Game design principles are reward-based: the more you reward the user the more likely is to continue playing the game (even if that reward is in the form of challenging difficulty.)
A solid game should have a main mechanic as well. It can’t be both racing and fighting at the same time (or at the same proportion.)
How can game design help us to increase conversion rates? People going through a challenge, such as a quiz, will be more open to receiving their “reward,” which can be a free item or a price discount.
There is a huge difference between reading a static landing page and going through an interactive process. The sense of earnship is much higher when the visitor won the right to get the prize.
Applying gamification to a landing page is more expensive, but wouldn’t you pay the price if you know that people will feel happier when filling up a -dull- form?