Use: Pure and simple, you login and get your report. Clean, quick, simple and neat because we like it that way.
NextStage OnSite (NSOS) is a visitor analysis tool based on Nextstage’s patented and award winning Evolution Technology (ET). ET is the only patent (as far as we know) granted by the USPTO that “allows machines to understand and respond to human thought“.
NextStage OnSite Basic consists of up to thirty (30) reports that work on any digital property regardless of site or visitor language. Clients may contact NextStage regarding adding reports as additional costs may be involved. Each NSOS installation includes one (1) day of consulting/month. Clients may purchase additional consulting at US$5,000/day.
NextStage OnSite Advanced requires visitor native language knowledge, adds an additional thirty (30) reports and is only available to select clients and researchers (contact NextStage for details).
Basic Onsite reports include:
The Age report determines the demographic age breakdown of visitors to your site.
This report measures if visitors are being branded while they’re on your site. Technically, it measures how much of the visitors’ deep and long-term learning channels are active while they’re on the site and how well the site as a whole passes information into those channels. There are several learning channels depending on how and where and for how long you want information stored. You want visitors to remember a site/product/brand as separate and unique from other sites/products/brands they’re visiting because they can only return to a site if they remember it exists in the first place.
That, in a nutshell, is branding.
This graph shows eight easily modifiable factors need to be adjusted to increase conversions. The yellow bar indicates how much each page is contributing to the conversion, the blue indicates how much the visitor is contributing to the conversion and the red indicates the importance visitors are attributing to each factor. A red dot above the yellow and blue bar indicates the page needs to contribute more to a given factor to increase conversions. A red dot in a blue area indicates visitors are contributing too much information — information you have no control over — to the decision process. The eight conversion factors measured are:
- Can the individual imagine themselves using/doing something?
- Would the individual really use the product or would it just collect dust?
- Can the product, service, whatever be successfully worked into their current lifestyle or would getting whatever require a change in their lifestyle? (Note that this may or may not be a positive experience based on other factors)
- Has the individual had any experience with this or a similar product/information?
- Is the individual using this or a similar product?
- Has, does or will the individual have a need for this or a similar product?
- Does individual believe they will have or have they had pleasure due to the product, service, whatever?
- Does individual believe they will have or have they had pain due to the product, service, whatever?
The Credibility report measures if site visitors found the information on your site Credible (believable), Uncredible (they want to believe and want substantiating information) and Incredible (they simply don’t believe it).
Defection is the counterpoint to Loyalty. Loyalty measures a willingness to endure pain while Defection measures how long that pain will be endured before the individual “goes to the other side”. This report lists “Days to Defection” in the horizontal axis. Note that this report is actually measuring visitor subjective time (what the visitor thinks, not necessarily what they’ll do although the two usually coincide). The report examples shown here indicates that NextStage site visitors tend to be both loyal and have no interest in defecting.
Engagement by Gender
The Engagement by Gender report shows you if males or females are more interested in your site and/or are shopping your site more carefully.
Engagement by Page
The Engagement by Page report determines which pages are generating the most interest (across all users) on your site, and is a measure of visitors motivation to purchase, exchange, conduct business, etc., on a page by page basis.
Engagement by URL
The Engagement by URL report determines which URLS — hence which geographic locations — are sending you visitors most interested in your site/service/product/offerings. This report matches levels of engagement to distinct URLs, indicating which visitors and which geographies are the most likely buyers. Knowing this information directly guides your on- and off-line marketing efforts. You learn quickly where to direct your collateral efforts and can measure how successful recent efforts have been.
Engagement by Time Period
The Engagement by Time Period report indicates when visitors to your website are in a “buying” or “conversion” mood. Certain companies will bid on search terms during specific time periods because they know that’s when ‘the fish are biting.’ The Engagement by Time Period report shows when ‘the fish are biting’ on your website.
Expectation is the basic, gut level desire visitors have of satisfying some need when they come to your site. That need can be finding goods, getting or finding some service, getting information, making contact, servicing their account, whatever it was they made them want to visit your site in the first place. Expectations can be low, medium or high. Measuring expectation is crucial in designing material so that it quickly helps visitors achieve their goals.
