Document Type: Framework
Status: Draft Canon Candidate
Authority: HeadOffice
Applies To: Experimentation Brain, Affiliate Brain, Ads Brain, Content Brain
Parent: Experimentation Brain Testing Intelligence Framework
Last Reviewed: 2026-03-29
Purpose
Defines the experiment structures used to test how trust signals influence behavioural continuation.
Ensures Experimentation Brain can evaluate whether changes to credibility signals, reassurance elements, and transparency structures improve or reduce progression probability.
Supports structured testing of trust variables in ads, landing pages, bridge pages, and offer environments.
Core Principle
Users are more likely to act when perceived credibility outweighs perceived risk.
Trust formation variables can be tested structurally through changes to environment signals.
Trust is influenced by competence perception, integrity perception, and risk transparency.
Test Domains
Competence Signal Tests
Test whether perceived capability influences continuation probability.
Variables may include:
• mechanism explanation clarity
• structured presentation of information
• logical process explanation
• clarity of how outcome is produced
Primary question:
Does increasing perceived competence increase continuation probability?
Integrity Signal Tests
Test whether perceived honesty influences progression.
Variables may include:
• realistic claim language
• balanced expectation framing
• transparent explanation of limitations
• moderated promise intensity
Primary question:
Does perceived honesty improve commitment confidence?
Risk Transparency Tests
Test whether visibility of conditions influences behaviour.
Variables may include:
• explanation of what happens next
• visibility of requirements
• clarity of expected commitment
• clarity of process steps
Primary question:
Does increased clarity about risk reduce hesitation?
Reassurance Signal Tests
Test whether reassurance elements improve behavioural progression.
Variables may include:
• guarantee presence or absence
• refund visibility
• expectation clarity statements
• process clarity statements
• support visibility
Primary question:
Do reassurance signals increase continuation probability?
Consistency Signal Tests
Test whether alignment between ad and landing environment influences trust stability.
Variables may include:
• message continuity
• promise continuity
• tone consistency
• value proposition consistency
Primary question:
Does alignment improve trust stability across steps?
Recommended Metrics
Primary:
• progression rate to next step
• conversion completion rate
• click-through to commitment event
• continuation behaviour rate
Secondary:
• hesitation time before action
• abandonment rate
• scroll depth before exit
• repeated review behaviour
Diagnostic:
• bounce behaviour after exposure
• delayed decision behaviour
• return visits before commitment
Testing Rules
• isolate trust variables where possible
• avoid simultaneous changes to unrelated persuasion variables
• document expected behavioural mechanism prior to test
• maintain consistent measurement conditions
• interpret results using behavioural explanation, not uplift alone
Structural Insight
Trust is not created through claims alone.
Trust emerges when the environment:
• appears competent
• appears honest
• clarifies risk
• aligns expectations
Tests should evaluate how changes in trust signals influence behavioural continuation probability.
Interfaces
Inputs:
• Affiliate Brain Trust Formation Model
• Ads Brain Trust Formation Signals
• Behavioural Signal Framework
• Funnel Environment Audit
• creative review
Outputs:
• Trust Signal Impact Result
• Credibility Influence Finding
• Risk Transparency Impact Finding
• Reassurance Impact Finding
Drift Triggers
Reject or flag if:
• multiple credibility variables are changed without isolation
• reassurance elements contradict structural reality
• test interpretation lacks behavioural explanation
• uplift is claimed without trust mechanism evidence
• trust signals are tested without considering risk context