Mobile is dramatically changing consumer behavior. Today the concept of ‘wasted’ time is increasingly being replaced with the notion of ‘found time,’ due to the proliferation of smartphone use. Hours that previously slipped away while waiting in line, are being reclaimed and becoming increasingly productive. Consumers are catching up with email, reading articles, browsing for products and even making purchases; in fact, almost “38% of our daily media interactions occur on a smartphone. There is a great upside for businesses to this changing consumer behavior–but like all changes it comes with a catch—companies must deliver sites that are very mobile-friendly.
Having a mobile-friendly site is the first step in developing a mobile strategy and although most companies recognize they need to employ one, many are tentative about the best approach. There is much debate about the best solution—most often between an m dot site (m-site ) or a customized app, or perhaps both? Although it is easy to focus on the technology platform, technology isn’t the right staring point. Organizations need to focus inward and look at their core business to determine what the best experience would be for their customers.
Mobile is a key consumer touch point and it shouldn’t be treated in a silo or an ‘offering.’ To deliver the best in class mobile experience and one that fits with your organization’s goals, the online interface needs to be flexible, fast and optimized. It will also need to be as equally proactive as it is responsive. For example, organizations that actively email customers special offers must be prepared to have these customers open and interact on their site with a smartphone or tablet.
Organizations that are courting savvy consumers using smartphones and tablets must deliver websites that are equally as smart—sites with intuitive navigation, the right font sizes and automatically adjusted visuals. Forward thinking companies recognize mobile is here to stay and they want to deliver a scalable and maybe even future proof site. Companies that are looking beyond the technology and are focusing on the user and the mobile ‘mind shift’ are increasingly adopting responsive web site design because of its ability to deliver a best-in-class user experience.
Responsive web design (RWD) hits it out of the park because it is device agnostic—it works equally well on a desktop, tablet or smartphone. Everything happens ‘behind the scenes’ so sites are adaptive and the consumer doesn’t have to download an application or select a mobile site. There is no need to search for the ‘desktop version of the site’ because with responsive web design there is only one version of a company’s website with all of the content and features included.
With thousands of screens in marketplace, all with different dimensions and resolutions there is a clear advantage to having one site that can be optimized for both multi-screen viewing and mobile users. With responsive web design consumers are delivered the deep content and functionality they have come to expect from a desktop version plus all of the ‘extras’ consumers rely on from a mobile site such as location information, mapping, click-to-call (dialing), and speedy site loads.
From an organization’s point of view, responsive web design delivers a mobile solution and a multi-screen solution. It works equally well on a smartphone, tablet or desktop because the design is flexible and it is able to deliver the most advantageous experience to the user, ‘customized’ to the device being used. “Media queries” determine what resolution of device it needs to be served on and the responsive design automatically renders flexible images and fluid grids to correctly size content to fit the screen. It’s beauty in the online world—a site needs only to be built once and it works seamlessly across hundreds of different screens.
Users enjoy the responsive design because it effortlessly delivers content—the bigger the screen the more the user sees—the smaller the screen the less there is in their visual field. You can try it out for yourself by visiting one of the RWD sites designed by us—TELUS’ Corporate Social Responsibility or Machine-to-Machine. Notice the difference on your desktop/laptop, smartphone or tablet and watch how the layout seamlessly shrinks from three columns, to two columns, to a singular column of content to match the device it is used on.
From sharing content, getting directions, to registration or purchases; if it can be done on a website via a desktop, the consumer wants the convenience and ease of doing it on their mobile. With responsive web design it is possible because optimizing for mobile isn’t an offshoot—there is no replication of design, duplication of SEO or doubling up on analytics on two sites, instead it re-engineers your core site to be the best of the best on a smartphone, tablet or desktop.
Some additional benefits delivered by responsive web design are:
- One site for all needs—literally “leaving no device behind”
- One site to update, manage, monitor and optimize (which is cost-efficient)
- SEO benefits –ranks higher because the site is optimized for mobile and desktop and anything in between
- It is endorsed by Google as an industry best practice
- The design is fantastic for content, content and yes more content as it lends itself extremely well to being searched, referenced and shared
Responsive web design is the superlative, but quality comes with some caveats. In general a RWD is customized, complex, and it has extra layers involved in development so it may take a bit more time to do it right. However, the long-term cost benefit ratio of managing one site and optimizing the customer experience often outweighs the initial investment.
While a custom responsive web design may be what your organization desires there may be time or budget constraints that put it out of reach or perhaps the customer experience that you are delivering is better served by an m-site or app.
