Conversion Lift
01 Definition
Conversion Lift meaning: The increase in conversion rate a change produces compared with a baseline or control.
Conversion lift is the relative or absolute gain in conversions attributed to a change, measured against a control or prior baseline. For example, moving from a 4 percent to a 5 percent rate is a 1 point absolute lift, or a 25 percent relative lift. Reliable lift requires a controlled comparison, since outside factors can otherwise be mistaken for the effect.
Also called
Why it matters
How Conversion Lift fits the work
Conversion lift expresses the payoff of a change in comparable terms, helping teams judge which experiments and features actually moved results.
In context
The new checkout produced a conversion lift from 4 percent to 5 percent, a 25 percent relative increase measured against the untouched control group.
Practical note
State whether a lift is absolute or relative, since the two differ greatly and are easy to confuse. Attribute lift only through a controlled test; seasonality and traffic shifts can mimic real gains.