Here’s some good advice from the Bob Bly Direct Response letter:
***Have only one call to action on your landing page***
Make sure your landing pages have only one call to action each.
You don’t want to confuse visitors with the opportunity to
subscribe to your mailing list and purchase a product on the
If your goal is to get mailing list subscribers, then make the
page’s call to action the opt-in form. Sell them a product in
your next series of e-mails. If your goal is to get the visitor
to buy, then make the page’s call to action an Add to Cart
Source: Pinpointe white paper, “Conversion-Optimized Landing
Have YOU ever come across a web page that asked you to go here, do this, and read that until you simply couldn’t decide what to do and left?
I have – and I usually just leave!
So think about the purpose of each of your web pages – and include one call to action that coordinates with that purpose.