Funnel

A funnel (marketing funnel) is a model that visualizes, in the shape of a funnel, the process from when potential customers become aware of a product or service to when they make a purchase. Its shape, wide at the top and narrow at the bottom, represents a certain number of customers dropping out at each stage. It is generally divided into the stages of awareness, interest, consideration, purchase, and repeat / recommendation.

QR codes play different roles at each stage of the funnel. At the awareness stage, QR codes on posters and transit advertising create the opportunity to "get to know this product." At the interest stage, QR codes on product packaging give access to detailed information and videos, deepening understanding. At the consideration stage, QR codes leading to comparison tables or review pages support decision-making. At the purchase stage, QR code payment and direct links to the cart page lower the hurdle to buying.

The value QR codes provide in funnel analysis is that they make it possible to measure the transition from offline to online. You can grasp in numbers "how many of the people who saw the poster scanned the QR code" (the conversion rate from awareness to interest) and "how many of the people who scanned went on to purchase" (the conversion rate from interest to purchase). QR codes make possible the funnel analysis that was impossible with conventional offline advertising.

It is important to design QR codes optimized for each stage of the funnel. Information design suited to each stage is required: an eye-catching design QR code and a concise CTA at the awareness stage, links to detailed comparison content at the consideration stage, and a landing page that allows one-click purchase at the purchase stage.