LIFT is a framework for auditing pages. Every conversion page has six forces. Good design maximizes Value, Relevance, Clarity, Urgency while minimizing Distraction and Anxiety.
Is the promise clear and compelling?
Does the page match what the visitor expected (from ad or link)?
Is it instantly clear what you're offering and what to do?
Is there anything pulling attention away from the conversion?
Is there a reason to act now?
What fears or doubts might block completion? Trust signals, guarantees.