In the past few years, QR codes have popped up on all sorts of products and objects from sodas to school buses. These codes are an excellent marketing resource when they offer useful, relevant content to consumers. Unfortunately, many companies don’t know how to properly make use of QR codes, and as a result, customers simply don’t scan the codes.

If you choose to use a QR code, make the most of it by following these seven simple tips:

1. Your QR Code Must Have Purpose.

You will often see QR codes on products and advertisements that don’t seem to have any purpose. Before you start adding QR codes to your ads, you should stop and ask yourself if the code enhances the customer experience.

Are you enabling potential customers to access discounts or product information? Is it worth it for people to go out of their way to scan the code? For example, some real estate companies allow potential homebuyers to scan QR codes in order to get additional information on particular properties. If there is an obvious benefit to scanning your QR code, customers are more likely do participate.

Likewise, your customer needs to be able to clearly interpret the purpose of your code from the surrounding ad. A clear call to action is necessary not only to draw attention to your QR code but also to justify the process of scanning it.

2. Link Only to Mobile Sites.

The point of a QR code is that it is an interactive mobile experience. To make the most of this, make sure that the content you are linking to is optimized for mobile, and on various operating systems.

3. Placement is Key.

The placement of your QR code can make or break the campaign you have set up around it. You don’t want to put your code in a place where it can’t be reached or seen. Poor placement includes anywhere the customer has to reach to get to or, of course, cannot see to begin with. Your code should be placed in an intuitive place that is easily accessible to your target customer.

4. Size Matters.

The size of your QR code should depend entirely on its placement. If the distance from which it will be scanned is large (e.g. a billboard or large poster), the QR code should be large as well. On the other hand, a four-inch-square QR code is unnecessary and obnoxious on the page of a magazine. The smallest your code should ever by is one square inch.

5. Consider a URL Shortener.

When creating your QR code, try to limit the amount of data being stored in the code itself. One way to do this is to use a URL shortener. Bit.ly and Goo.gl are two examples of sites that will take your URL and make it more compact. This makes the pixels in your QR code larger and therefore easier to scan.

6. Test Your QR Code.

While this step may seem obvious, it is imperative. Don’t assume that because the code worked when you created it that it is foolproof. Print your code on the medium it is intended for at the size it will be at. Once you have done that, test the code using a variety of different smartphones in various settings and locations. This will help make sure that your code will work for every potential customer who scans it.

7. Track Your Campaign.

You will never know how effective your QR code campaign is unless you track it. It is important to know how users are interacting with your so that you can adjust future campaigns as needed.

Google Analytics and Bit.ly offer tracking services, but they are often prone to hacks. Instead, consider using a full-service QR code generator. These companies will not only create your code for you but will help you optimize it for use and track its progress.

The Bottom Line: QR Codes Can be a Useful Tool for Your Business.

QR codes can be a great way to drive your customers to the exact place you want them, but you have to make sure you do it right. Placement, size, scan-ability, and compatibility are all important considerations when designing your QR code campaign. Following these tips will help you conduct it successfully and gain valuable insight for future use.

About the Author: Uriel Peled is a co-founder and CMO at Visualead, where he is working hard on revolutionizing the QR code with their patent-pending Visual QR Code generator technology.