Marketers getting into print-to-mobile technologies like QR Codes and augmented reality (AR) know that the experience after the scan is critical. Consumers want to get value out of the scanning experience, and that means that you have to put more effort than ever into what they will see once they scan the code or image. Mobile content doesn’t have to be sophisticated, but it does need to be campaign- or product-specific. You don’t want to send people to your company’s mobile home page where they don’t know what to do. When they scan the QR Code or AR-enabled image, they are expecting to access a specific type of information or have a specific type of experience. Give it to them. This is why designing the perfect landing page is critical.
One of the simplest destinations after a scan is a product-specific (or campaign-specific) landing page. This page is designed specifically for this campaign or promotion. If you are selling concert tickets, you don’t want to send people to the theater’s home page. You want to send them to the page promoting the specific brand, with sample audio clips, concert imagery, and most importantly an easy way to make a purchase.
The Perfect Landing Page
Here are some other tips for optimizing your audience’s print-to-mobile experience and building the perfect landing page:
- Stay focused. Keep the content on the page simple and easy to read and understand. Get rid of clutter and extraneous content. When prospects land on the page, make sure the content is compelling and devoid of distractions.
- Limit navigational links. You want people to stay on your page and read your offer. Many marketers create mobile landing pages without navigational links for this reason. Keep them on the page and focused on your message.
- Think like an infographic. Especially in a mobile context, you want people to be able to absorb information quickly by scanning the page. People can process information more quickly in an image than they can in text. Use bullets, white space, images, and graphics to communicate your message quickly.
- Have a clear call to action. People respond to invitations to respond. That’s why offers often use text like, “Act now!” Or, “Order yours before they’re gone!” Place the CTA in a highly visible location so people won’t miss it.
- Add social media sharing. Put social media icons on your campaign landing pages. Encourage people to share your promotion with others through email, Facebook, LinkedIn, or other social media. Place the icons in locations that aren’t obtrusive, but be sure to include them. Viral sharing is free advertising—don’t miss the opportunity!
