Apriori - Know Why Users Drop Off. Before They Do.

Univest – Control: Trades Modal → Plan Picker (Flow 1.1 → 1.2)

The Verdict

Weakest variant. Two-step with aggressive FREE-tip framing converts only impulsive enthusiasts. Plan picker screen is a credibility destroyer for anyone who pauses to read.

Univest – Control: Trades Modal → Plan Picker (Flow 1.1 → 1.2) achieved a 32.0% completion rate across all 50 personas (weakest of the six variants tested). The two-step structure adds friction but enables targeted messaging at each step. Core non-converters are Skeptics (0.0% completion), Privacy Guardians (0.0%), and the Junk cohort (0%). Enthusiasts convert at 80.0% across all variants.

32%

Completion Rate

Personas Tested

Dropped Off

worst: 1 1

Avg. Time

48s

Who Converts, Who Doesn't

Per-segment completion rates, sorted by biggest opportunity first

The Confused Novice

0/10

1 1: Trust/friction barrier at 1_1

BLOCKED

The Enthusiast

12/15

1 2: Trust/friction barrier at 1_2

80%

The Pragmatist

4/13

1 2: Trust/friction barrier at 1_2

30.8%

The Privacy Guardian

0/1

1 1: Trust/friction barrier at 1_1

BLOCKED

The Skeptic

0/11

1 1: Trust/friction barrier at 1_1

BLOCKED

Flow Funnel

Screen-by-screen conversion rates, 50 personas entered

1 1

72%−14

1 2

44.4%−20

Completed

32%

Segment Divergence

The same screen, dramatically different outcomes, this is what aggregate metrics hide

Critical Divergence

At 1 1, The Privacy Guardian users drop off at 100% while The Enthusiast users drop off at just 0%. That's a 100pp gap on the same screen.

The Confused Novice

The Enthusiast

The Pragmatist

The Privacy Guardian

The Skeptic

1 1

100pp spread

The Confused Novice

60%

The Enthusiast

The Pragmatist

7.7%

The Privacy Guardian

100%

The Skeptic

54.5%

1 2

100pp spread

The Confused Novice

100%

The Enthusiast

20%

The Pragmatist

66.7%

The Skeptic

100%

The Why, Persona Monologues

What users were thinking at the moment they decided to leave

1 2

, 20 voices

“

“Even as competitor research, the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text crossed a line with the hidden auto-renewal. I can't in good conscience engage with this pricing structure.”

28yo Senior Product Manager, Bengaluru, ₹220,000/mo

The SkepticValidated skepticism

Trust

1.9/10

Clarity

5.5/10

Value

3.4/10

“

“I reached the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text and immediately spotted the auto-renewal at ₹2,799 buried in the footer. Classic dark pattern. This is exactly what I tell clients to avoid.”

36yo Equity Research Analyst, Chennai, ₹240,000/mo

The SkepticValidated skepticism

Trust

1.9/10

Clarity

5.5/10

Value

3.4/10

“

“Good concept but the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text asks me to enter payment details for a ₹1 trial with a hidden ₹2,799 auto-renew. My CA brain won't let me proceed.”

38yo Marketing Manager, Gurugram, ₹250,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

29yo Chartered Accountant, Ahmedabad, ₹145,000/mo

The SkepticValidated skepticism

Trust

1.9/10

Clarity

5.5/10

Value

3.4/10

“

41yo Electronics Shop Owner, Indore, ₹95,000/mo

The SkepticValidated skepticism

Trust

1.9/10

Clarity

5.5/10

Value

3.4/10

“

“Got to the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text and there are three different price options. I got confused about which one to pick and if I choose wrong, will I lose money? Better not.”

30yo Process Engineer, Coimbatore, ₹52,000/mo

The Confused NoviceConfused and cautious

Trust

3.9/10

Clarity

4.8/10

Value

5.1/10

“

“Reached the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text — the plan picker is unnecessarily complex. Three plan options with strikethrough prices? I've read enough UX dark-pattern literature to know what this is.”

