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Drupal vs. Wordpress

Over the years, Sandstorm® has built websites on content management systems (CMS) using a variety of programming languages: Python, .NET, and PHP to name just a few. These programming languages support CMSs like Django, Kentico, and Joomla, respectively. Two of the most popular CMSs are Drupal and WordPress, built on PHP.

A common question we hear from clients is whether they should use Drupal or WordPress. While there’s no right answer, there is an answer that’s right for you. Each one has its place, so we've laid out where you can gain the most benefit from each CMS.

The Benefits of Drupal

Speed and Performance

When it comes to a scalable CMS that can support high-volume traffic and vast libraries of content, Drupal beats out WordPress. Not only does Drupal offer better performance out of the box—including default cache features that help pages load faster—it’s more robust for handling complex projects with lots of functionality.


Drupal is favored by many top companies and government agencies, including, for its enterprise-level security. Drupal has a very active security team with a stringent review process for plugins and a robust permissions layer that provides nuanced limitations for user access.

WordPress, on the other hand, is a popular target for hackers whose malicious attacks often succeed due to fully coded plugins compromising security. Additionally, WordPress doesn’t provide the flexibility in tailored permissions that Drupal does.

Lead Conversion

When it comes to getting leads through web contact forms, WordPress requires third-party tools like Gravity Forms or JotForm, which will cost you extra.

With Drupal, web form functionalities are already built into the platform, so you don’t need external tools. Drupal can also enable rules and set up triggers so that when someone fills out a form on your website they receive an SMS message from your company, which helps with lead nurturing efforts and potential conversions.

The Benefits of WordPress

Ease of Use for Small Businesses

Since WordPress started primarily for less tech-savvy bloggers, small businesses with a junior development team benefit the most from the platform. Additionally, most writers and content managers have some experience with WordPress, so there's little need to train them on the platform.

Where It's a Toss Up

Supportive Community

Drupal and WordPress users have created diverse global communities that offer international conferences like DrupalCon and WordCamp; local training events and Meetups; and active forums where users can ask questions and learn more about the platform. While the WordPress community is larger than Drupal’s, it’s uncommon that you would run into an issue with either platform that someone hasn’t encountered, and solved, before.

Search Engine Optimization

It doesn’t matter to Google which platform you use, and both platforms offer excellent plugins and modules to help you with your SEO, including Yoast for WordPress and Content Optimizer for Drupal.

At Sandstorm®, our experts have extensive experience developing, designing, and writing in Drupal, WordPress, and many other content management systems. We’d love to find the one that’s right for you.

This blog was posted by Nick on May 1, 2017.
Nick Meshes

About the Author

Nick Meshes

Nick is Sandstorm’s Director of Analytics and Technology. He’s boosting our quantitative focus. He’s busy increasing our capabilities in web analytics, website optimization testing, SEO, SEM, display advertising, business intelligence, and personalization.

Analytics, Analytics Strategy, Nick Meshes, Clickstream data, SEM

Analytics are now a standard piece to any project. Our society has evolved into a data-rich environment, allowing for greater consumer insights and in turn smarter analytics strategies. However, some businesses are approaching analytics as an afterthought and as a "nice to have" option. They put a great deal of work into setting up sites, landing pages, campaigns, etc, but are then only looking at analytics as simple measurements of success/failure and not the dynamic journey it should be.

Often times when setting up reporting tools, people take a “set it and forget it” approach. They establish an idea of what data they need, set up a dashboard and some notifications and then it is managed as time allows by someone whose main responsibilities are elsewhere in IT or Marketing. Worse, they don’t even configure the reporting tools and just go with the default settings. They essentially put it on autopilot, and it fails to take into account feedback and doesn’t allow room for shifting strategy due to changing goals.

An effective analytics strategy is a dynamic journey built around the analytical data where the strategy is adjusted accordingly to drive goals and conversions. It is a very agile process of frequent measurement, discovery, strategy, and course adjustment.

