Touchpoints
Multi-Channel Routing
Advanced marketing strategy using different destination URLs for each distribution channel to optimize user experience and campaign performance.
Multi-Channel Routing
Multi-channel routing allows you to send users to different destination URLs depending on how they access your touchpoint. This powerful feature enables sophisticated A/B testing, audience segmentation, and channel-specific optimization strategies.What Is Multi-Channel Routing?
Instead of sending all users to the same destination, multi-channel routing lets you customize the user experience based on their interaction method:- LINK Channel (Digital) → One destination URL
- QR Channel (Physical) → Different destination URL
- WiFi Channel (Coming Soon) → Unique destination URL
- NFC Channel (Coming Soon) → Specialized destination URL
Example: Your LINK channel could direct users to a desktop-optimized landing page, while your QR channel sends mobile users to a mobile-first experience with location-specific offers.
Why Use Multi-Channel Routing?
A/B Testing
Test different landing pages, messaging, or offers across channels to see what performs better.
Channel Optimization
Optimize user experience based on how people interact with your touchpoint.
Audience Segmentation
Provide different experiences for digital vs. physical audience interactions.
Better Attribution
Track which channels and destinations drive the best results for optimization.
- Mobile Optimization: Send QR code scanners to mobile-optimized pages
- Geographic Targeting: Different offers based on physical vs. digital distribution
- Message Testing: Compare messaging effectiveness across interaction methods
- Conversion Optimization: Tailor user journeys for maximum conversion rates
Setting Up Multi-Channel Routing
During Touchpoint Creation
1
Configure primary destination
- Start creating a new touchpoint
- Enter your touchpoint name
- In the Destination URL field, enter the primary destination (this becomes your LINK channel destination)
-
Add tags and configure your short link as usual
2
Enable additional channels
In the Interaction Channel section:
- LINK is automatically enabled with your primary destination
- Toggle ON the QR channel
- You’ll see an “Enter URL” field appear for the QR channel
- Enter a different destination URL for QR users
3
Configure channel-specific destinations
For QR Channel:
- Click in the QR “Enter URL” field
- Add your QR-specific destination URL
- This can be completely different from your LINK destination
- LINK:
https://yoursite.com/desktop-landing - QR:
https://yoursite.com/mobile-landing
4
Create your touchpoint
Click “Create Touch Point” to generate your multi-channel touchpoint with independent routing.
Configuring Existing Touchpoints
1
Access touchpoint details
- Go to your touchpoints list
- Click on the touchpoint you want to modify
- Navigate to the Details tab
- Scroll down to the Interaction Channel section
2
Modify channel destinations
LINK Channel:
- View or edit the destination URL in the LINK section
- This affects all digital link clicks
- Toggle QR ON if not already enabled
- View or edit the destination URL in the QR section
-
This affects all QR code scans
3
Save changes
Changes are automatically saved when you update destination URLs.Test both channels to ensure they’re routing correctly.
Strategic Use Cases
Marketing Campaign Examples
Product Launch Campaign
Product Launch Campaign
Scenario: Launching a new product with both digital and physical marketingStrategy:
- LINK Channel: Detailed product information page with specifications
- QR Channel: Quick mobile signup for early access with simplified form
Event Promotion
Event Promotion
Scenario: Conference or workshop promotion across multiple channelsStrategy:
- LINK Channel: Full event details with agenda and speaker information
- QR Channel: Quick registration form optimized for mobile completion
Retail Integration
Retail Integration
Scenario: Product promotion in physical stores and onlineStrategy:
- LINK Channel: Product page with full catalog and related items
- QR Channel: Mobile-optimized product page with store location and inventory
Content Marketing
Content Marketing
Scenario: Educational content distributed across digital and print materialsStrategy:
- LINK Channel: Full blog post or resource with related content
- QR Channel: Mobile-friendly summary with email signup for full content
A/B Testing Strategies
Landing Page Testing
LINK: Original landing page design
QR: Alternative design or messaging
Compare conversion rates to optimize
Offer Testing
LINK: Standard pricing or offer
QR: Exclusive discount or bonus
Measure which incentive drives more action
Message Testing
LINK: Feature-focused messaging
QR: Benefit-focused messaging
Test which approach resonates better
Test which approach resonates better
User Journey Testing
LINK: Multi-step conversion process
QR: Simplified one-step process
Optimize based on channel preferences
