Tracing the Steps to Conversion: Funnel Analysis Essentials

When marketing funnels were first developed in the 1890’s, the stages of acquiring a customer made intuitive sense: Awareness of the product or service through advertising, engagement via content, a purchase occurs in a local store, and then they keep buying from you because the costs of switching to another store/product are high.

Thanks to the internet and social media, today’s buying journey has been turned on its head. The consumer is in control. No longer limited by what they can buy in local stores, they can buy what they want, from who they want, when they want to. They can search for the product type, for the details or specifications, for the quality (reviews), and much more. And depending on what they search for, they could bypass the awareness phase, and/or they could bypass the engagement phase, they could jump straight to the purchase phase. Rather than looking like an upside down traffic cone, the modern marketing funnel has twisted into something looking more like a pretzel.


The Need for On-Demand Digital Funnels

Just as the marketing funnels of yesterday have changed shape thanks to changes in how customers buy, digital marketing funnels are also constantly evolving. A need has arisen for on-demand funnel creation and analysis as new business questions arise and eCommerce teams are faced with new unexpected challenges.

Anyone who has worked with legacy behavioral analytic tools knows that they usually require very specific instrumentation in order to create a funnel. If the stages of the funnel aren’t tagged, or if specific funnels aren’t created in advance, the only option has been to add the tags and re-instrument the code in order to start analyzing the new funnel. All of this takes precious time when you could be spending it analyzing the data. Auryc solves this challenge.

Because Auryc captures and automatically categorizes every customer interaction, creating funnels on the fly is now a reality. You can perform funnel analysis on any page or event that you can imagine. Simply go into the Auryc portal, create the steps of the funnel and run the report. Want to see a replays of sessions where customers are dropping between steps three and four? Just click on the shaded drop-off area.



“Create Funnels Like A Boss”

Creating funnels with Auryc is as simple as navigating to the “Funnels” section of the portal, and searching for and selecting that pages and events that you want to include in your funnel. Once you’ve defined each of the events in your funnel, click “Run Query” and your report will generate.  


  • Want to view visitors who arrived with a particular UTM, who downloaded a piece of content, left the site, only return 10 days later and then purchased? Auryc can track visitors across multiple sessions and multiple devices allowing for multi-visit conversion funnels.
  • How about visitors who are logged in, entering a coupon code, and completing some, but not all of the purchase process? Easily done.
  • How about a funnel that looks at visitors who use a product configurator, view any product, see an out of stock message and abandon their session without ever putting anything into their cart. Not only can Auryc do this, but we can also give you a breakdown of which products in which size are displaying out of stock messages most frequently. (A possible proxy for demand of those products.)


Combining Auryc’s Automatic Pathing Analysis
(Sunburst Diagram) with Funnel Analysis

One intuitive way to identify new funnels to analyze is to leverage Auryc’s automatic pathing analysis capabilities. The sunburst diagram will give you an intuitive visual representation of how visitors are navigating to or from any particular location on the site. Because this isn’t reliant on tagging specific pages or events, it often uncovers unexpected paths that can then be analyzed further using Auryc’s funnel analysis capabilities.

To use the sunburst diagram, first work with your Auryc team to identify what kind of pathing you’d like to do (to or from any particular point), then let the system work its magic. Mouse over the paths of interest to identify the particular pages or events contained within the sunburst diagram, then simply enter those pages or events into a funnel in Auryc for more sophisticated analysis.


Add Context and Insight with Session Replay

When you create any funnel in Auryc, you can click on any drop-off displayed in the funnel to see all the sessions where visitors dropped from that funnel to better understand why visitors are dropping. Once you are at the session level, you can add filters to narrow the results down further.

Session Replay is great at helping to uncover usability and technical site performance issues that are leading to abandonment. And because Auryc automatically captures and indexes every customer interaction contained within the session, you’ll be able to uncover anything from lagging api calls to slow page loads, JavaScript errors, and more. Then it’s just a quick jump into the Auryc Interaction Analytics engine to see how many other customers have experienced the same issue, enabling you to quickly size and prioritize your improvement efforts.


What are the Customers Telling You?

Auryc is unique because we also offer surveys, giving your customer a voice to explain why they are behaving the way they are. One of the easiest ways to get insight into why a customer is leaving the site is to see what they are saying about their site experience. Whether you are triggering Auryc surveys using a Feedback Tab that lives on the side of the site, or whether you are triggering contextually aware surveys, take advantage of the customer’s perspective as often as you can and use their feedback to inform why they are behaving the way they are.


Increase Funnel Completion by Understanding the Why Behind the What

The purpose of creating funnels is almost always to improve funnel completion rates. We do this by measuring how many visitors complete each stage of the funnel. Once you understand your funnel completion rate, the key to improving those rates is to understand why customers are behaving the way they are. Combining your Auryc funnel analysis with Auryc’s session replay and also Auryc survey responses makes it easy to get at the why behind what is happening.

Session Replay is great at helping to uncover usability and technical site performance issues that are leading to abandonment. And because Auryc automatically captures and indexes every customer interaction contained within the session, you’ll be able to uncover anything from lagging api calls to slow page loads, JavaScript errors, and more. Then it’s just a quick jump into the Auryc Interaction Analytics engine to see how many other customers have experienced the same issue, enabling you to quickly size and prioritize your improvement efforts.


If you’d like training on how to get the most out of Auryc’s funnel capabilities, or if you just want some helpful tips, contact your Customer Success team.