Recently, we worked with a client in their higher education industry who ran frequent email, SEM, display, and offline campaigns. As part of the project to help them redefine marketing strategy, we reviewed their analytics for clickstream (Google Analytics), search engine (AdWords), and member data (their CRM system). They were very concerned with increasing new leads, as well as monitoring the established leads down the funnel to drive sales conversions. They had a small marketing team with a wide variety of responsibilities and were looking for ways to measure success without requiring too much time from their team.

We did two things for them: provided analytics training and automated as much of the process as possible. In the training we gave them tools to eliminate unneeded information from their data stream and to track goals accordingly. With automatization we set up message reporting around goals and added attribution and valuation to maximize the mix of offline and online channels. Both of these tactics streamline the process allowing the team to spend less time pulling reports and more time to strategize around the results.

We acknowledge that people will be at different comfort levels with their analytics and data stream, but analytics will only work as hard as you do. Like other parts of business, you need to build an analytics strategy that not only defines goals but continually informs them. Once you have the strategy it is easy to set up a process to track, monitor and adjust your analytics strategy.
If you need help turning your analytics strategy into a dynamic journey, contact Nick at


This blog was posted by Nick on September 14, 2016.
Nick Meshes

About the Author

Nick Meshes

Nick is Sandstorm’s Director of Analytics and Technology. He’s boosting our quantitative focus. He’s busy increasing our capabilities in web analytics, website optimization testing, SEO, SEM, display advertising, business intelligence, and personalization.

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Analytics driving business


Enter the Clickstream

Web analytics tends to start with collecting and analyzing “clickstream” data - the information that can be collected directly from visitors to your webpages using javascript, cookies, images, or other tags that act as tracking codes. Here are 15 questions regarding your visitors (clickstream data) you can answer, examine, and visualize through website analytics tools like Google Analytics: 

  1. Where are visitors entering and exiting your site?
  2. How many people visit specific pages? What content is drawing the most attention?
  3. How many people immediately leave? Which content is failing to retain them?
  4. How many people are first-time or return visitors?
  5. How long do people stay on your site?
  6. Where are your visitors geographically located?
  7. What browsers, operating systems, devices, and screen sizes are they using?
  8. What keywords are driving people to your site through search? What pages are delivering search traffic? 
  9. How do visitors flow through your site? Are they efficient and inefficient paths? Do they see your intended message or offering?
  10. How much response does each call to action get?
  11. What referrers are directing visitors to your site? From which search engines (organic results or marketing campaign), social networks, blogs, web pages, etc? What content are they being directed to?
  12. How fast do your pages load? When and where are the peaks and lows?
  13. How are the specific goals you’ve defined in the analytics tools being met?
  14. How are your pay-per-click campaigns working?
  15. What additional demographic data is available for each of the questions above? 

That's great - But What Do I Do with It?

The answer to each of these questions can help you optimize the user experience, raise your search engines rankings, tailor your message expand your audience or focus on a specific segment, and build data-driven personalized relationships online.

The answers to these questions are often quite valuable to your business. Some are immediately apparent, such as the answer to “How much response does each call to action get?” Others, however, may seem to have less business value, at least at face value. For example, “why do I care where my web visitors are geographically located?”

To use an example, one of our clients has offices in three states. After reviewing their traffic sources, we identified a great deal of traffic from two states where they did not have offices. The visitors from these two states matched their target demographic too. So, analytics helped our client identify potential locations to expand their business. 

Building a Better Business

When it comes to data analytics, clickstream sources are often the most available to business owners. You can use these 15 questions to adjust your business strategy in an informed and insightful manner.

For a more comprehensive view of how you can use analytics, data-driven website optimization, and search engine, Sandstorm offers full consulting and implementation services that support and improve your marketing strategy.

This blog was posted by Nick on February 19, 2016.
Nick Meshes

About the Author

Nick Meshes

Nick is Sandstorm’s Director of Analytics and Technology. He’s boosting our quantitative focus. He’s busy increasing our capabilities in web analytics, website optimization testing, SEO, SEM, display advertising, business intelligence, and personalization.

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