Quantitative evaluations of friction within a customer experience may be provided to reduce abandonment and improve conversion of transactions. One or more transactions may be identified. One or more personas corresponding to the one or more transactions may be identified. One or more customer friction factor (CFF) scores corresponding to the one or more transactions may be determined. A given CFF score may be a quantification of an aspect of a given transaction that has a negative impact on a customer experience associated with the given transaction. The one or more CFF scores may be compared with one or more valid comparisons relating to the same industry and the same transaction type. One or more friction points may be identified based on the comparison of the one or more CFF scores. Addressing a friction point may reduce abandonment and improves conversion associated with transactions.