📊 Live DACH friction benchmark · public data + open API · See the data →
Behavioural Intelligence Platform

Your analytics show what.
We tell you why.

Most store owners see the drop-off in their dashboard but never understand the reason. Frictionless maps the 7 psychological friction points stopping your customers from buying — one per WHY category, each with store-specific evidence and the exact fix.

or see a demo report
✓No login required
✓Results in 60 seconds
✓Any e-commerce store
✓Based on Baymard research
7 friction points detected · Score 34/100
🧠 Trust Deficit detected
frictionlessai.net/report/yourstore
yourstore.myshopify.com
WHY Report · April 2026
34
/100
Critical
#1
Trust Deficit: no risk reversal near price
Critical
Loss aversion — fear of losing money to an unknown store outweighs desire for the product.
✓ Fix: Add "30-day returns" below price — before ATC button.
#2
Friction Anxiety
High 🔒
#3
Decision Paralysis
High 🔒
#4
Value Ambiguity
Medium 🔒
#5
Urgency Absence
Medium 🔒
#6
Mobile Friction
Medium 🔒
#7
Price Resistance
Low 🔒
Platform stats
23
friction patterns
7
WHY categories
—
stores audited
60s
to your report
€29
one-time report
Behavioural diagnosis

Find out why your customers don't buy

Paste your store URL. We scan your pages in real time, match against 23 known friction patterns, and identify all 7 psychological mechanisms costing you conversions — each with store-specific evidence.

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Your store URL
✓ No login
✓ No credit card
✓ Any store
✓ 60 seconds
Fetching store
Trust signals
Checkout flow
Payment gaps
Behavioural score

—
/100
🔓 Unlock Issue #2 — Free
See the next friction point killing your conversions
Enter your email to unlock issue #2 instantly. Issues #3–#7 + fixes + the full behavioural breakdown are in the complete report (€29).
No spam. Unsubscribe anytime. Used only for your weekly score update.
🔒 Secure via Stripe⚡ Instant access🧠 Psychology-backed

or

Uses live store data · more accurate insights · same price

The WHY Framework

7 reasons customers
don't buy — mapped
to cognitive science

Every abandoned cart maps to a psychological mechanism. We detect all 7 on your store — with evidence from your actual pages — and tell you exactly how to fix each one.

🛡️
Trust Deficit
Credibility gap
Missing social proof, trust badges, or return policy. Visitors won't risk money on an unknown brand.
🤯
Decision Paralysis
Paradox of choice
Too many options, unclear differentiation, or competing CTAs overwhelm visitors into inaction.
😰
Friction Anxiety
Loss aversion
Forced account creation, hidden costs, or a painful checkout makes effort feel greater than reward.
❓
Value Ambiguity
Weak central argument
Features listed without benefits. Visitors can't answer "why should I buy this?" — so they don't.
⏰
Urgency Absence
Temporal discounting
No scarcity signals mean visitors defer. "I'll come back" almost always means never.
📱
Mobile Friction
Effort heuristic
60%+ of traffic is mobile. Every extra tap disproportionately kills conversions.
💶
Price Resistance
Reference price theory
Without anchoring, the price feels arbitrary. Visitors compare to nothing — and assume it's too expensive.
70%
of shoppers abandon their cart — most due to friction, not lack of intent
Baymard Institute, 2025
35%
average conversion uplift potential when checkout friction is systematically addressed
Baymard Institute, 2025
48%
abandon because of unexpected costs shown only at checkout
Baymard Institute, 2025
15%
conversion uplift from placing reviews next to the Add-to-Cart button
Spiegel Research Center
How it works

From URL to action plan
in 60 seconds

01
Enter your store URL
We scan your public pages in real time — homepage and product pages. No installation, no access to private data required.
02
Get your Behavioural Score
See your Frictionless Score out of 100, the top friction point on your store, and preview the other 6 — free with your email.
03
Unlock the full WHY Report
€29 one-time. All 7 insights with evidence, specific fixes with tools & placement, uplift estimates, and PDF export.
What's in your report

Not a checklist. A WHY diagnosis.

7 store-specific insights — one per WHY category, generated from signals detected on your actual pages. Grounded in 25+ years of Baymard Institute research.

🔍
Store-specific evidence
Every friction point backed by 2–4 concrete signals detected on your actual pages — not generic advice.
🧠
The psychology behind it
Each issue maps to a cognitive bias — Kahneman, Cialdini, Baymard — so you understand why it costs you customers.
📈
Conversion uplift estimate
Per-insight estimate of CR lift range, grounded in Baymard Institute research on comparable fixes.
⚡
Exact fixes, not vague tips
Specific tool + exact placement + measurable target. Implementable today without a developer.
📊
Priority ranking
All 7 friction points ranked by behavioural impact — so you always know what to fix first.
🔄
Weekly re-scans (Shopify)
Connect via Shopify for weekly automated re-scans, score tracking, and email alerts.
The science behind the score

Built on peer-reviewed
behavioural research

Every friction point Frictionless detects maps to a validated psychological mechanism. This isn't opinion — it's decades of published work, operationalised into a scoring engine.

