Why your landing page needs a secondary CTA (and where to put it)
A single CTA can leave money on the table. Smart placement of a secondary CTA boosts conversions by 15-25%.
The classic advice is one CTA per page. But when you serve different buyer personas — say, a developer evaluating your API and a VP of Engineering making purchasing decisions — one CTA often misses half your audience.
We studied 20 high-converting B2B landing pages and found that a secondary CTA (like "See documentation" or "Talk to sales") placed after the second benefit block increased overall conversion by an average of 22%. The key is positioning: the secondary CTA should not compete with the primary. Place it below the fold, after you've built value.
In our own templates, we include a secondary CTA by default. You can toggle it on or off, but we recommend keeping it. Test it for two weeks — you might be surprised how many visitors click through to a demo instead of bouncing.