Using a search engine like Google to yield results on how to increase your conversion rate leads you to two separate types of web page design education; one which talks about specific tips to help your web site’s conversion rate, and another is a different set of pages all together which talk about detailed models to implement in order to do the same. The primary distinction is that the models help to develop valid test hypothesis (new web site designs of current pages) by using a structured methodology.
The methodology I'll talk about specifically is called the WiderFunnel LIFT Model, which stands for the Landing Page Influence Function for Tests. WiderFunnel is a marketing optimization design team that uses this self-created LIFT model as well as the “proprietary closed-loop, scaleable, continuous-improvement process to execute Conversion Optimization” called the Kaizen Method as a strategy for their clients.
The WiderFunnel LIFT model was published in a blog article on the WiderFunnel web site on March 16th, 2009. At the beginning of the article WiderFunnel claims to have lifted each of their clients’ conversion rates by at least 10%, all the way up to 277%. This is a lofty claim, but if proved to be true shows the real possibility and power of using a specific model like the LIFT model to help aid in your web design process. WiderFunnel states that a true methodology is better than plain tips as most web sites provide for help with web design and conversion rates. The WiderFunnel LIFT model is made up of six conversion factors: Urgency, Clarity, Relevance, Distraction, Anxiety, and Value Proposition. The WiderFunnel website is found here.
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