[IxDA Discuss] Add to Cart Ethics / Best Practices - Studies?

[Kim Bieler]

Thomas,

Yikes! This violates a basic trust principle of shopping carts. Here's  
Jakob Nielsen on the subject ("E-Commerce User Experience," pp.84-85):

> "Trust is also related to pricing. High prices, shipping costs that  
> appeared unreasonable, and hidden prices caused 5% of the sales  
> catastrophes in this study. ...
>
> "Our users commented negatively on hidden prices. They were  
> unpleasantly surprised by high shipping costs that were not shown  
> until after they had gone through a lot of effort to find suitable  
> products. ...
>
> "For these reasons and more, show the total price -- including  
> shipping charges, taxes, duty, and any other fees -- as soon as  
> possible. Don't wait until after the customer has placed an order."


-- Kim

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    Kim Bieler Graphic Design
    www.kbgd.com
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