A/B Testing Idea #31 - Display the final price in the shopping basket before final checkout

Tactic_Display the final price in the shopping basket before final checkout


Your customers want to have all information relevant to payment before proceeding with the purchase and, if they feel unsure about what they are going to be charged, they are more likely to abandon the basket before paying.

Research has shown that people avoid proceeding with actions when the results are unknown, or when they don't feel they have enough information.

By displaying the final price in the shopping basket before the checkout page is reached, you will increase the chances that your customer doesn't abandon the purchase.


  • Ambiguity Effect (Ellsberg, 1961)

The Research

Ambiguity Effect

The Ambiguity Effect describes people’s preference for known risks over unknown risks.

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