Volume before optimisation

Last weekend we had the last little heatwave here in London.

So I grabbed my Kindle and headed to Regent's Park for a little reading and vitamin D.

Anyway, I was reading $100M Leads from Hormozi.

The book is a great reminder if you've been in the game for a while, and a great intro for those who are new.

The whole concept (as far as I've read), is that more leads = better business.

And, generally, that's true.

2X the amount of traffic and leads should mean 2X the revenue, assuming the leads are good and the CVR holds.

But, it all depends on what stage your business is at.

I see a lot of earlier-stage brands focusing on conversion rate optimisation when they don't have the traffic/leads to justify it.

When you're small, focus on increasing the Attract stage of your business. Get the rest of the ACCER model serviceable, but focus on getting consistent traffic and lead flow first.

There's no point in creating the greatest sales page in the world if only 20 people see it across the year.

If you don't have consistent traffic and lead flow in your business, focus on that first.

Only once you have the volume is it time to look at boosting those CVRs. Because once you have the volume, you get the data that tells you if the changes are good or not.

Without the traffic, it's a fun little thought experiment that doesn't move any needles.

It's also why the social system I showed you on Tuesday is where my time is going right now. I'm working on building a better organic machine to bring me more reach and traffic from social.

I'm walking through the full build inside GM+ as it runs, numbers included, good or bad.

If you want to see how it's going, here it is.

​Have a look at what's inside GM+​

Pete "traffic first" Boyle