Best Practices
Strategic Planning
Channel-audience alignment
Channel-audience alignment
Consider user context:
- LINK users: Often browsing, researching, have time to explore
- QR users: Mobile-first, looking for quick action, might be in physical location
- Future WiFi users: Seeking connectivity, potentially extended engagement
- Future NFC users: Immediate proximity, instant interaction expectations
- Match page complexity to user context and device capabilities
- Consider location awareness for QR and future physical channels
- Optimize for the likely user mindset and available time
Content strategy
Content strategy
Destination page optimization:
- Mobile-first for QR: Fast loading, thumb-friendly navigation, clear CTAs
- Comprehensive for LINK: Detailed information, multiple options, rich media
- Consistent branding: Maintain brand identity across all destinations
- Clear value proposition: Each channel should deliver relevant value immediately
- Start with hypothesis about channel differences
- Test one variable at a time (page design, offer, messaging)
- Measure meaningful metrics (conversions, not just clicks)
- Iterate based on data, not assumptions
Implementation Tips
1
Start simple
Begin with basic differentiation:
- Same content, different page layouts (mobile vs. desktop optimized)
- Identical offers, different presentation formats
- Similar messaging, different call-to-action emphasis
2
Plan for analytics
Set up proper tracking:
- Use different UTM parameters for each channel destination
- Configure goal tracking for each destination page
- Plan comparison metrics before launching
- Document your testing hypotheses and expected outcomes
3
Maintain consistency
Brand and message alignment:
- Keep core value proposition consistent across channels
- Maintain visual brand identity even with different layouts
- Ensure both destinations fulfill the promise made in your marketing
- Test that both user journeys lead to satisfactory outcomes
Analytics and Optimization
Measuring Multi-Channel Performance
Channel Comparison
Compare click-through rates, conversion rates, and engagement metrics between LINK and QR channels.
Destination Performance
Analyze how different destination pages perform for each channel’s audience.
User Behavior Analysis
Study how users from different channels interact with your content and convert.
ROI Optimization
Calculate return on investment for each channel and optimize budget allocation.
Future Channel Capabilities
Coming Soon: WiFi and NFC Routing
Expanding Multi-Channel Options: WiFi and NFC channels will soon support independent destination routing, opening new possibilities for location-based and proximity marketing.
WiFi channel routing 🔄
WiFi channel routing 🔄
Planned capabilities:
- Separate destinations for WiFi network access
- Location-aware content and offers
- Extended engagement opportunities
- Guest network integration with marketing
- Venue-specific information and offers
- Location-based service promotion
- Extended content experiences
- Customer feedback and engagement
NFC channel routing 🔄
NFC channel routing 🔄
Planned capabilities:
- Instant tap-to-access destinations
- Proximity-based content delivery
- Interactive display integration
- Contact and information sharing
- Product information and reviews
- Instant contact sharing
- Interactive kiosk experiences
- Event check-in and networking
Troubleshooting Multi-Channel Routing
Channels routing to wrong destinations
Channels routing to wrong destinations
Check destination URLs:
- Verify each channel has the correct destination URL
- Test both LINK and QR channels independently
- Ensure URLs are complete with
https://protocol - Check for typos or copy/paste errors
- Go to touchpoint Details tab
- Modify destination URLs in the Interaction Channel section
- Test again after saving changes
QR channel not working
QR channel not working
Verification steps:
- Confirm QR channel is toggled ON
- Check that QR destination URL is filled in
- Test QR code scanning with multiple devices
- Verify destination page is mobile-friendly
- QR channel disabled but expecting it to work
- Missing or incomplete destination URL
- Destination page not optimized for mobile scanning
Analytics not separating channels
Analytics not separating channels
Analytics setup:
- Verify that different UTM parameters are used for each destination
- Check that goal tracking is configured for both destinations
- Ensure analytics tools can distinguish between channel sources
- Allow time for sufficient data collection before drawing conclusions
Related Topics
Creating Touchpoints
Learn how to set up multi-channel routing from the start of touchpoint creation.
QR Code Management
Optimize your QR codes for the destinations you’re routing users to.
Analytics Tracking
Set up comprehensive analytics to measure multi-channel routing performance.
UTM Parameters
Use UTM parameters to track and compare channel performance effectively.