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.