This report measures the basic, gut level reaction a visitor has to your website. Visitors can have a good experience, a bad experience or be indifferent. Knowing Experience is key to everything about making sure your message gets across, that your product gets purchased, or that your site gets and keeps people coming back. People will remember extremes, so you want their experience to be either good or bad. In either case, they’ll return. If it was a good experience, they’ll return because they enjoyed it or were successful. If it was a bad experience, they’ll return with friends to show them how bad it was. You never want visitors to go away indifferent. People remember bests and worsts meals, people, cars, movies, music, … Can you remember the best meal you ever ate? Can you remember the worst? What about the most average meal? Ever had a really incredible dining experience at a burgerjoint? You don’t want your website to be a burgerjoint.
Which pages are causing visitors to lose interest in staying on your site, in what you have to offer, etc.? The PageFailures report measures which pages are causing visitors to lose interest in your offering and convincing them to look elsewhere. Often these “failure pages” precede “last page visited” by 2-3 clicks. Companies who redesign “last page visited” are wasting their efforts because the decision to leave a site is made before that last page is reached. The Failure Pages report insures you’re focusing your efforts where they’ll generate the greatest reward.
Failures Pages to Exits
Failure Pages to Exits measures the difference between the page where a visitor lost interest to the page where they actually left a site. This chart shows the page where interest died and how many pages later the visitor actually left a site. Most people get a metric of which page visitors left on and begin modifying that page. That’s a nice exercise and not at all useful because the page visitors left on isn’t usually the page where they lost interest in continuing. Think of it this way; You’re shopping for a car. Something about the car you’re looking at right now doesn’t work for you. Do you immediately walk away from that car or do you spend a little bit of time talking yourself out of the car? Most people spend a little bit of time talking themselves out of the car before they move onto the next car (meaning they’ll continue shopping on your site, maybe) or leave the dealership (meaning they’ll leave your site, probably). That little bit of time talking to themselves equates to continuing on a site for a few more pages before they leave. Your goal at this point is to regain their interest on those few pages you have left. Think of it as a salesperson recognizing interest has waned and directing the client to what the salesperson knows was of interest, picking up the thread of the sale and moving on from there.
How many men and women are visiting your site? What is being determined is not physical gender but neurologic gender aspect; are people thinking using traditionally recognized ‘female’ neurologic aspects or traditionally recognized ‘male’ neurologic aspects. Knowing neurologic gender is far more important than knowing physical gender; if a man is choosing clothing using his color sense you want to market to his feminine side, not his male side.
Loyalty is the amount of pain an individual is willing to endure to either be with or to use something when they know less pain would be involved either being with or using something else. This is also known as “strength of commitment” to a site or brand. Knowing Visitor Loyalty and knowing how far that loyalty can be pushed before disloyalty sets in tells you how much and how well your clients and visitors think of your site or brand.
Navigation measures how much work was required by a site’s visitors to find what they wanted and whether their problem solving skills were up to the task. Essentially, navigating a website can be likened to moving through a maze. You know where you are, aren’t sure of where you were and don’t know if the next turn will get you any closer to where you want to be. Mazes, though, are often designed to test problem solving skills. Often people design websites that they can navigate easily in the mistaken belief everyone thinks the way they do and hence solves problems in much the same way. If a site isn’t designed for the majority of visitors then visitors will find it difficult and/or intractable and go away confused, disappointed and probably worse. Ease of Navigation is a crucial metric for designers, developers, website owners, ecommerce providers, etc. It doesn’t matter if a site is easy to navigate by the people who designed the website, it only matters if visitors to the website can find what they want.
Page Target Audience
The Page Target Audience Report is a page by page listing of pages and their target audience. It reports Gender, Life Experience (Neurologic Age), Understandability (Neurocognitive Age), and Decision/Learning Style. Page Target Audiences are metrics of who a site can best communicate to on a page by page basis. This is not a measure of who is coming to your site.
Price vs Product
This chart shows whether or not people believed the value (for ecommerce) or benefit (for informational or educational) of what was offered was worth the price (for ecommerce) or time involved (for informational or educational). In addition, this chart shows whether or not visitors wanted more product selection or less and whether or not visitors would purchase the product if the price was higher or lower.
