The idea
A base price with additional fees can look cheaper than the amount eventually payable. Show the full price clearly before the customer commits, keep fee information visible, and test both completion and complaints. Assess applicable display requirements separately when implementing a commercial offer.
Use it thoughtfully
- Show one all-in price on the first screen.
- Remove fees that appear only at checkout.
- Check consumer-protection rules on price display.
An example
ILLUSTRATIVE EXAMPLE: An app replaces 'Rp 45,000 + fees' with 'Rp 50,000 all-in' and tracks checkout drop-off and complaints.
A question to try
Is the first price a customer sees the price they finally pay?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.