CRO Manifesto
Display Total Price on Checkout Button
context
If users don't see their final total on the checkout button, they may second-guess their purchase, go back to review, or abandon the cart altogether. Uncertainty creates friction in the buying process.
Why?
Show the total price directly on the checkout button (e.g., "Checkout - $89.99") so users always know what they're paying before clicking. This reinforces transparency, builds confidence, and speeds up the checkout decision.
Content
- Your cart-to-checkout conversion rate is below 80% and you notice users clicking back from checkout to review their cart
- Analytics show high bounce rates on your cart page (above 60%) or users spending excessive time hovering over the checkout button
- Your current checkout button shows generic text like "Checkout" or "Continue" without displaying the total amount
- You're running Shopify, WooCommerce, or similar platforms with customizable cart templates (basic HTML/CSS knowledge helpful)
- Your store processes 100+ orders monthly with average order values above $30 where price transparency significantly impacts purchase decisions
For Shopify stores, this typically takes 30-60 minutes to implement across themes.
- Navigate to Online Store > Themes > Actions > Edit Code in your Shopify admin
- Locate your cart template file (usually
cart.liquidorcart-drawer.liquidfor drawer carts) - Find your existing checkout button code and replace the button text with dynamic total display
- Add this code structure:
<button class="checkout-btn">
Checkout - {{ cart.total_price | money }}
</button> - Style the button to ensure the price is clearly visible with sufficient contrast ratio (4.5:1 minimum for accessibility)
- Test on mobile devices ensuring the full text fits within button width - consider shorter text like "Pay {{ cart.total_price | money }}" for narrow screens
- For subscription products, include both initial and recurring amounts: "Start Trial - $9.99/month"
Mobile considerations: Ensure minimum 44px touch target height and test button text doesn't overflow on screens below 375px width.
- Cart-to-checkout conversion rate: Expect 5-15% improvement within 2-3 weeks of implementation
- Checkout abandonment rate: Look for 8-20% reduction in users who click checkout but don't complete purchase
- Average time on cart page: Should decrease by 10-25% as users make faster decisions with clear pricing
- Cart page bounce rate: Monitor for 15-30% improvement using Google Analytics or your platform's built-in analytics
- AVOID: Displaying pre-tax amounts when taxes are calculated at checkout - users feel deceived when final price increases
- BEST PRACTICE: Show estimated total including taxes/shipping or clearly label as "Subtotal" if taxes aren't calculated yet
- AVOID: Making the button text too long on mobile devices causing text to wrap or get cut off
- BEST PRACTICE: Use responsive design with shorter text variants like "Pay $89.99" for screens under 400px
- AVOID: Forgetting to update button text for empty carts or during loading states
- BEST PRACTICE: Include fallback text and loading states to prevent displaying $0.00 or broken price formatting
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