The Process


I will identify your conversion barriers and design powerful experiments to solve them using a solid planning frameworks.


I always ensure the experiment variations reinforce your visual style and create user experience improvements.


I have a deep knowledge of optimization tools so any project I work on, runs smoothly and is easily transferred to your website.

A/B Testing

I like to avoid giving unproven advice. The insights I extract for you will always be thoroughly tested to produce revenue lift and  insight.


The Lift Model

The LIFT Model provides a conversion optimization framework showing the six conversion factors that allow the evaluation of landing pages from the perspective of the page visitor. There are many different types of testing methods to increase the conversion rate of a webpage. Some of the examples are:

  • Enlarging CTA buttons
  • Ensuring your value proposition is explained in 2 lines or less
  • Reducing the number of forms

The real question is, what do you do once all of these tests are run and you have nothing left to test? Well, this is where the LIFT model comes into play.  The structured methodology which is used to test and develop valid hypotheses, is a necessity when it comes to conversion rate improvement.

Conversion Rate Optimization | The Lift Model
  • Value Proposition

    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.

  • Relevance

    Does the landing page relate to what the visitor thought they were going to see?

    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

  • Clarity

    Does the landing page clearly articulate the value proposition and call-to-action?

    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 “eyeflow”. Content clarity ensures the images and text combine to minimize comprehension time.

  • Urgency

    Is there an indication that the action needs to be taken now?

    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.

  • Anxiety

    What are potential objections the visitor could have about undertaking the conversion action?

    Anxiety is a function of the credibility you have built with the visitor and the trust you are asking them to have.

  • Distraction

    Are there items on the page that could divert the visitor away the from the goal?

    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.



My approach to web design is data-driven.

I create designs that are built for high conversions from the get go, but I need the freedom and space to do the job correctly.

Website redesigns can be risky, which is why a data driven approach is a must!

If you change everything at once, some functions may get better while other functions may get worse, leaving you with results that cancel each other out. I aim to minimize the risk of this happening by performing a full analysis of your existing site first. Once I can gain insight into what’s working, and what’s not, the good parts can be kept and I can re-think the bad ones.

Your design will be based on the latest conversion, usability and persuasion know how.

You will end up being provided with a website that sells! I am always 2 steps ahead, and I am constantly learning. Data from your current site, know-how about people (along with their brains and irrationality), and real world solutions are input into the design process.

Personal preference does not come in to play when I put together a strategy and design.

If you’re not comfortable with following the data, and would rather go with your “gut feeling” and personal design preferences, I don’t think I will be a good fit for you.

Data teaches us that we are not as smart or intuitive as we’d like to think.

I have learned a long time ago that opinions don’t make money.

Why don’t most websites produce desired results?

It’s because they’re usually built like this:

Client (or a committee) describes the kind of website they want, and the design shop delivers. Did the committee consist of conversion and UX experts? Nope!

Client tells the designer to come up with something, and the designer has a “vision” or follows the latest design trends. Are typical web designers data-driven or conversion-minded? I can answer this with a certain no, they are not!

Everybody should stick with what they know best. The clients are experts at what they do, and designers and developers are NOT conversion experts.

How much will your project cost?

I have fixed, transparent pricing for design services. No surprises. My fee is always agreed upon upfront and depends on the scope of work. (number of unique designs, if its mobile responsive etc).
Traditional design agencies charge you by the hour, which is kind of weird, isn’t it? There’s a clear conflict of interest there.

Since I charge based on the value, I can serve you much better

Ryan Margolin Hand
  • I accomplish tasks faster (the faster I complete the project, the better for all involved)
  • You never have to worry about the budget since we agree on the total sum upfront and billable hours will not apply (unless previously discussed and agreed)
  • I am always motivated to build amazing things since my fees depends on the value and requirements
  • There’s no conflict in my motivation (I will not recommend something that is not required just to upsell)
  • Your expense on the project is fixed
  • You have unlimited access to my expertise and advice while we’re working together

Tell me about your project..