How to make visitors to your web site stay on your site--and, ultimately, contact you or buy something--is a marketing topic all organizations wrestle with.

A big reason reason for high bounce rates, according to Qualaroo, a maker of converstion-rate software based in Costa Mesa, Calif., is that company web pages typically have too many calls to action. And too many calls to action tend to mean that your organization has a larger problem: You're unsure what your top marketing "ask" should be.

What to do? asked this question of Sean Ellis, who was the marketing leader at DropBox and LogMeIn before becoming the chief executive officer of Qualaroo, whose clients include Amazon, Intuit, and Groupon. Here's a recap of his answers. Often a company's web page, or many pages, will have too many calls to action. What's going on?

Ellis: Conversion-rate optimization on the home page can be a nightmare because of competing priorities in the business. Maximizing conversions might not even be an important priority for some people in the business. Smart marketers will often try to route traffic through landing pages where the rest of the company is a lot less opinionated on what goes on those pages. If companies are not able to prioritize their objectives, then the outcome is often lots of competing calls to action. How can a management team narrow those calls to actions to one top priority?

Ellis: The key questions a management team should ask to determine priorities are:

1. What are my existing and prospective customers trying to accomplish when they visit a page?

2. What challenges do they experience when they hit the page?

3. What is my desired action for a visitor to take? A first-time visitor desired action should be the path that leads them to becoming a loyal customer.

4. How can I focus on 1-3 and still take into consideration the needs of different constituencies (such as brand identity)?