Sheena Iyengar's famous jam study found that displaying 24 jam varieties attracted more browsers but generated 1/10th the purchases of a 6-variety display. The same dynamic plays out on landing pages every day. Every additional CTA, plan option, feature toggle, or navigation link you add gives the visitor another reason to defer their decision.
I've reviewed landing pages with 4 different CTAs above the fold, each leading to a different funnel. The page owner thought they were "meeting visitors where they are." What they were actually doing was asking every visitor to make a meta-decision about which decision to make before making any decision at all. Most visitors chose the easiest option: leaving.
The right number of choices
For landing pages: one primary CTA. That's it. If you absolutely need a secondary option, make it visually subordinate (text link, not button). For pricing pages: three plans, with one highlighted as recommended. For feature pages: group features into 3-4 categories rather than listing 20 individually.
The cure for choice overload isn't removing all options — it's creating a clear default. When visitors land on your page, there should be an obvious "most people do this" path. The highlighted pricing plan, the primary-colored button, the recommended option. Give people a default and most will take it.