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Rebecca Graves
By Rebecca Graves on October 25, 2017

Data-Driven Design Retainers vs. Website Maintenance Packages

After launching a new healthcare software website, many traditional agencies will suggest you purchase a website maintenance package. Web maintenance packages typically include minor backend updates, like plugin updates in WordPress, any future change requests you may have, like changing a phone number or adding an employee to your team page, as well as reporting. This may sound like a nice deal, but in reality, you will likely end up paying a monthly fee and getting little to nothing in return. 

What Is Data-Driven Design?

Let’s start by examining how a data-driven design retainer differs from a maintenance package. 

In a nutshell, data-driven design can be described as a new, agile approach to web design that ensures your website is continually optimized in order to improve its performance. 

Data-driven design is a cyclical process managed in sprints consisting of four parts: 

  1. Review Data
    It is critical to consistently review data for site health recommendations and to see how visitors are interacting with your site. Software programs like SEMRush and Google Search Console can provide suggested improvements for search engine optimization (SEO). Software solutions such as HotJar, HubSpot, and Google Analytics can provide detailed insight into how users are interacting with your site via metrics such as scroll depth, click rate, bounce rate, exit rate, and conversion rate.  

  2. Plan
    Based on the data, your healthcare SaaS marketing agency will make informed suggestions for improvement.

  3. Implement and Test
    Through design and development, your agency will either make changes or set up A/B tests to implement new ideas.

  4. Track Results
    Finally, your agency will keep track of changes made and measure the results after a predetermined period of time.

The Data-Driven Difference 

Similar to a maintenance package, a data-driven design retainer provides ongoing services after your site launches, but there are three major differences. 

  1. Use it, Don’t Lose It

    Under a web maintenance package, if you don’t consistently reach out to your healthcare SaaS marketing agency with revisions, your money will go to waste.

    In comparison, data-driven design is built on a “sprint cycle” framework to ensure you're making the most of your retainer each month.  
  1. Put Your Money Where Your Mouth Is

    A standard maintenance package might include data reports about your healthcare SaaS website's performance but typically only offer one to two hours of actual development time each month. If you want to add new elements or make bigger modifications based on the data, the expense will come out of pocket.

    What is the benefit of receiving these reports if you don’t use them to make informed decisions about your site?

    With data-driven design, you will not only be kept up to date about your latest website analytics, but your agency will also provide you with at least ten hours of development time per month, used to implement changes based on the data. 
  1. A True Partnership

    As previously mentioned, conventional maintenance packages are based on the idea that you'll provide your B2B healthcare marketing agency with requested updates on a monthly basis.

    While data-driven design will cover any necessary site revisions, it’s about more than changing a phone number or updating a pricing chart. You will have a true partner in a data-driven design agency to help you create a website strategy that will ultimately serve your business goals. 

Now that you know the major differences between these two approaches, you'll see that data-driven design provides you with value that you won't find with a standard maintenance package. By working with a B2B healthcare marketing agency that uses this approach, you'll make lasting improvements that will have a positive impact on your business. Want to learn more about how we put data-driven design to work for your new SaaS web design? Let’s talk! 

Published by Rebecca Graves October 25, 2017
Rebecca Graves