Huber Chevrolet told me about how they had a separate sales division that did nothing but answer phone calls and emails from internet leads and they valued each of those at XX (they asked me not to reveal the specifics).
I told them I would charge them $10 per internet lead (a small fraction of what they are currently paying) but with the condition I could publish a lot of the data on my case study (what your reading). I also told them I wanted to exclusively use MySpace for this test because in past ones we mainly focused on Facebook for driving social network traffic. I really like the super advanced targeting features of MySpace MyAds. They allowed us to target not only cities but specific zip codes. In addition to the geographic targeting we could also target people who were interested in cars or whatever else we thought would convert well.They were pretty excited to get started. That night I registered hubercash4clunkers.info and had our designer make 4-5 different versions of the landing page rotating through Google’s Website Optimizer to see which one converted the best. Here was the winner converting at 74% (not to bad):