Negative Emotions -> Procrastination -> Drop-off Instead of Purchase 🤯

💡Negative emotions impact us more than positive ones.
💡It’s an evolutionary trait — better to avoid a tiger than to risk finding a bit of food.

Anxiety leads to procrastination👇:

🧠 The limbic system of the brain says, "Don’t do anything unless you're SURE it’s SAFE."
Don’t act until ready -> Delaying actions🤔.

💡And let’s not forget: our brain HATES uncertainty.

Reduce uncertainty during onboarding:

✅ 1. Show that the person is in the right place (they’ll get what was promised in ads and on the App Store page).

✅ 2. Show what lies ahead (what steps the journey consists of and how the need will be met).

✅ 3. Address fears, especially if the person has already tried to solve the problem and failed.

✅ 4. Show that your product takes the user’s specific context into account ("Oh, this is exactly my situation—these folks are experts!")

🤓 P.S. A purchase is also a decision that causes anxiety by itself—reduce that anxiety:

✅ 1. Offer a short period at a low price 💸
✅ 2. Offer a full refund or trial 🔄
✅ 3. Compare the purchase to something insignificant —"It’s just a couple of cups of coffee, what's there to worry about? ☕☕"
✅ 4. Let the user choose their own price 💡