QR Codes can be powerful marketing tools, capable of delighting or disappointing audiences, depending on how you use them. In this article, we’ll guide you through 11 potential pitfalls so pesky QR Code mistakes do not blindside you. Think of this as a checklist to steer your marketing campaign in the right direction.
11 common QR Code mistakes for marketers
- No incentive to scan
- No call to action
- Using Static QR Codes instead of Dynamic QR Codes
- Printing the incorrect size
- Not optimizing for mobile
- Not tracking scan metrics
- Generic square designs
- No branding included
- Misleading content destination
- Placement in inaccessible locations
- Not testing QR Codes before using them
No incentive to scan
Simply placing a pixelated square on a marketing medium isn’t sufficient. Keep in mind that these codes are tools, and it’s up to you as a marketer to create creative strategies that encourage your audience to interact with them.
The key is to consider what users would want from the QR Code experience. Giving your audience a compelling reason to interact with your marketing ad can encourage them to scan the square.
For example, if your goal is to get more users to download your app, a strong incentive would be to offer a free subscription over a paid one. This way, they immediately benefit from scanning your QR Code and gain a tangible experience of your product.
Pro tip: Tailor incentives based on your audience’s preferences and interests.
No call to action
Without a call to action (CTA), QR Codes become standalone pixelated squares, seemingly purposeless. It’s important to consider the non-tech-savvy user or the potential customer unfamiliar with these types of interactions.
Incorporating a CTA text not only provides instructions for users but also offers context regarding what to expect from scanning the code. Like any CTA, including it on your QR Code encourages the user to take action which can lead to an improved conversion rate.
Pro tip: Use the CTA to guide your audiences on what to do when they encounter your QR Code.
Are you looking to add your CTA text to your square? Learn how to leverage CTAs with a QR Code frame!
Using Static QR Codes instead of Dynamic QR Codes
Marketers should prioritize flexibility when devising their marketing campaigns, and this rings true for QR Code campaigns as well. A key QR Code mistake to avoid in these campaigns is choosing Static QR Codes over Dynamic QR Codes.
While Static QR Codes remain effective for personal use and one-time events, they are permanent and uneditable once created.
Conversely, dynamic versions are flexible, allowing you to edit QR Code content such as the link destination, correct faulty links, address typos in your content, or make general updates even after your campaign has begun.
Pro tip: Opt for a Dynamic QR Code to edit your square patterned code during marketing campaigns.
Printing the incorrect size
Printing the square symbol without considering the size is a gamble every marketer should avoid. Make it too small, and it becomes unreadable; make it too big, and users can’t fit it within their camera’s frame due to a large scanning distance, leading to QR Code scanning problems.
So, what’s the middle ground? That depends on factors like the scan-to-ratio distance, the chosen marketing material, the amount of data encoded in the code, and the printing resolution.
Pro tip: As a golden rule, the square has to be at least 2cm x 2cm to be scannable while maintaining a 10:1 size-to-distance ratio.
Head to our QR Code minimum size article for guidelines on how to print your QR Code with the correct size.
Not optimizing for mobile
If your QR Code’s online destination isn’t mobile-friendly, it defeats the purpose of adding it to your marketing material.
The idea is, after all, to encourage your audience to use their smartphones to scan the quick response code for instant access to your online content in real time.
Take, for instance, an online page destination that loads slowly or doesn’t fit on a smartphone; it can interrupt the user experience, possibly leading to a loss of interest or causing users to exit the experience entirely—a major setback!
One way to steer clear of this in your campaigns is to create online content specifically for mobile devices whether it’s for a website, landing page, or microsite.
Tailoring your page for smartphone usage enhances user responsiveness, ensuring that the user experience is as smooth, frictionless, and mobile-friendly as possible.
Pro tip: Test the page loading time to identify and address any factors slowing down your page.
Not tracking scan metrics
One of the most beneficial features of QR Codes is the ability to track scan data in real-time. This handy feature is excellent for analyzing your audience’s response to your campaign, providing valuable insights into both your audience and overall campaign performance.
