What is the LIFT model
First introduced in 2009 by Chris Goward, the LIFT Model (“the Landing page Influence Functions for Tests”) is a conversion optimization framework applied for analyzing web and mobile experiences and defining A/B test hypotheses. It is based on the Six Conversion Factors – Value Proposition, Clarity, Relevance, Distraction, Urgency, and Anxiety - that allow you to evaluate the performance of a specific marketing asset (landing page, website, etc) from the visitors’ perspective.
Enhancing some or all of the above factors, you will benefit from an optimized conversion path, which has a clear value proposition, delivers the sense of urgency, brings clarity to the used messages and required actions, and has high relevance to your target audience. It will also minimize the users’ anxiety and reduce their distraction from your key offering, resulting in the increased lead generation and sales conversion rates.
When to use the LIFT model
The LIFT Model is an advanced technique to apply whenever you want to optimize the conversion of your website or landing pages, existing ones or those yet in production. It is the go-to framework worldwide for defining opportunities for testing hypothesis and design.
By applying this approach to test diverse tactics that can improve your website or lading page conversion, it can be easier to get into the minds of your website visitors, and thus, develop a strategy that can scale and give a boost to your business, both on- and off-line.
How to use the LIFT model
We suggest you use an on-line Infolio template that can guide you through the key stages of applying the LIFT Model.
As you can see from the template, there are six different factors involved with the model. Brainstorm with your team, take the steps suggested below and fill in the respective areas in the template.
Step 1. Define your value proposition
Your Value Proposition is crucial for good conversion. It is the reason why people buy from you and not elsewhere, and this makes it the central factor of the LIFT Model. Actually, the Value Proposition is a cost vs. benefit equation that nails down your target customers’ motivation.
First, work hard to define your Value Proposition, and then make sure you clearly express it on the website – with large font and images of the offering right next to the text, to support it. Needless to say, your Value Proposition message should be prominent and placed at the top of the webpage.
Step 2. Establish clarity
Many experts think that it is the Clarity factor that most marketers struggle with. The key aspects of Clarity are the clean web design and the content. Brainstorm with the team and think, if your web page actually clearly conveys your value proposition and call-to-action (CTA) and how it can be improved.
While working on a web page, design for Clarity, trying to develop an “eyeflow” for your story, and make sure that content Clarity is ensured, with the accurate messaging combined with supporting images – to minimize the comprehension time for your visitors.
Step 3. Optimize your relevance
Relevance is one of the factors, affecting your website conversion rates. Does your offering match the needs of your customers? Does your web page offer what they were going to see?
Please make sure that your offering, the way its communicated, and your web page overall are also relevant to the source Media, where the visitor arrived from. Focus on meeting your customers’ needs, and be consistent with the incoming link, otherwise the visitors would be disoriented and leave your website immediately.
Step 4. Create a sense of urgency
Do you want your website visitors to complete the purchase without postponing it to later? Creating a sense of urgency is about the indication on your web page that the action should be taken now.
Urgency has two components: internal, or how your visitor is feeling once on your website, and external, or how you can influence the visitor with calls-to-action. The internal one exists prior to finding your website (e.g. I need to buy Christmas presents and I’m looking for options online) and the external one is created, using deadlines, offers limited in time, etc. (e.g. the discount for a few days). Brainstorm how you can create a sense of urgency on your website and capture it in the template.
Step 5. Remove anxiety
Removing anxiety can significantly raise the conversion rates. What are the potential factors that are likely to instil doubts in the visitor and keep them from taking the conversion action?
Focus on achieving credibility with your visitor, with the messaging and the evidence needed to build trust in you. Use the findings of user interviews, if any, and feedback from your sales team, to capture the right evidence here (e.g. non-irritating skin products, not tested on animals). The messaging should make the user feel more secure with the offering, removing any possible anxiety factors.
Step 6. Reduce distractions
At present it is a challenge indeed – to capture the attention of an internet user online, with all the noise on the background. The eyes can be distracted by numerous links, too cluttered web design, offensive colors or other on-page factors.
In order to reduce distractions, put yourself into the shoes of your website visitors, and make sure the webpage is clear of things that distract them from your Value Proposition. Let the website visitors see the clear, relevant and urgent messaging, crafted in a beautiful and curt manner. Place the key messages at the top of the homepage, which is prominent and grabs visitors’ attention. Clean and lightweight web design will allow the users to focus on the message too.