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How to use QR codes to leverage CTV and cross-channel campaigns

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How to use QR codes to leverage CTV and cross-channel campaigns


The way that marketers are using QR codes in advertising has changed with the evolving media landscape, so a refresh of QR code strategies is due.

QR codes have been around for years, but they’re proving to be even more effective in engaging consumers across channels. That’s because audiences watching TV in groups for big events like the recent Super Bowl are sitting there with phones in hand, ready to take action. They google an actor or athlete that they see, or they’re checking what’s trending on social while keeping one eye on the bigger screen.

For marketers, this means they have to have a more refined strategy with clear goals and calls to action.

Call to action and performance tracking

“Two things matter most when using QR codes in marketing on television or other channels — the placement must be action oriented and trackable,” said Robert Glazer, founder and chairman of Acceleration Partners and co-author of Moving to Outcomes.

It’s not enough to simply post one of those boxy codes on an ad or a TV screen and hope consumers get the point. They need a good reason to scan the QR code and follow through on their phones.

Read next: CTV and cross-channel advertising in 2022

“You need to have a clear call to action so that someone wants to use the QR code when they see the ad,” said Glazer. “You also want the QR code to be tied to a tracking link so that you can measure how many conversions are actually driven by the code. This opens up the opportunity for commission-based partnerships in the future.”

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Did Coinbase use an effective strategy or did they lose the Super Bowl?

In a one-minute spot that ran during Super Bowl LVI, cryptocurrency app Coinbase included a QR code with a call to action and special offer. The number of football watchers who scanned the code crashed the company’s site within seconds.

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While this might sound like a big fail, Glazer pointed out that Coinbase followed a sound strategy in the execution of the campaign. After all, they recovered quickly from the influx of traffic and gained a lot of attention for the ad, as well as for the unexpected surge in visitors to their landing page.

“Coinbase’s recent Super Bowl ad is a perfect example of this strategy,” said Glazer. “Their commercial had a clear action viewers were supposed to take, and they could measure exactly how many people used the code.”

Test and learn with QR codes on CTV using scan rates

Another important tool for marketers when using QR codes is the ability to measure scan rates, as well as varying the calls to action.

“QR codes are still fairly new but having ‘scan rate’ reporting provides directional indication of engagement and attention in a similar way that CTR does for digital ads,”  Curt Larson, CPO at omnichannel SSP Sharethrough. One sign of the increased attention in QR codes is that the company recently launched a new CTV Dynamic QR Codes product.


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Also, the QR codes don’t have to be used across the board on all channels.

“As with CTR, scan rate is one indication of success, but consider running other types of campaign studies alongside your QR campaigns,” Larson explained.

The important thing is that marketers are learning as much as they can when executing campaigns using QR codes.

Changing creative and messaging in QR code campaigns

Scan rates can improve QR code campaigns by changing the messaging and value offers, according to Larson. For instance, marketers can try discounts as an incentive for getting their audience to scan the codes (after all, that’s what Coinbase did with their ad).

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Coupons and free trials are also offers that will increase the value and entice viewers to scan.

Larson added, “Testing different calls to actions, colors, and creatives can paint an overall picture of what is performing best.”

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Using QR codes communicates to viewers that there’s something more to learn about the brand, and using this technology in campaigns adds layers of engagement that draw attention to the ad, even before the consumer actually scans the code.

“TV ads with QR Codes are shown to increase attention versus ads without QR codes,” said Larson. “So even getting viewers to pick their heads up from their phone and pay attention can increase the effectiveness of your brand message.”

QR codes can also incorporate brand colors, or even the logo, to reinforce the brand message.

Using QR codes on CTV vs. other channels

Marketers should keep in mind that QR codes that appear on CTV ads provide a different experience in some ways than in ads on different channels.

“The main difference of CTV QR Codes versus out-of-home or print is that you have limited time to scan a QR code on TV,” said Larson. “So grabbing attention and having a clear call to action is even more important.”

QR codes should only be used on TV ads that are at least 15 second because otherwise consumers won’t have enough time to identify the QR code and aim their phone at the screen to engage.

The advantage of using a QR code in a CTV ad is that it provides more attribution for the TV campaign, when marketers are evaluating the success of their ads and refining future campaigns.

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“Scans of QR codes provide a clearer path to attribution than TV ads have ever had,” said Larson. “Even low scan rate CTV ads will still provide brands with some level of attribution metrics to track how users engage with their site.”

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

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Excellent Tips To Optimize Your Sales Funnel With The Help Of Heatmap Tools

The lives of enterprises are growing increasingly tough as people’s lifestyles change. People are increasingly turning to internet retailers to meet their needs, resulting in increased market rivalry.

Continuous conversion funnel and conversion rate optimization have become critical for the successful functioning of online enterprises, which is no longer as simple as it may appear.

Don’t worry, you can learn how to perform this optimization procedure quickly and easily with the help of heatmap tools in the sections below.

A few words about the conversion funnel

The conversion funnel depicts the journey from a casual visitor to a paying customer. Consider it a funnel or filter through which all of your visitors pass, with just the consumers emerging at the other end.

It’s vital to remember that just 4-9% of your visitors will make it to the end of the funnel on average, so don’t be alarmed if your measures reveal that you have considerably fewer customers than visitors. This is very normal.

