“CTA has to really communicate the free value if it's available so that it's just more comfortable to press that button — if you have a more comforting motion like definitely make sure to have that on the CTA.”

CTA must say "try free" — "buy now" kills free-trial conversion

Users are conditioned to fear accidental charges. When a paywall says "buy now" below copy that promises a free trial, the mismatch creates hesitation and killed conversion in Microsoft's tests. The CTA must mirror the offer — "Try free for 1 month" removes the friction that stops people clicking even when they want the product.