Internet Prophets by Steve Olsher

Author:Steve Olsher
Language: eng
Format: epub
Publisher: Morgan James Publishing
Published: 2012-10-16T16:00:00+00:00

The Wrong Way To Use QR Codes

Riel’s strategy for QR codes is simple: If a customer takes the time to scan your code, give her what she wants. Too many companies fail on this simple initiative. As an example, while waiting for the bus one day, Riel noticed a luggage advertisement on the side of the bus stop canopy. It had a QR code. As is frequently his practice, he scanned the code using his smart-phone and Google Goggles (a free downloadable program accessible in almost every smart phone’s Marketplace). The QR code directed him towards the company’s website.

Although it may seem like the campaign worked flawlessly, it was anything but. The ad failed for two key reasons:

• The ad lacked a strong call-to-action. Riel only scanned the QR code because he’s interested in mobile marketing. For everyone else, the advertisement provided zero incentive to interact with it.

• The QR code directed customers to the company’s basic site. Not only wasn’t the site optimized for mobile phones, thereby making it difficult to navigate, there were no specific offers to entice mobile phone users to request information or purchase product.

An effective QR campaign contains both a strong call-to-action and encourages scanners to provide contact details and/or make a positive purchase decision … immediately. If a company provides enough incentive, impulse buying is a very real possibility. One of the common complaints from smart phone users is that, while they enjoy the convenience of interacting via mobile, it is a cumbersome process to type in the requested data. Riel incorporates a simple widget to address this concern.

In December 2008, Facebook introduced Facebook Connect, which replaces traditional form submission systems. In the past, customers would be required to enter their name, email, and possibly other data if they wanted to request information or join a mailing list. And, depending on the offer, they may also need to provide the ever-annoying CAPTCHA code. Facebook Connect eliminates this task by enabling visitors to allow access to personal information via their Facebook account. Therefore, instead of needing to fill out a lengthy, time-consuming form, they are able to complete the process with just one click.

Given the number of Facebook users, this has greatly simplified the smartphone data-entry process as most mobile phone users also have a Facebook account. Though available for a number of years, strangely, few offer this timesaving feature. Riel consistently looks to streamline the customer experience and make it as easy as possible for someone to conduct business with one of his clients. Online or via mobile, keeping it simple is the cornerstone for improving conversion rates.

Bottom line: The easier you can make it for people to interact and purchase, the greater the return you’ll realize.

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