QR codes and short URLs get voters to information quickly
Try this. Spell out this link to someone and see if they end up on the right web page:
https://voterservices.elections.hamilton.gov/onlinemailinrequest/InstructionsStep1
Spelling out each letter is like playing a game of telephone where information gets scrambled along the way and even the smallest of typos leads to an error message. Yet, voter helplines, advocacy groups and voter protection groups frequently use these methods to communicate information to the people who need it.
Luckily, QR codes and short links can address all of these issues.
Recently, we worked with several states to update many of their vote-by-mail materials in preparation for the state sending out mail-in ballot request forms to over 3 million voters in February 2022.
We used QR codes and short links to streamline the process. Here are some tips based on what we learned.
QR codes can direct voters from paper forms to a webpage
A QR code is a visual encoding of information that directs users to a specific website when a user scans it on their smartphone. QR Codes can be added to fliers, envelopes, or any other physical forms voters use.
Here’s what a QR Code looks like:
In one state we worked with, we put a QR Code on the mail-in ballot request form. This gave voters the option to fill out the paper form and mail it back in. Or, they could scan the QR code, and fill out the request form online, submitting it instantly. This cut the processing time by weeks and reduced errors. Another real advantage is that people tend to type their own name and information correctly, so when they fill in an online form, there are no errors by staff reading someone’s handwriting and making mistakes.
After this change was implemented, a state election official shared, “The hits on our voter services webpages have surged, and the complaints received have been minimal.”
QR Codes may look intimidating, but they are actually very easy to create. Google Chrome has an option to create a QR code for web pages with one click. Simply download the QR code, and use it in voter outreach materials. You can also generate QR Codes in InDesign.
QR Codes are a helpful call-to-action tool to direct people to take action immediately.
They are particularly useful for high-traffic portions of a website (like online voter registration) where specific pages may not be easily accessible on the landing page and are harder to find.
As an added benefit, QR Codes are helpful for improving your office’s language access program, as they allow people to easily access a webpage without needing to remember a long string of characters and words that aren’t in their first language.
Create short links voters will remember
Short links are important because they are easier to remember, repeat and dictate. They also take up fewer characters in SMS messages, flyers and social media posts. The shorter the URL, the less likely someone will make a mistake when retyping it.
Work with your IT team to set up short URLs for important pages on your website. As this can take time, it’s a good idea to start the process well before releasing any printed and online material.
An ideal short link is brief, clear, and memorable.
For example, when thinking about how to shorten Elections.hamilton.gov, we came up with two options:
While “sbe” is shorter, people don’t know what an “sbe” is, which makes it much harder to remember. Plus, the letter “b” can easily be misheard as “p” or “d”.
“Vote” is more intuitive for voters. While it’s one extra character, vote is a full word that’s easy to remember.
So that’s what we’d suggest.
Use a short link generator as a last resort
If you’re not yet able to modify a URL or need to turn around material immediately, you might consider using Bitly.com, a tool that generates a short link and redirects visitors to your webpage without changing the original webpage’s URL.
Bitly will generate a link and allow you to customize the back half of it. For example, an election board could convert this URL:
https://voterservices.elections.hamilton.gov/onlinemailinrequest/InstructionsStep1
To
bit.ly/HMBallot
Potential pitfalls to consider before using a short link generator
While Bitly and other short link generators are a convenient and free option when updates to the website may not be possible, there are potential pitfalls
First, the Bitly links are case sensitive, which makes them a lot easier to mistype and increases the chances a voter will be sent to an error page. Given that websites aren’t normally case sensitive, voters may not realize the error they’ve made. One workaround is to ensure both versions (bit.ly/HMBallot and bit.ly/hmballot) direct to your webpage.
Another consideration is that Bitly links don’t include .gov, which can result in a loss of trust for voters that the website is coming from an official election board.
When testing the Spanish-language versions of a series of ballot status text messages, one participant said she would be nervous to click on a generic short link because she worried it might be spam. If the short URL had .gov, she would feel more confident and be more likely to follow it.
Lastly, keep in mind that Bitly links can’t be changed or updated. This means you’ll need to create new links each time you make a new webpage, and think of alternative short links. For example, if you are using bit.ly/HMBallot as a short link for a page that was only about the 2022 election, you’ll need to come up with a new short link for a new page 2024. A workaround is to send people to stable websites that will be there over time.
You could also consider adding something that tells voters the geographic location. Lots of state and county websites have information about mail-in voting, and you don’t want your voters in Mississippi to end up on the Colorado page by mistake.
QR Codes and Short Links Are Easier for Voters to Use
QR Codes help election boards share web pages with voters on physical material, like fliers and envelopes. Incorporating them into voter registration helps streamline the process, cut down processing time and reduce errors.
When the original URL of an important webpage is too long, the best thing to do is make it a short link.
If you can’t, due to lack of time or technical assistance, find an easy way to direct voters, either by using Bit.ly or creating easy-to-follow navigation on the homepage.
This was originally published in our Civic Designing newsletter. Subscribe on Mailchimp to get election design tips delivered to your mailbox.