The LIFT Model Conversion Optimization Framework

When advanced conversion optimizers want to generate 4X to 20X ROI for their clients, they turn to the LIFT Model. Developed by Chris Goward, author of You Should Test That!, it is the go-to framework worldwide for optimizing web and mobile experiences.

How it works

The LIFT Model provides a conversion optimization framework (one of many we use at WiderFunnel) showing the Six Conversion Factors that allow you to evaluate landing pages from the perspective of the page visitor. See Fig. 1 below for the conceptual graphic of the LIFT Model.

Fig. 1 The LIFT Model

At WiderFunnel, we use the LIFT Model to identify issues and opportunities for testing hypotheses and design.  The LIFT Model specifically focuses on the Six Conversion Factors of value proposition, clarity, relevance, distraction, urgency, and anxiety. An optimized conversion path will have a clear value proposition, an appropriate sense of urgency, bring clarity to message and actions required, and have high relevance to the user. Great sites also reduce distraction and lower anxiety. We analyzed pages and page elements to see how we can improve on one or all of these elements.

For an example of a LIFT analysis using the LIFT Model read Chris Goward’s blog post:

The LIFT Model: Use These Six Factors to Increase Your Conversion Rate

Case studies highlighting the LIFT Model:

Evolutionary site redesign applied to the homepage & search results page.


Adding B2B website optimization frameworks.


How a B2B marketer applied CRO to over 17,000 pages.

Iron Mountain

Content related to the LIFT Model’s six conversion factors:

Value proposition 






To talk with an expert about how to put the LIFT Model to work for your website,contact us.