Craft a winning healthcare SaaS marketing strategy with our guide. Avoid common mistakes, align content, and leverage data for success.
Even with the best strategy in place, websites are built on initial assumptions. The only way to know if yours indeed supports your healthcare marketing strategy is to monitor its performance after launch by tracking the right SaaS marketing metrics.
But what should you measure to ensure you focus on the right things? In this article, Spot On partner and creative director Erica Pierce discusses how to analyze your SaaS marketing metrics and how to use the insights to tune up your website and support your B2B SaaS marketing strategy.
To see if your website supports your healthcare marketing strategy, you should perform a user experience (UX) audit, a metric/performance-based audit, and a technical SEO audit.
UX design is defined as the process design teams use to create products that provide meaningful and relevant experiences to users. When applied to websites, UX design focuses on much more than just functionality — a UX designer is concerned with integrating all the interactions a user has with the site, including aspects of branding, design, usability, and function. A UX audit looks at all of these functions.
"Our team reviews every page type and provides suggestions at a granular level. We also rank these recommendations to help our clients prioritize their efforts and achieve quick wins," says Pierce.
Let’s explore how it can help you evaluate if your website is easy to use so visitors can find the information they need.
Here are just a few of the key items Pierce examines during an audit:
Pierce also recommends analyzing a range of website performance metrics in conjunction with a UX audit to understand what works and what doesn't. In order to get a clearer grasp on how visitors are using your site, she recommends looking into some of these key metrics to guide design choices:
You can then use these metrics to make informed decisions about how effectively your design and content are working to drive web users to take desired actions.
"If visitors spend little time on a page with high bounce rates, it could mean that the content doesn't match the page title on search results, the load time is too long, users can't find what they need, or the content is poor. However, if they spend a lot of time on a page and then leave, it could mean they found what they wanted and read the content. In that case, you should focus on driving conversions," says Pierce.
Conversion rates are one of your most important SaaS marketing metrics. You should add trust indicators (e.g., testimonials,) create content that aligns with the CTAs that bring people to the page, and improve the UX of the lead generation form to create a converting landing page.
A/B or multivariant testing shows you what works on a webpage. You can find out what headline attracts more readers, whether fewer fields in a lead generation form will increase conversions, what images resonate most with the audience, and what colors draw visitors' attention.
Pierce also recommends using a behavioral analytics tool like Hotjar to see how visitors interact with your content. The software generates heat maps to show you how far down people scroll, what links they click, how they move their mouse, and at which point they leave the page.
Technical SEO refers to the process of optimizing a website for search engines, but it can also include activities that will improve user experience. The first step to mastering technical SEO is to understand what search engines need to crawl your site — this can include things like sitemaps, indexing, tagging, and more. After all, the best content in the world won’t rank if it’s not accessible to search engines.
"We use a host of tools, like Semrush, Google Search Console, and Google Page Speed Insights, to perform monthly site health checks for our clients to maintain and improve their rankings," says Pierce. Here are just a few examples of how we use data to optimize a website for technical SEO:
Keep in mind that while most technical SEO experts will be able to make marked improvements, it's almost impossible to get a perfect score. We recommend continuously monitoring your technical SEO health to make incremental improvements. “The small changes add up over time,” Pierce says.
In the rush to improve your site, it may be tempting to get ahead of yourself. Here are three common missteps that can delay progress despite the best intentions:
Healthcare SaaS is a competitive and crowded field, so your website must check all the boxes. Insights from UX, performance metrics, and technical SEO audits can help you gain a competitive edge.
Website optimization has many nuances. Your site must support your healthcare marketing strategy and align with your online ads, content, nurturing campaigns, and sales tactics to deliver the best results.
Spot On helps healthcare SaaS companies evaluate their website performance and design a holistic strategy that resonates with their audiences and nurtures leads to convert. Schedule a time to chat to see how we can help you create a website that attracts the right traffic and converts visitors into leads.
