Product Marketing Case Study: Paymo’s Time Tracking Page
How do you package an abstract feature like...time tracking?
A subject that gets hotter with every new generation, who arrives at the same conclusion: it’s exhausting and way too complex for a one-size-fits-all approach to even exist.
This week, I’m not standing on the sidelines anymore observing other products, but rolling my sleeves up to show you the exact thinking that went behind designing Paymo’s time tracking landing page.
Paymo’s Time Tracking Page
For those of you who don’t know, I work at Paymo, a work management platform that bundles task management, resource scheduling, time tracking, and billing to help teams work better, together.
Time tracking is one of our core features, yet our dedicated landing page for it wasn’t up to par with our product offering. Hence, first time visitors with high buyer-intent could leave in a second, even though we had those time tracking features they were looking for.
So we’ve dealt with the problem in a different way. Here’s how:
1. Shock your readers with an undeniable fact
Time tracking is an ever-recurring topic that only gets our attention when faced with the hard truth: that our time here on Earth is limited and there’s no sequel.
OK, hold on — we didn’t want to be that philosophical. So we turned our attention to how much time we waste each day, that could be spent on something more productive or enjoyable. That’s 2.5 hours on average according to Forbes and HBR, two publications that add authority to the statement.
Notice that we didn’t link the publications to their main source, as to not derail readers from the main page.
2. Prime mindsets via systems
We didn’t make such a confrontational statement only to spark resentment, but to educate our readers on what would come next.
Time tracking is indeed a healthy habit that doesn’t stick because most people don’t have a fine-tuned system in place. One that saves them more time than it takes to maintain it.
So we proposed our own system, where we broke time tracking at its three core levels — register, monitor, and analyze time— each one with its separate section. Then anchored them in the main statement, so every reader can navigate to that part where they think there’s still room for improvement.
Of course, this strategy only works if you have a strong product offering.
3. Cast a wide net for complex features
Marketing a complex module or feature sucks. You always end up leaving a core functionality out because either you don’t have enough space for it or somebody higher-up said so.
The antidote is to cast a wide net through the help of vertical sliders, each one with their own description + an image/GIF of the functionality described.
Be sure to be brief (between 40–50 words). The goal here is to spark interest, then redirect readers to a download link or a help page article that documents the full feature - where possible.
I didn’t go for testimonials under each feature, that would’ve been an overkill. Yet I know some more wouldn’t hurt at the end. All-in-all, I’m happy to make a return to long-copy, which gets popular again thanks to all the short-form content out there.
??This article was originally published on Product MK ??