Popular brands such as Gillette Venus and Alpen Cereal Bars’ QR Code marketing campaigns recoiled rather harshly for misleading their customers with the wrong call-to-action (CTA). Not to mention, the losses incurred following the QR Code campaigns were damaging to the brands.
Most times, marketing campaigns that do not have CTAs against QR Codes fail to convert because they are not action-oriented. Tailored CTAs, especially for marketing campaigns convert 202% better, according to a study by HubSpot.
There are several examples of great QR Code-based marketing campaigns and ones with limited success.
The campaigns that tasted success followed a simple rule – they conceived the adverts with frame QR Codes that enticed their customers to scan and were crystal clear with the campaign in addition to following best practices for creating a QR Code.
Table of Contents
- Why does adding CTA increase the conversion rate?
- How to increase the CTR with Frame QR Codes
- Best practices to follow
Besides, adding an appropriate frame for QR Code campaigns helps in higher conversion rates, and customer engagement with higher CTRs boosting customer loyalty.
Why does adding a CTA frame increase the conversion rate?
A recent study found that CTAs with action-oriented words significantly outperformed CTAs that used plain words with no intent with respect to click-through-rates.
QR Codes with frames with actionable content gives customers a nudge to scan the QR Code as opposed to the ones that are absent.
A poll by CreditCards.com shows that five out of six American shoppers admit to making impulse purchases. Marketing campaigns with the right CTA can push shoppers to purchase a product on a whim, thus boosting sales.
With frame QR Codes, customers know what to expect out of the QR Code. Not just that, it also instills a sense of trust in the QR Code to be scanned, ultimately increasing the CTRs.
How to increase the conversion rate of any QR Code campaign with a CTA frame
First, you’ll need a good QR Code Generator solution that will help you customize and manage the QR Codes.
Then, follow these 8 tips to incorporate frame QR Codes –
#1 Strengthen customer loyalty with coupons and loyalty programs
According to Juniper, QR Code-based loyalty programs are set to grow by 5.3 billion by 2022.
Loyalty programs and coupon QR Codes are a great way of increasing customer engagement for marketing campaigns.
Adding actionable call-to-action entices customers to scan the QR Code for incentives. Before adding any CTA to a QR Code frame, know the intent and purpose of the campaign.
For instance, if it is a new product launch of a popular brand, add QR Codes with CTAs such as “Scan to get [new product name] free“, or “Scan to subscribe to our loyalty program and avail XYZ product free of cost.“
Such actionable CTAs have garnered higher conversion rates, an increased rate in customer engagement, and has significantly helped with brand recall.
Starbucks’ QR Code-based loyalty program had a clear and concise CTA that told its customers what to do and also encouraged them to scan the QR Code by offering a discount, which was a clear win in their books.
Read how to include loyalty programs for QR Codes here
#2 Improve ratings and reviews with frame QR Codes
Businesses and brands of all sizes that are customer-centric need to have reliable and unbiased reviews and ratings to attract new customers and opportunities.
Lotte Duty-Free with its industry-first future Smart Store enables a new digital shopping experience with its innovative shopping services. The travel retailer has QR Codes at the entrance of the store with a clear CTA that allows them to access their mobile cart and read product-related reviews and inventory quantities for better customer engagement.
Add a QR Code on product packaging, store-fronts or windows, aisles, or events with a clear text on the frame QR Code that says, “Scan QR Code to leave a review“ so customers know what they are scanning.
Also, add an incentive at the end of the review so customers are encouraged to scan the QR Code.
Read more about feedback and rating QR Codes here
#3 Grow social media followers
British chocolate company Cadbury launched a QR Code-based campaign that presented the opportunity to create a gift in the form of a personalized video that recipients could view via QR Codes by connecting their social accounts.
This campaign gained about 1.6 million timelines on Instagram and over 5K+ tweets.
