What is it?

Lift refers to the relative improvement in a performance metric attributable to a specific change, compared to a defined baseline or control. It is commonly expressed as a percentage change.

Lift is used to communicate impact clearly and consistently.

Examples in Action

• Conversion rate lift following an experiment
  
• Revenue per visitor lift after a layout change
  
• Engagement lift from revised messaging
  
• Reduction in abandonment compared to baseline
  

Typical Outcomes / Results

• Clear articulation of incremental impact
  
• Easier comparison between initiatives
  
• Improved stakeholder understanding of results
  
• Stronger justification for scaling changes
  

This definition reflects common performance reporting conventions across optimisation work.