Colleagues are encouraged to use QR codes more effectively.
In the most basic terms QR codes are barcodes that allow users to quickly access websites and systems. They are most commonly used on print materials and physical products due to the prevalence of mobile phones and ease of use.
The basic description above may ring some bells but did you know that there are two types of QR code? They are:
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Static – link directly to their destination and can not be updated once created.
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Dynamic – link to a short URL which redirects to the destination, this allows the destination of the QR code to be updated.
An example of a QR should be visible on your work device lock screen.
Keep in mind that there is no way to visually tell the difference between a static and dynamic QR code, it is the functionality that sets them apart.
Static QR codes
Static QR codes are the most common type of QR code because they are often free and easy to create. However, using static QR codes can cause broken links for various reasons, such as:
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a change of web address
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system updates
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incorrect link input
With a static QR code none of these issues can be fixed. As a result, this can lead to:
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loss of traffic to your pages
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frustration for customers
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increased spending for replacement materials
Dynamic QR codes
In contrast to static versions, dynamic QR codes allow you to very easily access a portal and replace the link it will take customers to when scanned. This is a huge bonus to managing promotional materials as it allows you to make a quick update instead of causing frustration for customers and cost to your service.
Accessing dynamic QR code services
There are a variety of dynamic QR code services online, most charge a subscription fee due to the upkeep involved in hosting the short urls and redirects. However, this is a small price to pay compared to updating and reprinting all your promotional materials. There are services which will offer a free tier, these will normally put a limit on the number you can create and certain features (customisation, analytics, etc) but it may be the best route to go down if you only need a few QR codes.
Dynamic QR codes can track analytics and show details like the number of scans and types of devices used (mobile, desktop, etc). This is a feature that would be useful for analysing the effectiveness of your promotional materials and isn’t present for static QR codes.
Best practice
There are a variety of best practice to ensure you get it right when using QR codes.
Using QR codes correctly
You should consider if a QR code is required before using it, is it going to be used in printed/physical materials or online? For online use, a descriptive link is a better option as it allows customers to access the page/system with a single click.
Choose dynamic
If you decide that you do need a QR code then ensure it is dynamic to avoid broken links.
Keep track
A spreadsheet should be kept in your team to manage and keep track of QR codes that have been created. This will avoid duplication and may save space for new QR codes depending on your subscription plan.
Provide different routes
An alternative to the QR code should be included on printed materials, such as ‘Search on www.north-ayrshire.gov.uk’ this will ensure customers can get to the page you want them to even if they don’t have the ability to scan the QR code.
Customise correctly
If the QR code service, you are using allows customisation of the QR code then ensure that sufficient colour contrast will be present between the colour of the background and the QR code itself. The WebAIM colour contrast checker is a useful tool for this.