Call to action buttons are something that are sometimes taken for granted. However, when they are used well can be huge money makers. On an interview I did once I was asked about Call-to-Action buttons. What my thoughts were and what I take into consideration when creating them. Up until that point I didn't really understand what he meant. At that time I put as much thought into the call to actions as it took to make a button pretty and visually appealing. If I am not mistaken I told him some gibberish about color. Since then I have done a lot more reading and have gained a much better understanding for what he was asking me.