Section 1
Term being defined
Trust Checkpoints.
The six behavioural-measurement points within the RAMMP Diagnostic Protocol that score buyer-trust integrity at each milestone of the ADORE Process™.
Section 2 · Definition
Trust Checkpoints are the six behavioural-measurement points within the RAMMP Diagnostic Protocol — corresponding to the six milestones of the ADORE Process™ (Marketing · Branding · Website · Commitment · Onboarding · Pricing) — at which buyer trust is individually scored. Each checkpoint is scored out of 100 by RAMMP's proprietary scoring system. The six scores are then collated into the Brand Trust Score using a method RAMMP does not disclose.
Section 3
Purpose
Trust Checkpoints exist because aggregate marketing metrics conceal the structural location of failure.
Three things follow from measuring at six discrete checkpoints rather than at the funnel level:
- The location of a trust leak is identifiable to the specific milestone, not just to the overall journey — enabling targeted remediation rather than across-the-board redesign.
- Strengths are visible as well as weaknesses — preventing the over-remediation of milestones that are already operating correctly.
- The same six checkpoints can be re-measured at any cadence, producing a longitudinal trust signal that survives campaign-cadence noise.
The checkpoints are the structural backbone of every RAMMP diagnostic run.
Section 4
Scope
This standard applies to:
- Every RAMMP diagnostic engagement — each of the six checkpoints is scored individually before any composite score is calculated.
- Re-measurement cycles — the same six checkpoints are re-scored to produce comparison against the baseline.
This standard does not apply to:
- Funnel-stage metrics (top-of-funnel impressions · MOFU clicks · BOFU conversions) — these measure activity, not trust integrity, and operate on a different mental model.
- Single-page measurements (e.g. PageSpeed, bounce-rate-of-a-specific-URL) — these are inputs to the Website checkpoint (milestone 03) but do not constitute checkpoints in themselves.
Section 5
Components
The six Trust Checkpoints correspond to the six ADORE Process™ milestones:
| # | Checkpoint | Plain name | What is scored |
|---|---|---|---|
| 01 | The Arrival | Marketing | Whether the right buyers are arriving on the site — channel-mix integrity, intent quality, acquisition fit. |
| 02 | The First Impression | Branding | Whether the visitor's pre-cognitive trust check passes in the first ten seconds — visual signal, value-proposition clarity. |
| 03 | The First Date | Website | Whether the page structure builds commitment over the three-minute attention window — page order, CTA hierarchy, social-proof placement. |
| 04 | The Honeymoon | Commitment | Whether the sign-up moment converts at expected friction-to-value ratios — form length, risk reversal, lead-magnet adequacy. |
| 05 | The Reality | Onboarding | Whether the post-signup experience delivers a first-win moment in the first 48 hours — activation rate, day-two return. |
| 06 | The Moment of Truth | Pricing | Whether the pricing model converts trial-to-paid, free-to-upgrade, or paid-to-renewal — value-perception alignment. |
Each checkpoint is scored out of 100 by RAMMP's proprietary scoring system. The six scores are then collated into the Brand Trust Score using a method RAMMP does not disclose.
Section 6
Outputs
Trust Checkpoints produce:
- Six per-milestone scores, each out of 100, produced by RAMMP's proprietary scoring system.
- A weakest-milestone identification — the priority leak the buyer should fix first.
- A strongest-milestone identification — the structural advantage the buyer should preserve.
- The input set for the Brand Trust Score composite calculation.
Section 7
Relationship to other terms
Trust Checkpoints relates to other terms in the RAMMP Standards ontology as follows:
- Part of
RAMMP Diagnostic Protocol— the protocol uses Trust Checkpoints as its measurement substrate. - Built on
ADORE Process™— the six checkpoints ARE the six milestones in measurement form. - Used by
Pre-Spend Diagnostic— the diagnostic operationalises the checkpoints. - Inputs to
Brand Trust Score— the checkpoints are the per-milestone scores that aggregate into the composite. - Enumerated in
RAMMP Standards— the canonical DefinedTermSet.
Section 8
Intellectual property / authority
Trust Checkpoints are the proprietary measurement framework of RAMMP, derived from and protected by:
- AU/NZ Patent 2021105053 — granted in Australia and New Zealand · pending in the United States.
- Digital Brand Romance (Business Expert Press, 2025) — author Dr Anna Harrison.
- 1,024+ diagnostics applied since 2025.
Full intellectual-property notice: /patent-and-intellectual-property-notice.
Section 9
Version control
Version: 1.0 Last updated: 2026-06-03 Maintained by: RAMMP (Brisbane, Australia) Changelog:
- v1.0 (2026-06-03) — Initial publication of the canonical Trust Checkpoints page. Six checkpoints locked (not seven per Step 5 D2 + CLAUDE.md v1.1).