As we previously posted badges at SXSW have a photo and a QR Code that decodes to a personal page where delegates can leave a message or access contact information. Organizers hoped that this will cut down on the paper footprint of SXSW by reducing the need for business cards. However scanning the QR Code leads to a simple login page (image below) which contradicts the 3rd Rule: Make the content valuable. The content behind the login page may be valuable but the page itself is not. How do you make the login page valuable and decrease the abandonment rate? Provide just enough information for the user to feel compelled to login and view what comes next. Simple really.