A call-to-action-or CTA, as it's often known-is deceptively simple. Typically, it's just a few words aimed at pushing a prospect towards a goal: "Learn More," "Watch Now," "Get Your E-book."

But an effective CTA can mean the difference between a new lead or sale and a lost opportunity: Michael Agaard of Unbounce called it the "tipping point between bounce and conversion." Get it wrong, and your visitor may be gone for good. Build a smart, sleek CTA and you've got an incredible opportunity to create brand ambassadors and convert sales.

But just how do you craft killer CTAs? Details matter when it comes to facilitating an interaction that converts.

To learn how to master the art of the CTA, check out the tips we've gathered, incorporating expert research and entrepreneurs' own personal experiences: