QR Codes.....Getting the best out of this technology to improve sales.
- waynefarran
- Apr 17, 2014
- 2 min read
QR Codes + UX = ?
Ok before I explain my preamble above I must admit, there has been a lot of hype around QR codes for the last few years. In saying this QR codes have been around for well over a decade and have had some success around the world. An interesting fact is that they tend to have a low click through rate, but why?
Now back to the meaning of the opening line; UX stands for "user experience" and this perhaps explains why they may tend to have a low click through rate.
So let's get down to basics, typically a person will scan a QR code with a smart phone/mobile device. In addition to this they are typically in a remote location; as an example in a retail store, cafe, restaurant, on public transport or for that matter simply being away from their PC/Laptop/Tablet.
Their device scans the QR code on the item in front of them and hey presto they are taken to (lets generalise here) an online marketing platform and/or marketing material that has not been specifically designed to be user friendly for viewing on mobile devices. Hence a bad "User Experience" and also perhaps why QR codes get a bad rap/low click through.
So how do you avoid the above User Experience?
1) Only use/link marketing content that is Smart Phone/Browser Friendly
2) If you're linking a website to your QR code, the website should be adaptable/browser friendly for mobile phones. Ideally "thumb-able" meaning that you can navigate the sight by your thumb on the hand that you're holding your phone with.
3) Don't link the QR code to websites that are almost impossible to view and/or navigate on a mobile device; it will almost always get people dissappointed with the outcome to say the least.
Now lets look at how to get the best possible outcome with QR codes!
From a sales aspect:
If you're thinking about using QR codes on products or for that matter in-store point of sale consider using marketing assets such as video or mobile friendly micro-websites.
Imagine the customer is in-store, picks your product up, scans the code and then starts watching a 1 minute product specific video; it tells him all about the products features and benefits. No need to find a sales person that may or may not know anything about it!
If video is not an option due to cost restraints, then a mobile friendly micro website is the way to go, simply offering a general overview of the product spelling out the features and benefits. This cost can be as little at $100 { Hint, wix.com }
Now think how that will make your product stand out from your opposition; it will definitely give you a competitive edge in relation to potential sales. After all, an informed and confident customer is a customer that is ready to purchase!
To scan, or not to scan, I hope that the above will help with the question!
Wayne~
