Anyone who has watched Chef Gordon Ramsey walk into a struggling restaurant will see that one of his standard ‘tricks of trade’ is to simplify the menu. He outlines the reasons very quickly. The customer doesn’t want to know how many things you can cook they want to know what is your recommendation today.
The problem with a confusing menu is that it is more about our head rather than than the consumers. We have a hundred ideas for our business but the customer is trying to decide between three options. Lets help keep the customer’s job easy so that can buy quickly. They have a need and anything we put in the way is a barrier to their satisfaction.
The menu system of any website is pivotal to its success. Often we throw more thinking at colours and graphics which may seem right to the heart but often it stuffs up the head. Visit any website for the first time and you will be asking yourself a number of questions in the first 300 micro-seconds after arrival.
- What is this website for?
- What can I do here?
- How do I find what I want?