33yo Hospital Pharmacist, Kochi, ₹58,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

34yo Boutique Owner, Vadodara, ₹70,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

32yo Software Engineer, Mysuru, ₹72,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

“Got to the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text — the ₹1 looked fine but 'Billed quarterly, renews at ₹2,799' in 9px font? That's a subscription trap. Closing.”

36yo PSU Engineer, Bhubaneswar, ₹96,000/mo

The SkepticValidated skepticism

Trust

1.9/10

Clarity

5.5/10

Value

3.4/10

“

33yo Junior College Lecturer, Hubli, ₹35,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

“Hit the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text and it said my husband has to approve money transfers. He won't. Closing before I get in trouble.”

26yo Content Writer, Dehradun, ₹32,000/mo

The EnthusiastDisappointed but okay

Trust

5.9/10

Clarity

7.8/10

Value

7.8/10

“

“At the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text I realized this would show up as a subscription on our joint account. Not worth the conversation. Closing.”

29yo HR Executive, Ranchi, ₹42,000/mo

The EnthusiastDisappointed but okay

Trust

5.9/10

Clarity

7.8/10

Value

7.8/10

“

26yo State Govt Clerk, Raipur, ₹36,000/mo

The Confused NoviceConfused and cautious

Trust

3.9/10

Clarity

4.8/10

Value

5.1/10

“

“The the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text has ₹1 and ₹2,799 and ₹699 — I don't understand what each means. Too risky without someone to explain.”

38yo Auto Mechanic, Aurangabad, ₹65,000/mo

The Confused NoviceConfused and cautious

Trust

3.9/10

Clarity

4.8/10

Value

5.1/10

“

“Hit the plan picker asking me to pay ₹1 to unlock, with ₹2,799 auto-renewal in tiny text and it said my husband has to approve money transfers. He won't. Closing before I get in trouble.”

23yo Junior Developer, Visakhapatnam, ₹32,000/mo

The EnthusiastDisappointed but okay

Trust

5.9/10

Clarity

7.8/10

Value

7.8/10

“

27yo Boutique Manager, Jodhpur, ₹30,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

29yo Accountant, Rajkot, ₹38,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

29yo Freelancer, Surat, ₹25,000/mo

The PragmatistCalculated exit

Trust

4.2/10

Clarity

6.8/10

Value

6.1/10

“

65yo Retired, Bhopal, ₹18,000/mo

The Confused NoviceConfused and cautious

Trust

3.9/10

Clarity

4.8/10

Value

5.1/10

1 1

, 14 voices

“

“The opening trades modal showing '3 f&o ideas for free' is marketing noise. I don't need tips; I build my own models. Not engaging.”

34yo Quantitative Researcher, Pune, ₹380,000/mo

The SkepticValidated skepticism

Trust

2.7/10

Clarity

5.5/10

Value

3.4/10

“

“Stock advisory on the opening trades modal showing '3 F&O ideas for FREE' — my husband would ask why I'm gambling. I'll close before I get further. This is not for me.”

34yo Senior Secondary Teacher, Lucknow, ₹38,000/mo

The Privacy GuardianAnxious and withdrawn

Trust

3/10

Clarity

5.2/10

Value

3.1/10

“

“I see the opening trades modal showing '3 F&O ideas for FREE' and recognize the pattern: free tip → subscription trap. No time for this; my money is already allocated.”

39yo Civil Engineer, Nagpur, ₹78,000/mo

The PragmatistCalculated exit

Trust

5/10

Clarity

6.8/10

Value

6.1/10

“

“The opening trades modal showing '3 f&o ideas for free' is marketing noise. I don't need tips; I build my own models. Not engaging.”

37yo Section Officer, Kolkata, ₹92,000/mo

The SkepticValidated skepticism

Trust

2.7/10

Clarity

5.5/10

Value

3.4/10

“

“The moment I see 'FREE tips' on the opening trades modal showing '3 F&O ideas for FREE' I know this is a lead-gen funnel. My professional judgment says no.”

31yo Branch Manager, Belgaum, ₹55,000/mo

The SkepticValidated skepticism

Trust

2.7/10

Clarity

5.5/10

Value

3.4/10

“

“I see the opening trades modal showing '3 F&O ideas for FREE' and the alarm bells are already going off. '84.7% accuracy' — that's a fin-influencer number. I do real research. Closing.”

