Free still gets you something for nothing. According to the HubSpot study on conversion rates, lead generation landing pages that included the word “Free” had a significantly higher conversion rate as compared to pages and offers without the word “Free” included. Offering a free incentive to capture leads has been a long standing strategy to increase conversion rates.
Overall the effect of offering a free incentive for capturing a lead is one that should be used with a bit of forethought. One thing to commonly watch out for when offering an incentive to increase conversion rates is the quality of your leads. To be most effective your incentive needs to complement your product or service and at the same time offer value to your prospect. If your incentive is not complementary to your offer you’ll get unqualified leads in your marketing funnel and the free incentive may be actually working against you. The bottom line is that even though your conversion rates go up with a free offer you need to keep a diligent eye on the overall business to ensure it’s moving in the same direction as your conversion rate.
