Let me start this QR code experience review by stating that I am obsessed with Way Better Snacks’ Sweet Chili tortilla chips. Nothing beats a bag of Sweet Chili chips and a bowl of homemade guac!
Did I mention they’re gluten free?
Enough sucking up… Let’s get down to business.
Way Better Snacks is the kind of brand that makes me afraid to scan the QR code on their packaging because my expectations have been set so high by their excellent product.
Their QR code campaign should be just as excellent, right?
The QR code located on the back of the chip bag has a good call to action and links to a URL, http://www.gowaybetter.com/qr, that is evidently setup specifically for use with their QR code campaign. This indicates there was at least some forethought into what the company wanted to get out of their QR code. My best guess would be that Way Better Snacks wants to be able to change the page’s content whenever they’d like, which I suggest they do, and/or they may be gathering stats on the URL through an analytics platform like Google Analytics.
Since Way Better Snacks had setup a separate URL for their QR code campaign, I assumed I’d also be lead to a mobile page specifically for the campaign. This unfortunately was not the case. Instead I hit a page that looked like it was right out of the mobile website horror book. Evidently the least amount of thought had been put into what the QR code would lead the user to. This is a prime example of why so many QR code campaigns fail to yield measurable results. The biggest problem I see, beyond the obvious lack of a mobile optimized page, is the lack of interaction available to the user. Sure the user will probably watch the video, but once it’s over I can guarantee they will be leaving the page immediately. Wouldn’t it be great if instead the user could enter their contact details for continued updates or to enter a giveaway? This would help Way Better Snacks begin to create an engageable list of fans that could be used to build brand loyalty and drive their word of mouth campaign. Great things can be accomplished when you have an army of fans at your disposal.
Although there were some major flaws in this QR code experience, I think that they had just enough insight to set themselves up for potential success if they simply optimize the QR code’s landing page for mobile devices and included some kind of lead form below the video to collect customer email addresses or phone numbers. Just to demonstrate what this would kind of look like, I took some elements from the Way Better Snacks website and quickly threw together a mockup of what this page would’ve looked like had it been a mobile optimized page. I did not include a lead form below the video as I wanted both screenshots to lineup but it’s not hard to imagine where that would go.
My guess is that unless this campaign gets fixed soon, Way Better Snacks will not continue to use QR codes in the future. The saddest part is that if they would have set this up right they could have captured my contact details, along with the hundreds of other satisfied customer’s contact details. Missed opportunity…
Our local Jamba Juice has adopted some beautiful fruit inspired custom QR codes in one of their Denver locations but unfortunately overlooked over a major component of a successful QR code campaign – mobile websites. The two codes (shown below) go to different URLs but both destinations are not mobile optimized and could be much more user friendly with just a few tweaks.
The email opt in page could be stripped down to include only the bare essentials on a nice mobile page. Decreasing the amount of clutter and information would eliminate the need for me to zoom in just to see the form and would increase the likelihood that I sign up.
The fitness tips page is a great idea and the site is well designed but the list would be easier to navigate and use if the page was designed to fit mobile device screens. This again would eliminate the need to pinch and zoom which is the real user experience killer on this page.
Overall a great concept with some really eye catching custom QR codes but the lack of a mobile optimized user experience makes these codes much less effective than they could be.
We recently received an email from a past client of ours, Dr. Christian at the Inside Outside Spa, detailing the various ways that they have been implementing custom QR codes into their marketing and print materials. So far they’ve used the codes on some of the following items:
- Business Cards
- Print Ads
- Website and Facebook Fan Page
For more information on the Inside Outside Spa, check out http://www.insideoutsidespa.com/
Sarah Johnson at Trinity University in San Antonio sent me these pictures of their custom QR codes in action!
With a list of over 80,000 prospective students, Trinity University needed a way to make their postcards stand out while also delivering an engaging experience that would attract potential future students. The QR codes link to Youtube videos that highlight the university and the students who attend Trinity.
Thanks to Sarah for sending us the pictures and these kind words:
“We love that your designs are eye-catching — so critical in marketing collateral.
We also will be placing the QR code in our Admissions lobby, as well.
Thanks for the great designs!
Thanks Sarah! YOU ROCK!
More information on Trinity University can be found at www.trinity.edu