Nathan Latka

Just to be clear, Ricardo, for folks that don't know the acronyms, AOV, you're basically saying you should ballpark that what you'll spend on Facebook ads is equal to the average order value of the first checkout, so $60 for you or $48 for you?

Yep.

So what are the rest of the economics in there?

Like, how do you really grow this thing, right?

Because if you're spending 60 bucks just to get the sort of the customer email, right, to try and resell on the second thing, but your margin also gets cut a little bit too, right?

Because you actually have to print and ship these books, right?

Is this hard coded?

You're programmatically running the economics on how to offer the discounts or using some plugin or API tool to figure out how to drive up conversion and AOV on this page?

Really interesting.

I imagine you built some secret sauce into that that no one else has.

Is that true?

And if so, can you give us a hint?

Yeah, I mean, right, there's a lot of these tools that help you like drive up AOV on the last page, right?

Like, you know, double the order, increase the size, get one for your friend, you know, discounting, right?

You chose to build it from scratch for a reason.

I just have to tell you, I mean, when we were prepping this, like, and I saw the website, I'm like, okay, maybe he's pre-revving it because it just looks so simple.

But once you get in, holy mackerel, there's a lot of thought inside of this thing.

What plugin are you using for this?

A lot of people don't like some of these like review sites where they basically own all your reviews if you don't pay them massive amounts of money.

What did you use to build out this sort of wall?