The LIFT-model: optimise your conversion rate with these tips!

By 13 January 2023 Advertising, Google Ads
Een vliegtuig die landt op een pagina (landingpage)

In a previous article I talked about improving the landing page experience and increasing the quality score in Google Ads. Conversions are an important aspect when you look at improving the performance of a campaign as getting conversions is often the primary goal. In this blog I will take you through the various options you have to improve the conversion rate of your website and therefore achieve better results with your campaigns. 

What is a good conversion rate?

This is a frequently asked question that is very difficult to answer. This is because there are major differences in conversion rates between different sectors. To answer this question, Wordstream researched their large customer base and stated that a healthy conversion rate is usually between 2 to 5 percent. 

But what a really good conversion rate is, is difficult to say. When you directly compare different websites with each other, you see that there are many aspects to take into account. For example, even within the same industry, websites have different sources of traffic, different relationships with their customers, and of course the websites can be completely different.

WordStream analyse - conversie percentage verdeling

Actually, the answer to the question about the right conversion rate is not important. Of course it is always good to have a guideline, but ultimately you want to increase your conversion rate every month by making the right optimisations. You do not necessarily need a general benchmark for this.

A framework to optimise your conversion rate

Visualisatie van het LIFT-Model

What actions can you take to make your landing page as converting as possible? For this I want to take you through a model that has been used by leading companies around the world since 2009: the LIFT model.

This model is based on 6 conversion factors that you can use when evaluating the experience from the perspective of the landing page visitor: Value Proposition, Clarity, Relevance, Distraction, Urgency, and Anxiety.

Value Proposition

Your value proposition is why people buy from you. If the perceived benefits are greater than the perceived costs, visitors are more likely to take action. You will have to ask yourself what makes you unique and why people should choose you. Why do you exist as a company? What is your vision?

The stronger your value proposition, the higher your conversion rate. This makes the value proposition the most important and central factor in determining your conversion rate. The other factors are driving or restraining factors.


The relevance of your value proposition to the visitors is super important and is one of the conversion drivers. The page must be relevant to the source the traffic is coming from. Important to ask yourself; where does my traffic come from and what type of visitors are there? There will probably be different traffic coming from LinkedIn campaigns than from your Facebook campaigns.


Another conversion driver is clarity. Is your value proposition clearly expressed on the page and is there a clear call to action? Is your page calm or is it too busy? Do you use chunks of text or clear paragraphs plus bullet points? The main points that influence clarity are the design and content of your website/landing page.

Extreem voorbeeld van een landingspagina


The last conversion driver of this model is Urgency. Is there a variable that requires action to be taken now? If it is not there, I would advise adding it to your landing page. 

Urgency consists of 2 components: 1. Internal (how someone feels before they come to the page) 2. External (which you can influence people with).

Example of internal urgency: “January and time for winter sports, do you already have your thermal clothing?”

Example of external urgency: “This offer is still valid for 3 days”, “Only 3 rooms left”. 

Een voorbeeld van urgentie op


A conversion inhibiting factor is anxiety. Are there any doubts the visitor might have before taking action? Questions that customers can ask themselves, for example, are: Is the product you offer reliable? Am I sure that I will receive my product? Is the delivery time not too long? What if I am not satisfied with my product?

Therefore it is important that you create trust on your landing page. You can do this by showing reviews with experiences from other users or by proving your authority by obtaining certificates for production or expertise.

In the past, people did not like to flaunt the fact that you have a 14-day reflection period for most online purchases, because people were afraid that the online purchase would be cancelled quickly and easily. Nowadays you see this technique/message coming back online everywhere, as it has turned out that people are not at all more inclined to return the online purchase, but it is an extra push to make a purchase.


The last factor is also a conversion inhibitor. The attention span of humans is not very long and although you can’t avoid it, you want to avoid visitors being distracted as much as possible. You often see landing pages with far too much text, unnecessary moving images or unnecessary links that cause people to be easily distracted and therefore not converting. You want to lead people to the conversion as streamlined as possible.

Gelukkig is een goudvis altijd nog eerder afgeleid ;)

Optimising your conversion rate is a continuous process that involves many different aspects. But with this blog you can already make a good start! Do you need help optimising your online campaigns or do you have more questions about optimising your landing page? Contact us without obligation or fill in our contactform below.

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