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.