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focus on the benefit, not the technology

Using QR codes is an easy way to connect with your customers and prospects. However, most of the time they are used from an ‘innovation’ perspective rather than being part of a mobile strategy.

Did you ever wonder why your QR code is not used, or is not leading to the expected results and goals? Probably, because your boss just wanted to step into the hype or your agency told you so. However, nor your site, nor your target audience was ready.

Is your customer QR ready?

Is your audience using smartphones in the first place? And are they familiar with QR codes? They might have no clue what other benefits they can offer them instead of just another commercial message. A study by Lab24 revealed that 60% of the interviewed people are not familiar with QR codes at all. Think about it when you want to include QR codes in your campaigns.

QR = Quick response

When using it in print, your QR code should offer added value to the ‘reader’; it must lead to valuable and useful content or services. Give the reader a good reason to scan your QR code AND make sure it’s also easy to use. Don’t send users to a landing page where they have to choose a language while the QR code was published in a Dutch magazine, for instance (yes, this happens). Most QR codes are sending users to regular websites resulting in a bad user experience. So prepare your online presence for mobile devices. Build a mobile site or responsive one. And make sure your landing pages are mobile ready. People who know how to scan a QR code expect a quick response too. So fulfill their expectations.

Infographic with results of the survey of Lab24

QR codes infographic

 

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