The LIFT Model

Reading Time: 2 minutes

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 analyze 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:

Case studies highlighting the LIFT Model:

BuildDirect sees a sales lift of $1 Million a month


Getting an 88.6% lift in qualified leads for Magento


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