How to make subscription activation a pain
When we engage with a web application, the interaction is something like a conversation.
A click is not unlike asking a conversational partner a question. We expect confirmation that the listener heard the question (a head nod, a verbal cue) and some sort of answer. Even if the answer is “I don’t know.”
This leads to a key heuristic for web (and mobile) design: making system status visible. That’s a fancy/engineering way of saying that applications need to provide feedback, to respond after we, figuratively, ask a question.