What does a dead click cost?
Most tools tell you where visitors get stuck. MousePlayer tells you what that place is worth - measured in the money that actually moved through it, not projected from an assumption.
1. Why "lost revenue" is the wrong number
The obvious way to price friction goes like this: take the average value of a successful session, multiply it by the frustrated sessions that did not convert, and put the result on a dashboard.
That is a model, not a measurement. It assumes the frustrated visitors would have converted at the same rate as everyone else without the friction. Nobody knows that. And a number built on that assumption disappears the first time a customer checks it - together with their trust in every other number on the page.
A figure you cannot defend in a meeting is worse than no figure at all. It only has to be questioned once.
2. What we report instead: value at risk
MousePlayer reports the goal value that actually flowed through visitor-days which hit friction at a given place. One line looks like this:
Every part of that line is countable. Forty-seven visitor-days hit a dead click on the checkout page. Those same visitor-days carried 1,240 EUR of goal value. Fifteen of them reached a goal at all - well below what this project usually manages.
Nothing here is extrapolated. You can re-derive it from your own database, and that is the point.
Why visitor-days, not sessions
Goal value is attributed per visitor and per day. Counting it per session would double it as soon as somebody comes back the same afternoon - and with frustrated visitors, coming back is the common case, not the exception.
Currencies stay apart
A shop selling in EUR and PLN gets two figures, never one sum. Adding them would produce a number with no meaning, and it is exactly the kind of number that looks authoritative on a slide.
3. The loudest place is not the most expensive one
This is the part that surprises people, and it is why ordering friction by signal count quietly misleads. On a real project we compared both orderings over the same period:
| Ranked by friction signals | Ranked by value at risk |
|---|---|
| 1. a tool page (202 signals) | 1. the blog index |
| 2. the English landing page | 2. a localised blog index |
| 3. the blog index | 3. another localised index |
Only two of the top five entries appeared in both lists. The page with the most friction signals ranked seventh by money. A team working the first list top-down would have spent its week on the cheapest problem it had.
A tool that ranks by signal count cannot show you this, because the information is not in the ranking it produces.
4. How to read the rate next to the money
The amount tells you how much is exposed. The rate tells you whether the friction is actually hurting.
- Rate clearly below the project average. Visitors who hit this place convert worse than the rest. This is where to look first.
- Rate at or above the average. The friction is real, but it is not stopping anyone. A rage click on a page that converts fine is an annoyance, not a leak.
- No rate at all. Shown as a dash, never as zero. Zero would mean "nobody converted"; a dash means "we cannot tell yet".
The comparison is against your own project average, not an industry benchmark. Your visitors are the only relevant baseline.
5. What you need for it to work
Two things, and only the second one takes any effort:
- The tracking snippet. Rage clicks, dead clicks, JavaScript errors and frantic mouse movement are detected automatically - nothing to configure.
- At least one goal with a value. Define what a conversion is worth in your project settings. Without it you still get the friction map; you just do not get the money column.
Goals can be a URL, a custom event, or a funnel step. If you already send purchase events to GA4 or a tag manager, the bridge picks them up.
Every plan includes it
There is no separate tier for this. Plans differ in volume and retention, never in which analyses you may run.
6. What it deliberately does not do
- It does not claim causation. "Money that moved through visitors who hit friction here" is not the same as "money this friction destroyed" - and we do not print the second sentence.
- It does not forecast. There is no "fix this and gain X" estimate, because that estimate cannot be checked.
- It does not add currencies together. Ever.
Every figure on the card can be traced back to rows in your own data. If a number cannot survive being recalculated by the person reading it, it should not be on the screen.