I would click the button and continue on that page. It's clearly deceptive, and certainly I do not get the impression that I would be signing up to a monthly fee - just a one-off.
The eye is focussed on the "continue checkout" button and the information directly above it. The customer is urged to think about shipping options, not VIP membership.
Don't believe it's deceptive? Why not put a giant "VIP a monthly fee" line just above the Continue Checkout button, and see the change in sign-ups.
The eye is focussed on the "continue checkout" button and the information directly above it. The customer is urged to think about shipping options, not VIP membership.
Don't believe it's deceptive? Why not put a giant "VIP a monthly fee" line just above the Continue Checkout button, and see the change in sign-ups.