1 step is better than 2


I was at an event recently intended to encourage people to install the LiveSafe app on either their iPhone or Android devices. We had a table and a poster that included a QR code with a direct link to download the app via either the Apple App store or Google Play store.

What became clear very quickly, is that people didn't want to bother with the QR code. Why open a scanning app, scan the code, then get to the store, and then download the app when you could simply open the app store, search for the app, and intstall? Of the 500+ people who download the app only 2 or 3 took the path through the QR code.

Sometimes we use gimicks, like a QR code, to draw attention to a behavior we want people to undertake, but I learned a valuable lesson watching people interact with our download stand: don't ask people to take 2 steps when all they need is 1.

This might be obvious, but we have to constantly remind ourselves as marketers, that people are busy, they want efficiency, and we shouldn't add artificial complexity to an evaluation/trial/adoption process.

We must always remember the KISS principle (Keep It Simple Stupid) as we create promotions, write messaging, build websites, and build effective relationships with our customers.