When making a reservation, the secondary CTA isn't to 'cancel', but to "Check Your Booking". This subtly calms hesitation, with a much lower risk next step.
Importantly, this is still a forward step.
i.e., a CTA for "compare prices with other hotels" introduces more options. It may put the user off.
But this funnels hesitant users into a modal that has a "Book now" CTA.
Crouton uses the iPhone's camera to offer hands free navigation. You can wink to flip through the recipe steps or open your mouth to view the ingredients list.
While scrolling down the homepage, you'll occasionally be reminded about the silent benefits of your YouTube Premium subscription.
Zepto adds tags to local vegetables, herbs and fruits. This creates a halo effect around their health, nudging users to purchase.
Creme prompts the user to share photos as the last step in a recipe.
The Financial Times' 404 page lists "economical satire" to justify the missing content.
Slack will warn you if your SlackBot's text contrast is too low, and then confirm when it is readable.