I think you guys are overthinking it. The reason why it worked is because you let your users demo the product, for free, no strings attached. This is a tried-an

I think you guys are overthinking it. The reason why it worked is because you let your users demo the product, for free, no strings attached. This is a tried-and-true advertising practice, and it's the same as 'Show, don't tell'. This is why people put pictures of the product on their ads. I think that anyone who scraps their landing page (and facebook has probably the ugliest one in the known internet) and just puts their product front-and-center will easily increase their conversion by at least 10%.