The rules of the honest checkout

The price you set already includes taxes and is the one charged. Nothing is added by surprise in the last step. The summary shows the total, the discount if there is one and what each extra adds before paying.

Order bumps always appear unticked. The boxes to receive your emails or WhatsApp messages also come unticked. The buyer decides what they add and what they accept.

The thank-you page offer is only charged if the buyer clicks its button, which says the amount. Closing the page or letting time pass never charges it.

If your product has a guarantee, checkout shows it with its days. Within that period, the buyer gets their money back with no questions. Knowing it before paying gives them the confidence they lacked.

You can add your colour, your logo, an image, testimonials and your questions. The order of the blocks is always the same, because it is designed for the buyer to understand what they pay for. The colour needs a contrast of 4.5:1 with the button's white text. Customise your checkout explains it.

If you announce that a price ends, make it end. Use a coupon's expiry date or archive the launch offer when it finishes. Countdowns that start again or seats that never sell out reduce trust.

• Your products have their default offer and their links.
• You have a coupon with its discount link.
• Your main product has an extra and a follow-up offer that fit.
• Your next campaign has its funnel.
• Your sales page has an A/B test running or already decided.
• Your checkout carries your brand and your testimonials.
• What you announce in your campaigns is what happens at checkout.