QR Code Reviews – Reln Concrete Tape

QR Code Reviews - Reln Concrete Tape

QR Code Reviews - Reln Concrete Tape - QR codeMaking effective QR codes takes work.  To shortcut the amount of learning and work required, you can look at how others are using QR codes.  By using the best techniques you find and avoiding the worst problems, you can make your QR codes be the best they can be.

Today we look at a QR code found on a roll of Reln Concrete tape.  This particular product is something I’ve never seen before but makes a lot of sense.  You use the tape to cover drains while you pour a concrete slab.  The tape keeps the concrete from getting in and ruining your drains.  Duct tape would work but I’ll bet this stuff is designed to do a better job.  Anyway….

The QR code is about 1.5 inches (or close to 3.8 cm for those who prefer the metric system) square but does not include a call-to-action or URL.  On the front of the product, you can find the URL of the company which ends up being the same URL that is encoded.

The encoded URL is: http://www.reln.com.au

QR Code Reviews - Reln Concrete Tape - iPhone screen

QR Code Reviews - Reln Concrete Tape - iPhone screen in landscape

Overall rating: 2 out of 5

QR Code Reviews - Reln Concrete Tape - Rating - 2 out of 5

7 Key Aspects to Great QR codes

Here are some important questions that all great QR codes need to answer:

Is there a good call-to-action near the QR code?

  • There is no call-to-action.

What does the QR code look like (colors, design, etc)?

  • The QR code is the standard black elements on a white background.

Is the QR code easy to find and incorporated into the overall design?

  • This QR code is easy to find, located on the back of the roll but not really integrated into the overall design.

What happens when you scan the code?

  • You are taken to the company website

If a URL is encoded, is the landing page mobile friendly and designed well?

  • The landing page is not mobile friendly but it does have a good design.

If a URL is encoded, does it utilize a redirect to help with future changes?

  • The encoded URL does not feature a redirect so any future changes would be difficult or impossible.

Does the action of the scan provide value to the customer?

  • The information on the landing page is helpful but without a mobile friendly site, the QR code is wasted.

What We Can Learn

Reln has a bit of work ahead of them before this QR code campaign can be truly helpful to both the company and the consumers.  First off, there is no call-to-action.  That means few if any customers will be scanning the code.  When they scan the code, the encoded URL does feature the company name and will likely encourage many to continue to the website.  When they do land on the page, they are greeted with a well designed page but poorly formatted for mobile devices.  A few minutes on a non-mobile friendly site can seem like an eternity… in a bad way.

From a user perspective, the QR code is in a good spot.  The overall product packaging (really just a cover for the tape) is simple and uncluttered.  The QR code is large and easy to see.  Since there is no call-to-action, you are not encouraged to whip out your phone and visit the site.  If you do land on the site, you may find value but more likely, you will find frustration with a site that doesn’t play well with your phone.

How can we help Reln?

I had such high hopes for this QR code.  You just don’t see that many QR codes on building or construction materials.  This looked like the perfect opportunity for a company to set themselves apart from the competition.  But, in this case, they could use a bit of help.

First off, and most importantly, the landing page (which happens to be the main company site) must be mobile friendly.  Not should be, not it would be nice to be, but MUST be.  Too many customers have access to mobile devices for your site to be difficult to navigate on a small screen.

Next, the encoded URL really should redirect the user to a landing page.  Even if the landing page is the main web site, using a redirect would make that possible.  The way things are setup now, it is nearly impossible to redirect users to any page other than the landing page.  Why not land visitors on the page that talks about the product?  Maybe land customers on a video showing how to use the product?  Maybe even testimonials of satisfied customers that have purchased the product and had great results.  Redirect are very easy to do technically so there is no reason not to include them in your QR code campaign.

301 redirects are your friend.  If you aren’t familiar with them, do a Google search, ask a friend, or leave a comment.  Something so easy should be a tool in the toolbox of every business.

Lastly, a good call-to-action would encourage visitors to scan the code.  I personally had to visit the website and look around to really understand how this concrete tape could help me.  Sure, most people that would be looking at this product will already have a good idea of how to use it but being explicit would only make the product understood by a larger segment of the market.  Of course, a good call-to-action is less useful if the landing page is not mobile friendly but any little bit helps.

Summary

When making your own QR codes, keep the following in mind:

  • Mobile friendly sites are no longer a luxury, they are a cost of doing business.  If your site is not mobile friendly, put that task at the top of your list.  Spend the money, get it done.
  • Encoding a redirected URL can add flexibility to your QR codes without adding complexity, time, or money.  With just a few minutes of extra thought and almost literally a minute and one line of code, you can have a URL that you can redirect at any time.  This is almost infinitely better than having a URL that locks you into one landing page for the life of your product.

We are starting to see QR codes on a large variety of products.  I’ve seen them on a can of black eye peasbrake padssilicone spray, a box of doughnuts, plantain chips, and many more.  What products have you noticed with QR codes lately?

If you have questions about how to get started using QR codes in your business, how to use QR codes more effectively, or how fix a QR code issue, let me help.   If you want to learn more about QR codes, check out my free e-book.