Going ‘mobile’ or ‘multi-screen’ is a journey and not a destination. It won’t happen overnight but organizations wanting to capitalize on the mobile experience should start with the basics and build on them. Delivering an optimized mobile site means “better experiences which mean more conversions, more engagement and a better chance the user will walk away with a positive feeling about your brand, service or product.”
Seize the opportunity to connect more closely with your customers by mastering mobile. We’ll continue our review of how companies can optimize website interfaces with a review of m-sites, apps and performance based web design. If you don’t know where to start this might be the right time to invest in some market expertise to help point you in the right direction.
Photo credit: Johan Larsson
Today we performed a presentation around responsive website design to 160 TELUS Enterprise Team Members and thought it would be useful for you to highlight the key points from the presentation.
- What is Responsive Website Design?
Responsive website design is the layout and the use of fluid grids, flexible images & media queries in order to optimize web experiences for consumers regardless of device they are using (desktops, laptops, tablets and mobile devices).
- Why Use Responsive Design?
There are a number of reasons. Some reports indicate a majority of users that have a bad mobile experience are less likely to engage with a company. Many websites report that somewhere between 20% and 25% of total traffic come from mobile devices. Responsive website design is also easier to manage when updating your website.
Oh yes – and because Google says it is important for improving organic search engine rankings through mobile devices. In fact, in the near future, Google will not show any Adwords ads on mobile devices for websites that do not have a website optimized for mobile.
- How to Approach Responsive Design
Here are the tips we provided for companies thinking about optimizing their website through responsive design initiatives:
- Focus on emphasizing key content that users search for when using mobile devices
- Use metrics to determine how content is being consumed on mobile devices
- Have all your content ready before engaging in responsive design
Try it out for yourself. Visit one of those websites on your desktop/laptop and smartphone and notice the differences. You can even resize the browser window on your desktop/laptop and watch how content moves around.
Please contact us at (604) 484-0606 – ext 109, if you are interested in having our team present the benefits of using a Responsive Web Design approach to mobile to your organization.
There was another record drop of PC sales for the 5th consecutive quarter in a row, and it has Microsoft looking to secure new “Post PC” relevance as the world moves to tablets and smartphones for their computing needs. It’s looking more and more like the reign of the PC ended in 2012 with the continued slide of 11% PC sales worldwide in the last quarter. Microsoft’s reliance on desktop computing and lack of producing a compelling alternative yet in either the smartphone or tablet space has created the largest reorganization to date in an attempt to stay dominant and not lose ground to companies like Apple and Google that are converting the rest of the world into Multi-screen post PC users.
Steve Balmer’s (CEO) memo to the company last week informed employees that they will be ”rallying behind a single strategy” and organizing by function. ”We are ready to take Microsoft in a bold new direction,” Ballmer said in a conference call with reporters and analysts. ”You don’t make massive, sweeping changes like this unless something is wrong,” said Colin Gillis, an analyst at BGC Financial, pointing to Wednesday’s reports of declining PC shipments around the world.
The news of sagging PC sales is not new to Microsoft, and they have made some bold moves already to try to anticipate the world’s shift to “non PC computing” with their products like Window’s 8 for smartphones, and the Microsoft Surface tablet, both have been slow to adopt by consumers and enterprise alike. They recently dropped the price of the Surface tablet as it struggles to compete with iPads, Android and even Kindles in the marketplace.
What does this mean for the rest of us in business? It means that the days of a serving up a single desktop centred website or web application are drawing quickly to a close. It’s time to put into place a web strategy that is responsive (RWD), and future proof your online presence to the quickly fragmenting multi-screen world that is quickly moving in. In fact Microsoft have transformed their own massive website to be built in a responsive design for the very same reason, they saw it coming. This is an approach we have been both advocating and practicing for our client sites such as the TELUS Corporate Social Responsibility Report and soon to be launched TEDxVancouver for almost two years now. There are many reasons to move to a responsive web design and ways to know if the time is right through analytics measurement.
We believe in the responsive web design approach more than ever, and know it’s the way forward for so many brands online. If you are interested in discussing a responsive web design approach with our design experts, just give us a call at +1.877.331.6603 Ext. 109.
It seems that in the digital world, a common theme tends to dominate among companies and marketers alike – marketing comes first, measurement comes second. The most significant contributing factor to this theme is the speed at which certain technology mediums and platforms become adopted by consumers. It’s not like organizations don’t want to measure, they just have priorities….and usually the first priority is establishing a solid presence.
