The "Call to Action", or CTA, is the ignition button for your website or digital marketing campaign. If the CTA is not utilized by your audience, no conversion is started and the project's mission is not successful. Making the CTA a bright, shiny object that your audience can not help but click on is an absolute must to initiate a trip through the conversion funnel. below are some tips and strategies for creating effective CTAs:

• Choose the right color for your CTA button - There is some evidence that suggests that orange is the color that is most effective in getting a CTA button noticed and utilized. Also, each red and green colored CTA buttons have tested well. Depending on the context, each color has converted best when tested head to head. The takeaway? Test, test, test! Conduct A/B testing for different color CTA buttons and with varying font colors for the content on the button.
• Context around your CTA is important - to many people, a CTA can represent a commitment or the creation of an obligation. That sense of potential liability can be enough to keep them from moving forward. Effectively addressing that near-fear of being obligated can go a long way toward removing barriers between your visitors and conversion. Using verbiage such as:
  
  
  • Cancel anytime
  • No obligation trail
  • 100% money back guaranteed
  • No questions asked satisfaction or your money back

around your CTA may enhance its effectiveness.

• Choose the right verb for your CTA - Taking action is what a CTA is about and to encourage action, an effective verb is important. Think about the difference between the following: "Start your free trial" and "Claim your free trial". Which would be more likely to move you forward. Does "Start your free trial" suggest obligation - as in you will be starting something that may later require a cost from you? Does "Claim your free trial" suggest that you are currently missing something to which you are entitled?
• Test, test, test! If we have not emphasized it enough in this article, testing is an absolute necessity in creating the most effective CTA possible. P.I.T.O (Plan, Implement, Test, Optimize) applies even when a CTA is working well.

Convincing your website's or other digital communication's audience to take action is the element that ultimately determines if your marketing effort is successful or if it is not. A perfectly planned campaign with a lousy CTA is likely not to be effective. Using the above tips will help to assure that your visitors push the ignition button to start your conversion engine running,