Prioritise Windows EXE on download page
As per LP#1645020, the EXE is generally the better option for new Windows users.
As mentioned by @ede123:
For now my recommendation would be to advertise the .exe installer for normal end users (as it also has some other advantages like better component selection and smaller file size), but keep the MSI installer for professionals requiring the features and/or reliability of the standardized MSI format.
The other options (e.g. MSI, 7z) should be moved to the bottom with links in plain text instead to deemphasise them.