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Layer 05 · Decision Confidence™ · Signal 5 of 5

Decision Friction

What prevents customers from saying yes?

Decision Friction measures the obstacles, confusion, hesitation, and purchase barriers that prevent customers from saying yes.

What it measures

The signals inside Decision Friction

Checkout Friction
Information Gaps
Confusion Points
Hesitation Triggers
Purchase Barriers
Why it matters

Why Decision Friction matters

Every unnecessary step or unanswered question is a chance to abandon. Reducing friction protects the sale you were recommended into.

In the framework

Decision Friction is one of the five signals of Decision Confidence, Layer 05 of the AI Commerce Intelligence Framework™. Decision Confidence is the last layer before purchase: a recommended business can still lose the sale here.

Other Decision Confidence signals
Trust Signals Clarity Proof Risk Reduction Decision Friction
Part of the framework

Where this fits

Decision Friction is a signal of Decision Confidence, Layer 05 of the AI Commerce Intelligence Framework™, the layered model for how AI systems discover, understand, trust, recommend, and route customers to businesses.

← Back to Decision Confidence The full framework Scoring methodology Vocabulary: Decision Confidence

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