With Bitly Analytics, you can effortlessly access scan data, including audience geographical and browser information, as well as interactions over time. This enables you to measure the impact of your marketing efforts effectively.
Pro tip: Learn how to create a Bitly QR Code and measure the success of your campaign scan by scan!
Generic square designs
Creating a square symbol without thoughtful design is a missed opportunity. Dull and unattractive pixelated squares don’t grab attention, they simply fade into the background.
Whether you place the pixelated square on a flyer, packaging, or billboard, creative QR Code design plays a massive role in attracting audiences.
By adding a touch of personalization, you can experiment with the colors to infuse vibrancy to your code or employ high contrast to make your square more visually eye-catching.
Pro tip: Bitly has plenty of customization options that go beyond color adjustments —you can even modify the pixelated patterns, add frames, incorporate your company logo, and so much more.
No branding included
Branding is vital for your marketing initiatives because it fosters customer recognition. Equally crucial is integrating your brand guidelines into your QR Code marketing efforts, ensuring a consistent brand image in every interaction with your audience.
Failing to infuse branding into your pixelated square can result in missed opportunities to enhance brand awareness and boost conversions. If your audience doesn’t recognize your branding on the marketing material, you might lose valuable engagement moments.
Fortunately, integrating branding into your pixelated square design is a simple task on the design front. It requires little effort, such as including your brand colors or uploading your company logo to the square’s center.
With minimal effort, you can create a beautifully branded QR Code to help your audience recognize your brand in a heartbeat.
Pro tip: Copy your brand color hex codes and incorporate them in your square design.
Misleading content destination
The last thing you want is for your audience to feel tricked into scanning your code. This is similar to clickbait, creating a negative impression of your brand and company.
Meeting audience expectations entails communicating only what you can genuinely deliver. While it’s acceptable to hint at something to frame expectations, avoid manipulating users into scanning content they don’t desire.
Needless to say, the destinations we guide our audiences to should not only provide value but also excite them. By maintaining transparency and delivering on promises, you not only build trust but also foster a positive perception of your brand.
Pro tip: Craft a compelling CTA, hinting at the experience to align user expectations.
Placement in inaccessible locations
Strategic placement plays a significant role in QR Code marketing. Opting for inconvenient locations decreases engagement chances while choosing accessible spots boosts scan rates.
Relying on luck is not an option. Instead, employing a thoughtful strategy in your QR Code placement can make a massive difference. When deciding on the right location, always ask: Is this a place where my audience can easily pull out their smartphones and scan?
Accessible and convenient locations are typically places where people have time to engage, like restaurants, retail stores, doctor’s offices, or transportation hubs like bus stops and subways.
If the chosen placement lacks accessibility or convenience, it’s best to reconsider. Your audience should encounter no obstacles in engaging with your code; otherwise, they might move on and forget about it.
Pro tip: Compile a list of locations where scanning a QR Code would be convenient.
Not testing QR Codes before using them
Perhaps one of the significant pitfalls marketers could face is overlooking the testing phase for their QR Codes. This oversight could have detrimental effects on their brand reputation.
Neglecting to test them before printing or launching a campaign may convey an image of unprofessionalism, inefficiency, or even laziness—a regrettable situation considering all of this can be easily prevented.
Set aside ample time to scan your square and rectify any issues before it’s too late. This underscores the importance of using a Dynamic QR Code, offering flexibility in case of mishaps.
Pro tip: Make testing an integral part of your checklist before launching your campaign.
Craft mistake-free QR Code campaigns with Bitly
Once you are aware of which QR Code mistakes to watch out for, avoiding them becomes straightforward. Keep this guide on hand when strategizing your campaign so you can stay on track.
With Bitly, tracking, customizing, and branding your pixelated square is a seamless process. Learn how to make the most of your marketing materials and plan flawless, error-free campaigns on the Bitly Connections Platform.