Static and Dynamic QR codes

QR codes make it possible to share digital content quickly and easily. These square codes, where QR stands for Quick Response, work as a kind of digital bridge between the physical and online world. You scan the code with your smartphone, after which you get immediate access to, for example, a website, contact details, or documentation.

The Basics: What can you do with QR Codes?

A QR code can contain different types of information. Think of a web address that you're directed to after scanning, but also text that appears directly on your phone, or contact details that you can save in your address book. The possibilities are endless: from sharing your WiFi credentials to downloading a manual or sharing your social media profiles.

There are two different types of QR codes: static and dynamic. This page explains the difference between these two types and helps you choose the right code for your purpose.

Static QR Codes: unchangeable but reliable

A static QR code is essentially "set in stone". The information you store in it, such as a web address or text, is directly encoded into the code itself. This means that this information cannot be modified after the code has been created.

How does scanning a static QR Code work?

When someone scans a static QR code, the following happens:

  1. The smartphone camera or QR scanner app reads the code
  2. The scanner directly translates the pattern into the stored information
  3. You are immediately directed to the website or you see the text directly
process of scanning a static QR code

Advantages:

  • You can create these codes for free on many websites
  • The code responds very quickly
  • You don't need an internet connection to scan the code
  • You can use the code unlimited times

Disadvantages:

  • If you want to make changes, you need to create a new code
  • Once you've printed or distributed the code, you can't modify the website the code leads to
  • You can't see how often the code has been scanned
  • You don't know who is using your code

Dynamic QR Codes: flexible and measurable via QR Performance

A dynamic QR code works differently: it contains a special link to the QR Performance platform. This makes it possible to modify the destination where people go after scanning, without having to create a new QR code.

How does scanning a dynamic QR Code work?

When someone scans a dynamic QR code, it goes through the following steps:

  1. The smartphone camera or QR scanner app reads the code
  2. The scanner directly translates the pattern into the stored information
  3. You are immediately directed to a unique link on the QR Performance platform. As a user, you won't notice this.
  4. QR Performance registers the scan and stores important data, such as the time of scanning and (if available) the location
  5. QR Performance immediately redirects the user to the correct destination that you have set via our platform (which can still be adjusted later)
process of scanning a dynamic QR code

Advantages:

  • Through QR Performance, you can always adjust the destination
  • You can see exactly how often your code is scanned
  • You can test different versions of your destination page (also known as A/B testing)
  • You gain insight into when, where, and with what device your code is being used
  • You can reach people who scan your code again with targeted content (retargeting)

Disadvantages:

  • There are costs associated with using dynamic codes via QR Performance
  • An internet connection is necessary
  • Scanning takes a fraction longer because the information is processed via QR Performance. (In practice, users notice little to nothing of this.)

When to choose which type of code?

Choose a static QR Code when:

You want to share information that will never change, such as:

  • A fixed phone number on your business card
  • Text that will always remain the same
  • A permanent web address that won't change

Choose a dynamic QR Code via QR Performance when:

You need flexibility, such as with:

  • A menu that changes regularly
  • Marketing campaigns where you want to measure
  • Offers that you want to be able to adjust
  • Situations where you want to know how often your code is used

Important to know:

For some applications, you have no choice. For example:

  • A QR code with fixed text is always static
  • A QR code with contact details is always static
  • A QR code for a WiFi network is always static

In conclusion

Choosing between a static or dynamic QR code depends on your specific situation. Ask yourself:

  • Do I want to be able to modify the information later?
  • Do I need to know how often my code is scanned?
  • Do I need marketing-related information?

If you answer 'yes' to any of these questions, a dynamic QR code via QR Performance is probably the best choice. If the answer to all questions is 'no', then a static QR code will suffice.

QR (Quick Response)
A type of barcode that can be quickly scanned and contain a lot of information
A/B testing
Comparing two versions to see which performs better
Retargeting
Reaching out again to people who previously showed interest