QR Code frames with the intent to grow social media followers have a positive impact on brands. Mention the intent with concise text such as “Scan QR Code to like us on Facebook“ with a follow-up text that stimulates their scans.
Let’s say the product is almond milk, add the QR Code on the product package that redirects them to the brand’s social media account, and offer them a free tutorial on recipes that can be made with the almond milk as an incentive to encourage them.
Add the corresponding social media icon in the QR Code so customers know where they are being directed to.
Learn more about Facebook QR Codes here
#4 Share contact information with vCard QR Codes
With social distancing becoming the new normal and handshakes a thing of the past, exchanging physical business cards is not the best idea. Physical business cards do not have the appropriate canvas to showcase the best of any business.
Businesses and brands that are looking out to make new connections or expand their network can add QR Codes to their business cards, check-out aisles, and reception with a clear CTA to their QR Code frame.
CTA texts such as “Scan QR Code to save contact“, or “Scan QR Code to give a missed call“ are clear and send the right message.
Customers are more likely to scan the QR Code when they know what it holds.
Customize the vCard QR Code with the right frame to suit the business and share contact information in a jiffy.
#5 Boost app downloads
Searching for a particular app on the app store is rather tedious when the source link is incorrect in the pool of apps.
When brands advertise their app downloads on campaigns with just a link there are multiple faults with it –
- The link might be broken and won’t lead the customer to the correct page
- If it is not a hyperlink, the customer will have to type it out manually and then go to the respected page
- Misleading to a different app
With these issues in hand, it is recommended to add a QR Code to marketing campaigns with a clear CTA that says “Scan QR Code to download the app” rather than following a three-ring circus.
Grapevine City’s QR Code campaign had three QR Codes on its posters, which was originally meant to be a tourist host campaign turned out to be a very confusing one instead. The company added three copies of the same QR Code with no frame, CTA, or even customization.
Grapevine City could have improved its campaign by displaying one QR Code with a frame and text that indicated app download instead of three puzzling QR Codes that did not explicitly reveal what it did.
Make use of app download QR Codes to include just one QR Code that redirects users based on their OS instead of two and confusing them.
#6 Redirect customer to store page
Mailchimp’s QR Code-based marketing campaign called “Pyow” was a great feature for marketers to create customized QR Codes that redirected customers to their store pages. However, the QR Code did not bear any clear instructions or call-to-action that suggested customers what it held.
Such QR Code campaigns have little to no effect on consumers since it does not depict the idea behind the campaign.
Include distinct text in the frame QR Code such as “Scan QR Code to visit our store page“ that pushes customers to scan the QR Code incrementally.
With clear QR Codes with frames, businesses can boost their customer engagement and promote their product via engaging methods to encourage QR Code scanning.
#7 RSVP to events with a scan
Most times organizers of an event forget the nitty-gritty of following basic rules for a successful event.
Adding an event QR Code, especially dynamic QR Codes, can help organizers and customers in smooth operation.
The event QR Code campaign must include location to the event, contact information, landing page of the event, and RSVP to the event. However, this is a lot of information to add in a single canvas. Have your landing page optimisation on point to make sure everyone scanning your QR Code is able to access all the information clearly on their mobile devices,
Make use of the frame QR Code and add text that says, ”Scan QR Code to RSVP”, or ”Scan to get directions and learn more about the event” and redirect the QR Code to a landing page that has all the information about the event.
Increase click rates by adding precise text under the QR Code.
An event QR Code could also be virtual given the current pandemic. Include QR Codes in online dance sessions, TV adverts, and webinars.
Korean TV show, NEW K.ID released a special programming guide amidst the Coronavirus pandemic. The TV show allows its users to participate in a special content-verification event by downloading its Channel Guide and scanning the special QR Code that allows participants to scan a QR Code every day.
This allows participants to watch unlimited unique content 24/7 on the TV. But the downside of this QR Code campaign is that it lacks a frame and a clear CTA that suggests to users what it holds.
