In today’s increasingly mobile world, businesses are constantly searching for innovative ways to reach and engage their audience. One such tool that has gained traction is the QR code survey. Integrating QR codes into your survey strategy simplifies the response process. This approach makes it easier for participants to engage with your survey. It’s particularly effective at boosting engagement from mobile users. Yet, many marketers and businesses find it challenging to maximize the potential of QR code surveys effectively.
At Alchemer, we’ve offered QR code surveys as part of our survey software for a while now. While QR codes provide a novel way to prompt respondents to take surveys, we’ve seen mixed results in terms of response rates. This begs the question: why haven’t QR codes taken off in the U.S. as they have in other parts of the world? The answer largely comes down to user adoption. It also involves understanding how to implement QR codes effectively. Proper implementation is essential to fostering trust and ensuring usability.
In this blog, we’ll explore the reasons behind the slower adoption of QR codes in certain regions. More importantly, we will examine best practices for using QR code surveys. These strategies can help you increase mobile response rates effectively.
Why QR Code Surveys Haven’t Taken Off in the U.S. (Yet)
QR codes have been hyped as the “next big thing” for years, but in the U.S., the excitement hasn’t quite matched reality. One reason for this could be the slow adoption by consumers. In countries like China, QR codes are widely used for various purposes. They facilitate everything from making payments to connecting with businesses. However, American consumers have not embraced QR codes with the same enthusiasm.
So, why the disconnect? Part of it comes down to usability and trust. U.S. consumers may be cautious about scanning a code without knowing what it does. Unlike a URL, which offers a glimpse into where it will take you, a QR code provides no immediate context. Uncertain about the destination, users may hesitate to scan QR codes, resulting in a lack of trust.
Additionally, some users may still be unfamiliar with the technology or may not have the right app to scan the code. This gap in QR code literacy means that simply throwing a QR code onto your survey campaign won’t guarantee success. The key lies in using QR codes strategically, with clear instructions and context, to make them more approachable and increase participation.
QR Code Survey Best Practices
To unlock the full potential of QR code surveys and increase response rates, it’s essential to follow these best practices. Whether you’re trying to engage customers at a physical location or encourage attendees at an event to provide feedback, these tips will help ensure your QR code surveys are both user-friendly and effective.
1. Provide Clear Context
The number one rule for using QR codes is to clearly communicate what will happen when someone scans the code. QR codes are unreadable to the human eye, so your respondents won’t know what to expect just by looking at them. Will it take them to a website? Open an email? Trigger an app download? They have no idea.
This uncertainty can prevent people from scanning the code in the first place. To build trust, you need to tell people exactly what will happen and why they should care. For example, you might say, “Scan this QR code to take a 2-minute survey and enter to win a $100 gift card!” By giving your audience a clear incentive and expectation, you remove the mystery and increase the likelihood of engagement.
Providing clear instructions is key to successful QR code surveys. When users know what’s coming, they are far more likely to take that first step.
2. Always Include a Backup Link
While QR codes are a cool, tech-forward way to engage people, they shouldn’t be your only option. Not everyone has a smartphone, and even among those who do, some may not have the right software or may simply prefer not to use QR codes. This is why it’s essential to offer an alternative way for respondents to access your survey.
For instance, you should always include a short URL alongside the QR code. A short URL offers a direct link to the survey for those who choose not to scan the code. This alternative method ensures that you won’t lose respondents who are hesitant to use QR codes or have technical limitations.
When creating the URL, make sure it’s short and easy to type. Long URLs can be off-putting, especially when entered on a mobile device. Use URL-shortening tools like Bitly to create a concise and shareable link that complements your QR code.
3. Optimize for mobile devices.
The chances are high that anyone scanning a QR code is doing so on a mobile device. Therefore, it’s absolutely crucial that the survey linked to your QR code is optimized for mobile. Nothing will turn users off faster than being directed to a survey that requires excessive scrolling, zooming, or horizontal navigation on their phones.
To avoid this, ensure that your survey is designed specifically for mobile use. Mobile-optimized surveys are formatted to fit smaller screens, have easily clickable buttons, and don’t require excessive typing. A well-designed mobile survey can significantly improve response rates and make the entire process seamless for your audience.
At Alchemer, our survey platform offers mobile templates that automatically adjust based on the device being used. This ensures that every QR code respondent has a smooth and user-friendly experience when taking the survey.
4. Don’t alter the QR code
While it might be tempting to customize or modify the look of your QR code, it’s best to avoid making any drastic changes that could affect its functionality. QR codes rely on specific patterns to be scanned accurately, so altering these patterns—by changing the color, removing parts, or adding logos in the wrong places—could break the code.
To avoid scanning issues, keep your QR code at least 1.25 inches by 1.25 inches in size and maintain the white border around the outside. This white space is part of the code and is necessary for most scanning apps to function properly.
5. Test. & Test often.
Just like any survey link or marketing campaign, it’s essential to test your QR code before rolling it out. Ensure that it scans correctly from different mobile devices and leads to the appropriate survey. Testing can help you catch potential problems early, such as broken links or slow load times, which can lead to higher abandonment rates.
Make it a point to test from multiple types of smartphones (iOS, Android, etc.) and test in various conditions (e.g., indoors, outdoors) to ensure the QR code is readable in different environments.
Wrapping Up
When used correctly, QR code surveys can be a powerful tool to increase mobile response rates and engage your audience in a quick, easy, and innovative way. By following the best practices outlined above—providing context, offering alternative links, optimizing for mobile, testing frequently, and offering incentives—you can unlock the full potential of QR codes for your survey campaigns.
QR codes offer a unique opportunity to reach mobile users where they are—whether they’re out shopping, attending events, or simply on the go. With the right strategy, a well-implemented QR code survey can help you gather valuable feedback and insights from your audience, driving better decision-making and improving your customer experience.
By following the above best practices, you’ll be able to improve the success rate of your QR code surveys and reach more users. If you’re sending out a mobile survey, it can only help.