{"id":19329,"date":"2015-05-20T09:54:24","date_gmt":"2015-05-20T09:54:24","guid":{"rendered":"https:\/\/blog.kaywa.com\/?p=19329"},"modified":"2015-05-21T13:13:45","modified_gmt":"2015-05-21T13:13:45","slug":"3-stupid-reasons-why-qr-codes-fails","status":"publish","type":"post","link":"https:\/\/blog.kaywa.com\/?p=19329","title":{"rendered":"3 stupid reasons why QR Codes fail"},"content":{"rendered":"

It is the year 2015, more than 20 years since the first QR Codes showed up<\/a>, and 10 years since Kaywa brought them to the West and we still have the same issues.<\/p>\n

It looks weird that mobile phones advanced so much during the last several years, but, on the other hand, there is not so much progress on the mobile web. It is hard for me to still see the same old mistakes (Mashable<\/a>, Forbes<\/a>) with non-optimized content, wrong placement and without any hint why should I scan it.<\/p>\n

Here is a list of the most common mistakes and tips how to avoid them.<\/p>\n

\"People

via dutchrosemedia.com<\/p><\/div>\n

#1<\/span> Non-scannable QR Codes<\/h2>\n

The first action that you want from your customer is to scan your QR Code. That is the first point of interaction. If he can\u2019t scan it, it is useless<\/b>. There are various reasons why this could happen but from my experience the most common is QR Code placement.<\/p>\n

I saw so many times QR Codes on a billboard near the highway, which you can scan only if you stop your car and approach really close, so it isn\u2019t the best position, right?<\/p>\n

Some stores would like to be \u201cmodern\u201d so they add QR codes, but they place them near the floor. So you would have to lay down on the floor to scan. Would you do that? Neither would I.<\/p>\n

It can also happen that because of the shape of the product, and glossy material on which the QR Code is printed, there is no way to scan it. This is especially common with bottles and cans.<\/p>\n

\"QR<\/a>

via bopuc @ Flickr<\/p><\/div>\n

Free tip<\/h3>\n

Use common sense,<\/b> I know you have it. \ud83d\ude09 Would you be able to scan your QR Code? So, always test your QR Codes before you publish them to the market. If you want to have a QR Code in the store, then the height should be at a level which is easy for an average customer to scan it with his device. If you want to put a QR Code on the billboard near highway\u2026 please just don\u2019t do that.<\/p>\n

 <\/p>\n

#2<\/span> Why should I scan it<\/h2>\n

So you managed to put the QR Code on the right place, congrats! But why should I scan it?<\/b> If you don\u2019t tell me what is behind QR Code I have no reason to use it. It is not enough just to place a QR Code on the print material and hope that someone will use it. The truth is, the most of the people won’t!<\/p>\n

\"Coca<\/a>

via thenextweb.com<\/p><\/div>\n

Free tip<\/h3>\n

A simple explanation would be enough<\/b>. If that QR Code leads to your Facebook page, then tell it e.g. \u201cScan to like our Facebook page\u201d. If it leads to your video guide, please tell me and I will scan it if I need it e.g. \u201cScan to get short video guide\u201d. It isn\u2019t hard, but it means a lot to your users.<\/p>\n

 <\/p>\n

#3<\/span> Non-optimized mobile content<\/h2>\n

You have a scannable QR Code with the short explanation. Awesome! Now everyone knows why they should scan it. But it leads to a heavy desktop web page. Really?<\/b> If I need two minutes to load your page I will go to another place. I don\u2019t want to waste my time. Would you wait for the content? Would you scan another QR Code from the same brand? I don\u2019t think so.<\/p>\n

\"Slow<\/a>

via pixafy.com<\/p><\/div>\n

Free tip<\/h3>\n

Always link QR Code to the mobile optimized content. <\/b>If your web page can\u2019t be displayed correctly on the mobile phone, use free services to build your mobile optimized mobile page. Customer experience is critical, and if your customer thinks that you don\u2019t value them enough to offer them a good experience with something simple as a mobile optimized content, then it undermine your brand value. It really shows how much you care about them.<\/p>\n

 <\/p>\n

#Bonus<\/span> What about learnings?<\/h2>\n

You accomplished previous 3 tasks without a problem. Congrats! You are on the right track. So you have many happy customers who you saw scanning your QR Codes. So your manager ask you \u201cCan you please give me some insights about our QR Code campaign, should we do it again<\/b>?\u201d And you have no idea what to tell him, you don\u2019t have any data. You know there was many people scanning QR Codes in the store, but you made simple Static QR Codes, and you can\u2019t tell in your Google Analytics account who came to your great mobile page through the email campaign, who scanned the QR Code\u2026 You see the problem?<\/p>\n

\"QR<\/a>

via econsultancy.com<\/p><\/div>\n

Free tip<\/h3>\n

Without tracking data, you can\u2019t get any insights. It is crucial that you use some kind of tracking platform. Here is one\u00a0great QR code tracking solution<\/a>. But even if you use another one, prepare your questions, so you know what data you need. Is it just a number of scans? Maybe it is important for you also to know the exact location of each scan? Device? Just maybe.<\/p>\n

 <\/p>\n

What would you add?<\/h2>\n

Is there something you would like to add?\u00a0Great! Let\u2019s discuss it!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

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