30 checkpoints across 6 conversion factors. Score your store against the LIFT Model to find exactly what's killing your conversion rate.
Conversion rate problems hide in plain sight. The LIFT Model breaks every page into six conversion factors — one driver (value proposition) and five barriers (clarity, relevance, urgency, anxiety, distraction). Work through each category and check off what your store already handles.
Based on Chris Goward's LIFT Model from "You Should Test That."
The conversion driver. If visitors don't understand why they should buy from you, nothing else matters.
Confusion kills conversions. Every element should be immediately understandable without thinking.
Visitors arrive with specific expectations. If what they see doesn't match what brought them, they leave.
Without a reason to act now, visitors bookmark and forget. Ethical urgency accelerates real decisions.
Every unanswered question is a reason not to buy. Reduce perceived risk at every step.
Every element that doesn't support the conversion goal actively works against it. Less is more.
Your LIFT Model audit score
Check off each item as you audit your store. Your score updates in real time.
The LIFT Model is a conversion optimization framework created by Chris Goward. It identifies six factors that influence conversion: one driver (value proposition) and five barriers (clarity, relevance, urgency, anxiety, distraction). By evaluating each factor, you can systematically find and fix what is preventing visitors from converting.
Start with Value Proposition and Clarity. If visitors don't understand what you sell or why it matters, fixing urgency or reducing distractions won't help. Once your value proposition is strong and your pages are clear, move to Anxiety (trust signals) — this is where most ecommerce stores lose the most conversions.
A design audit evaluates visual quality — typography, spacing, color, layout. This conversion rate audit evaluates persuasion mechanics — whether your pages motivate action, reduce friction, and remove doubt. You need both. A beautiful store with a weak value proposition still underperforms.
Run a full audit quarterly and after any major change to your funnel — new landing pages, checkout redesign, pricing changes, or a rebrand. The LIFT factors interact with each other, so a change in one area (like adding urgency) can create new issues in another (like increased anxiety).
Answer a quick set of multiple-choice questions and we'll pinpoint your biggest revenue leaks — and whether we can help plug them.
Find Your Revenue LeaksFree · No obligation · 2 minutes