From Bitly Europe

QR code generator

QR code generator

A dedicated tool for creating different types of QR codes. QR code generator lets the user create QR codes for a variety of purposes, depending on needs: opening a website, viewing PDF files, playing music, watching videos, sharing images, connecting to Wi-Fi, and much more.

Client

Bitly Europe

Date

2022-2023

CATEGORY

Digital marketing

Communication

Scope of work

Webapp

My role

I was tasked to improve the conversion and increase the activation, through investigating problems and discovering and testing solutions.

The problem

Dark Patterns design:

  • Bait and Switch

  • Hidden costs

Trust Pilot:

  • 10% of reviews accusing QRCG of being a Bait and Switch platform, without ethical system.

Site Jabber:

  • 84% of 1 star rating and accusing QRCG of being a scam product from a 227 total reviews

How might we?

Increase discoverability, entice users, increase activation and reduce friction during and after the trial period

Increase discoverability, entice users, increase activation and reduce friction during and after the trial period

Research

To validate that users are not satisfied within and after the trial period we conducted a Net Promoter Score (NPS) Survey .

The NPS survey targeted:

  • Customers who are on Free Trial period

  • Shortly after an account upgrade to a paid plan (within 20 days)

    • Starter Plan

    • Advanced Plan

    • Professional, Enterprise and Premium Plans

Results

Starter Plan subscribers have a negative sentiment towards our product
Advanced Plan subscribers: our biggest promoters
QRCG PRO is Easy to Use
Users on Free Trial: promoters with a lot of suggestions

The detractors responses were mostly pushed by three specific factors:

  • High prices to reactivate a low number of Dynamic QR Codes.

  • Lack of transparency about the 14-day Free Trial.

  • Only yearly option for payment.

“This negative sentiment may be associated with the fact that they were not anticipating to spend money when they first created their QR Codes. A subsequent negative sentiment happens when they subscribe to a plan without noticing the yearly payment."

“This negative sentiment may be associated with the fact that they were not anticipating to spend money when they first created their QR Codes. A subsequent negative sentiment happens when they subscribe to a plan without noticing the yearly payment."

“This negative sentiment may be associated with the fact that they were not anticipating to spend money when they first created their QR Codes. A subsequent negative sentiment happens when they subscribe to a plan without noticing the yearly payment."

Both events were described as false advertising, deceptive, and misleading.

Feedback examples below demonstrate these feelings:

User's feedback

More plans for intermediate number of QR code ( maybe 10-15)

User's feedback

More plans for intermediate number of QR code ( maybe 10-15)

User's feedback

More plans for intermediate number of QR code ( maybe 10-15)

User's feedback

It is not clear that you have to constantly pay to keep it active

User's feedback

It is not clear that you have to constantly pay to keep it active

User's feedback

It is not clear that you have to constantly pay to keep it active

User's feedback

Advertise 1 free code but then expires after 14 days. Used on 2000 flyers that will be passed out and viable for a long time with a code that no longer works unless I subscribe. Had no choice but to pay my $119 dollars

User's feedback

Advertise 1 free code but then expires after 14 days. Used on 2000 flyers that will be passed out and viable for a long time with a code that no longer works unless I subscribe. Had no choice but to pay my $119 dollars

User's feedback

Advertise 1 free code but then expires after 14 days. Used on 2000 flyers that will be passed out and viable for a long time with a code that no longer works unless I subscribe. Had no choice but to pay my $119 dollars

Opportunity mapping

At this point I wanted to be able to demonstrate the emotional factors involved in making a decision to create a QR Code, especially that it involves what we call an admin user, and the customer user , Eg: the restaurant manager, and the restaurant customer.

A detailed mapping of the problem inspecting the emails we send, and a step by step user flow

A detailed mapping of the problem inspecting the emails we send, and a step by step user flow

Link to map

Link to map

Link to map

The outcome

  • Early notifications in app

  • An Email on the 7th day

  • Overlay tutorial on the creation page

  • Investigate the free plan scenarios (check with the devs how to access the freeplan)

  • Design a free Plan flow

  • A/B test CTA changes (Change Terminology)

  • Testing Ads after trial

Solutions

Results after 2 weeks

The Trial cancelation went down after the time of the implementation.

Increase on the activation from day 1 (trail to paid)increased to almost  0.5% in 20 days that translates to an average of 11k/ day or around 300k/month

Dynamic vs Static QR Codes

​​Visually explaining the difference between dynamic and static codes

Unmoderated test sessions

A mockup was tested with no facilitator on Maze app with 25 users, the results showed:

  • 11 people (44%) direct success, completed the task through expected path

  • 7 people (28%) finished with delays and struggles.

  • 7 people bounced / gave up 



Moderated test sessions

A mockup was tested with a facilitator with 4 users, the results showed:

  • 2 out of 4 suggested

Keeping both types of codes opened.

  • Adding a tutorial overlay.

  • Explaining the difference in the onboarding.

To be validated

Adding Ads after trial ends when user scans the QR Codes, with a waiting time before previewing the Code content

Free plan

To direct users into the free plan when they fit the criteria of that plan

LEARNINGS
#1 Transparency
Customers appreciate transparency and willing to pay with clear disclaimers and notification system
#2 Customer support is happier
Enough said :)
Change is inevitable
More research, as it's a complex and extensive topic with many factors, which means further iterations. The final say is for data.

LEARNINGS
#1 Transparency
Customers appreciate transparency and willing to pay with clear disclaimers and notification system
#2 Customer support is happier
Enough said :)
Change is inevitable
More research, as it's a complex and extensive topic with many factors, which means further iterations. The final say is for data.

LEARNINGS
#1 Transparency
Customers appreciate transparency and willing to pay with clear disclaimers and notification system
#2 Customer support is happier
Enough said :)
Change is inevitable
More research, as it's a complex and extensive topic with many factors, which means further iterations. The final say is for data.

More work

Next Project

Naga Trader

Next Project

Naga Trader