When planning a QR code marketing campaign, one of the biggest questions is: What do you deliver to customers after they scan the code? Regardless of what you offer your customers, most experienced QR code marketers would recommend linking to a web page optimized for mobile users, as a starting point.

This article covers three key reasons to link your QR code to a mobile web page and provides some guidance on how to achieve that.


Why Link Your QR Code to a Mobile-Optimized Web Page?


Reason 1: It Helps You Provide a Good Customer Experience

Mobile web browsers are very different from desktop browsers, and even the best-designed websites can be difficult or impossible to read on a mobile device.

Using a mobile-optimized web page in your QR code campaign avoids customer frustration and ensures that they will be able to take advantage of your offers.

Mobile web pages also give you more control over the visual brand experience, allowing you to present a "look and feel" that ties in with your other marketing materials.

Reason 2: Increase Customer Conversions

In any "conversion path", the more reinforcement you provide along the way, the more likely the customer is to reach that goal. So, even if you just want to provide customers with your email address, it can help with your conversion rate to place the email address on a mobile web page, as opposed to linking to it directly. This gives you one more chance to provide context and remind customers about why they should email you.

By using a mobile web page, you also have the option of presenting secondary calls-to-action (for example, a link to your Facebook page) to further increase conversions. 

Reason 3: Know Exactly How Your Campaign is Performing

While all QR codes can be scanned by mobile users, many QR code softwares and QR code generators will not tell you how many people scanned your code. And, a lot of important campaign data also goes un-captured. pbSmart Codes provides you with reporting capabilities to keep track of your QR campaigns. When your QR code links to a mobile web page, you are able to capture robust metrics on how many visitors and views your page received as well as how many times visitors clicked the various links and call-to-action buttons. You can also track and email leads you receive. This allows you to adjust your campaign in real-time, and make sure your future campaigns are based on what has worked best in the past.


Making Sure Your QR Code Pages are Optimized for Mobile Devices


To ensure that customers can read your message and take advantage of your offers, you have two options. You can either try to optimize your existing website for mobile browsers, or you can create mobile web pages specifically for your campaign.

If you are unsure whether your existing web pages are optimized for mobile, you can test them using free tools from the W3C®  Mobile Web Initiative. Fixing non-optimized pages requires consulting with a specialist, which can often result in a recommendation to completely rebuild your web pages for mobile.

The other option is simply to create mobile-optimized web pages for your QR campaign at the outset. Various tools exist to help you do this, but in the case of pbSmart Codes you can create a QR code and a mobile-optimized web page within the same tool!



WHAT NEXT?:


This article explained the importance of linking your QR code to a mobile-optimized web page. For a step-by-step guide to creating mobile web pages with pbSmart Codes, read our related article: Create a QR code and design your mobile page. For an overview of the pbSmart Codes mobile web page designer, see: Creating Custom Mobile Web Pages - An Overview.

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