Real Visitors by Address
How many people per session where actually visiting your site as opposed to how many cookies or logins were on your site?
Referral Quality is a measure of which referral sources are sending you visitors most motivated to purchase, exchange, conduct business, etc. You want to have highly motivated visitors to an eCommerce site because highly motivated visitors are usually pre-qualified buyers.
Referral Quality by Time Period and Level of Interest
Referral Quality is a measure of how motivated site visitors are to purchase, exchange, conduct business, etc. You want to have highly motivated visitors to an eCommerce site because highly motivated visitors are usually pre-qualified buyers. Referral Quality by Time Period merely adds the dimension of time, so you’ll know when the most motivated visitors were using which search engines and looking for what. Knowing Referral Quality from referring sites — especially if you’re paying for SEO, clicks, etc. — is incredibly important. You want to make sure your money is being spent wisely. These graphs show you which search engines are sending you the most qualified visitors. You would want to bid on the engine giving you the most highly motivated visitors, and specifically on the search terms that are used by the most highly motivated people.
Return Ratio is a measure of how strongly your site influenced a visitor to return. A strong enough negative experience will cause visitors to stay away, a strong enough positive experience will cause visitors to return, tell their friends and spend money — whether or not they found what they originally came to your site for.
People think, act and make decisions based on an incredible number of factors. NextStage codifies these different ways of thinking, acting and making decisions as RichPersonae. Material such as websites, brochures, etc., are designed for specific RichPersonae, intentionally or not. This chart shows visitor RichPersonae versus material design RichPersonae The ideal is to have a close match between the two. For more information on decision styles, read NSE Evolution Technology Research Paper – Evolution Technology as an Adjunct to Decision Support Systems.
Search Term Quality
Search Term Quality is a measure of what search engine terms the most motivated visitors to a site are using to find you. You want to have highly motivated visitors to an eCommerce site because highly motivated visitors are usually pre-qualified buyers. This chart measures search terms used to find your site by engagement (see Attention, Engagement and Trust: The Internet Trinity and Websites for NextStage’s definition of “engagement”) displayed while on your site. The higher the engagement the higher the interest and if they’re not purchasing, there’s problems on your site you’re probably unaware of.
Seek Effort is a measure of how much work visitors are doing to find what they want on a site’s pages and is closely tied to PageFailures, the pages where visitors’ interest wanes and or leaves completely. The higher the Seek Effort score, the worse the page for keeping people on track to meeting both their and your goals. Seek Effort also measures which pages are providing more information than visitors can comfortably and successfully use. Pages which are too complex, are not easily learned or retained, contribute to visitors leaving your site.
Site Target Audience
The Site Target Audience Report determines the best audience for your site as a whole as it currently exists in the system. It reports Gender, Life Experience (Neurologic Age), Understandability (Neurocognitive Age), and Decision/Learning Style.
Success measures whether or not visitors were able to find what they came looking for and is closely tied to the Tirekickers report. Visitors who considered their time on your site unsuccessful will go away confused, disappointed and probably worse. An excellent report has the Site and Visitor lines
- Close together
- Equidistant at all points
- Spiking at the same point
Thus you want a lines that increase from Entry to Exit or at least decrease little after MidVisit.
The Suggestions Reports contain specific information on how to modify your site in order to provide your visitors with the most rewarding experience possible. Suggestions are broken down as Critical (red), Important (yellow) and Advisable (green).
Tirekickers to Buyers Breakdown
The Tirekickers Report indicates how many of your site visitors are serious buyers versus how many are just doing research, and where they are in their research. For example, the first category is ‘Grazing’ and indicates how many site visitors are basically channel surfing and stopped on your site for no real reason. The different gradations then go to ‘Making a Decision’, ‘Not the Decision Maker’ and onto ‘Buying’. Remember, this doesn’t mean they will buy from your website, only that they want to buy something while they’re on your website. A higher “Buying” value than your conversions indicates your site needs work.
