QR codes in digital
I get asked pretty often by agency folks and/or their clients about the pros and cons of using QR codes in digital pieces. The reality is, in general, QR codes should be avoided in digital pieces! They're fine in print! There are some rare exceptions where a QR code may perform well and generate some engagement in a digital piece, but the majority of uses I see for them are bad, and are unlikely to hook users at all. When you put youself in the shoes of the user it becomes pretty clear. Let's break it down a bit...
Let's start with QR codes in websites and emails
A QR code in a website or email is almost always a bad idea, for a few reasons. First, if the user is already viewing your website or email, you should just give them a link to tap or click. This is a much faster and more direct action for the user. Fewer steps, less time, and no risk of confusion.
Second, and here's the most important point in this whole article: mobile users cannot scan your QR code! They can't scan the code with their phone because they're already viewing the piece on their phone. Seems obvious, right? You'd be surprised how often I have to point this out to people. And remember, for a huge portion of our digital tactics these days, more than half of our users are on mobile.
Let's back up a step. Why are we including a QR code in a website or email at all? If we're just linking to a webpage or a pdf, a QR code is definitely a bad idea. Again, a plain ol' link is better.
The one and only valid use for a QR code in a website or email is to download an app. If the user is on desktop, they can scan the QR code with their phone and go to the App Store or Google Play Store.
Again, for mobile users, this won't work because they can't scan the QR code! So, for a website, you could include a QR code for desktop viewers, and swap in a regular link or button for mobile users. This is pretty standard, it's easy to program, and it works fine across platforms.
However, in an email, I strongly recommend against this — and actually my reason for this has nothing to do with QR codes. In email, we should always avoid swapping in different content for mobile and desktop users. Emails should be designed mobile-first and provide the exact same experience for both mobile and desktop users. The reason for this is that the programming code that's used to display different content for mobile and desktop users in email is very unreliable across platforms. I will write about this at much greater length another time. But it is critical to keep your emails simple. Trust me. So, no QR codes in email, period.
Okay, so, to recap a bit:
- QR code in a website that links to a webpage or pdf? Terrible idea; just use a link.
- QR code in an email that links to a webpage or pdf? Terrible idea; just use a link.
- QR code in a website that downloads an app? Okay for desktop, terrible for mobile. (But we can program a separate download button for mobile users.)
- QR code in an email that downloads an app? Bad idea, because of the necessity in email to provide the same content to desktop and mobile users; the QR code is just no good for mobile users.
In most cases, our colleagues and/or clients just want to include a QR code because they think it's cool. Guess what, QR codes weren't even cool when we began seeing them 10+ years ago. They're a utility; there's nothing really flashy or high-tech or cool about them. Again, tapping/clicking a regular link is always going to be a much more direct action for the user.
What about QR codes in other digital tactics?
Touchscreens
QR codes may be effective in a touchscreen, like at a convention or in a store. The viewer can interact with the touchscreen and they may make the choice to scan a QR code to perform an action like signing up for something or downloading an app. However, the viewer is very unlikely to scan a QR code just to access additional marketing materials. And, separately, simply displaying a short vanity domain might be even easier for the viewer. Some people may prefer to scan a QR code, while others may prefer to type in a url. You could also simply provide both.
IVAs
If you're in the world of pharma like I am, you might be curious about using a QR code in an IVA (interactive visual aid), e.g. for a Veeva presentation. The idea would be that the sales rep shows the HCP a slide on their iPad and asks the HCP to scan the QR code to do... something. Download an app? Visit a website? No matter what the objective is, a QR code in your IVA is a bad idea. As soon as the HCP takes their phone out, they're going to see the time, and start thinking about their next appointment. They're going to see notifications pop up and begin thinking about those, etc etc. The rep will lose the HCP's attention immediately. This is the exact opposite of how a rep should be managing the HCP's engagement.
If the rep really wants the HCP to visit something on the web, this should be facilitated through a Veeva Approved Email or other rep-triggered communication. Heck, it could be a print piece that the rep hands to the HCP at the end of the visit (and you can totally put a QR code on that).
Banner ads?
I've been asked about this a few times, and I just think a QR code in a banner ad is a truly awful idea. I've found it pretty easy to talk people out of this one, so I've never seen anyone actually go through with it. But if you want to think it through a bit, first, of course, a QR code in a banner ad on a mobile device simply can't be used (for the same reason outlined above for websites on mobile, and emails on mobile). A QR code in a banner on a desktop machine theoretically could be scanned by the user, but chances are the ad will go by too fast for the user to grab their phone, unlock it, go to the camera app, and scan. Why make them do all of that when they can just click the ad?
Again, when I've had colleagues and clients push for QR codes for all of these various uses, I always ask them why they want the QR code, rather than a simple link, and the answer is just that they think it's cool, and they expect the user will think it's cool too. We've got to talk them out of this.
What about QR codes in print pieces?
So, QR codes in print pieces are fine. Some users hate them, others are okay with them. They may be effective in some cases, and they may get absolutely zero engagement in others. The important thing is to ask yourself if your use of a QR code is really offering the viewer something that's valuable to them. In most cases I've seen, the answer is no. Please see my article on QR codes: when to use them, and how to make them successful for more info.
– Manning
Questions/comments? Feel free to contact me at manning@manningkrull.com. I update these articles pretty frequently — best practices evolve over time as the world of digital quickly changes, and I always welcome insights from others.