The Impact of Transparent Pricing on User Experience

Online ordering has proven to be a mutually beneficial experience for both businesses and users, given it is approached correctly. Drawing from personal experiences with streamlined mobile apps like Chick-fil-A and Starbucks, as well as local businesses using Square and Toast POS, it’s clear that a well-crafted, user-centric approach significantly enhances the overall user experience.

The crux lies in empowering users to personalize their orders, from tweaking toppings to understanding the cost implications of what they’re purchasing. This transparent approach not only builds trust but also instills a sense of control, allowing users to make informed decisions and feel confident about their purchases. The upfront presentation of total costs adds an essential layer of honesty, contributing to the overall integrity of the online ordering process.

Chick-Fil-A’s mobile ordering app has a flow dedicated to customization. Users can see everything pertaining to their selection. What comes with, what is extra and any upcharge associated.

Extending this concept of transparency to retail, platforms like Etsy showcase both the advantages and pitfalls. While Etsy itself is not at fault, some sellers engage in pricing strategies that can mislead users. For instance, a seemingly affordable sweatshirt starting at $9.99 may unexpectedly soar to $23.50 when selecting any size. This practice, aimed at boosting visibility, ends up cluttering filters and can lead to user frustration.

Left-Right: Product card displays a price at $9.99- but once you go to select size and order, the pricing actually starts at $23.50.

The misuse of pricing tactics, such as attributing the lowest price to unrelated elements like rush shipping, undermines user trust. When users feel misled, they are more likely to abandon the product quickly, impacting the overall user experience. At that point, they may be inclined to find a different seller, or leave the ordering platform completely. The intentional manipulation of filters by sellers hinders the intent and effectiveness of tools designed to aid users in finding what they need.

Being transparent, straightforward, and upfront with users about costs and ensuring clarity in product listings is crucial for a positive user experience. Allowing users to build their orders, whether it be for food, clothing, or other services, provides a sense of control that contributes to a satisfying and worthwhile purchasing experience.