Giving away free stuff is a time-honored marketing tradition, but I wanted to explore its effects in online lead generation.
First, I analyzed the difference in conversion rates between pages that mentioned the word "free" and those that did not.
I found that landing pages that included the word "free" did much better than those that did not.
Next I analyzed pages that said the words "contest" or "winner" to explore whether or not contests work the same way free stuff does.
I found that, in fact, landing pages that referred to contests or winning tended to have higher conversion rates than pages that did not.