2
High
Trust & Proof
Verified by measurement
Missing trust signals above the fold
Homepage shows no sign of guarantee or security badge, so a first-time visitor has nothing to offset purchase risk.
⚠ Missing trust signals above the foldThe homepage hero lacks any trust indicators, so first-time visitors have no immediate reassurance about security or …
Both are photographs of the live page — the right side has the
change applied in the browser.
Evidence
Observed on the live site Verified by measurement
✓ Flagged independently by 1 of 7 analysts
- Measured on the live homepage: no match for guarantee, security badge.
Business case
If this change wins
0.2 – 1.0
orders per 1,000 visitors
Medium
Effort — 2-5 days
Not A/B testable
At typical traffic
Detecting this needs about 315,206 visitors per variant. Ship it as a sequenced change and log the date instead.
Prioritisation
PXL score: 5 / 10
Assessed from the live page
| Question | Answer | Points |
|---|---|---|
| Is the change above the fold? | Yes | 1 |
| Is the change noticeable in under 5 seconds? | Yes | 2 |
| Does it add or remove an element? | Yes | 1 |
| Does it run on a high-traffic page? | No | 0 |
| Verified by direct technical measurement? | Yes | 1 |
Criteria that need your data
4 of these could not be answered from the live page. Session recordings, survey or support themes, and analytics access would raise the confidence of this ranking — they do not indicate a weaker finding.
| Question | Answer | Points |
|---|---|---|
| Discovered via user testing? | No | 0 |
| Discovered via qualitative feedback (survey, support)? | No | 0 |
| Supported by heatmaps or session recordings? | No | 0 |
| Found via digital analytics or real-user field data? | No | 0 |
Implementation
Hand this to your developer
- Surface
- Trust & Proof — HOMEPAGE TRUST
- Problem
- Homepage shows no sign of guarantee or security badge, so a first-time visitor has nothing to offset purchase risk.
- Current state
- notes: absent: guarantee, security badge
- Change
- notes: Surface review counts, the returns window and a guarantee near the primary call to action.
- Acceptance criteria
- GIVEN a first-time visitor on the affected page
WHEN the change is live
THEN Surface review counts, the returns window and a guarantee near the primary call to action, with no regression at 375px and 1280px widths. - Tracking
- event: cro_missing_trust_signals_above_the_fold on interaction with the changed element; verify it fires in BOTH variants before opening traffic.
- Success metric
- conversion rate + bounce rate on the affected page
- QA checklist
- Chrome / Safari / Firefox · 375px + 1280px · keyboard reachable · screen-reader name present · no CLS introduced
- Effort
- Medium — 2-5 days
- Test plan
- 315,206 visitors per variant (95% significance, 80% power); duration depends on traffic.
- Rollback
- Feature-flag the change; revert the flag if the primary metric drops for 3 consecutive days.