Following on from Part 1, we illustrate a few more best practices of CTAs (Call To Actions) triggered by QR codes:
INTRASOFT. The ad offers download of the company’s financial results by scanning the accompanying QR code. Since financial results are bulky, we presume that the ad chose to employ a high density QR code (technically called Version 15 (77 x 77), size 1.25” x 1.25”) instead of the standard low density one (Version 5 (37 x 37), size .75” x 75”) that we normally recommend. In the past, this has proved to be a problem since high-density QR codes could only be scanned on high-end smartphones. However, a recently published QR code reader app called Barcode scanner from TACOTY CN manages to scan such QR codes even on entry-level smartphones. Therefore, we were able to scan the QR code and download the financial results to our smartphone.
RELIANCE. Scanning the QR code takes the reader directly to the microsite for the advertised offering “Reliance Business Services: Makes It Easy” – and not to the home page of the company’s website, which is bound to be very crowded considering that Reliance is one of the largest companies in India and has scores of offerings.
VIDEOCON. Appearing at the bottom of a full page print ad for Direct-to-Home TV service, this QR code takes readers to a mobile-optimized lead capture screen. It’s a simple, straight-forward use of QR code but a very effective one, we’re sure.
WSJ. The Wall Street Journal uses a QR code on its masthead to entice one-off readers – like me – to “Subscribe Today”. This is another great example of the type of smart responses enabled by our QR360. The landing page presents different plans in an easy-to-read manner. However, the form on the right of the landing page is simply too long for a phone screen (click here to see it). We won’t be surprised if WSJ faces a huge shopping cart abandonment problem at this step. WSJ can bolster conversion by simply collecting the visitor’s name and email address at this stage, by using our EMAIL360 website leadgen app or an equivalent technology. It could then gather the remaining details by continuing the conversation on a PC. We admit that this involves a break in the flow – from mobile to PC – and could cause abandonment by itself, which is why we wouldn’t recommend this approach under most circumstances. However, in this specific situation, physical delivery is involved and there’s no choice but to obtain a postal address. The question is, whether to make the potential subscriber enter it in the smartphone or on a PC keyboard. Instead of selecting one of the options arbitrarily – or on the basis of HiPPO i.e. HIghest Paid EmPloyee’s Opinion – we recommend online A/B testing to test both options, one where the smartphone screen shows the full form as at present and another where only a 2-field form like EMAIL360 is displayed. WSJ could then compare conversions from both screens and decide which option works best. If it wishes to seek professional help in designing and conducting this test, it could turn to Optimizely or some other cloud-based providers of A/B testing solutions (Disclosure: We’re an Optimizely reseller).
In a future post, we shall summarize the essence of QR code best practices drawn from these specific illustrations. Watch this space!