{"id":4473,"date":"2021-04-11T11:59:46","date_gmt":"2021-04-11T11:59:46","guid":{"rendered":"https:\/\/conversion.com\/?p=4473"},"modified":"2024-11-12T18:26:21","modified_gmt":"2024-11-12T18:26:21","slug":"the-six-landing-page-conversion-rate-factors","status":"publish","type":"post","link":"https:\/\/conversion.com\/blog\/the-six-landing-page-conversion-rate-factors\/","title":{"rendered":"The LIFT Model: Use these six factors to increase your conversion rate"},"content":{"rendered":"<section class=\"c-post-content\" data-ref=\"case-content\">\n\t<div class=\"post-content\">\n\t\t<div class=\"post-content__container container container--medium\">\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--links\">\n\t\t\t\t<div class=\"sticky-menu\" data-ref=\"case-content-menu\">\n\t\t\t\t\t<h3 class=\"sticky-menu__title\">Contents<\/h3>\n\t\t\t\t\t<ul class=\"sticky-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link  active\" href=\"#\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\"><\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#methodologyismorevaluablethantips\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">Methodology Is More Valuable than Tips<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#thesixconversionfactors\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The Six Conversion Factors<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#alandingpageevaluationexample\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">A Landing Page Evaluation Example<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t                            \t\t\t\t\t\t\t<li class=\"sticky-menu__item\">\n\t\t\t\t\t\t\t\t<a class=\"sticky-menu__item-link \" href=\"#theliftmodelcandeliverresultsforeveryone\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t<span class=\"arrow\"><svg viewBox=\"0 0 16 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M10.6875 9.34375V7.34375L13.3438 10L10.6875 12.6562V10.6562H2.65625V9.34375H10.6875Z\" fill=\"#F6876F\"\/><\/svg><\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"sticky-menu__item-text\">The LIFT Model can deliver results for everyone<\/span>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t<\/aside>\n\n\t\t\t<div class=\"post-content__content\">\n\t\t\t\t<ul class=\"post-content__sections\">\n\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><div class=\"single-blog__main-content\">\n<p>This article is an introduction to the\u00a0<em>Landing Page Influence Function for Tests\u2122<\/em> (or LIFT\u2122) Model, a conversion optimization framework developed by me, <a href=\"https:\/\/www.chrisgoward.com\/\">Chris Goward<\/a>, to analyze conversion pages and develop test hypotheses.<\/p>\n<p>We have used this tool as part of our\u00a0conversion optimization process\u00a0to lift each of our clients\u2019 conversion rates by between 10% to 277%.<\/p>\n<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__index\">\n\t\t\t\t\t\t\t\t<h3 class=\"post-content__index-title\">Contents<\/h3>\n\t\t\t\t\t\t\t\t<ul class=\"post-content__index-links\" data-ref=\"case-content-menu\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#methodologyismorevaluablethantips\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tMethodology Is More Valuable than Tips\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#thesixconversionfactors\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe Six Conversion Factors\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#alandingpageevaluationexample\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tA Landing Page Evaluation Example\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-content__index-link\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"#theliftmodelcandeliverresultsforeveryone\" data-ref=\"case-content-menu-item\">\n\t\t\t\t\t\t\t\t\t\t\t\tThe LIFT Model can deliver results for everyone\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"methodologyismorevaluablethantips\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">Methodology Is More Valuable than Tips<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><div class=\"single-blog__main-content\">\n<p>We are often asked to share\u00a0tips and \u201cbest practices\u201d on how to improve conversion rates\u00a0on landing pages and website conversion funnels. While tips provide some value, their usefulness is limited outside of the appropriate context. You\u2019re always left wanting more.<\/p>\n<p>As examples of tips for hypotheses that will lift your conversion rates:<\/p>\n<ul>\n<li>Enlarging your action buttons<\/li>\n<li>Including your value proposition in a high-contrast, left-justified headline of two-lines or less<\/li>\n<li>Cutting your copy in half (in general)<\/li>\n<li>Reducing the number of form fields<\/li>\n<li>Minimizing the number of layout columns<\/li>\n<\/ul>\n<p>But what do you do when you\u2019ve done that and more?<\/p>\n<p>Many of our clients come to us after running out of ideas on what to test. In each case, the structured methodology we use to evaluate pages and develop valid test hypotheses has played an important role in that conversion rate lift.<\/p>\n<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"thesixconversionfactors\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The Six Conversion Factors<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><div class=\"single-blog__main-content\">\n<p>The LIFT Model provides a\u00a0<strong>conversion optimization framework<\/strong>\u00a0showing 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.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/conversion.com\/wp-content\/uploads\/2023\/04\/LIFT_model.png\" alt=\"\" width=\"580\" height=\"327\" \/><br \/>\n<em>Fig. 1: The LIFT\u2122 Model<\/em><\/div>\n<p><strong>1. Value Proposition<\/strong><\/p>\n<p>The model shows that the vehicle that provides the potential for the Conversion Rate is the Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors.<\/p>\n<p><strong>The conversion drivers are:<\/strong><\/p>\n<p><strong>2. Relevance<\/strong><\/p>\n<p>Does the landing page relate to what the visitor thought they were going to see?<\/p>\n<p>The Relevance of the value proposition and context of the source media is critical. Your page must use terms your visitor relates to and be consistent with the incoming link or your visitor will be disoriented and leave the page<\/p>\n<p><strong>3. Clarity<\/strong><\/p>\n<p>Does the landing page clearly articulate the value proposition and call-to-action?