Prospect Theory
Daniel Kahneman
Nobel Laureate in Economics · 2002
Loss aversion
Humans feel the pain of losing something roughly twice as strongly as the pleasure of gaining it. In e-commerce, this means checkout friction, hidden fees, and missing return policies feel like losses — and they kill conversions.
In Frictionless: Powers the Friction Anxiety and Trust Deficit categories.
Influence
Robert Cialdini
Professor Emeritus · Arizona State University
Six principles of persuasion
Social proof, scarcity, authority, reciprocity, commitment, and liking drive purchasing decisions far more than product specs. Stores that ignore these principles compete on price alone — and lose.
In Frictionless: Powers the Urgency Absence and Value Ambiguity categories.
Checkout UX Research
Baymard Institute
25+ years of large-scale usability testing
The 70% abandonment rate
Baymard's meta-analysis of 50+ studies shows 70.19% of carts are abandoned — and most of it is preventable friction. A 35% conversion uplift is achievable when this friction is systematically addressed.
In Frictionless: Powers every severity score and uplift estimate.
Simple pricing

One report or ongoing intelligence

Start with a diagnosis. Upgrade when you're ready.

One-time Report
€29
one-time
Full behavioural analysis. All 7 store-specific friction points with psychology and fixes.
  • ✓All 7 WHY friction points — one per category
  • ✓2–4 concrete evidence items per insight
  • ✓Psychology explanation per issue
  • ✓Exact fixes with tools & placement
  • ✓Per-insight uplift estimate
  • ✓Behavioural score breakdown
  • ✓Decision Autopsy narrative
  • ✓Friction Journey Map (5 phases)
  • ✓PDF export + shareable link
Find my friction points →
Most popular
Shopify Monthly
€49
/month
Continuous behavioural intelligence. Weekly re-scans, score tracking, and alerts.
  • ✓Everything in One-time Report
  • ✓Weekly automated re-scans
  • ✓Score trend over time
  • ✓Email alerts on score change
  • ✓Live Shopify API data
  • ✓Psychological Heatmap
  • ✓7-day free trial
  • ✓Cancel anytime
Who built this
E
Enrico Böker
Founder · B.Sc. Business Psychology
I'm building the first public behavioral benchmark of DACH e-commerce — automated friction analysis of public-facing pages, dataset growing weekly. The same 7 psychological friction patterns appear again and again, and most store owners have no idea they exist because standard analytics only show what happened, never why.

My bachelor's thesis was on FOMO and consumer behavior in e-commerce. Frictionless is the tool I wished existed when I was doing that research. Every insight is grounded in Baymard Institute data, Kahneman's loss aversion framework, and Cialdini's influence principles.
Live · growing weekly

DACH Behavioral
Score Index

We're building the first public behavioral benchmark of DACH e-commerce. Methodology: automated friction analysis of public-facing pages. Dataset growing weekly. See where your store fits — and where competitors stand.

Explore live data → API & methodology
—
DACH Average
Score / 100
—
Score Critical
of audited stores
—
Score Poor
of audited stores
—
Stores Audited
in research dataset
FAQ

Common questions

Every full report contains exactly 7 store-specific friction points — one per WHY category (Trust, Friction, Clarity, Value, Urgency, Mobile, Pricing). Ranked by behavioural impact. Each with 2–4 evidence items, the psychology behind it, an exact fix, and a per-insight uplift estimate.
Hotjar and GA show you what users do. Frictionless tells you why they drop off, mapped to the specific psychological mechanism. It's the layer on top of your analytics that explains the data.
Every insight is generated specifically for your store based on what we actually detect — not a template. We cover all 7 psychological friction categories systematically, with evidence from your actual content.
No. The diagnosis works on any public store URL — no installation, no login, no credit card.
All 7 insights with: the psychological mechanism, 2–4 evidence items, exact fixes with specific tools and placement, per-insight uplift estimates, Decision Autopsy narrative, Friction Journey Map, and PDF export.
Yes. One payment, one full report. No subscription, no hidden fees. Weekly rescans available as €49/month Shopify subscription with 7-day free trial.
Yes. Works on any publicly accessible e-commerce store — Shopify, WooCommerce, Wix, or custom builds.
Yes. Frictionless ships with a public REST API and a fully documented methodology at /developers. Free tier, CORS-enabled, rate limited at 60 req/min/IP. Aggregate benchmark data available at /api/v1/benchmarks.