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Want to learn more about what Woopra can do for you? The articles that follow are provided for your review with approval from

Solving the Cross-Channel Dilemma

Elle Morgan : October 26, 2016 5:44 pm : iPresort, Woopra

A complete guide to tracking customer engagement across all channels

The average business uses 36 different data gathering tools for marketing efforts alone. By uniting this data within a single platform, marketers can create an unparalleled customer experience. Learn more in Woopra’s latest eBook, “Solving the Cross-Channel Dilemma.”

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Data-Driven SEO Tweaks for Reader Engagement

Woopra Team : October 12, 2016 8:07 pm : iPresort, SEO, Woopra

The post below was written by Paco Darcey, a Business Analyst at Clutch where he leads research on BI and data analytics.

Search engine optimization (SEO) is now search experience optimization, where the goal is not just to optimize websites and keywords to funnel visitors to specific webpages, but instead to optimize the entire experience of getting there. And even beyond that: optimizing the experience from search to “landing” on the website, to consuming content and finally converting.

Reader engagement has been a hot topic in the past few years, especially as content marketing and the value of user experiences in general have come under the spotlight. Furthermore, both the number of search queries and the amount of online content has exploded in recent years. In 2014 Google recorded over four million searches every minute.

The SEO industry has followed this trend and many SEO experts now focus on the bigger picture: not just SERP rankings and traffic, but also the entire search experience and what users do after landing on their websites. So optimization has extended from reader engagement up to conversion.

Looking at the Metrics

So what sort of metrics within Analytics should you be looking at to measure reader engagement? What can these metrics tell you about your webpage’s capability to provide reader experiences, and what optimization tweaks can you perform to improve?

Take a look at these metrics:

  • Bounce rates – In simple terms, bounce rates measure how many of your visitors “bounce” back to search engine results pages (SERPs) after clicking through to your site. This means they didn’t find what they were looking for or weren’t that interested to further engage with your site and read more content.

    Bounce rates aren’t that accurate, as it measures a single visitor when they “land” on the site and leave immediately after, or when a visitor “lands,” stays and becomes inactive (like when a reader finishes reading and opens new tabs and does other things on their browser or computer), and then leaves. So, even if the visitor has read through all your content, they could still be registered as a “bounce.”

    Still, since bounce rates measure in terms of proportions or percentages, it’s a good barometer metric to gauge, among other things, the efficacy of your keyword targeting. Higher bounce rates might mean you’re targeting the wrong keywords, which means the traffic you’re getting from good SERP positions with your target keywords are people who aren’t interested in the content you’ve optimized. Also, page load times and other on-page elements could chase away your visitors, causing higher bounce rates.

  • Page depth – Page depth is the number of webpages within your domain that visitors click through in a single session. For instance, they land on an optimized webpage you’ve been increasing SERP rankings for, then click through to a linked webpage for further reading, then leave your site. That visitor will register a page depth of 2.

    Obviously, higher page depth indicates better reader engagement. The more webpages they visit, the more you understand what they’re after (by taking a look at the trail of webpages visited), and the more chances you get of at least increasing chances of brand recall if the trail of visited webpages does not end in conversion. If it does end in conversion, then you can trace the visitors’ mindset as they visit page after page and eventually purchase.

  • Average session duration – This is exactly what it sounds like: the average time visitors spend going through your website. The longer they’re there, the better engaged they usually are. However, this metric suffers from the same issue as bounce rates when visitors become inactive during their visiting session.

    A solution to this is using a tool like Woopra to configure a custom idle timeout setting. By default, Woopra tracks website movements such as mouse movements or keyboard strokes to know if a visitor is active. However, if you have a lot of video or lengthy content on your site, you might want to adjust the session duration to a longer period of time. This ensures that you’re appropriately tracking the session duration of your visitors based on your website content.

    When combined with page depth, average time spent can really give you a solid indicator of whether you’re giving your readers quality content to digest.

  • These three are just typical examples of engagement metrics that can help tell you when and where to optimize. Analytics can show you patterns beyond traffic and visits to show you what else you can optimize. Furthermore, using top analytics software tools to monitor, display and investigate these patterns can be highly beneficial as well.

    Adjusting SEO Based on Engagement Data

    The examples of engagement metrics we discussed before is just the tip of the iceberg. When things like mobile SEO come in, the game becomes a little different, especially as Google gets further along its plans to create a separate mobile index from the universal index used for desktops.

    So reader engagement metrics are here to stay, but what does this mean for your SEO efforts aside from wanting to always optimize pages for better reader experiences?

    The first thing to remember is the entire evolutionary stage of SEO we are currently experiencing – from individual mobile indexes to artificial intelligence algorithms – all point towards the death of black hat tactics. There is simply no gain left from focusing wholesale on small, shady tactics that can potentially cause permanent penalties to your domain. That’s no longer an investment in optimization that’s worth the time and risk.

    The second thing to remember is the flipside of the coin: the worthwhile SEO investments are ones that take a while to reap rewards and are rather labor-intensive and exhaustive in terms of contributing to improving the user experience.

    Adjusting your SEO based on engagement data is already the norm, but keep an eye out for industry changes that reflect more of the same in terms of a holistic approach to SEO.

