The guideline
Show a price on every item in the list, including items that are out of stock, on pre-order or configurable — where a single figure is impossible, show the range or the starting price and label it as such ("from ..."), rather than leaving the slot empty or replacing it with "See price". Where products in the same list come in different pack sizes, weights or volumes, show a normalised unit price beneath the item price — per 100 g, per litre, per item — using the same unit for every product in that list. Where a promotional price applies, show it with the previous price and let both be read at a glance.
Common failures
- Product cards in your category and search result pages do not display prices, forcing visitors to click through to individual product pages or take extra steps to discover cost information before making a purchase decision.
Where it applies
Pages
Industries
Disciplines
Devices
Why it matters, how to fix it, and the research behind it
Rubric's full guide adds the reasoning, the fix and the sources for this check, and checks your client's pages against it and hundreds of others. Findings come back worst first.