Menus as Landing Pages


While at SES San Jose to speak about Landing Page Utopia I had stopped at In-N-Out Burger in Sunnyvale. Being an East Coast guy who does not frequent this establishment I was, as always, struck by the simplicity of their menu.

Certainly their menu helps optimize both the ordering process for customers and the fulfillment process for employees. It has a great layout as well (that I think I’ll actually try in the future as a template) . Many tenets of RAMP’s Landing Page methodologies are present here.

• Radical Simplicity
• Choice Reduction
• Perception of Ease

Think about how many times you’ve been overwhelmed with a menu. Generally that’s not a positive user experience. Lots to learn from thinking about your landing pages as a menu and how menus influence the order.

As a side note, I also was quoted in DM News the other day about John McCain’s landing page strategy. Not to play sides both campaigns could be doing much better with online conversion optimization and frankly with the ROI so important it’s amazing they are doing so little and almost negligent in their (non)use of technology.


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