Therefore, it’s not really surprising that many organizations have never developed a measurement program based on the type of device a visitor employs. Of course, organizations are beginning to wake up to the need to develop a multi-screen strategy – one that takes into account website user preferences based on the type of device they are using. But how do you utilize data to inform this strategy if you’ve never taken the time to develop a measurement program?
The focus of this discussion is to provide practical steps on how to utilize website analytics to plan and research a multi-screen strategy for your website. These steps will also help you build a business case for obtaining resources to improve overall return on investment for your entire digital marketing plan.
Step 1 – Segment by Type of Device
Companies should segment and analyze website traffic based on the type of device used. To avoid being overwhelmed with data, it’s usually reasonable to divide screens into three categories:
- Desktop Devices
- Mobile Devices/Smartphones
The reasons they should do this is simple—website usage and consumers behaviour differ based on the type of device used when online. There is a plethora of research outlining how activity varies, for some examples view this article.
These differences in tendencies are important because they shape the context in which we analyze website performance. Fortunately, popular web analytics programs have made this easy to do. For instance, Google Analytics has an option to view site usage by Mobile and Tablet devices through their ‘Advanced Segment’ dropdown menu.
Step 2 – Get a Sense of the Visitor Size for Each Device
Visits from mobile devices can represent a decent portion of website visitors as well – and knowing this size can really help to build a business case for spending resources on developing a multi-screen strategy. For instance, on many of our clients’ websites, mobile traffic currently accounts for up to as much as 25% of all traffic. And mobile visits will continue to rise.
The real trick of course is to determine whether device traffic has increased over time – this is something that has been quite noticeable over the last couple of years for many sites. And while it is true that there are some companies that do not experience significant portions of website visitors coming from mobile devices, those seem to be becoming more of a minority.
Does Your Mobile Traffic Look Like This?
Step 3 – Site Usage Statistics and Expectations
Many commonly used out-of-the-box site usage statistics are applicable across all types of devices. The smaller the screen size however, the more likely site usage becomes more focused on immediate need-satisfaction (e.g. users are less likely to browse – they are more goal-directed). Thus, when analyzing performance, the appropriate expectations need to be employed. Consider the following examples.
Average Time Spent on Page
The key here is to ensure that each segment of users is spending enough time to absorb the most important content. For example, if you do not have a mobile-optimized website and mobile visitors are spending significantly less time on a page featuring a news article compared to desktop visitors, mobile visitors are likely not reading the article. If you do have a mobile-optimized website it allows for better reading, then a lower average time spent on the page might be telling a more positive story.
Most Visited Pages
For mobile segments, it is quite possible that a smaller amount of pages will account for a large portion of all page views compared to desktop visitors. For example mobile visitors may only be interested in certain content, so they tend to flock to a fewer number of pages. Desktop users might be interested in obtaining more information, so their behaviour tends to be spread out.
Bounce Rates should be fairly similar for each type of device. A high Bounce Rate on a mobile device versus a low Bounce Rate for desktop devices usually suggests a problem with the mobile experience. In most cases, the same can be said for Exit Rates (loosely defined as the percentage of visitors that leave the website through a specific page).
Step 4 – Establish Device-Specific Conversions
While mobile visitors are very goal-directed in their browsing of a website, conversions for mobile visitors will differ from desktop users. For instance, they may be more likely to visit a page that features a map to your store or to click on a phone number, and they may be less inclined to fill out a form.
Obviously the activity in this step involves examining whether users are engaging in the appropriate conversions based on the device they are using. However, it is quite possible that your company or department has not even taken the time to consider these differences, and so you might not have the data available. If this sounds familiar, you’ve just identified an immediate opportunity to improve your organization’s digital strategy.
Step 5 – Overlay Different Segments
There is a lot of value in overlaying different segments on top of device segments. For instance, this is where you can really begin to understand whether your other marketing activities (e.g. online advertisements) are optimized for mobile devices, as well as how the entire user experience – from finding your website to leaving it – differs across device types. The following List considers some commonly used overlay segments and some of the questions that you might employ when integrating them into your analysis.
Do mobile users tend to favour one online channel over the other? Do mobile users tend to engage in conversions when coming from one type of traffic source versus the other? Are our online marketing activities (e.g. newsletters) effective at driving users to the website regardless of device type?
