Some users are apprehensive about the possibility of being hacked, spammed, or deceived online. Consequently, they are reluctant to create accounts, subscribe to services, or share their credit card numbers.

Now, consider a free app that initially appears useful. Despite low ratings that should serve as a warning, the optimistic user decides to give it a try. However, the experience often turns out to be disappointing: forced downloads of unnecessary desktop apps, spam emails offering limited-time coupons, unwanted popup ads, or annoying browser add-ons.

Eventually, you decide to uninstall the app, only to find that you cannot delete your account from the desktop version; you need to install a mobile app instead.

As a result of these negative experiences, you become more cautious and pay closer attention to user comments. It’s unfortunate that a few bad tactics can tarnish the overall user experience. Remember, in the user journey model, Retention comes before Revenue.