This report determines if visitors can understand your site. Note that this is a measure of whether your site, your menu structure, your content, etc., is understandable to visitors. If the majority of visitors can understand your site you’ll see a green bar, the fewer visitors who can understand your site the bar becomes yellow then red. If a site is too complex for visitors to understand or not able to communicate its message in an understandable way, you’re losing business, sales, etc.
Note that NextStage Evolution can deny use of its offerings to individuals or groups at NextStage’s discretion.
For anybody keeping track, here are our current tool offerings to NextStage Members. We keep adding tools as they become available and will update this list periodically. Some tools require training, some tools require our tracking code be on a digital property, some tools are so new they don’t have their own icons yet. The original concept of this tool came from two requests; a”personals” site company and political parties. Suggestions were then made by another company, this one in the on and offline branded community business, regarding ET’s ability to understand management-employee, brand-consumer, etc., relationships and the NextStage Compatibility Gauge is the result. NSCG requires Level 1 access. NSSA requires Level 1 training.
NextStage AD Placement Tool (NSAD) was originally developed with the help of agencies and networks such as Razorfish, Critical Mass and casale media. NSAD helps digital and media buying agencies determine which platforms (mobile, online video, game placement, theatrical buy, TV, radio, internet radio, satellite radio, online property, print magazine or print newspaper) will generate maximum response for their creative. There are twenty (20) questions about your audience. Remember, the more accurate your answers the more accurate the results.
NextStage Audience Finder Tool (NSAF) reads your creative content and determines where that content’s best audience is located. NSAF saves companies research costs by quickly identifying where new marketing and/or products should be tested for positive response.
NextStage Age Persuader (NSAP) analyzes material (blogs, Twitter streams, FaceBook pages, emails, DOC files, …) and determines which age groups will favor the material and by what percentages. NSAP is based on NextStage’s patented technology, been in use as a desktop tool since 2003 and in 2009 was independently evaluated at 98%+ accuracy. Bet you wish your current tool could boast that, huh? NSAP requires Level 1 training to access.
NextStage’s BlueSky Meter (NSBM) determines how much BS is in content. Wondering why your audience isn’t responding? Maybe they can tell it’s BS and you can’t. Wonder why something doesn’t seem right to you? Maybe it’s full of BS and you’re picking it up without knowing it. NSBM is designed to analyze material (blogs, Twitter streams, FaceBook pages, emails, DOC files, …) and determines how much Blue Sky is hidden in the content. Please remember that some material is intended to be BlueSkyish. Everybody has a little blue sky in everything they do. This is required for cognitive continuity (few people can exactly remember everything correctly) and to maintain the”fabric of society”. Purveyors of penultimate truth are usually ostracized. NSBM was suggested by FindMeFaster’s Matt Van Wagner and originally documented in The NextStage Irregular #1. This tool requires Level 1 training to access..
NextStage Compatibility Gauge is designed to analyze material (blogs, Twitter streams, FaceBook pages, emails, DOC files, …) and determines how compatible the two source authors are.
The results take the form of a gauge rated 0-100% compatible along with three sets of suggestions along three major compatibility axes:
NextStage Client Prospector determines what companies will respond best to your pitch. It doesn’t determine if they’re a market for your product, offering or service, only if they’ll respond to you (are you someone they would do business with?)
NextStage Entrepreneur Gauge (NSEG) is another NextStage Wonderment. The original request came from VC firms in Boston, Chicago and Los Angeles. All wanted something that would prescreen candidates prior to the VC investing time in them. NextStage Entrepreneur Gauge is the result (pretty good for a company that’s repeatedly refused VC funding, huh?)
NSEG asks seven (7) questions and determines if the respondent would be a good venture funding candidate. Like all NextStage tools it’s simple to use, fast to respond and wonderfully fun (okay, we think it’s wonderfully fun). Remember, NSEG analyzes the individual navigating the site, not the person answering the questions, unless they’re one in the same person. NextStage Entrepreneur Gauge determines if you have the qualities an investor, investor group, venture capitalist, angel investor, etc., thinks are worth funding. This doesn’t evaluate your pitch or idea, it evaluates you from an investor perspective.
