All tests
CVRProduct pageHome goods
Trust strip (free returns / COD / India-made) below ATC
Visible trust signals near the CTA remove last-second hesitation, especially for first-time visitors.
Winner
+7.9%
CVR
22,104
Sessions
96%
Confidence
21d
Duration
Variant A — Control
ATC alone; trust info buried in the footer.
Variant B — Treatment
3-icon strip directly below ATC: free returns, COD available, Made in India.
What we took away
B — Variant won
'Free returns' had 2x the effect of 'COD' in a follow-up isolation test. Audience was urban first-time buyers.
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