Are users employing more generic terms to find a site on mobile devices? Are smartphone users leaving the website right away if they have used a certain keyword to access our site? Is our mobile SEO strategy effective at helping users find our website for popular keyword terms?
Which pages within the website do mobile users tend to access the most? Are mobile users leaving the website upon arriving at a landing page? Is the landing page doing a good job of driving mobile users to take a specific action (i.e. conversion)?
Using these five techniques will put you well on the road to understanding whether your organization’s multi-screen strategy is working in the way it was intended (or whether there is a significant need to begin thinking about one). Even more importantly, it will help you identify and improve your entire visitor experience, so that they’re taking the actions you want them to take.
All this leads to enhanced return on investment from marketing initiatives (regardless of whether the website is the focal point of a campaign or not –it might drive users indirectly). Now, how to utilize analytics for online marketing initiatives based on the type of device they’re using – that’s a whole other blog post.
Mobile is shaking things up, it’s no longer about going online, it is about being online, and organizations need to understand how this is impacting their business. Forward-looking organizations that have embraced mobile are reaping the benefits of increased revenue, customer satisfaction and invaluable benefits to the brand.
The increased demand for websites optimized for multi-screens is being driven by the rapid adoption of smartphones and tablets. Canadians in particular are global leaders, and at the end of 2012 Canada had over 62% smartphone penetration. In 2013 implementing a multi-screen strategy for your business may or may not be your top priority, but it should be.
Many companies recognize mobile is growing but they may still be grappling with how to best manage a multitude of digital channels—and mobile appears to be one more. What many companies fail to recognize is investing in a multi-screen strategy is a win-win situation that provides an opportunity for targeted marketing, innovation, engagement experiences, and it can bolster a brand.
Consider what makes some of the leading brands great–consistency across all interactions, relevancy, differentiation, and an unparalleled commitment to customer needs. Apple relentlessly focuses on the customer experience, innovation and an unmatched aesthetic beauty. Disneyworld keeps their bathrooms sparkling clean; although, they know it isn’t what people come for, it certainly contributes to the experience. Not every touch-point is a profit centre, but it is the complete experience that surprises and delights customers and gives them a reason to keep coming back.
Being mobile or multi-screen ready affects your brand because it comes down to the impression you are making with your customer. Consumers aren’t sitting around thinking about whether your site is mobile friendly, but they certainly are aware when it is not. A Google survey showed that “48% of mobile users felt if a site didn’t perform well on their smartphones it made them feel as though the company didn’t care about their business.” Moreover, “50% of those users stated that even if they liked a business, they will use them less often if the website isn’t mobile-friendly.”
A website with limited or poor functionality delivered on a tablet or smartphone, is more than likely than not frustrating your customer and slowly but surely chipping away at your brand. In addition to hampering your brand, a website not optimized for mobile screens may not make the cut when searched for by consumers. Search engines are delivering results to consumers based on the device they are using. If you haven’t optimized your organizations website for multi-screen devices you won’t even get a chance to to make an impression.
Consumers want value and relevancy and they appreciate ways in which companies are making things easier for them. If a company hits it out of the park, they’ll tell their friends….and so on and so on. So, if “68% of all searches start on a smartphone” do you want to risk making a less than stellar impression with a potential customer, or worse have them go to a competitor?
Since 67 percent of users claim they are more likely to purchase from a mobile-friendly website, companies that rely on SEO are wise to move to mobile-friendly websites, and responsive web design specifically.
But if you get it right, it can pay off in spades—some financial institutions have won over their customers simply by giving customers what they want. Mobile banking provided an on-the-go option for customers and in doing so, the banks had to streamline the design. The changes made have proven so popular that Forrester Reports predict mobile banking will displace online banking because technologies like smartphone apps let customers perform simple tasks more quickly and easily than on a desktop.
Being great on the desktop just isn’t good enough anymore. Customers want to be able to do it ‘all’ from their mobile device, and no longer are consumers enamored with the pinch and zoom feature that provided a short-term fix to ‘mobile access.’ Getting it right and implementing a multi-screen strategy is smart business—it opens avenues for ecommerce, it improves the customer experience, it can improve engagement, and in an environment where everything can be shared your brand loyalists can market for you.
Remember, a brand can compensate for a less than optimal experience for a short while, but it is not impervious for the long haul. In today’s market, the value of a brand is increasingly owned by a company’s customer. Organizations should make sure they don’t give their customers a reason to go elsewhere.