NextStage Experience Optimizer evaluates the pscyhological, behavioral/effective and motivational drivers of digital property visitors in real time then sends suggestions for optimizing the visitor’s experience with the goal of increaseing business outcomes to the client’s CMS or the visitor’s browser. These suggestions increasing engagement, stickyness, conversions, … there are many terms for it and they all come down to taking postive, desired and intended action. If visitors aren’t doing that, your site isn’t working.
You must have a site with our tracking technology to access this tool.
NextStage’s Gender Persuader Tool determines how strongly your content will appeal to each gender. Your content may be going out to a largely male audience but if its design works best with females it’s time to redesign that content. NSGP requires Level 1 training to access.
NextStage Immediate Sentiment Gauge determines how visitors are responding to your digital property in real time. Do they like it? Do they hate it? Are they neutral? This tool helps you determine visitors’ responses to your marketing as they encounter it, not hours, days, weeks or months later, and all visitors to your property are in the study group, not just a few or those specially selected. You must have a site with our tracking technology to access this tool.
NextStage Job Prospector determines what companies will respond best to you, where you’ll fit in and where you’ll be happy. It doesn’t determine if they want what you do, only that once in, you’ll thrive there (you and your work will be honored and respected).
NextStage Love Finder is one of our more controversial tools – not from a user standpoint, but from a potential client standpoint. Clients tell us they’ll see this tool and decide we’re flakes, yet this tool has been used worldwide by several thousand people to determine where they’ll find compatible life-partners and we’re happy to say we continuously get comments from people who contact us with happily-ever-after stories. Let’s see…make people happy-ever-after or deal with a prospect that’s already proven they’re a flake…yeah, no-brainer, that.
NextStage Looking Glass is only available to law enforcement, security and select other clients.NextStage Looking Glass monitors online properties and determines in real time if stalkers, predators, or others with harmful intent are on a given property (such as a children’s chat room or large public venue site). NextStage Looking Glass sends an alert to the client that some visitor is worth investigating. It is up to the client to respond and how. Note that NextStage Looking Glass does not recognize personally identifying data. It’s ability is limited to knowing that the user of a given device at a given location is behaving in ways that have historically indicated threatening behavior. It does not know who that user is, only that they are behaving in a threatening manner. NextStage Looking Glass provides profiling information to the client upon which the client makes a response decision. NextStage Looking Glass is based on an early 2000’s Toronto PD request for tools to monitor online chat rooms.
NextStage Love Jones (NSLJ) is another of our more controversial tools and again, not from a user standpoint but from a potential client standpoint. Clients tell us they’ll see this tool and decide we’re flakes, yet this tool has been used worldwide by tens of thousands of people to determine what they need to change about themselves to be better life-partners. We’ve received gratitude emails from people using NextStage Love Jones to make their lives better and richer from across the globe. So, much like prospects who are irked by NextStage Love Finder, NextStage says”Phphttt!“
NextStage NeuroPrint (NSNP) determines the relative strengths of all modalities in a given document. This information can be used in everything from marketing to policy determination to psychotherapeutics. This tool is only available to registered NextStageologists.
NextStage OnSite monitors online property visitors in real time and reports what’s working and what’s not working for them. It determines age, gender, if you need to increase or decrease your price, increase or decrease your number of offerings, what’s motivating visitors to leave, to stay, to convert and more. It’s a powerful tool that helps companies, content providers and designers know what to provide visitors so they stay engaged and active. You must have a site with our tracking technology to access this tool and have Level 1 training to use this tool.
NextStage has been correctly predicting political outcomes since 2004, usually months in advance, and largely because of the NextStage Political Analyzer (NSPA). NSPA determines how well a politician’s rhetoric is going to be received and by whom, if people believe the politician is lying, believes the individual will do good (or harm), so on and so forth. NextStage Political Analyzer requires Level 1 training.
NextStage Predictive Echo (NSPE) reads through digital property historical server log files and the actual property page designs that are described in those server log files to determine the psychological, behavioral/effective and motivational reasons visitors were not engaging with your digital properties. It’s a powerful tool that helps companies, content providers and designers understand the exact yet often unrecognized reasons visitors did or didn’t respond to digital properties as desired. The result is a deep knowledge of how to modify existing and future property designs to keep visitors engaged and active. NSPE requires access to server logs, historical digital properties and Level 1 training.
