Pioneering digital experimentation agency known for the LIFT Model, now merged with Conversion.com. Kameleoon continues as their technology partner.
WiderFunnel was a pioneering digital experimentation agency founded by Chris Goward, who created the renowned LIFT Model framework and authored "You Should Test That." The agency built its reputation helping enterprise companies build, manage, and grow advanced A/B testing and personalization programs, with applied behavioral science services setting them apart.
In a landmark industry move, WiderFunnel merged with Conversion.com in 2022 to form Conversion, creating the world's largest dedicated CRO agency. The combined entity now operates under the Conversion brand with 100+ specialists across the UK and North America. Meanwhile, Kameleoon continues as a technology partner, providing the A/B testing and personalization platform that powers many of the agency's client programs.
WiderFunnel's legacy clients included HP Ink, Dollar Shave Club, and Providence. Their LIFT Model — evaluating Value Proposition, Relevance, Clarity, Anxiety, Distraction, and Urgency — remains one of the most widely used CRO frameworks in the industry. While the WiderFunnel brand is now historical, the team, methodology, and expertise live on within Conversion.
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