For those organizations considering a mobile strategy, or deepening their current offering, the time is now. Organizations can’t control what device people are going to use so companies need to be proactive and develop for any scenario. Smartphones and tablet adoption isn’t slowing, and Google predicts in 2013 more than half of website visits will come from mobile devices rather than desktops or laptops. Chances are your site is being viewed on a mobile device right now—the question is, what impression is your organization making?
I returned back to actively seeking conversation on Twitter last night, after several months off due to general burn out of the medium, I found my self caught up in the litany of angry tweets about the cost of such a site. I have written a guest post over on vancitybuzz.com about the matter and spoke to The PEAK FM’s morning team with Kiah Tucker and Cory Ashworth about why such projects can cost this much. Mine is just one take and there are many voices with valid points about “open government” projects around the globe. The point of view I took is why this project likely cost what it cost and will leave that conversation to others more familiar with the subject matter. Read more
There was a follow up from the paper (The Province) that originally broke the story the day before. They noticed my blog post on vancitybuzz.com and thought I might want to add to the follow up. Much has surfaced since my original analysis including the fact that there were a total of 60,000 pages of content completely rewritten, the decision by the city to re-do the design after the first agency did not deliver what was envisioned for the user interface, and many other flubs and inefficiencies.
PEAK FM Interview:
Photo credit: Kenny Matic
So do it right
Depending on which marketing professionals you listen to, or what articles you read, direct email marketing is either on the decline or maintaining its impressive ROI. Despite the differing opinions, almost everyone agrees that the digital marketing tactic must evolve with the changing technology and online habits of the intended audience.
Much of the focus has been on pairing email marketing with social media. But most recently there has been an urgent need to adapt practices again, this time to meet the rapid growth of mobile users. Marketing strategies that don’t have a mobile component are less successful now and will be in the future.
Mobile use growing
We’ve already experienced declining numbers of consumers visiting web-based email sites using PCs, according to comScore. A November 2010 study also showed email engagement using desktop and laptop computers declined by nine per cent while the number of page views dropped 15 per cent. However, during the same time period daily email access using mobile devices increased 40 per cent. Further to that, comScore’s January, 2012 study estimated 90 million Americans access email through a mobile device, with 64 per cent doing so on a daily basis. With such overwhelming numbers, its obvious today’s email marketing campaigns must cater to both PC computer and mobile users. Unfortunately for many campaigns, mobile is still an afterthought, where it should be front and centre.
Old webpages not good enough
The growing number of mobile users are increasingly fickle and likely won’t engage with a website if it isn’t mobile optimized. A 2012 survey conducted by BlueHornet, a leading email marketing service provider, found 70 per cent of consumers delete emails immediately that won’t render on a mobile device. Marketers must ask themselves, who wants to view a website if they can’t read the tiny type on their four-inch smartphone screen? To answer this, conduct your own experiment to better understand the experience of mobile users. Open your emails in the morning with a smartphone – chances are you receive three or four marketing emails each morning. When you open an email, click through the links all the way to the checkout, as if you were going to buy the product or service.
It’s likely that somewhere through the steps you came across a PC-designed webpage and the type was so small you had to zoom in to read it. For an example of how to cater to the mobile audience, have a look at the marketing emails sent out by Groupon. They’ve recognized the growing number of mobile customers and geared campaigns towards them, further proof of the importance of mobile.
Take it from Groupon
One thing Groupon and other daily deals marketers do correctly with their mobile strategy is they employ a specific mobile landing page with a prominently displayed call to action (CTA) and use large buttons, photos and type.
Some others tactics and elements that should be incorporated into a successful mobile email campaigns include:
- Design emails to be easily viewed by both desktop and mobile email consumers.
- Images should be larger and should span the full 600px
- Buttons and CTA’s should also be larger and clickable if viewed in a mobile browser.
- You can use media queries for iOS devices so that emails dynamically serve up emails optimized for each platform. Lululemon does a great job with their newsletter using this technology.
- Have a link at the top that lets users view both desktop and mobile versions on the web.
- Auto direct mobile users to mobile-optimized landing pages.
Marketers using e-commerce emails that drive users to auto-direct websites should consider using mobile e-commerce platforms such as shopify.com and mobecommerce.net to ensure the mobile user experience encourages sales.
