What customers must be told.
THE PRINCIPLE
The total cost should be clear before the customer commits.
WHAT TO STATE
The price Whether it includes any applicable tax Delivery cost, or how it is calculated Any other charge
DELIVERY COST
The most common failure. Unexpected delivery charges at the final step are the leading cause of abandoned carts.
State it on product pages, or make it easily calculable before checkout.
TAX
State whether prices include it. Consumers generally expect to see what they will pay.
CURRENCY
State it explicitly, particularly if you have international visitors.
PRICE CHANGES
A price shown must be honoured for that transaction. Changing it between the cart and checkout is unacceptable.
If a price was displayed in error, say so promptly and honestly rather than processing at the higher price.
FOR SERVICES
Publish ranges or starting prices where you can, and explain what affects the final figure.
SUBSCRIPTIONS
State the recurring amount, the frequency, and how to cancel, before the customer commits.
