QR Codes Should Focus on the Experience
Posted by Scott Vetter on Tue, Jan 17, 2012
A QR code is nothing more than a portal. It tells a smart phone to go to this URL (or call this telephone number, or send this text); what it actually does is neither exceptional nor sexy. So if I bother to use my Blackberry to read a QR code, what becomes important is my user experience. It is faster and easier to type a short URL into my smartphone than to open my QR reader and scan the code; so if I chose to follow the code through that portal I’m expecting more than to simply land on a website homepage. Alas, I am usually disappointed. But the ideas you'll get once you scan this QR code will not disappoint.
QR codes add some fun and mystery, but they also create expectations. The user experience has to live up to those expectations. You’ve probably seen an exciting promotional trailer for a movie, but when you paid to see the film it was awful. Why set people up for disappointment, especially when their negative feelings are going to be centred on your brand?
The Basics
There are many good reasons, and ways, to use QR codes. Think about the user and the use, rather than just the technology. So rather than getting all excited about how they get there, consider why they would want to be there? What’s in it for them? (The joy and privilege of surfing around your website is not going to cut it.) Perhaps they land on a registration page for a contest that can only be accessed via the QR code. Perhaps they access videos (YouTube URLs can be exceptionally long and ridiculous to key into a smartphone). The destination should be either entertaining or informative and definitely relative. Here is a good post on BestCollegesOnline.com with many excellent uses of QR codes. [50 Great Ways To Use QR Codes In The College Classroom] Yes, there are some trivial examples as well, but hey, in a list of 50 you can expect a few duds!
Going Beyond the Basics
Imagine that you’re walking down the street (with me so far?) and you notice a bunch of posters promoting a dance troupe show. Some of the posters have a QR code and they read “Scan for act 1.” Intrigued, you use your smartphone to scan the code and you see a video of the dancers performing a scene from the show right where you are standing. You can clearly see the posters behind the dancers as they gracefully move through their choreography on the sidewalk. How about using your smartphone at the actual performance to scan a QR code in the programme, allowing you to see another virtual dancer on stage dancing with the live dancers. You can read about these and other cool applications of QR codes at QRarts.com.
Making Logistics Count
Everything that you do online should be strategic and measured. Make good use of SEO for any landing pages, include content that will be either interesting or entertaining to your targeted audience, and include relevant links. If you're not already, consider using comprehensive tools that allow you to measure and analyze your online efforts.
What Are Your Thoughts?
By focusing on the user experience, QR codes can be a dynamic means of presenting your ideas, nurturing your brand, facilitating information… It is a great way of engaging with an audience. By integrating with social media, or developing strategic landing pages, it can also be an effective way of optimizing your online presence. Share your experience with QR codes and how it met your expectations in the comments!