The phrase “Buy Now” might be quietly costing you thousands in lost revenue – and it’s the default on 90% of ecommerce stores.
Most brands think CTAs are just about action verbs. But conversion isn’t driven by commands – it’s driven by psychology. Nir Eyal, author of Hooked, explains that behavior change starts with a trigger, not an instruction. When your CTA skips the emotional or situational cue, it fails – no matter how loud or colorful it is.
Let’s break down the 7 biggest CTA mistakes I learned from Nir Eyal – and what to say instead.
1. You’re Using Generic Action Words Instead of Emotional Language
“Buy now” is flat – it commands, but it doesn’t connect.
According to Nir Eyal, emotional triggers drive behavior far more than logic. When a CTA evokes desire, relief, or curiosity, it nudges the user forward.
Allbirds saw increased engagement when they switched from “Shop Now” to “Find Your Fit” – a phrase that paints a personal outcome. Great CTAs tap into identity, not just action.
Swap boring commands for emotionally charged benefits.
2. You’re Hiding Your CTA Below the Fold Without Creating Scroll Momentum
If your CTA isn’t visible, it might as well not exist.
Here’s the thing – most users decide whether to scroll in under 2 seconds. And without progress cues, anchor links, or sticky buttons, they’ll never reach your offer. Eyal teaches that people follow habits, not commands – meaning your design must guide them forward.
Every scroll should feel like progress, not effort. If the scroll isn’t intentional, the click won’t happen.
3. You’re Letting Your CTA Compete With Everything Else on the Page
Your CTA isn’t the hero if it’s drowning in distractions.
Visual clutter – banners, carousels, 10 other buttons – creates “cognitive load,” making action harder. Nir Eyal calls this decision fatigue, and it’s a conversion killer.
Want clicks? Use contrast, whitespace, and hierarchy to create focus. When the CTA is the only obvious next step, users take it.
Simplicity sells – distraction kills.
4. Your CTA Talks About You Instead of Them
“Start Your Free Trial” outperforms “Our Free Trial is Available” every time.
Why? Because it centers the customer, not the company.
Eyal emphasizes that users only engage when they see themselves in the behavior. Switch from “Download Our Guide” to “Teach Me How to Grow My Store” – and watch your conversions jump.
Your CTA isn’t about your offer. It’s about their outcome.
It’s not what you offer – it’s what they gain.
5. You’re Asking for Too Much, Too Soon
High-commitment CTAs kill conversions.
Nir Eyal’s model shows that small wins lead to habit formation – and big conversions. That means every CTA should feel like a low-stakes “micro-yes.”
Instead of “Subscribe Now,” test “Show Me How It Works.” Instead of “Buy Now,” try “Start With a Free Sample.”
The goal is momentum – not pressure. Reduce friction by asking for less.
6. Your CTA Doesn’t Match the Customer’s State of Mind
Not every visitor is ready to buy.
“Claim Your Bonus” works for loyal fans – but confuses first-timers. Nir Eyal explains that triggers only succeed when they match internal motivation. So if someone’s just meeting your brand, offer clarity: “Learn More,” “See How It Works,” “Compare Plans.”
Meet them where they are – not where you wish they were.
Right message. Right time. Real results.
7. You’re Guessing Instead of Testing
If you’re not A/B testing your CTAs, you’re leaving money on the table.
What you think works might be underperforming by 30% or more. Eyal built his entire framework around testing behavioral loops – not assuming them.
Try “Start Free Trial” vs. “Get Instant Access.” Let the numbers decide. Not your gut.
If you’re not testing, you’re guessing… and guessing costs sales.
Conclusion
Most brands don’t have a traffic problem. They have a CTA problem.
Nir Eyal’s research makes it clear: conversions happen when triggers, emotions, and context align. You don’t need a new funnel. You need smarter words, simpler asks, and timely triggers.
Because when every CTA feels like the next obvious step, conversions stop being accidental – and start becoming inevitable.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.