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.