You can improve conversions by eliminating choice.

We have all come across websites where the hero section (top of the page — first fold) looks something like this:

Or a CTA block that looks like this:

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Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store