If you’re not sure where to start, looking at major ecommerce websites and borrowing techniques that seems consistent across many of them is a safe place to start. This is because major websites test their designs over and over again to find out what generates the best results. Some of their techniques can be borrowed for your website, but obviously should be paired with unique design elements like the iconography and imagery standards of your business.

It’s important that you do not have more than one primary call-to-action per page. Secondary calls-to-action are good to have as another choice when a user is not quite ready to commit to the primary goal completion, but should be positioned in such a way that it is used but doesn’t detract from the main goal of a page.

For example, they may be willing to download your software demo, but not ready to purchase your software. Rather than lose visitors, keep them on your website for a few more minutes by offering them secondary options.