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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.

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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.

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I found that, in fact, landing pages that referred to contests or winning tended to have higher conversion rates than pages that did not.

Originally published Oct 12, 2010 7:00:00 AM, updated October 20 2016


Lead Generation