Figure 9-16. The Book Your Care original home page The guerrilla user research that we conducted on his behalf had invalidated his business model. The current website was not working, and he knew that spending money on a redesign without proper validation was going to be wasteful. So what could he do? He needed to know if the affluent customer segment would be as enthusiastic about his value innovation as the control group from the user research. My team and stakeholders hustled to find a channel to this user group. We ran ads on Craig’s List. We took out advertising in glossy magazines in Beverly Hills. The client and I even went to Alcoholics Anonymous meetings where we posed as loved ones of addicts to learn more about our elusive customer. That’s when we decided to run a Landing Page experiment as a last-ditch effort. We knew we needed to run this online advertising campaign to target the affluent customer segment. But treatment centers spend millions of dollars targeting this group on Google and Facebook. So not only would the campaign be expensive, but our