Matrimonial websites are big in India. The major ones are now launching mobile applications to enhance user experience. SimplyMarry, one of the leading matrimonial websites did just that and were using QR Codes on their print advertisements. A good move. Let’s analyze how they could have done it better.
1. Black and white QR Code used and no call-to-action
You have seen barcodes on almost all consumer products. Have you ever scanned one? Why would you? A black and white QR Code with no CTA or instructions is just that. Why will anybody scan it? You have given them no reason to. You might get a few curious scans but if you really want to convert your marketing efforts, a call-to-action is a must. A simple message like ‘Get one step closer to your soul-mate. Download our app by scanning the code‘ would have gotten SimplyMarry so many more downloads.
2. Trackable QR Code used
In a good move, SimplyMarry used a trackable code to assess the impact of their reach. Trackable codes also allow the user to update the underlying content.
3. Code redirects the audience to the App store. Nope, only the Google Play Store
Apparently, SimplyMarry’s mobile application is available for Android-based smartphones. So Iphone users who can the code will be redirected to a Google Play Store webpage. What good is that? But suppose the company did have a application for all operating systems, it would have been a good idea to use an App Store QR Code. The App Store QR Code detects the OS of the user and redirects to the relevant App Store. Neat, isn’t it?
Evaluation Score: 1/5