In This Edition
We have much to cover, so we’ll jump right into the action. Our focus this week is all about leveling up your QR code usage.
If you missed last week’s primer on QR codes, check it out here.
Creating QR Codes
Gif by samomo on Giphy
QR codes are a breeze to create. Tools like QR Code Monkey and Canva (both free) are great places to start. QR.io and Flowcode are more premium options that allow you to create dynamic QR codes (more to come on these shortly) and use API integrations to facilitate more advanced use cases.
Start by picking the “style” of QR code, which is used to tell the scanning device what to do (browse to a URL, send an email, send a text message, etc.). Then enter the output information (URL, message to send, etc.) and customize with your colors and logo.
Static vs Dynamic QR Codes
QR codes have two primary benefits:
QR codes can be produced in two different forms: static and dynamic.
Static QR codes are typically free to create, but are a bit more limited in their use. They cannot be edited once created, can be more challenging for devices to scan, and do not track scans. QR codes work best in situations that don’t require frequent editing, like directing users to a fixed URL. We’ll also cover a trick in bit that you can use to work around the shortcomings that using static QR codes presents.
Dynamic QR codes can be edited after being created, scan more quickly for the user, and enable scan tracking and analytics. Dynamic URLs work best for creating highly-customized QR codes with directives that may change over time. Additionally, the scan tracking can be quite helpful for QR codes that direct the user to something other than a web page.
Presentation of QR Codes
When using QR codes, you want to embrace your inner marketer. Or maybe that’s just what I tell myself so I have an excuse to use my long-dormant marketing degree 😉.
QR codes are most successful when they are used to facilitate the primary call to action. The call to action is what we want the recipient to do. Typically, this is to make a payment, but it could also be to visit a website/online banking, download an app, access a document for signature, call/text us, etc. All good calls to action are clearly communicated. Think obvious and attention grabbing.
There are some best practices that you should always adopt when using QR codes:
Aesthetics matter. Use your company branding (logo and colors) and a colored border to create a pop of brand-consistent color that attracts the viewer’s attention.
Location matters. Place the QR code in a prominent location on your communication. We want it front and center, not buried in fine print at the end.
Provide a clear call to action. Tell the recipient what why they should scan the QR code and what will happen once they do.
Test the user experience. Replicate the user’s journey exactly as they will experience it. Make sure that everything works as intended and the QR code reduces friction rather than adds it.
Measuring Results
Now we’re really getting into the good stuff. My favorite reason to use QR codes isn’t how they streamline the user experience (though that is great too!). It’s how they enable a higher level of tracking and analysis that we can use to A/B test and improve our treatment strategies.
"In God we trust, all others must bring data."
Google Analytics is the hidden backbone behind most of my QR code campaigns. Have you ever clicked on a link in an email, then looked closely at your web browser to see that the URL you landed on is much longer than the one you clicked? This is caused by marketers using hidden tags that allow them to track what drove visitors to the URL. Remember, we want to think like marketers!
The first step in creating GA-backed tracking is to create a campaign URL using custom parameters. This sounds complicated, but is actually quite easy. You can use Google’s campaign URL builder to create the URL in seconds. Once created, simply plug the custom URL into your QR code builder of choice.
Once this is complete, you’ll need to set up or request viewing access to your company’s Google Analytics account that is tied to the website (typically a payment portal or mobile banking site) that you are directing users to. Once you gain access, you can directly measure how many users accessed the site via your campaign parameters.
This is just the tip of the iceberg. You can easily set up much more intricate visualizations in Google Analytics. For example, you could measure how many visitors from your QR code logged in, made payments, etc. Even better, you can start A/B testing different verbiage, QR code placements, etc. to see what converts the best and continuously iterate from there.
Creating analytical visualizations is beyond the scope of this edition but is something that I’m considering in the future. What do you think? Should I do a deep dive on Google Analytics setup and use?
Remember: All of the above only works if you are directing users to websites when they scan the QR code. If you want to promote other actions (such as sending a text message/email, downloading a form, etc.) you may want to use a dynamic QR code to track the results.
“Next Level” Ideas for Using QR Codes
Use dynamic QR codes and API integrations to send friendly push reminders when QR codes are scanned but actions aren’t completed. Examples:
User scans to visit online banking/payment site but never logs in
User scans to download a document but hasn’t completed/returned it yet
Use dynamic QR codes to present unique offers to consumers that change based on their payment status or current offer settings.
Use payment processor’s integrations with digital wallets to allow consumers to pay with only a scan and approval.
Tip of the Week
Track consumer’s self-resolution rate. I define this as the percentage of consumers that pay via self-service methods (web portal, IVR, etc.), but you can tailor the exact definition to meet your operational goals. Once you start tracking this and set your baseline, set target goals to improve it.
The metric is quite powerful, as it helps quantify both how frictionless your consumer experience is and how effective your outbound communications are.
Last Week Lowdown
ICYMI: Highlights from last week’s edition. Click here to view the entire post.
Why QR codes are effective
Basic QR code use cases
Use project management tools to organize vendor and client projects.
Are we on the same wavelength? Check out EngageARM.com for free resources, networking, and in-depth tutorials to help you build a highly-effective recovery department.
I’d like to close this with a quick ask. If you enjoyed this, please share with a colleague. Even better, take advantage of the referral program (linked below). If you disliked it, let me know why. All feedback is good feedback, after all.
Cheers,
Nate
