The total cost and unit-based pricing of the product should be clearly understandable before purchase
What is being checked
Whether the PDP enables users to clearly understand the true economic value of the product, including the total payable cost and, where relevant, the price per unit. The user must be able to evaluate the offer without needing to calculate, estimate, or infer hidden cost structures.
Why it matters
Users cannot confidently assess whether the product represents good value, which increases hesitation and slows down decision-making.
In categories where quantity or recurring usage matters, missing unit pricing prevents meaningful comparison and reduces conversion.
For machines and agents, incomplete pricing logic limits the ability to compare offers or optimize decisions.
Failure signals
- The PDP shows a base price but does not clarify the total payable cost.
- Additional costs such as shipping, taxes, or fees are unclear or only revealed later.
- Unit-based pricing (e.g. per kg, per liter, per month) is missing where relevant.
- Different quantities or bundle sizes are shown without a clear economic comparison.
- Users must calculate or estimate the real cost themselves.
How to verify
- Review the PDP and check whether the full cost is visible without progressing to checkout.
- Assess whether any additional costs are unclear or hidden.
- Verify whether unit pricing is displayed where relevant.
- Check whether different quantities or bundles can be compared without calculation.
Recommended fix
Ensure that the full cost of the product is transparent before checkout, including any relevant additional charges or conditions.
Where applicable, clearly display unit-based pricing and make differences between quantities or bundles directly comparable.
The user should be able to understand the real economic value of the offer at a glance.