It’s amazing what little things cause users to get annoyed at a brand. Nothing degrades an opinion like having a website (or marketing email) with thoughtful expected actions.

Not to mention having metrics that make sense. You would think that actually knowing how many loyal users have would be important, but the antiquated sales model of get more sales is so independent from the long tail of customer loyalty that most companies fail in this category.

It would seem obvious to actually have metrics that are correct, but apparently “If we make it a little bit more difficult leave, they may stay” became pedestrian. Did any one really think that would work?