What is friction actually costing you?

Most funnels lose money to psychological friction long before anyone notices. Enter a few numbers below to see roughly how much yours could be losing every month.

Monthly visitors to your funnel

Current conversion rate (%)

Not sure? Leave blank and we'll use the financial services average of 8.4%.

Average customer value (£)

First purchase, first funded amount, or first-year value, whatever a converted customer is typically worth to you.

Please enter your monthly visitors and average customer value to see your estimate.

Estimated monthly cost of friction

£0

Want the full breakdown by category, and exactly what to fix first?

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Add a native Form Block right below this Code Block, with just an email field, storage set to your "Email Campaigns" mailing list, and its redirect set to your breakdown page. See the setup notes for exact steps. Delete this placeholder box once your form block is in place.

This is an estimate based on published industry research, not your actual audit. The Friction Audit scores your funnel objectively across 160 assessment points so you know exactly which of these areas is costing you, and exactly what to fix.

See how the Friction Audit works

Estimate methodology: financial services average conversion rate of 8.4% (Zuko industry benchmarking, 2025/2026) used as a default where no rate is entered; potential uplift of up to 35% modelled on Baymard Institute's meta-analysis of checkout and funnel optimisation studies. Your actual friction score and priority fixes, by category, are only available through a full Friction Audit.

GET YOUR FULL BREAKDOWN

your next steps

You now know how much psychological friction is costing your business every single month. Now, it’s time to pinpoint exactly what’s causing that friction- no more guesswork!

The Friction Audit is a full-funnel consumer psychology audit that assesses your business across 160 points to identify exactly where you’re losing customers. You get an intuitive audit dashboard that shows you where your business scored on each point, which areas need fixing most urgently, and where your easy wins are.

BOOK YOUR FRICTION AUDIT

The research behind the calculator

8.4% default conversion rate: from Zuko's industry benchmarking data, which tracks form and checkout conversion rates across sectors. Financial services came out with the highest average conversion rate of any sector they track (8.4%, versus SaaS at 3.8%, for context). That's why it's used as the fallback.

Up to 35% conversion uplift from fixing friction: from the Baymard Institute, a UX research firm that's run large-scale checkout and funnel testing for over a decade. Their research states that fixing major checkout UX issues can increase conversions by up to 35.26%. This is the core assumption driving the £ estimate.

40% KYC form abandonment: fintech-specific research on Know Your Customer (identity verification) forms, which tend to see especially high abandonment because of their length and the sensitive information they ask for. I used this as supporting context for why financial funnels are particularly friction-prone, rather than as a direct input into the calculation.

The friction-point weighting (Trust Signals 20%, Cognitive Load 17%, etc.) is the least rigorous part, it's illustrative, based on published abandonment-driver research rather than a precise measurement. The two clearest data points behind it: security and trust concerns account for roughly 29% of self-reported abandonment, and form length or complexity accounts for roughly 27-37%, depending on the study.