Creeping Costs

1 Basket
2 Details
3 Delivery
4 Payment

Your basket

Aura Portable Speaker

Wireless Bluetooth, 12hr battery, IPX5 waterproof

£29.99

Qty: 1

Your details

Alex Johnson
alex.johnson@email.com
07700 900123
M1 4BT
42 Piccadilly, Manchester

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Payment

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4242 4242 4242 4242 VISA
09/27
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Order summary

Aura Portable Speaker £29.99
Total £29.99

HIDDEN COSTS

What just happened

Advertised £29.99
You paid £47.83
+60%

Where the fees appeared

Basket Product price shown £29.99
Details Standard delivery +£5.99
Delivery Handling fee +£2.50
Delivery Packaging protection +£2.99
Payment Service charge +£3.99
Payment Card processing surcharge +£2.37

You didn't add anything. They just hadn't finished telling you the price yet.

Each fee was small enough to feel trivial. All of them were hidden until you'd already entered your address and card details. By then, walking away feels like losing. That's the sunk cost fallacy, and drip pricing is designed to exploit it.

StubHub's own experiments showed that hiding fees this way increased revenue by 21% and made users 14% more likely to complete a purchase.

Sucks, doesn't it?

We help businesses redesign their checkout flows, pricing structures, and fee disclosure practices. Not to reduce revenue, but to earn it honestly. Users who see the real price and still buy are worth more than users who only converted because they'd already typed in their card number.

We audit your checkout for hidden fees, drip pricing, and cost structures that rely on sunk cost rather than genuine value. Then we fix it. Your refund rate drops. Your trust signals improve. Your legal exposure shrinks.

The regulators are already moving. The EU mandates all-in pricing. The FTC treats hidden fees as deceptive. The CMA has enforcement powers it is increasingly willing to use. The businesses that get ahead of this are the ones whose prices meant what they said from the start.

Let's build that for you.

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