profit.
- Alex recommended auditing data and even testing turning off ads briefly to see baseline demand.
Double Down On DIY And Custom Customers
- Optimize for DIY and custom buyers because they're less price sensitive and yield higher gross margins.
- Alex suggested raising DIY prices to $1,000–$1,500 while keeping similar order values to increase gross profit.