The key here is analytics. You need to segment real, valuable users from drive-by, curious, or detrimental ones. Then you need to make changes that maximize the real users and weed out the bad ones. That may be as blunt as demanding a credit card up front — a sure way to reject curious users who don’t have any intention of committing or paying. Or it may be a subtler approach, such as not trying to reactivate disengaged users once they’ve been gone for a while.
