Landing Pages Tested: How does having more than one objective to a page affect its performance?

Which will perform better, a landing page that has one clear objective or one that has multiple objectives? As marketers, we are continually faced with the dilemma of determining what to show customer prospects when they arrive at our sites. Should we present them with just one offer or option, or give them several and let them choose? What if I have what they want, but fail to show it? Do customer options and distracting page elements cause confusion? In this brief, we use recent research with real-world companies to illustrate 5 fundamental principles of landing page clarity that you should use to maximize conversion.