Do Your Customers Know How To Use a QR Code?

3 October, 2011

web content, web copywriting

Instructional copy when, where, and how to use it is largely driven by audience. QR codes are one application of web content that users may or may not be familiar with. Who are your customers and do they need some assistance to actually access the content locked away in a QR code?

While plundering my mail this evening, I opened a piece of direct mail from Geico–a letter promoting their “15 minutes could save you 15%” rate quotes. At the end of the pitch letter there was a QR Code with a call to action to get a free insurance quote using my phone. The QR codes I’ve seen usually are delivered in one of the following ways:

  1. Pure QR code sans any type of text, including call to action. As if a QR Code suffices as its own CTA. Great in situations where the audience is very web savvy and comprised of many early adopters.
  2. Accompanying text with a simple CTA to “Scan the code” or “Scan the code to…[blah, blah, blah].” Middle-of-the-road call to action. Customer could easily figure it out, probably has heard about bar code scanners and at least knows how to Google “scan the code,” which would clue them in to the QR codes quickly. (the first entry on Google is “QR Code” on Wikipedia.)
  3. Accompanied by this CTA-instructional copy from Geico: “Scan this code to get your free, no-obligation rate quote directly on your smartphone. A bar code reader app and a camera phone are required to scan code.”

This last one, by Geico, assumes that at least some of their customers may need some additional support on how and when they may access the QR codes, at least until this technology becomes more commonplace. That’s smart. If given appropriate, but simple guidance, even customers unfamiliar with the QR codes might be able to get up to speed quite quickly and able to engage with advertisers’ online content.

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  1. QR Codes: Sample Calls to Action | Word Bang - 21 October, 2011

    […] Do Your Customers Know How to Use QR Codes? LD_AddCustomAttr("AdOpt", "1"); LD_AddCustomAttr("Origin", "other"); LD_AddCustomAttr("LangId", "1"); LD_AddCustomAttr("Autotag", "technology"); LD_AddCustomAttr("Tag", "content-strategy"); LD_AddCustomAttr("Tag", "web-content"); LD_AddCustomAttr("Tag", "call-to-action"); LD_AddCustomAttr("Tag", "content-marketing"); LD_AddCustomAttr("Tag", "qr-codes"); LD_AddCustomAttr("Tag", "web-content"); LD_AddCustomAttr("Tag", "web-copy"); LD_AddSlot("wpcom_below_post"); LD_GetBids(); Share this:FacebookStumbleUponTwitterLinkedInMoreEmailDiggRedditPrintLike this:LikeBe the first to like this post. call to action, content marketing, qr codes, web content, web copy […]

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