Popular brands such as Gillette Venus and Alpen Cereal Bars’ QR Code marketing campaigns were 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, QR Code campaigns that do not have the right frame and CTA fail to convert because they are not action-oriented. Tailored CTAs, especially for marketing campaigns, convert 202% better, according to a study by HubSpot.
Users are more likely to scan a QR Code when they know what type of content they can expect. This, in turn, automatically improves your scan rate, engagement, and conversion.
Some of the best QR Code-based campaigns followed a simple rule – customized QR Codes with an attractive frame and actionable CTA.
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 QR Codes frames, 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 boost conversion with QR Code frame and CTA
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 QR Code frame –
#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 to increase customer engagement for marketing campaigns.
Adding a powerful 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, increased rate of 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.
#2 Improve ratings and reviews with QR Code frames
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 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.
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.
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.
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 respective 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 and 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.
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 a call-to-action.
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 QR Code, frame such as “Scan QR Code to visit our store page“ that pushes customers to scan the QR Code incrementally.
Businesses can boost their customer engagement and promote products with a QR Code frame and the accompanying CTA.
#7 RSVP to events with a scan
Very often, organizers of an event forget the nitty-gritty of following basic rules for a successful event.
Adding an event QR Code, especially dynamic QR Code, can help organizers and customers in smooth operation.
The event QR Code campaign must include the location of 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 optimization 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 QR Code frame 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.
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
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 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. Clear call-to-actions
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, and 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 QR Code frames 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 the 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 a effective 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, the working condition of the QR Code, and the 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.
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 nor 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.
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 to their use.
Brands with no CTAs, irrespective of their domain, have suffered major losses. Businesses that are sensitive to their customers and personalize campaigns with better reach-out strategies are the ones that win at the end of the day.
Frequently asked questions
#1 How do I create a QR Code frame?
You can create a QR Code frame in 5 easy steps:
Go to the Beaconstac dashboard and click on ‘+Create QR Code’.
Select the QR Code type and click next.
Customize your QR Code from the various QR Code frames available.
Choose QR Code shape, color, size and save changes.
Your QR Code is ready for download.
#2 Does QR Code need a frame?
Yes, a QR Codes need a frame as well a CTA. A well designed QR Code with a powerful CTA will bring in more engagement and boost conversion.
Create custom QR Codes to match your branding, stand out from competitors, and increase brand recall. Explore this guide to learn more about creating branded QR Codes with some helpful design tips and use cases.
Trying to build a loyalty program for your brand? Look no further! Check out this complete guide on the best customer loyalty platforms to help pick the best one and foster long-term brand loyalty effectively.