Yes you can pull the creature
Lightning Lure says:
The target must succeed on a Strength saving throw or be pulled up to 10 feet in a straight line toward you
As opposed to this spell, we can consider the 1st level spell Dissonant Whispers. The spell's description says the following:
The creature doesn’t move into obviously dangerous ground, such as a fire or a pit. On a successful save, the target takes half as much damage and doesn’t have to move away.
We can also consider the next nuance, the usual knockback, in which we simply roll the Athletics check - it simply knocks back 5 feet in a straight line. Nothing prevents us from pushing the creature into the hole.
Next, consider the Eldritch Blast cantrip and one of the upgrades for it, Repelling Blast.
When you hit a creature with Eldritch Blast, you can push the creature up to 10 feet away from you in a straight line.
The creature should also fly 10 feet in a straight line away from you.
There is also the Thunderwave spell.
On a failed save, a creature takes 2d8 thunder damage and is pushed 10 feet away from you.
Now let's draw a conclusion based on our introduction to spells. If you pull the creature, this is a different version of pushed - this means the following, if one end of the pit, like the other, is at the same height and the distance allows, then yes, you can do it. Because the description of the spell does not prevent you from doing that. There is no indication of safe areas or that it breaks. The only problem with these spells is the height difference and distance.