Trust · Risk
People may pay more than the price shown
The law requires prices to include any fees people can't avoid, and you could be fined. Surprise costs also lose sales and trust.
- Applies to
- pricing pages, product pages, baskets
- Typical severity
- high
- Effect on conversions
- high
- Effort to fix
- Quick to fix
What to look for
Prices shown without saying whether VAT is included, "from" prices with no example, mandatory fees mentioned only in small print, or no currency stated for an international audience.
What good looks like
Prices clearly state VAT treatment and include any mandatory fees.
How to fix it
Show the full price people will pay, say 'inc. VAT' or '+ VAT' clearly, and list any fixed fees up front.
Based on
- UK DMCC Act 2024 (drip pricing, fake reviews)
- Checkout usability research
Related checks
TrustPeople can't see a guarantee or returns promiseA clear guarantee or returns promise takes the risk out of buying. Without one, some people will hold back.TrustPeople can't see how billing or cancelling worksPeople hold back if they're unsure when they'll be charged or how to stop. The law also requires you to tell them before they sign up.TrustNothing at payment says it's safe to payPeople worry most when they type in their card details. With no reassurance, some will leave without paying.
Does your site pass this check?
AgoraScan checks this and the rest of the checklist on your pages, with screenshots of anything it finds. The first scan is free.