I have recently updated my brandable white paper “Best Practices for QR and Other 2D Barcodes.” From watching implementation of these codes (the good, the bad, and the ugly) over the years, this is my Top 10 list. Do you agree with it? What might you add or delete?
1. Create marketing campaigns, not QR Code campaigns.
QR Codes are a response mechanism, not an end unto themselves.
2. Have a strategy.
Slapping a QR Code on something is not a strategy. Using a QR Code on a product display to show the product in use, provide a coupon, or link to customer video testimonials? That’s a strategy.
3. Make it serve a purpose.
Know why the code is being used. Don’t just add a QR Code to “go mobile.” Know the purpose it’s intended to serve and then make it happen.
4. Make the QR Code worth decoding.
What’s the value for the person scanning? We all know the value for the client. But what about the target audience? What’s in it for them?
5. Optimize for mobile devices.
Don’t assume that because 69% of U.S. consumers own smartphones that content doesn’t have to be mobile-optimized. It does.
6. Optimize for mobile lifestyles.
For example, if you’re going to send people to a survey, don’t ask them to input lots of information by hand. That’s hard to do on a mobile phone.
7. Follow best practices for (technical) implementation.
Certain steps will make QR Codes more scannable than others. Know what they are and use them.
8. Test, test, test.
Just like any other campaign, test the links, test on different phones, test on different browsers. What’s the end user experience?
9. Include multiple paths for response.
QR Codes are great tools, but not everyone will want to use a QR Code. Provide other ways to respond to the CTA, as well.
10. Include brief instructions for using the code.
Some day, this won’t be necessary. For right now (with the exception of select audiences), it is.
Do you agree with this list? What might you change? Please chime in!
For more information on the white paper, which includes greatly expanded discussions on this Top 10 list, you can find it here.