Price, shipping and delivery clarity on product pages
Unexpected shipping costs are a leading reason shoppers abandon carts. Show price, shipping and delivery expectations on the product page.
2 min read
Area
CRO & UX
Severity
High
Fix effort
Small
Stores failing
8%
Of 83 stores we scanned where this check applies, 8% fail it and 16% pass. See all benchmarks.
Shoppers want to know the total cost and the arrival date before they commit. Price, shipping cost and delivery expectations should be legible on the product page without hunting. This check looks for them.
Why it matters
Surprise costs at checkout are among the most cited reasons for abandoning a purchase. A shopper who sees the full picture early decides with more confidence, and those who proceed are more likely to finish. Clear shipping messaging also reduces support questions.
What the audit looks at
The audit looks on the product page for the price, a shipping cost or free shipping statement and a delivery time estimate.
What usually causes it
- Shipping details only on a separate policy page
- A delivery estimate shown only after entering an address
- Price with taxes and fees revealed only at checkout
- Small grey text that is easy to miss
How to fix it
Show the full cost before checkout: shipping, tax and any fees. The effort is small, usually a setting or a paste and under 30 minutes.
- Unexpected cost at checkout is the single most cited reason for cart abandonment. State shipping cost, or the threshold for free shipping, on the product page.
- Put the free-shipping threshold in the header or announcement bar where every visitor sees it.
- If tax is added at checkout, say so next to the price rather than letting it appear as a surprise.
On Shopify
- Use the announcement bar for the free-shipping threshold, and add a shipping note to the product template near the price.
- Settings > Taxes and duties: decide whether to include tax in displayed prices for your market, and be consistent.
How to check it yourself
- On a product page, find the shipping cost and delivery time without scrolling more than a screen.
- Compare what the page says with what checkout charges.
- Check international shoppers see the right information.
Frequently asked questions
Should I offer free shipping?
It is a business decision. If you do, say it clearly. If not, state the cost early.
How precise should delivery estimates be?
A date range is fine and honest. Over-promising causes support problems.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.