A low product price can become irrelevant when shipping appears after many fields.
Shipping estimates before completing checkout
Provide early delivery-cost information and explain what a precise quote needs. Unknown shipping must not look free.
Research context: Baymard · Shipping estimates at product selection ↗
Show fixed prices directly. Destination-dependent shipping should remain labeled an estimate until a quote is confirmed.
Try the pattern
Task and expected result
- 01
Select Home mug: find 120 kr + 49 kr = 169 kr before adding it.
- 02
Switch to pickup: see the new cost and pickup location.
- 03
Choose Oslo pickup then switch to mainland: explain the change to shipping and retain the basket.
A worked example, step by step
A shopper compares a 120 kr mug with a more expensive mug. Item price alone does not explain the amount payable. In the lab, the Home mug costs 169 kr with standard delivery or 120 kr for Oslo pickup. Show these costs before asking the shopper to add anything.
Try the product delivery estimate ↗- Start with an empty test basket. Select Home mug and standard delivery: the product estimate is 120 + 49 = 169 kr while the basket stays empty.
- Select pickup: show 0 kr delivery, 120 kr total and the fictional pickup point. Change region to mainland: pickup becomes unavailable and the change to shipping is explained.
- Select the uncovered region. Show an unknown total and an explanation. The item price can remain visible, but zero is not a substitute for a missing quote.
The tradeoff to decide
A flat-rate estimate needs little space. A large calculator can displace the add button and make a simple decision harder. Ask only for information that changes the estimate; do not require a full address to show a documented flat rate.
From demonstration to your store
Distinguish the product estimate from the full-order quote. The backend must confirm destination, weight, exclusions and available service. On timeout, retain the item and explain that delivery could not be calculated. Check whether shoppers can explain the total rather than measuring only additional add-button clicks.
How to investigate value
Measure confirmed, deduplicated outcomes per eligible checkout start. Define paid orders and accepted credit orders separately.
Watch for side effects
Payment errors, duplicate orders, incorrect totals, unclear arrival dates and discount cost. A pay click is only an attempt.
This is a proposed investigation, not a measured result. Choose one hypothesis and define the audience before testing.
Build a measurement plan for this concept ↗