Photo credit: Marc Flores
As someone that runs a digital agency, I must admit I have mixed feelings on the use of QR codes in general. I like the concept in theory, and I am seeing them more and more in market, promoting a whole list of products and services. The principle is a solid one, and you would think that the abundance of smart phones equipped with both cameras and onboard software to process the QR codes would bring leads and customers through the web channel. The reality is that if things don’t change quickly, this too will be another passing marketing gimmick that never really took off. Agencies and marketers are sticking the QR codes in the ads without an end-to-end strategy. I would say 8 out of 10 QR codes I snap a picture of takes me to a site that is not optimized for mobile; hell, most of the time, it just dumps me at brandname.com without even a custom campaign landing page built for desktop browsers, let alone mobile ones. It’s true that modern smart phones can render web standard compliant sites just fine, but the scrolling and zooming looking for the related content in the mobile browser is tedious at best when viewing a site on the move. When was the last time you did a digital campaign and just dumped the users off at your homepage? Well, the same applies to QR strategy if you want it to succeed.
Take a ride with me.
I went for a ride on one of Vancouver’s more popular commuter subway lines to test this theory for this article, and I have the following examples of the good, the bad, and the just plain ugly.
The first example is for an online learning campaign for a college in the interior of British Columbia. The campaign is for online learning, which I suspect is essential for an educational system that is not located near a major metropolitan area. They understand that their target market is professional, mobile savvy, and looking to advance their career through online learning. The posters are well placed on the trains, although a bit weak in design, and have a triple call to action (CTA) at the bottom to call, go to the web, or snap a QR code. The code itself is unobtrusive but visible and supports the other two CTAs well. When the QR code is snapped, the user is taken to a mobile optimized site designed with clear paths into areas of the site that would be of interest to the potential online student. Viewers can see tabs entitled “About,” “Programs,” “Courses,” “Testimonials,” and—most importantly—a large button that says “Open Learning” placed an inch away from where the thumb would be on a smart phone. This is a campaign that I suspect is doing well in lead generation and mobile page views. If viewed at the beginning of a commute, then I would guess that the time on site might also be quite long. Commuters are a captive audience thirsty for something to do during the ride through town, so you should give them something good to read. They may even have time to sign up for a course or two before the end of the journey if the site is built correctly. At the very least, there will be significant recall on “Open Learning” for the college.
In the second example, I chose a black mark on our city from last year’s NHL playoff run of the Vancouver Canucks. Long story short, when we lost in the final game, many fans decided to riot and trash the downtown core to bits. As
luck would have it, the event was documented like no riot before through the use of camera-equipped mobile phones; the event was uploaded to social media sites like Facebook and Twitter, then turned over to the police for the ongoing (now year-long) investigation. They are actually in phase II of the campaign
that invites every day citizens to go to the VPD website and identify rioters in the uploaded photos. The out of home posters are big, bold, and eye catching with a large QR code in the middle. They are peppered at bus shelters around the city, which is great for those with nothing to do while waiting for the bus. Sounds like a great idea right? Unfortunately, when a user snaps an image, the user is taken to the non-mobile optimized VPD homepage with only a tiny banner on the lower right of the page to direct the user to the campaign site. It’s a shame that all that effort is wasted in the last portion of the campaign.
The third example is probably the worst of the bunch. The idea for the campaign was for the Vancouver Autoshow to sponsor free papers on the subway line and have prominent placement on the front page with a very strongly-worded CTA to go to the website to learn more. When I tried to snap a pic of the QR code with my smart phone, it became apparent that no one tested the size required for the QR readers to be able to clearly focus on the QR code. I tried everything to make my iPhone 4S focus on the QR code, but without a macro lens, I could not. Again, all that money to own the frontpage and to pay for the paper distribution on transit that day with a strong focus on QR and the web was wasted with an untested QR code for the CTA.
Top things to consider for a QR campaign:
- Plan your campaign from QR code to conversion.
- Point the QR code to a campaign page, not just the home page.
- Optimize your site for mobile—if not your entire site, then at least the campaign landing pages.
- Add analytics to the QR codes to track usage and ROI.
- Make sure that the QR code is large enough to be processed by smart phone cameras.
- Test your QR codes; does the path work for you all the way through?
Let me know if you have had a successful campaign in the comments below, and please send any other tips for others doing QR code campaigns.
|Top Ten Advertisers (Q1 2010)|
|Rank||Company||Jan – Mar 2010 ($Mil)||Jan – Mar 2009($Mil)||% Change|
|1||Procter & Gamble Co||
|3||General Motors Corp||
|4||Verizon Communications Inc||
|7||Johnson & Johnson||
|8||Time Warner Inc||
|9||Walt Disney Co||
|10||General Electric Co||
|Source: Kantar Media, May 2010|