The phenomenon that scholars call “the paradox of choice” comes into play : the more options you offer people, the more difficult it will be for them to make a decision and act.
Imagine offering users a discount code in exchange for their contact information to generate leads . If on your landing page, in addition to the contact collection form, you amazon data also invite your users to visit the blog, buy a product on offer and watch the latest video released on your Instagram profile... well, you are gradually decreasing the possibility that users will leave you their contact information and download the discount coupon.
Why? Simple, you have diverted their attention from your main goal.
This is the basic fundamental concept for creating an effective landing page: too many choices can overwhelm users , causing a sort of block and leading them to not act at all.
They will not download the coupon, they will not buy the product, they will not go to watch the video on Instagram.It is very important to focus on a single call to action - which in marketing we call Call to Action (CTA) - rather than dispersing the user's attention on 3 or 4. As you can see in this example, the only button is "GET THE COUPON"
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