Chapter 4

Create Hypotheses with the LIFT Model

The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.

—Peter Drucker

The job of a conversion rate–optimization expert is to find data-driven insights that dramatically improve business results. We do this by identifying problems in a business’s marketing communication and developing hypotheses about solutions to solve those problems.

The first step is admitting you have a problem.

You and your team may have created the world’s best website. You should be proud of your accomplishment. But it’s not perfect. It needs constant improvement to keep up with competition.

On the other hand, maybe you already know it’s in rough shape. ...

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