Definition
Conversion Lift
The percentage increase in conversion rate achieved by implementing a change. Calculated as ((new rate − old rate) ÷ old rate) × 100.
What does Conversion Lift mean?
Conversion lift is the percentage increase in conversion rate resulting from a specific change, calculated by comparing the new rate to the prior baseline rate. It expresses the impact of an intervention in relative terms rather than as a raw percentage-point difference.
Why does Conversion Lift matter?
It matters because relative lift makes it possible to compare the impact of very different changes, on pages with very different baseline conversion rates, on a common scale, and it is the figure most often used to justify continued investment in a specific tactic like a trust signal or redesign.
How is Conversion Lift applied in practice?
Conversion lift is calculated after an A/B test or before-and-after comparison reaches sufficient sample size and statistical significance, and it is typically reported alongside the confidence interval so stakeholders understand the plausible range of the true effect, not just the point estimate.
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Where this fits
Conversion Lift sits in the conversion analytics part of the NotiProof resource network.
Read the Conversion Analytics guide