Figure 9-21. TradeYa landing page to enter giveaway contest Jared spent $2,000 running the campaign, which went out to millions of users. Of those, 6,700 people clicked the Facebook advertisement, which directed them to the landing page. Of those, 5,000 people entered the contest, which meant 5,000 people were exposed to the value proposition, turning them from suspects to leads. This meant he had 74% conversion. In terms of cost for conversion, Jared paid 33 cents for the click, and 41 cents for the email address. Some people might still say, “So what? The guy has a bunch of emails of people who just want free headphones.” Well, Jared has the metrics to answer that, thanks to his very carefully thought out Landing Page experiment. More than 5 percent of the people who entered the contest started sharing TradeYa on their social networks. That made them references — they were evangelizing the value proposition to other potential suspects. When our MVP launched, Jared had 5,000 people to directly send email to, induce them to activate their accounts and be ready to engage in trading on the site. Presented in those terms, I’d call the conversion achieved by his Landing Page experiment a success. How to concoct a Landing Page experiment If you decide to use a Landing Page experiment for your value proposition, you’re in luck; there are many WSYWIG tools for landing page testing available. They vary from simple and free to robust and expensive.