Remove choice to help making decisions easier

We are more likely to make a decision when there are fewer options to choose from.

Giving users too many options, you risk overwhelming and confusing them with choice.

For a call-to-action to be as effective as possible, it needs to both stand out, but also to be the main focus on the page for the users to engage with.

If you find yourself in a situation, where you do need to offer more than once choice, help users out by prioritizing one option over others. Consider doing this smartly by listening to the users operating system (mobile vs desktop, mac vs pc, etc.) to tailor a reduced palette of choice that makes sense to the individual user.