After a one week break for more timely information, the Mobile Monday column is back to talking about QR codes for one more post. We’ve discussed places to avoid putting a QR code, what sort of content QR codes should link to, and what information should be included along with the code. Assuming you’ve considered the points in these posts, you should have a complete QR code campaign. But you can’t let a QR code loose in the wild and not keep track of it. (Tweet this tip)
You need to track as many steps of a QR code campaign as possible, just as you would any other marketing campaign. Most QR code generators also have analytics, although that may require creating an account or paying for a premium account. Luckily, you can also use Google Analytics and free URL shorteners to track campaigns.
As you create and implement your campaign, keep these five things in mind in order to effectively measure the success of your QR campaign and learn what to fix for the future.
Use different codes for different tests. – Most marketers know the importance of A/B testing. Throughout the lifespan of your QR code campaign, you will probably test a few different calls to action. You’ll probably change other aspects of the campaign as well, such as where the QR code appears within the campaign copy and what other information is included. For each version of your copy, use a separate QR code, even if you are still linking to the same content. This is the best way to determine which versions are most effective.
Separate codes for separate locations. – If you are running a campaign that entails QR codes appearing in more than one medium (i.e. in print ads, storefronts, etc.), create several QR codes. Once again, even if the different codes link to the same content, this will help you determine which locations were scanned the most. Also, if one location is getting zero scans, this may clue you in to an underlying problem, such as the code not working or users not having cell service where the code is located. At the bare minimum, create different codes for print ads vs. storefronts. If you want to get really specific, you could create a different code for each storefront or each publication your print ad is running in.
Look at when people are scanning. – With a good analytics program set up, you should be able to see the times of each scan. What day of the week are the most people scanning your storefront QR code? What time of day are the most people scanning the QR code in their newspaper? By tracking this, you can learn more about your audience’s behavior and the environment your campaign is in. For example, more people may be scanning your storefront code on Sundays because that’s when there is the most foot traffic on that street. You can tailor your current or future campaigns to take advantage of this insight.
Track devices. – You should also pay attention to what mobile devices are being used to scan your QR codes. Not only will you be able to learn more about your audience, but you may be able to better optimize your campaign. If your QR code leads to a page with links to download your apps on iPhones and Androids, but none of your scans are coming from Androids, you may be able to cut out a step for the user and have the code lead straight to your page in the Apple App Store.
Compare scans to conversions. – If you are getting a ton of people scanning the code that leads to your newsletter sign-up but no one is signing up, something is wrong. The scans are pointless if users are not following through. Inspect all aspects of the campaign and analytics. Is the problem an unappealing landing page? Is the call to action unclear? Is the destination not what the user would expect from the context of the QR code? The problem needs to be identified and corrected as soon as possible.
Do you have any more tips for QR code campaigns? Share your ideas in the comments.