Wednesday, March 30, 2011

QR Code Analytics

QR codes have started to pop-up in lot of places such as store display, business cards, online ads, postcards etc. Whether QR codes are here to stay or not but from the measurement perspective they do present a huge opportunity in measuring advertising's (particularly offline) effectiveness.

If you are one of those marketers who have embraced QR code or are thinking about it or just curious to know how QR code measurement works then this post is for you.

Measuring URLs in QR Codes

You won’t be able to measure the number of impressions of the QR codes if they are distributed offline. What you can measure is how much traffic those QR codes are driving to your site or to your pages on 3rd party sites like facebook page, twitter account etc.
  • Measuring QR code links to your site

    Measuring QR codes that sends user to your site is as simple as campaign tracking. Just add the campaign tracking variable to the URLs that you have in your QR Codes and treat it like any other campaign. Then you can use your campaign reports to see how much traffic QR codes are bringing and how valuable that traffic is.

    (Note: The tracking code, that you should append, depends on your Web Analytics tool.

    For Google Analytics, you need to append add at least 3 variables, Source, Medium and Campaign Name. to the URL for it to be tracked in the Google Analytics (Check out URL Shortner, http://clop.in as it’s URL builder let’s you append the variables for tracking in Google Analytics, Omniture, WebTrend and Unica NetInsights )

    Example
    Say I want to create a QR code to send people to
    http://webanalyis.blogspot.com

    Instead of simply creating a QR code to http://webanalyis.blogspot.com I appended Google Analytic campaign tracking code so my URL looks like the following http://webanalysis.blogspot.com?utm_source=qrcode&utm_medium=blog&utm_campaign=qrcodeblogpost



    Now I can use the campaign tracking in Google Analytics to see the stats on my QR code advertising.

  • Measuring QR links to offfsite URLs such as Facebook page

    Since you won’t have your own web analytics tool running on a Facebook page you can use a URL shortener like http://clop.in or http://bit.ly (or better yet get a URL Shortener for your own domain with built in analytics from http://clop.in) to shorten the destination URL and then build a QR code using the shortened URL. This way you can use the built in analytics functionality of the URL shortener.

    Example:
    Say I want to send user to my facebook page http://www.facebook.com/TheAnilBatra

    Rather than sending user to the facebook page, via my QR code, I created a short URL using http://clop.in, http://clop.in/PByJfv and then used this shortened URL to build my QR Code.


    Now I can use the analytics reporting of http://clop.in/short-url-clopin.aspx?utm_source=qrcode&utm_medium=blog&utm_campaign=qrcodeblogpost to see the stats on my QR code advertising.

Tracking Phone Numbers in QR Code

To Track phone numbers, that get dialed when someone scans a QR code, use a unique phone number that you have tracking for. If you don't have unique phone number then you can use 3rd party services likes Marchex to get a unique phone number for each QR code that you publish.

Note: To create a QR code use a service like http://qrcode.kaywa.com/ 

Questions? Comments?


Current Open Positions

Thursday, March 10, 2011

Underline the Clickable Text and Link the Pictures

Sometimes there are things that you know are not right and need to be fixed immediately rather than testing and waiting for the result. Such was a case that I recently encountered and the results were amazing.

Recently, I was working with a client who sells people expertise (I am purposely vague here because I don’t want to reveal the name of the client). The “Expert” search is the start of the process and then “Expert Search result” page is a second step in the process.

On the expert search page, each expert is listed with a small blurb and the name of the expert was linked to the next step of the “checkout process”.

When analyzing the “checkout” process we noticed that there were 2 things missing
  1. The name of Expert was not underlined – it was linked to the next step in the “checkout” funnel but not underlined. Also, that was the only call to action on that page i.e. to click on the experts name to go to the next step.
  2. The picture of the Expert was static and had no link whatsoever.
Recommendation

Usually I recommend doing A/B testing before making any changes to a page/process but I also do rely on best practices from time to time. In this case underlining the Expert’s name (“product name”) to get more information and to link the image to either next step or the enlarged version of the image with more info made total sense. I was confident that I did not need any test (I sound like a HiPPO, right?). So
So rather than waiting to conduct an A/B test we went ahead and made those changes.
(of couse a clear to call to action link or button might have worked too but that was not an option)

Result
  • Exits from that page dropped from 38% to 33%
  • Funnel conversion rate went up from 40% to 47% (Though 40% conversion was amazing considering there was no highly visible way to get to the next step of the process).
I am sure if you look at your own site you will find plenty of such opportunities for improvement.
Thoughts? Comments?