    Paco Darcey is a Business Analyst at Clutch where he leads research on BI and data analytics. Before joining Clutch, he studied Mathematical Economics at the University of Richmond. Paco enjoys keeping up with the latest in data science, in everything from business to sports and board games.

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Optimize Your Email Marketing – 5 Secrets Of Effective Outreach Campaigns

Woopra Team : October 11, 2016 8:39 pm : iPresort, Woopra

The post below was written by Andrew Lowen, the CEO of Next Level Web and email marketing specialist.

email marketing

Doesn’t every marketer love email automation by now? It’s no doubt email automation is a time saver. Numerous tasks that were done manually, taking most of the marketer’s time, can now be done with a click of a button. This doesn’t mean you have to leave everything for automation tools, though.

Knowing what to automate in your email marketing often makes a difference between successful and failed email campaigns. Obviously, manually crafted custom emails are the best way to go. But, time is an important resource too. Whether we talk about cold emailing or communication with a list you have established a relationship with, it’s important to know what parts of your campaign can be automated and, on the flip side, what you should focus on and do manually in order to get optimal results.

There are numerous benefits in taking the time to craft individualized emails. Even when using an automation tool, you can tweak a few things to make your email look more personal. At least, there are tools in the market that have personalization features. The following are some benefits of email personalization:

How Personalization can help Optimize your Email Marketing


  1. The recipient feels useful

  2. Every human being appreciates being treated rightly. This involves being recognized, appreciated, and so forth. When you sent an email that addresses the recipient by their name, they feel special. By this simple act, you have gained their attention. You follow this with email content that addresses some of their needs and give them reasons to read further, consider your call to action, and respond accordingly.

  3. Increases open rate

  4. Email subjects that look irrelevant, followed by a general greeting, are likely to end up in the trash folder. Other recipients mark such emails as spam. This means, they never want to receive such emails again and if they do, they won’t bother to open. You can change the situation by a simple tweak like adding their first name in the title or greeting.

  5. Makes your emails relevant

  6. A major pain point for many subscribers is being bombarded with irrelevant content. When you take the time to design personal emails, you are likely to address specific needs of the target recipient. Customers are happy to receive emails that match their interests and offer possible solutions to their needs.

  7. Improves conversation rate

  8. All of the above benefits bring you closer to achieving your goals as a marketer. A few years ago, BMW sent personalized MMS messages to 1200 of their customers promoting their winter tires. The result was a 30% conversion rate that bumped up BMW’s revenue by over $180K from this single campaign! Using a combination of Woopra and AppConnect partner Sonar, you can automate this process by segmenting customers and triggering personalized messages based on their behavior.

  9. Improves customer retention

  10. If you maintain good emailing habits, your customers are likely to whitelist your emails. This means that when you have a new product that matches their customer profile, they would be the first people you send communication to. Since you have gained their trust, they are likely to purchase or consume your products without a lot of resistance. Basically, customer retention is more about familiarity and relationship, which you can easily attain using personalization.

What to Focus on and do Manually in Order to get Optimal Results


It is easy to figure out what to focus on or do manually for better results in your email marketing campaigns if you are aware of a few scenarios when you should NOT automate. Here is a look at such situations.

  1. When you do not have comprehensive buyer persona profiles

  2. Integrated buyer personas give you insight into the kind of subscribers you have. Knowing their age, income levels, lifestyle, behaviors and other interests can help you design product offers that suit them best. When you understand their pain points or which stage they are on their buyer’s journey, you can tailor your email to offer a value proposition that matches your customer needs.

  3. When you do not have a segmented list

  4. If all you have is a database showing all your customers, then automating your email campaigns is a no. Always have in mind that each customer is different. In many cases, they have different needs, preferences, buying power and so forth. They are also at different levels on their buyer’s journey. A mass email is not going to be effective when dealing with such a group.

    Segmentation helps you send more relevant emails that are likely to attract a high click-through rate and desired cause of action. Even when you have the same email, it is possible to tweak it to fit different recipients when you have a segmented list.

  5. When you do not have a smart automation tool

  6. Any worthy email automation tool should be designed to enable users to tweak as many fields as possible to make the emails more personal. Marketers want their emails to look like they are coming from one person to another if they are going to attract the attention of the recipient. Tools like Hubspot and Marketo, allow you to insert the first name in the greeting, the body, and even title. The same email will go to different recipients, yet each will view it as addressed to them.

  7. At the final stage of sales conversion

  8. At this stage, you should focus on each customer separately. Some customers take a lot of time to make their decision, others are prompt. Also, each customer has their unique concerns and needs. You may have to address these separately using your emails in order to convert your leads into successful, happy customers.

Do you want to see improved ROI in your email campaigns? Don’t just send mass messages. Strive to optimize your email marketing through a well thought-out automation strategy.

What are some of the tricks you have been using in your email marketing efforts that have reaped better results?

Andrew is the CEO of Next Level Web, a trusted marketing agency based in San Diego, California. He has three lovely daughters and the most patient wife of all time. They specialize in Web Design, Search Engine Optimization, PPC Advertising, and Email Marketing (The Agency – not the daughters… yet). See case studies & results of happy clients at

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