31yo Assistant Manager, Warangal, ₹44,000/mo

The SkepticValidated skepticism

Trust

2.7/10

Clarity

5.5/10

Value

3.4/10

“

“Too many things on the opening trades modal showing '3 F&O ideas for FREE' and I don't know where to start. My wife said don't put money in anything without asking her. Closing.”

21yo BCom Student, Mumbai, ₹5,000/mo

The Confused NoviceConfused and cautious

Trust

4.7/10

Clarity

4.8/10

Value

5.1/10

“

“Too many things on the opening trades modal showing '3 F&O ideas for FREE' and I don't know where to start. My wife said don't put money in anything without asking her. Closing.”

26yo Unknown, Bengaluru, ₹0/mo

The Confused NoviceConfused and cautious

Trust

4.7/10

Clarity

4.8/10

Value

5.1/10

“

“The opening trades modal showing '3 f&o ideas for free' is marketing noise. I don't need tips; I build my own models. Not engaging.”

19yo B.Tech Student, Patna, ₹0/mo

The SkepticValidated skepticism

Trust

2.7/10

Clarity

5.5/10

Value

3.4/10

“

“Too many things on the opening trades modal showing '3 F&O ideas for FREE' and I don't know where to start. My wife said don't put money in anything without asking her. Closing.”

33yo Cab Driver, Delhi, ₹22,000/mo

The Confused NoviceConfused and cautious

Trust

4.7/10

Clarity

4.8/10

Value

5.1/10

“

“I can't read English very well and the opening trades modal showing '3 F&O ideas for FREE' has too much text. Not sure what I'm being asked to do.”

30yo Teacher, Lucknow, ₹40,000/mo

The Confused NoviceConfused and cautious

Trust

4.7/10

Clarity

4.8/10

Value

5.1/10

“

“Too many things on the opening trades modal showing '3 F&O ideas for FREE' and I don't know where to start. My wife said don't put money in anything without asking her. Closing.”

55yo Farmer, Begusarai, ₹12,000/mo

The Confused NoviceConfused and cautious

Trust

4.7/10

Clarity

4.8/10

Value

5.1/10

“

“The moment I see 'FREE tips' on the opening trades modal showing '3 F&O ideas for FREE' I know this is a lead-gen funnel. My professional judgment says no.”

44yo Small Shop Owner, Varanasi, ₹35,000/mo

The SkepticValidated skepticism

Trust

2.7/10

Clarity

5.5/10

Value

3.4/10

“

“Too many things on the opening trades modal showing '3 F&O ideas for FREE' and I don't know where to start. My wife said don't put money in anything without asking her. Closing.”

22yo Unknown, Patna, ₹0/mo

The Confused NoviceConfused and cautious

Trust

4.7/10

Clarity

4.8/10

Value

5.1/10

Clustered Drop-Off Reasons

Root causes at each drop-off point, clustered from persona reasonings

Fix Recommendations

Ranked by impact and feasibility, build these first

high impacthigh feasibility1 2

Root cause: Auto-renewal at ₹2,799 buried in fine print triggers subscription-trap anxiety

Increase auto-renewal disclosure to 14px bold; add 'no auto-renew for ₹9' opt-out toggle

Affects: Skeptics and Privacy Guardians+10-15% completion

high impactmedium feasibility1 1

Root cause: 84.7% accuracy claim perceived as fin-influencer bait with no methodology

Replace with a verified 3-year win-rate range and link to methodology

Affects: High-literacy Skeptics and Pragmatists+8-12% trust on first screen

medium impacthigh feasibility1 2

Root cause: Cognitive overload from multi-plan pricing display

Default to a single plan; hide other durations in collapsed 'See more options' section

Affects: Confused Novices and Tier-2/3 users+5-8% completion

medium impacthigh feasibility1 1

Root cause: SEBI registration and trust signals below the fold on smaller screens

Pin SEBI reg number and user count in the top 200px viewport across all device sizes

Affects: Pragmatists and cautious Moderates+5-7% completion