Figure 9-17. The Set Your Own Rehab Price landing page Figure 9-18. The Facebook ad campaign Because my team used a robust tool like Unbounce, we were able to run two variants of the landing page simultaneously from one Facebook campaign. Unbounce automatically directed half of our traffic to each page. The two landing pages tested two different pricing strategies, as depicted in Figure 9-19. This is called A/B testing. Figure 9-19. A/B Testing Centre dashboard In this experiment, our key metrics were the number of visitors who clicked the Facebook advertisement (suspects) and then the conversions that we got — how many users would buy into the value proposition and give us their contact information (leads). In Figure 9-19, you can see that out of 1,000-plus visitors, only 5 users were converted successfully into Leads. Half of them were representatives from other treatment centers trying to do some research on the competition. The one person whom we did manage to concierge was for a food addiction.