What is Lift in A/B Testing and CRO?
A lift is a metric used in A/B testing and conversion rate optimization (CRO) to measure the effectiveness of a change in a website or app. It is a way to compare the performance of two or more variations of a page, element, or feature and determine which leads to a higher conversion rate or other desired outcomes.How to Calculate Lift in A/B testing and CRO
In A/B testing, the lift is calculated by comparing the conversion rate of the control group (the original version) to the conversion rate of the variation group (the modified version of the page). The lift is expressed as a percentage, representing the relative increase in the conversion rate of the variation compared to the control.
Example of Lift in A/B Testing and CRO
For example, if the control group has a conversion rate of 5% and the variation group has a conversion rate of 6%, the lift is 20% (6% – 5% / 5% x 100).
In CRO, the lift is used to measure the impact of a particular optimization on a website’s overall performance.
Another example is if a website’s conversion rate is currently 2% and an optimization results in a conversion rate of 3%, the lift is 50%.
Lift is an essential metric in A/B testing and CRO because it helps to determine the effectiveness of changes and optimizations and enables website owners and marketers to make data-driven decisions about their website’s design and content.
Businesses can optimize their website and improve conversion rates by identifying which changes result in the highest lift, increasing revenue and growth.