How to Use QR Codes and Mobile Websites to Take Advantage of the 2012 USPS Mobile Barcode Promotion
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How to Use QR Codes and Mobile Websites to Take Advantage of the USPS Promotion
Presented by interlinkONE
May 22nd, 2012
Two Big Requirements This YearPersonalized QR Code & Landing Page
or...
QR points to Mobile Commerce Functionality
Two Big Tasks for You!How to do this technically
And…
How to do this successfully from a marketing/ROI standpoint
Today’s Overview
QR Codes and Personalized URLs
Building Mobile Websites
Mobile Commerce
QR Codes and Personalized URLs
QR Codes + Personalized URLs
Generating a QR Code
Most of those options will NOT allow you to:Create QR Codes in bulkTrack the scansModify the destination URL after it’s been
created
What You May NeedBulk Generator
for QR Codes
PURL solution integrated with QR Codes
PURL/QR Effort: ChecklistCreate the campaignCreate the landing page for desktop viewingCreate the landing page for mobile viewingUpload contacts, create PURLsExport PURLsImport PURLs into a Bulk QR Code generatorDownload Personalized QR CodesMap & Print QR Code on appropriate mailer
Mailing List with PURLs
• Upload Your Mailing List• Generate the PURLs• Export the list, including the PURL
Find Bulk Generator
Map the PURL to the QR Generator
Export PURL/QR Code Files
Returned Files for Printing ProcessContents of the Zip File: Personalized QR Code Images
Your Mailing List: with QR Code Image File Name Appended
Remember! Create Sample PURLs“If mobile personalization is used, at least two samples must be submitted demonstrating that the web addresses are unique to each recipient.
All mailings are subject to standard acceptance and verification procedures and may be inspected for use of the mobile barcode.”
Tip: Measure QR vs. PURLIf your mailer will contain a printed PURL
plus a personalized QR Code, you should track them differently.
One way to do this --- unique URLs:
http://JohnSmith.Example.comhttp://JohnSmith.QR.Example.com
Tip: Include White Space/PaddingInclude White Space/Padding
Tip: Add Instruction Text
Building Mobile Websites
Mobile Site Requirement: Good!
= Source: http://www.flickr.com/photos/23844524@N03/5002051362/
Mobile Friendly vs. OptimizedA mobile-friendly website means that the webpage
is formatted to fit within a Smartphone screen. Mobile-friendly sites do not qualify for the promotion discount.
A mobile optimized website is a different version of the webpage that is designed specifically for small smartphone screens. More compact layoutLess copyLess use of imagesStreamlined navigation.
Options for Building a Mobile WebsiteWeb programming
HTML, CSS, jQuery Mobile
Use a Mobile Website BuilderLook for:
Ease of Use Reporting White Label Options?
Photo Credit: http://www.flickr.com/photos/21460573@N08/6490155575/
Mobile Website GoalsQuick Loading
Time
Easy to Read
Easy to Interact With
But Still RelevantAnd Useful!
Key Thoughts Before BuildingTreat the needs of the “on-
the-go” user differently than those of a desktop/laptop browser.
On-the-go or in a rushExtremely interested in the
offer – help them take immediate action.
Personalization OptionsPrior BehaviorLife StageSegmentationDemographics
Best Practice #1Analyze Your Audience’s Needs – and Your
Goals!
Photo Credit: http://www.caxiamgroup.com/blog/approach/user-personas-a-must-have-in-web-design/
Best Practice #2Content: Prioritize and Simplify
Photo Credit: http://www.flickr.com/photos/nicmcphee/
Best Practice #3Simplify Forms: Limit Use of Open-Ended
Questions, # of fields in general.
Building a New Mobile Website“Copy and Paste” function will save time…
but do not bring over everything!
Images may need to be cut down to specifically for the mobile website
Make calls-to-action prominent!
Mobile Commerce
No doubt: Mobile devices involved in shopping process
Will people buy on their phones?“41% of smartphone owners have made a purchase from their phone”
Of that 41%, here’s what they bought
16% bought apparel 15% food and beverages
11% toys and games 11% electronics
8% home goods 4% sporting goods
4% books 3% jewelry
8% other products
Source: http://www.internetretailer.com/2011/06/15/irce-2011-report-more-mobile-devices-means-more-shopping
Kohl’s: Shop from Your Phone
1-800-Flowers
How to Help Clients with Mobile Commerce & this PromotionIf they already have an online storefront:
Check if it’s mobile-optimized
If so, you can generate and track a QR Code that points to the mobile storefront URL.
If they have a mobile storefront…To satisfy the USPS requirements, the QR
Code should most likely point to a specific page inside the storefront, as opposed to the storefront home page.
Examples:QR Code points directly to a product’s pageQR Code points to a Product Category page
This will most likely be a long URL. Thus, make sure it gets shortened first!
Pointing QR Code to Product Page
How to Help Clients with Mobile Commerce & this PromotionIf they have an online storefront, but it’s
not mobile-optimized:
Option 1: Build a micro-site/mobile-storefront that’s specific to the products mentioned on the direct mail piece.
Option 2 (Much bigger): If they have a lot of products, build a mobile-website for their entire storefront.
Option: Integrate External Checkout ServiceYou would build the mobile website / landing
page for your customer.
Include their logo, image of the products listed on mailer.
Include “Checkout” button that uses a service to handle the financial transaction.
Google Checkout: Mobile Option
PayPal: Express Checkout
Thank you!Do you have more questions?
http://ilnk.me/USPS2012
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