This is my presentation for Conversion Day 2014. I explain how you can analyze & optimize landing pages by using the LIFT model. The LIFT model is a conversion optimization framework to efficiently analyze and optimize landing pages from the perspective of a visitor.

1. Peter Coopmans
Lead Conversion Optimization Consultant
Landing page optimization
Using the LIFT model to optimize landing pages

2. Do you know what a perfect landing looks like?
Let’s do a little test...

3. Do you know what a perfect landing page looks like?
Which landing page converts the best?
A B

4. Do you know what a perfect landing page looks like?
Landing page A

5. Do you know what a perfect landing page looks like?
Landing page B

6. Do you know what a perfect landing page looks like?
Which landing page converts the best?
CR 5,28%CR 3,47%
A B

7. Stop guessing
Optimize a landing page from the perspective of a user

8. Optimize a landing page from the perspective of a user
the LIFT model
The LIFT Model provides a conversion optimization framework showing the Six
Conversion Factors that allow you to evaluate/create landing pages from the
perspective of the page visitor.
Source: Widerfunnel.com

9. Optimize a landing page from the perspective of a user
the LIFT model
The model shows that the vehicle that provides the potential for the
Conversion Rate is the (Unique) Value Proposition, making it the most
important of the six conversion factors. The other five factors are either
conversion drivers or inhibitors.
Source: Widerfunnel.com

10. Optimize a landing page from the perspective of a user
the LIFT model
The conversion drivers are:
1. Relevance
Does the landing page relate to what the visitor thought they were going to see?
2. Clarity
Does the landing page clearly articulate the value proposition and call-to-action?
3. Urgency
Is there an indication that the action needs to be taken now?

11. Optimize a landing page from the perspective of a user
Unique Value Proposition: an example
UVP: Current title doesn’t contain
an UVP
UVP: Current title doesn’t contain
an UVP

12. Optimize a landing page from the perspective of a user
Clarity: an example
Clarity: The difference between
both products is unclear
Clarity: The difference between
both products is unclear
Clarity: The main CTA is unclearClarity: The main CTA is unclear

13. Optimize a landing page from the perspective of a user
Relevance: an example
Relevance: This product is
« recommended »
Relevance: This product is
« recommended »

14. Optimize a landing page from the perspective of a user
Relevance: an example
Relevance: On the corresponding detail page, the
product is no longer « recommended »
Relevance: On the corresponding detail page, the
product is no longer « recommended »

15. Optimize a landing page from the perspective of a user
Urgency: an example
Urgency: there is no urgency to
check out
Urgency: there is no urgency to
check out

16. Optimize a landing page from the perspective of a user
the LIFT model
The conversion inhibitors are:
5. Anxiety
What are potential misgivings the visitor could have about undertaking the conversion
action?
6. Distraction
Are there items on the page that could divert the visitor away the from the goal?

17. Optimize a landing page from the perspective of a user
Distraction: an example
Distraction: there are too many
exit points
Distraction: there are too many
exit points

18. Optimize a landing page from the perspective of a user
Anxiety: an example
Anxiety: no mentioning of free
shipping or returns
Anxiety: no mentioning of free
shipping or returns

19. Eyetracking studies by Jacob Nielsen have shown that: "Web users spend 69% of their
time viewing the left half of the page and 30% viewing the right half.”
Optimize a landing page from the perspective of a user
Place the most important content & CTA in the hottest vertical attention zone
You can download the grid at: conversionvoodoo.com
Use the grid at the left to determine
the most efficient placement of the
UVP, the USP’s and the secondary
CTA buttons
How can you use this to optimize your page layout?

20. Putting it all together
Analysis & optimization of the Beursloper.be landing
page

21. Putting it all together
Beursloper.be: before
Clarity: the CTA is too small
and the label is too generic
Clarity: the CTA is too small
and the label is too generic
Clarity: the USP’s are not
very scanable
Clarity: the USP’s are not
very scanable
Anxiety: there are no
testimonials on the page
Anxiety: there are no
testimonials on the page
UVP: Current title doesn’t contain
an UVP
UVP: Current title doesn’t contain
an UVP
Urgency: there is no
sense of urgency
Urgency: there is no
sense of urgency
Anxiety: Guarantee marker is
too far away from the CTA
Anxiety: Guarantee marker is
too far away from the CTA
Clarity: Product is not visualizedClarity: Product is not visualized

22. Putting it all together
Beursloper.be: optimized
UVP: title is replaced by one with UVPUVP: title is replaced by one with UVP
Clarity: USP’s are more compact
& scanable
Clarity: USP’s are more compact
& scanable
Anxiety: testimonial is used as
point of action assurance
Anxiety: testimonial is used as
point of action assurance
Anxiety: Guarantee text is used
as point of action assurance
Anxiety: Guarantee text is used
as point of action assurance
Anxiety: Guarantee marker is
placed next to the CTA
Anxiety: Guarantee marker is
placed next to the CTA
Urgency: Sense of
urgency is added
Urgency: Sense of
urgency is added
Clarity: Product is visualizedClarity: Product is visualized
Clarity: CTA bigger
+ clearer label
Clarity: CTA bigger
+ clearer label

23. Putting it all together
Beursloper.be: results
+ 103%

24. So what did you learn today?
Let’s do another little test...

25. So what did you learn today?
Which landing page converts the best?
A B

26. Key take aways

27. Key take aways
1. Never interrupt the scent trail
2. Spend 50% of your time writing your UVP
3. Make your page scanable
4. One CTA per page
5. Put the key content + the main CTA in the HVAZ
6. Test
7. … TEST!!!

28. Thank you for your attention