2) Keep to a single CTA per page
The "choice paradox" suggests that too much choice leads to indecision and ultimately lower conversion. Having a high level objective is one step, but if you then offer 20 different ways to achieve that objective, users are likely to become overwhelmed and bail. A useful metaphor is to think of your CTAs as tennis balls you're throwing to your audience. One ball and the likelihood is they will catch it, two balls? Maybe. Three? Four? Ten?
Ideally, a single, primary CTA on any one page or content piece will be the most effective. In practice, this can be hard to achieve, getting an entire team to align on what should be the single purpose of a website will almost always prove challenging. But it's a worthwhile aim to aspire to. Having secondary or tertiary options for when the primary CTA isn't applicable is fine. Do however, ensure there is a clear hierarchy of importance. You can also change priority on different content pieces, this allows you to empower users with control, without overwhelming them.