1. Checkout too long
Detected in 72% of e-commerce auditsMandatory account creation, too many steps, duplicate information requests. Each extra step costs conversions.
Most common frictions in E-commerce funnels
70% of e-commerce carts are abandoned before payment. Most of these drop-offs are avoidable with simple fixes — if you know where to look.
Top 4 frictions in E-commerce
2. Hidden fees revealed at checkout
Detected in 41% of e-commerce auditsShipping fees or taxes appearing only at the final step generate a 48% abandonment rate.
3. Product page without social proof
Detected in 39% of e-commerce auditsNo reviews, no customer photos, no visible guarantee. AI agents hesitate and leave.
4. Hard-to-see add-to-cart CTA
Detected in 55% of e-commerce auditsNeutral-colored button, poorly positioned or missing on scroll. On mobile, often below the fold.
Real-world example
A Shopify store had a 78% cart abandonment rate. The FunnelSense audit identified that the 'hurried' AI agent systematically dropped off at shipping: express delivery options weren't visible without scrolling. Fix: reordered delivery options. Result: -12 points abandonment.
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