Action overload happens when website visitors come across many different calls to action on a SaaS page. There’s a special emphasis on different. By ‘different,’ I mean that the CTAs on one page lead to separate actions and assets. Here are some examples of these actions and assets:
There’s nothing wrong with these CTAs. But there’s a problem when SaaS companies use multiple, different CTAs on one page. It gets worse when CTAs require people to do the work themselves—like reading through loads of implicit materials to identify the product’s value.
For example, instead of getting specific use cases and features right off the bat, visitors have to click on CTAs to access info-dense assets that don’t explicitly state what they need.
Note that there’s also a difference between pipeline CTAs and content CTAs.
The first ones focus on getting people to enter the pipeline, whether through signing up or requesting a demo. The second one focuses on nudging people into ‘consuming content.’ It can be reading guides, browsing template gallery, exploring case studies, and more.
It’s worse when your SaaS page is packed with content CTAs.
Overloading a page—especially the homepage—with actions may backfire. Here’s why:
So keep it simple, especially on pages that may convert visitors. Identify the one or two pipeline CTAs that are key to business growth and avoid overloading the page with additional CTAs.