NextStage Political Reader (NSPR) analyzes traffic across a large number of digital properties and determines the political leanings of visitors. It determines if someone will vote left or right at that moment, not in the booth, and regardless of what they’re thinking about. Used daily, it determines political leanings and election outcomes with incredible accuracy. NSPR can be attached to a specific online property, a group of properties (such as part of a political network) on an entire inventory of sites (such as we do here at NextStage). NSPR requires NextStage’s tracking technology to be active on a property before it can determine the political leanings of visitors to that property. NSPR requires Level 1 training to use. NSPR grew out of NextStage’s Political Analyzer (NSPA) tool and publishing the results daily. Individuals and groups wanted to know if ET could determine if someone was a Republican or Democrat. The concepts of”Republican” or”Democrat” were a bit too parochial for us. Much more appealing (and more globally applicable) was determining if someone was politically”Right” or”Left”. It took a few years to work out the math and, after about a year of testing, we published NSPR on NextStage’s Politics blog. NSPR was first used in the 2012 US Presidential election cycle and predicted the outcomes of the popular vote to within a few tenths of a percentage point days in advance.
NextStage PersonaScope (NSPS) analyzes digital material and determines what audience types will respond most positively to it. It’s a powerful tool that helps companies, content providers and designers develop content for their intended audience rather than developing blindly. In addition, NSPS is being used by several individuals who are training themselves to think and respond differently in different situations (much like NSLJ). NSPS requires Level 1 training.
Originally developed at the request of a major job site, NextStage Resume Rater (NSRR) reads an individual’s resume as an HR person would and determines how the typical HR person would respond to it on a psycho-cognitive and -emotional level. Note that NextStage Resume Rater isn’t responding to the individual as a person, only to what’s in the individual’s resume and specifically to the person who wrote the resume. This means that if you’re called in for an interview and your resume was written by somebody else, the interviewer will be psychologically prepared to interview the resume writer, not the individual referenced by the resume. NSRR requires Level 1 training.
NextStage Sentiment Analytics (NSSA) is the first of several NextStage Wonderments (an online tool) that analyzes any blogs, Twitter streams, FaceBook pages, … (online social media in general) and provides you with both quantitative and qualitative information about the conveyed message, its possible effect on a general audience as well as information about the author.
NextStage Sentiment Analysis contains ten (10) separate sections that can be considered separately or holisticly. These ten sections are:
NextStage Social Interferometer was developed because NextStage was often asked to help companies develop social marketing teams. Based on an interview format, NextStage Social Interferometer requires the candidate to answer a series of questions over a few hours time. Once completed, NextStage Social Interferometer determines the candidate’s best position on a social marketing team and this determination can range anywhere from”Don’t let them near the team” to”This one’s your Chief Social Officer”.
NextStage SampleMatch (NSSM) provides a detailed list of the cognitive, behavioral/effective and motivational drivers for any geographic location NextStage is monitoring. This information is used by content providers, designers and property owners to craft highly targeted, location-specific content. Location size can vary from continent down to postal or area code. NSSM requires Level 1 training.
NextStage TargetTrack (NSTT) determines which age groups will a) respond to, b) understand and c) act upon your content. This tool is only available to registered NextStageologists.
NextStage Veritas Gauge (NSVG) determines how truthful visitors to your properties are when they’re filling out forms and such. You must have a site with our tracking technology to access this tool. NSVG requires Level 1 training.
For anybody keeping track, here are our current tool offerings to NextStage Members. We keep adding tools as they become available and will update this list periodically. Some tools require training, some tools require our tracking code be on a digital property, some tools are so new they don’t have their own icons yet.
The original concept of this tool came from two requests; a”personals” site company and political parties. Suggestions were then made by another company, this one in the on and offline branded community business, regarding ET’s ability to understand management-employee, brand-consumer, etc., relationships and the NextStage Compatibility Gauge is the result. NSCG requires Level 1 access.
NSSA requires Level 1 training.