If it had a frame QR Code with a write up that said, “Scan QR Code every day to watch exciting content”, users could be encouraged to scan the QR Code more.
#8 Check the authenticity of a product
QR Codes can be a bridge between the online and offline worlds to educate potential customers about the product they are purchasing.
In a world where counterfeit and duplication is on the rise, QR Codes can help reinforce the trust in customers with its usage.
Adding QR Codes with a clear call-to-action on product packages to check its authenticity is a beneficial usage of the technology and helps in curbing counterfeit by instilling trust in users.
Several companies such as Amul, Zego, and H&M have QR Codes on their product packaging to testify the product’s origin and its contents.
The downside of this approach is that there is no call-to-action with the QR Code that pushes customers to scan it or even reveal what it holds.
If these packages had a QR Code with precise instructions adjacent to the QR Code like, “Scan to verify the source“, or, “Scan to view the contents“, the purpose of the QR Code would be fruitful and result in higher conversion rates.
Best practices to follow for QR Code frames
Adding frames to QR Codes have a number of added benefits. But, here are a few best practices to follow –
1. Add an incentive
The most important facet of the success of a QR Code is when the customers are given a reason to scan. Ineffective CTAs are usually the ones that expect customers to scan/like/sign up without providing any reason for them to do so.
Customers do not just share their personal information such as email addresses or phone numbers without establishing a trust or presenting them with an enticing offer.
CTAs that drive them to scan the QR Code by offering a discount, tutorial, exclusive pass, or access to sweepstakes will give them a valid reason to scan the QR Code.
2. Clarity
With people’s attention span considered to be short, an overly complex marketing campaign with great intent can turn into an awful one.
QR Codes with no clarity or subtext can divert customers’ attention leading to low CTRs.
Avoid adding QR Codes with no clear instructions, difficult keywords with no clarity, crowded text next to the QR Code that is often lost.
As a good rule of thumb, always add precise and clear call-to-actions to frame QR Codes that are action savvy and have a higher chance of conversion rates.
3. Have a strategy
The key to a successful QR Code frame with an apt CTA is thinking about calls to action in terms of a larger, organized plan as opposed to a haphazard single puzzle that does not fit together.
Some of the most common mishaps are –
- Adding a CTA that takes them to a website that is not mobile-optimized
- QR Codes with CTAs at inaccessible locations
- Not being specific about the additional steps to be taken
A QR Code campaign must have an intent to cater to a brand’s target audience with the correct emotion and ultimately lead to more conversion rates.
4. Test the QR Code before printing
Printing out QR Codes before testing is one of the most common mistakes in the books.
Having a QR Code frame with clear, concise, and engaging CTA that does not scan correctly or lead customers to the right landing page will render it useless.
Make sure to follow the rules of creating a QR Code correctly and test the size of the QR Code with respect to the material that is going to be used, working condition of the QR Code, and placement of the QR Code on the material.
If the QR Code is placed in between a magazine fold on the bottom right that is barely visible, the QR Code will not serve the purpose of the campaign.
Always test the QR Code before downloading it.
You may want to read – 9 reasons why your QR Code may not be working
5. Customize the QR Code in line with the brand
Often, we see QR Codes on billboards or sidewalks that do not complement the advertisement and the brand whatsoever. Such QR Codes are neither engaging or attractive.
Customize the QR Code in line with the brand by adding its logo in the center, changing the color of the QR Code to complement the brand, and adding text for the frame QR Code to make it more engaging.
Bland QR Codes with no customization not only take away the intent behind the purpose of the campaign but also affects the brand image.
While QR Codes are generally easy to create, their effectiveness is only as good as the strategy and standards that are applied with their use.
Brands with no CTAs irrespective of their domain have suffered major losses. Businesses who are sensitive to their customers and personalize campaigns with better reach-out strategies are the ones that win at the end of the day.
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This blog was originally published on April 30th, 2020 at 05:02 pm
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