How to use QR codes for mobile growth

QR code best practices

Not all QR codes are made equal. To get users from scanning a QR code to downloading and engaging in your app, the user experience needs to be near-perfect. When building a mobile marketing strategy around QR codes, consider:

1. Looks matter

Create custom QR codes by personalizing them to the brand or app identity. Add colors, brand elements or logos, or images to capture attention. But, make sure they’re still scannable. QR codes should be no smaller than 2 cm by 2 cm — and at least 240 pixels. Find a balance between a reasonable size for your marketing materials and the potential customer’s scanning distance. 

2. It’s all about placement

Place QR codes where customers are most likely to see them in their digital and physical environments — when they walk into a store, are waiting in line at checkout, or receive a package in the mail. The options are endless, but some include:

1. 1. Product packaging and inserts
   2. Storefronts and in-store signage
   3. Physical fliers, mailers, gifts, or other direct mail 
   4. TV campaigns 
   5. Email campaigns
   6. Print ads or billboards
      

3. Include a clear call to action (CTA)

Potential users aren’t likely to scan a QR code unless there is a compelling reason or benefit. Specific CTAs like “Scan to receive a special discount,” “Scan to access exclusive content,” or “Scan to enter the giveaway” help users understand what to expect when scanning.  

4. Scalability is key

Creating a one-off QR code takes seconds with a QR code generator, but incorporating them into an enterprise marketing strategy is more complex. To scale, mobile marketers need to be able to create and customize codes for various channels and marketing campaigns. Use dynamic QR codes to update existing links in real time and ensure content is always up to date. Programmatically creating QR codes via SDK or API can speed up workflows, eliminate developer work, and scale to enterprise-level traffic.

5. Measurement and attribution are a must

Like any other marketing strategy, measuring QR code performance metrics is key. Just knowing the number of scans isn’t enough. For mobile marketers aiming to drive app downloads and engagement, it’s critical to tie app activity back to the QR code that drove it, including the specific store, product, or email the QR code was scanned in. Accurate attribution helps marketers optimize their strategies, allocate resources, and maximize return on advertising spend (ROAS).

Optimizing QR codes for mobile

Most QR codes aren’t optimized for app user acquisition and engagement efforts. Customers who scan a QR code should always be deep linked directly to the intended in-app content. If they don’t yet have the app installed, deferred deep linking can route new users through the Apple App Store or Google Play Store to install the app and automatically navigate them to the original content, maintaining the user’s context through the entire journey. 

Alternatively, if QR code campaigns are not optimized with deep linking, users are directed to the app store then met with a generic home screen once they download the app. They then have to manually search for the content they wanted when they first scanned the QR code, adding friction and frustration to the experience. Or worse, users are taken to a webpage even if they already have the app downloaded. Deep linking facilitates a smoother transition from an offline touchpoint to the app, increasing the likelihood of app adoption and usage. 

Scale your QR code strategy

To create and manage the links that power QR codes at scale, brands use mobile linking and measurement solutions, which equip QR codes with powerful deep linking functionality and fallback mechanisms. This ensures users who scan QR codes are taken to the right app content, not an error page or out-of-date destination. 

Handling QR codes at scale is essential for successful app marketing campaigns, especially when dealing with high-traffic events or TV ads. Linking solutions allow marketers to programmatically create and manage hundreds or even thousands of custom, branded QR codes and dynamically update the link data behind them so campaigns remain fresh and relevant. 

Linking and measurement solutions also provide advanced attribution capabilities, allowing marketers to connect the dots between offline QR code activations and down-funnel events. By tracking the user journey from the initial QR code scan to subsequent app activities, marketers get a fuller picture of QR code performance and make data-driven decisions to optimize future campaigns. Plus, marketers can benchmark QR code campaigns against other marketing campaigns to identify the most impactful channels and tactics. 

How to get started 

QR codes are only as effective as the link behind them. By leveraging deep-linked QR codes, you can turn offline audiences into loyal app users and achieve your app growth goals. 

Whether you’re just getting started or are looking to take your existing QR code strategy to the next level, check out Branch’s QR code solution. For more details, contact our team.