There are three parts of the conversion funnel:

However, various tactics must be used in each part. It makes no difference whether you use a top-down or bottom-up marketing strategy or analytic procedure.

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If you don’t take these factors into consideration, you’ve already committed the most basic mistake in the optimization process.

You can find a different segment in each stage.

Simple visitors are found in the top funnel. They may have arrived with the goal of making a purchase, but they could also want to read your blog post. Of course, even if they didn’t mean to, you want them to purchase from you.

Because this stage comprises a huge number of people, you must pay special care to pique their interest and establish confidence. You risk failing at the first hurdle if you don’t examine these variables.

People that are interested in your goods and are familiar with you and your purpose are generally present in the middle part. This is one of the most difficult assignments since it has the highest chance of failure.

Information retrieval is frequently the most important aspect of this stage of the conversion funnel. Your prospective clients will compare you to your competition and seek reviews and information.

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People that wish to buy your goods are in the bottom funnel. They have already made a choice, nevertheless, a terrible action might cause them to reconsider.

Here, strive for genuineness. You must structure everything so that potential purchasers are not put off from making a purchase.

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But how you can optimize these stages? What analytics tool do you have to use and how?

Let’s see the answer.

Heatmap tools in the optimization process

Let’s take a look at how it works in practice now that we’ve gone over the basic components and functionalities.

Continuous measuring is a necessary aspect of the procedure. Unfortunately, the procedure cannot be carried out successfully without it.

When you think about analytics, you probably think of a big chart or a lot of statistics, but you’ll need a far more creative and efficient approach here. Heatmaps are a good way to do this.

Heatmap analysis is a method for determining how effective a website is. You may use heatmaps to see how your visitors interact with your website, which subpages they visit, and which buttons they click.

Warm colors indicate high-performing areas of your website, whereas cold colors indicate low-performing elements. If you want to optimize your conversion funnel, you’ll need this information.

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But, because you’re probably curious about how heatmap tools may be used in the optimization process, let’s get right in.

Upper funnel part

You must reach three elements at the top of the funnel:

  • A structure that is visible
  • Content of high quality
  • Personal information

Let’s get this party started. You must offer your website a clear structure in order for your visitors to spend more time on it and not depart after a few seconds.

We suggest that you examine the most popular portions of your website with heatmaps and then put each of the key subpages accordingly. This is significant because you may post them in a location where your visitors will be likely to locate them.

Also, keep in mind that these visitors will most likely arrive at your landing page first. You must only list subpages that are relevant to the upper funnel group.

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Using heatmaps to discover these might also be a useful approach to do so since the analysis will reveal which pages you visit frequently. You can rely on this information.

You should disclose as much information about yourself as possible at this point of the conversion funnel. You should be able to tell who you are, what your aim is, and what you’re dealing with right away on the landing page.

By doing so, you establish trust and assist your visitors in becoming prospective clients from the start. But where should you store this data?

Don’t worry, a heatmap will tell you all you need to know.

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When it comes to optimizing your upper funnel, one last thing to think about is displaying high-quality content. Based on the facts you provide, visitors may figure out what you’re doing and how you evaluate your items. But how can they be sure it’s true?

Share some blog post data about you and your items on your landing page to give your visitors the impression that you’re speaking the truth.

If you don’t want this to happen, create a subpage on your blog where your readers may find these articles.

Feel free to utilize a heatmap to assist you to put this as well, since this will allow you to place your blog’s subpage in the best possible location.

As you can see, improving the top of your conversion funnel is a quite involved procedure. However, don’t panic you’ve already completed the most difficult of the three sections.

Middle funnel part

The deeper down the conversion funnel you go, the more specialized work you’ll have to undertake. This implies that while the number of jobs you have will reduce, you will have to cope with an increasing number of them.

Visitors have already turned into prospective consumers by the time they reach the middle stage. In this step, the most crucial thing is to persuade them to buy your goods.

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In this instance, there are two little things you should keep in mind:

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  • Your products’ location
  • Building a foundation of trust

Use heatmap tools to make some basic analysis before you cut into it.

Determine which of your items is the most popular. Put these items or services near the top of your subpage so that potential purchasers don’t have to scroll too far to locate them.

We have the items and have been provided everything we need to purchase them. What may the issue be?

The danger. When making purchases, keep in mind that this influence is constantly there.

Make a scroll heatmap analysis of your website and put customer reviews depending on the measurement to remove this.

The scroll heatmap displays how long customers spend scrolling across your website, allowing you to strategically post reviews. This will lower the perceived risk and make it easier for your goods to be added to the cart.

Lower funnel part

Your product is already in the cart at the bottom of the funnel. The only thing that separates a potential buyer from being a buyer is this one stage. What kind of issue might arise?

If a potential buyer refuses to buy or cannot pay, the response is straightforward.

In the study of the cart, the use of heatmap tools is quite important. Examine how your customers utilize your cart, where they frequently click, and what they do.

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Based on this data, you can set the payment CTA in the appropriate location and provide a clear, safe structure to your cart. If you want your conversion funnel to be well-optimized, these criteria are critical.

Also, make sure to include cash-on-delivery, as some consumers are still wary of online payment methods.

Conclusion

Heatmap tools are used throughout the conversion funnel optimization process, as you can see. Do not begin the procedure in any way unless you have this tool.

Other measuring methods, such as session replays, can, of course, be used in addition to a heatmap. This can also improve process efficiency.

We hope we can help.

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