<\/p>\n<p>Clarity is the most common of the six that we find marketers struggling with. The two aspects of Clarity that must be analyzed are Design and Content. Designing for Clarity creates an unimpeded \u201ceyeflow\u201d. Content clarity ensures the images and text combine to minimize comprehension time.<\/p>\n<p><strong>4. Urgency<\/strong><\/p>\n<p>Is there an indication that the action needs to be taken now?<\/p>\n<p>Urgency has two components: Internal (or how the visitor is feeling upon arrival) and External (or influences the marketer can introduce to the visitor). While Internal Urgency is generally pre-existing when the visitor arrives on the page; the tone of the presentation, offers and deadlines can all influence External Urgency.<\/p>\n<p><strong>The conversion inhibitors are:<\/strong><\/p>\n<p><strong>5. Anxiety<\/strong><\/p>\n<p>What are potential misgivings the visitor could have about undertaking the conversion action?<\/p>\n<p>Anxiety is a function of the Credibility you have built with the visitor and the Trust you are asking them to have.<\/p>\n<p><strong>6. Distraction<\/strong><\/p>\n<p>Are there items on the page that could divert the visitor away the from the goal?<\/p>\n<p>The more visual inputs and action options your visitors has to process, the less likely they are to make a conversion decision. Minimizing distractions like unnecessary product options, links and extraneous information will increase the conversion rate.<\/p>\n<p>Within each of these six factors are the many tips and sub-factors that are used by the skilled conversion rate expert to develop hypotheses to be tested.<\/p>\n<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"alandingpageevaluationexample\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">A Landing Page Evaluation Example<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><div class=\"single-blog__main-content\">\n<p>Conversion recently began working with Rudder.com, a free personal financial management service. In our first experiment on their home page we ran a LIFT Model evaluation. Below are the 18 factors we identified as priorities for testing.<\/p>\n<div class=\"main-content__image-component\"><img decoding=\"async\" class=\"entered lazyloaded aligncenter\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2009\/03\/rudder_lift_475.gif\" alt=\"Rudder LIFT Analysis - page 1\" width=\"515\" data-lazy-src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2009\/03\/rudder_lift_475.gif\" data-ll-status=\"loaded\" \/><\/div>\n<p><img decoding=\"async\" class=\"wp-image-405 size-full aligncenter\" title=\"Rudder LIFT Evaluation page 2\" src=\"https:\/\/cdn.conversion.com\/wp-content\/uploads\/2009\/03\/rudder_liftp2_475.gif\" alt=\"Rudder LIFT Model Analysis - page 2\" width=\"515\" height=\"323\" \/><br \/>\n<em>Fig. 2: Rudder LIFT Analysis<\/em><\/p>\n<\/div>\n<p>We then selected several of these factors to turn into hypotheses and ran an A\/B\/n test against the original page. The result was a 45% increase in new customer registrations from the home page. For more details on the experiment methodology,\u00a0check out the case study.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t                        \t\t\t\t\t\t<li class=\"post-content__section\" id=\"theliftmodelcandeliverresultsforeveryone\" data-ref=\"case-content-item\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h2 class=\"post-content__section-title\">The LIFT Model can deliver results for everyone<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post-content__section-content\"><p>A professor at Eastern Michigan University, Bud Gibson, developed a Conversion Optimization University course using the LIFT Model to teach students how to improve Pay-per-click landing pages. He is also running his own tests, which were\u00a0<a href=\"http:\/\/websiteoptimizer.blogspot.com\/2009\/03\/website-optimizer-experiments-far-and.html\">mentioned on the Google blog<\/a>.<\/p>\n<p>Conversion is a team of <a title=\"Conversion Rate Experts\" href=\"https:\/\/conversion.com\/about\/\">Conversion Rate Experts<\/a>, trained and experienced in using the LIFT Model for our clients to dramatically\u00a0<a title=\"Increase Conversion Rate\" href=\"https:\/\/www.conversion.com\/case-studies\">increase their conversion rates<\/a>.<\/p>\n<p><strong>It can work for you too!<\/strong><\/p>\n<p>For more information on how to get a guaranteed conversion rate lift\u00a0<a href=\"https:\/\/conversion.com\/contact\/\">contact a Conversion Rate Optimization expert<\/a>.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\n\t\t\t\t\t\t                            <div data-target=\"post-newsletter-anchor\" data-device=\"mobile\"><\/div>\n                        \t\t\t\t\t\n\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\n\t\t\t<aside class=\"post-content__sidebar post-content__sidebar--form\">\n\t\t\t\t<div class=\"sticky-newsletter\" data-target=\"post-newsletter-anchor\" data-device=\"desktop\">\n                \t<div class=\"post-newsletter\" data-target=\"post-newsletter\">\n    <h4 class=\"post-newsletter__title\">Real-world growth experiments. In your inbox. Every week. <\/h4>\n            <div class=\"post-newsletter__form post-newsletter__form--world kam-world\">\n        <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script> <script>   hbspt.forms.create({     region: \"na1\",     portalId: \"9358319\",     formId: \"4e927e03-4f90-466a-8646-7f94947f860c\"   }); <\/script>\n    <\/div>\n            <div class=\"post-newsletter__form post-newsletter__form--uk-us kam-uk-us\">\n            <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><script>hbspt.forms.create({ region: \"na1\", portalId: \"9358319\", formId: \"03e799e7-ee63-4857-9182-cb3a687dba40\" });<\/script>\n        <\/div>\n        <div class=\"post-newsletter__terms\"><p>Join 5,000+ optimizers who subscribe to our content<\/p>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n            <\/aside>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":55,"featured_media":4479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[12],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The LIFT Model: Use these six factors to increase your conversion rate | Conversion<\/title>\n<meta name=\"description\" content=\"The LIFT Model provides a conversion optimization framework that allows you to evaluate landing pages from the perspective of the page visitor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/conversion.com\/blog\/the-six-landing-page-conversion-rate-factors\/\" \/>\n<meta property=\"og:locale\" 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