Lift
How much better or worse a variant performs than the control, as a percentage of the control's value.
Also called uplift, relative change
Lift is the variant's value divided by the control's, minus one. A control converting at 3.0% and a variant at 3.3% is a +10% lift.
Lift is relative. A +10% lift on a 3% rate is 0.3 percentage points; always read the absolute numbers too, and the interval around the lift.
Revenue per visitor of $2.40 in the control and $2.64 in the variant: a +10% lift.
Related terms
- Conversion rateThe share of visitors who completed a goal, such as placing an order, out of all visitors in a variant.
- Confidence intervalA range of values for the true effect that is consistent with the data, at a stated confidence level such as 95%.
- Minimum detectable effect (MDE)The smallest lift a test is planned to detect reliably; it sets how many visitors the test needs.
Where it comes up
- How to read an A/B test result · Guide