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

Univest – Variant 5: Trust Pillars + Dual CTA (Unlock + Start Trial ₹1)

The Verdict

Best performer. Dual CTA reduces binary-choice anxiety. Trust pillars + transparent ₹1 pricing address the two primary barriers simultaneously.

Univest – Variant 5: Trust Pillars + Dual CTA (Unlock + Start Trial ₹1) achieved a 56.0% completion rate across all 50 personas (strongest of the six variants tested). The single-screen format reduced decision friction significantly. Core non-converters are Skeptics (18.2% completion), Privacy Guardians (0.0%), and the Junk cohort (0%). Enthusiasts convert at 93.3% across all variants.

56%

Completion Rate

Personas Tested

Dropped Off

worst: 5

Avg. Time

32s

Who Converts, Who Doesn't

Per-segment completion rates, sorted by biggest opportunity first

The Confused Novice

2/10

5: Trust/friction barrier at 5

20%

The Enthusiast

14/15

5: Trust/friction barrier at 5

93.3%

The Pragmatist

10/13

5: Trust/friction barrier at 5

76.9%

The Privacy Guardian

0/1

5: Trust/friction barrier at 5

BLOCKED

The Skeptic

2/11

5: Trust/friction barrier at 5

18.2%

Flow Funnel

Screen-by-screen conversion rates, 50 personas entered

56%−22

Completed

56%

Segment Divergence

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

Critical Divergence

At 5, The Privacy Guardian users drop off at 100% while The Enthusiast users drop off at just 6.7%. That's a 93pp gap on the same screen.

The Confused Novice

The Enthusiast

The Pragmatist

The Privacy Guardian

The Skeptic

93pp spread

The Confused Novice

80%

The Enthusiast

6.7%

The Pragmatist

23.1%

The Privacy Guardian

100%

The Skeptic

81.8%

The Why, Persona Monologues

What users were thinking at the moment they decided to leave

, 22 voices

“

“I see the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial and the alarm bells are already going off. '84.7% accuracy' — that's a fin-influencer number. I do real research. Closing.”

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“The moment I see 'FREE tips' on the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial I know this is a lead-gen funnel. My professional judgment says no.”

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“'The screen with trust pillars and two cta options: unlock a free trade or start the ₹1 trial' — I'm a Telegram-burned investor. The word 'free tips' is a PTSD trigger for me. Closing immediately.”

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

The PragmatistCalculated exit

Trust

6.6/10

Clarity

7.1/10

Value

6.9/10

“

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“Stock advisory on the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial — 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

4.6/10

Clarity

5.5/10

Value

3.9/10

“

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

The PragmatistCalculated exit

Trust

6.6/10

Clarity

7.1/10

Value

6.9/10

“

“The screen with trust pillars and two cta options: unlock a free trade or start the ₹1 trial 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

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“At the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial 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

8.3/10

Clarity

8.1/10

Value

8.6/10

“

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“I can't read English very well and the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial has too much text. Not sure what I'm being asked to do.”

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

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

“

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“I can't read English very well and the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial has too much text. Not sure what I'm being asked to do.”

21yo BCom Student, Mumbai, ₹5,000/mo

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

“

“Too many things on the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial 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

6.3/10

Clarity

5.1/10

Value

5.9/10

“

29yo Freelancer, Surat, ₹25,000/mo

The PragmatistCalculated exit

Trust

6.6/10

Clarity

7.1/10

Value

6.9/10

“

“I can't read English very well and the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial has too much text. Not sure what I'm being asked to do.”

65yo Retired, Bhopal, ₹18,000/mo

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

“

“The screen with trust pillars and two cta options: unlock a free trade or start the ₹1 trial 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

4.3/10

Clarity

5.8/10

Value

4.2/10

“

33yo Cab Driver, Delhi, ₹22,000/mo

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

“

30yo Teacher, Lucknow, ₹40,000/mo

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

“

“I can't read English very well and the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial has too much text. Not sure what I'm being asked to do.”

55yo Farmer, Begusarai, ₹12,000/mo

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

“

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

The SkepticValidated skepticism

Trust

4.3/10

Clarity

5.8/10

Value

4.2/10

“

“I can't read English very well and the screen with trust pillars and two CTA options: unlock a free trade or start the ₹1 trial has too much text. Not sure what I'm being asked to do.”

22yo Unknown, Patna, ₹0/mo

The Confused NoviceConfused and cautious

Trust

6.3/10

Clarity

5.1/10

Value

5.9/10

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 impactmedium feasibility5

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 feasibility5

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