The three goals of any successful marketing website are to attract, inform, and engage their target audience, and Toggl.com achieves all three with flying colors. Toggl is a free time tracking app, which I am using as I write this post. After a friend recommended it, I immediately went to Toggl’s website to check it out.
When you arrive on the Toggl’s home page you’re immediately greeted by a feature video. This, in and of itself, is not unusual— full, browser-width videos employed as ambient backgrounds behind a short paragraph of text and a “learn more” button are as common as kittens. What is different about Toggl’s video is that, rather than using some generic office imagery, it features a story about their target audience, with a cute twist. The story is a quick series of office-related vignettes, each cast with a child as the frustrated employee, desperately in need of a break from the everyday frustrations of the workaday world.
I actually sat through the entire video loop, twice. Maybe I’ve fallen victim to an overdose of cute kid and cat videos but this is a real testament to the engaging nature of Toggl’s story. It’s a great marriage of compelling imagery and text; and it speaks directly to the external struggle of the need to track time for the sake of productivity and the internal struggle of “I’d rather be playing outside.” Using children in place of adult workers not only reinforces the message of a work/play balance but it also underscores Toggl’s this-app-is-easy-to-use message.
What does this app do? Who does it do it for? How will it improve my life? Toggl is able to address all three aspects of the website grunt test within one scroll of the page. The feature video introduces the who, and the short, simple positioning statement on the home page quickly answers the what and how questions. The home page also does a nice job of setting up a storyline, with the problem at the top (frustrated workers), followed by a solution (get the Toggl app) and the results (pictures of happy users with testimonial quotes) at the bottom of the page. A “Productive Togglers” number counter and “money saved by using Toggl” statistic in the footer adds one more layer of convincing information.
One of the most clever features is a real-time tracking widget, created to mimic Toggl’s user interface, that shows you how long you’ve been reading the home page. This widget, along with a slightly different version of the position statement, also shows up on the Features page, which is smart. Toggl has evidently figured out that not everyone is going to land on their home page as a result of Googling “time tracking app.”
As you move further into the website, Toggl doles out more information about their product in well-written, bite-size chunks. Each piece of content positions you, the potential customer, as the hero and Toggl as the wise guide in the epic tale of “I need a tool that will help me be more productive and alleviate the pain of tracking time.”
Within a few hundred pixels from the top of Toggl’s home page, I can see three, bright red actionable buttons: “Go to Timer,” “Start Tracking,” and “Get Started.” These engagement points are repeated strategically throughout the website and make it easy to start using Toggl at just about any point during the information-gathering process.
The sign up process is simple. A short, two-field form that requests your email and a password (or a one-step Google sign up) gets you immediate access to Toggl’s browser-based interface where you can start tracking your time. Within 20 minutes of arriving at Toggl’s home page I was using their app. After receiving the first welcome email, which contained an article about little known features, I downloaded the desktop and mobile apps.
Now go, improve your site.
If you’re struggling to figure out why visitors are not engaging with your website and becoming customers, you’d do well to go through the Toggl site and experience for yourself what a great marketing website feels like. Then steal, um, emulate as many concepts from their site as you can and start improving your own site.