Surprising results from eConsultancy’s recent survey on the use of QR Codes showed that:
- 64% of consumers don’t know what QR Codes are
- Of the consumers that know what QR codes are, only 11% have used them
- Of those that have used QR codes, 20% think they don’t really offer any advantages and don’t expect to use them in future
The survey goes on to point out that marketers have to be innovative and think outside the box when it comes to using QR Codes:
“Don’t rely on QR codes alone. To avoid excluding people without smartphones or those without a reader app, then provide other ways for them to respond to ads, or find out more about products. ” – eConsultancy
But the not so surprising result from the survey was that when using QR codes, it really comes down to the Landing Page.
How Good is Your Landing Page?
It’s typical, really. You scan the QR code and the landing page you then see is a) not formatted for mobile devices; b) not interesting enough; or c) doesn’t exist. Next time you see a QR code you won’t even try to scan the thing because you have already been disappointed once.
Landing pages can determine the success not only of a QR code campaign, but of any campaign that takes the user to your website. Email marketing, online surveys, PPC and more. That might explain why, according to MarketingSherpa, the number of people that work full time in Landing Page Optimization projects has grown steadily over the past couple years.
So where do you go from here? Check out this blog post from Marketing Experiments, “36 articles and resources to help you complete your next LPO project“, is a great starting point.
After all, remember that it’s all about the landing page!