Author(s) : i-on interactive, inc.

Introduction : what is that document about ?

This document is a guide about QR code landing pages. It provides clarification about the QR code, which can be seen as a weird code at first sight. It also explains how to read a QR code, why its invention will help to improve marketing in another way, and many other questions.

What is a QR code and where can it be seen ?

The QR code appeared for the first time on packaging products, marketing brochures, shelters, etc… At first, the majority of people totally ignored this code. It was unknown and only seen without interest. People didn’t really know the meaning of this picture made of pixels in black and white. It is like a traditional barcode but square shaped. The document states that QR code scanning increased more and more between 2010 and 2011. Nowadays, this number keeps growing and QR code is totally part of everyday life.
 

This is what a QR code looks like on a product packaging for instance

How to read a QR code ?

QR code can be decrypted thanks to any mobile phone or tablet equipped with a camera and  a special application which can scan QR code. It is very easy to read it : simply point your mobile phone to the code, click to scan and that’s it !
 

QR code is being scanned

Why QR code has been created ?

The QR code is a direct link between online marketing and offline marketing. Indeed, it acts as a gateway that enables offline marketing to become an online marketing by redirection. In fact, the person is redirected on online media to learn more about the brand or the product. QR code can display text, contact information, a web page, etc… (Reminder : online marketing is a marketing using Internet tools, unlike the offline marketing denotes the set of marketing techniques used outside the Internet).
Here are another reasons : QR codes are easy to create and easy to scan. Moreover, they can be scanned anywhere, there’s no limit to where they can be placed. People can also easily bookmark a page from a QR code and return later. The marketing team has to make it easy for them to remember the landing page. For instance, a very short “contact me’’ form, an “email me more” link, or a “bookmark me” button incorporated into your page is efficient.

Right things to do and secrets to successfully using QR codes

Here are some rules to follow for a successfully QR code :
–    If someone scan your QR code, it means that something about your ad or product sparked enough interest that someone wanted to learn more about that specific thing. So it must be up to his expectations and give a rich content, otherwise he will be disappointed. QR codes set up big expectations. They’re new and cool, so people expect that of a landing page. Furthermore, a QR code visitor doesn’t have the same expectations of a landing page than a visitor from an e-mail. The marketing team must be creative and imaginative to make the user experience a truly unique experience.

–    Of course, the landing page should be optimized for mobile phones and tablets, otherwise the user will not see all the contents clearly. This is called the responsive design.

Smartphones today

–    It is important to show consistency between the advertising of the QR code and the landing page. In fact, the landing page’s language, offer, and visual imagery should match the QR code ad. Doing this reassures people that they are in the right place.

–    Obviously, stating the offer very clearly before they scan and then giving them what they want after the scan should not be overlooked. The ad has to inform people if they will find customer reviews, a discount, etc… after the scan.

–    The landing page must load quickly. Most people who stop and scan the QR code are stepping away from what they were already doing. They don’t want to spend five minutes waiting for the landing page; they want to get there now.
 

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–    One of the main aim is to focus the communication around its target and place the QR code at strategic locations to affect them.

Conclusion

QR landing pages make it possible to turn an offline experience into an online experience. Companies must take advantage of it, creating fun, interactive, memorable landing pages for the users.

Bibliographie :

i-on interactive, inc., From scan to conversion : A guide to QR code landing page