If you aren’t yet an Auryc client, contact your sales representative or send us an email at

Understanding the Paths to Success: A Guide to Autocaptured Automatic Pathing Analysis

How can you identify unexpected paths that lead to conversions? How do users navigate through your site? What paths do visitors take that lead to conversion events? These and many other questions can be answered with the help of Auryc’s autocaptured automatic pathing analysis.


Retroactive Analysis

In order to discover digital paths with legacy analytics solutions, you need to tag any page and/or event that you want to track. If you need to understand how visitors are interacting with something you hadn’t anticipated, legacy solutions require additional tagging so you can track going forward.

Auryc is different because, with a single piece of code, we capture and automatically index every customer interaction contained within the Document Object Model (the DOM). When it comes to pathing analysis, this opens new avenues of understanding how customers are experiencing your site, eliminating the need for additional coding and allowing for pathing analysis even if you never anticipated tracking something new.


Forward Path Analysis and Reverse Path Analysis

Using Auryc sunburst diagram, visualize how customers are navigating from, or to any point.  


  • Want to see what the most common entry page of a visit is, and then where visitors go from there?  It’s easily done.  
  • Want to work your way backwards from a conversion event to see how visitors go there?  It’s pathing analysis in reverse.
  • Quickly visualize where visitors are going after a particular event. For example, where does a visitor go after they’ve completed a sign-up process?


Combine with Robust Funnel Analysis on the Fly

Most Auryc clients find that it’s very useful to use the sunburst diagram to identify and visualize new paths for funnel analysis. They they go into Auryc’s funnel building tool to do more sophisticated analysis to understand why customers are behaving the way they are within the funnel.  


  • Is there usability friction that is causing them to abandon?
  • Are there technical issues that are causing drop-off?  
  • What are the specific behaviors that are leading to conversions.  


Auryc’s autocaptured automatic pathing analysis makes it easier to build better site experiences that lead to increased sales, conversions, loyalty and retention. If you aren’t already taking advantage of Auryc’s pathing capabilities, contact your customer success team today!


If you are new to Auryc and would like to learn more,
contact your sales representative,
or send us an email at:

Enabling a System of Record to Fight Fraudulent Chargebacks

One of the great consumer benefits that credit card companies offer its users is the ability to dispute a credit card charge if there is a problem with a purchase. Disputes can happen for many legitimate reasons including unauthorized charges, being charged twice for the same transaction, being charged for something you returned or something that was never received,
and the list goes on, and when a credit card user wins a dispute, the credit card company creates a chargeback, or essentially refunds the customer.

When it comes to committing fraud, chargebacks are an all too common method that is used to try to abuse the system that was originally meant to protect consumers. This is especially true in the travel industry where 60–80% of all chargebacks are “friendly fraud”. (Friendly fraudsters make genuine transactions, but report false claims or escalate issues to get around things like non-refundable bookings and cancellation fees.)

In the travel industry, what was once a single purchase (for example, an airline seat), has now become multiple transaction coming from various channels at multiple times. The seat is booked first, while baggage fees, upgrades, meals, wifi, and other ancillary revenue sources are often booked later. This creates added risk that the ancillaries to the original booking are not linked, which leads to customer frustration and increases the likelihood of friendly fraud chargebacks.

Today’s customers expect a seamless digital travel booking experience while the increasing complexity of those interactions continues to create technical challenges. The volume of chargebacks in the travel industry has skyrocketed in recent years due to changes in customer expectations, behavior, and more complex purchase processes.

At Auryc, we never anticipated that we would become a go-to source for our clients to dramatically reduce chargeback fraud. It turns out that when you capture and automatically index every single customer interaction, while also creating high fidelity replays of every session, using Auryc to fight fraudulent chargebacks is a no-brainer!

Over time, several of our clients have discovered the power of leveraging Auryc as a system of record, resulting in winning over 80% of fraudulent chargebacks and recovering millions of dollars of additional revenue each year.


If you are in a similar situation, here are 7 types of information you’ll want to have in order to have a greater chance of winning fraudulent digital chargeback cases:

  1. Screenshots providing payment authorization from the customer. (Auryc’s Replay technology does this out of the box.)
  2. Email correspondence between merchant and customer. (Easily captured.)
  3. Proof of purchase screenshots (Captured with Auryc’s Replay technology.)
  4. Your site’s terms of service (Captured with Auryc’s Replay technology.)
  5. User’s IP address, ISP (Captured with Auryc’s analytics engine.)
  6. Customer’s username (if applicable) (Captured with Auryc’s analytic engine.)
  7. Service usage times, dates, Etc. (Captured with Auryc’s analytics engine.)


How to Reduce Fraudulent Chargebacks Before They Happen:

In addition, there are several red flags that can be identified (if you have the data…as Auryc does) to stop a purchase before it becomes a (non-friendly) fraudulent chargeback:

  • Purchase within N days of departure. (In travel, this means if a large vacation package is being made right before the trip is scheduled to happen, the odds of fraud increase dramatically.)
  • First time visitor purchases
  • Big ticket purchases
  • Abnormal multiple purchases from the same IP address
  • Abnormal multiple purchases from the same user
  • 4+ attempts before purchase
  • Multiple credit cards same session
  • Copy and paste data on payment page
  • Expiration date guessing
  • Last name of card holder is not on traveler list
  • Card holder zip code is greater than 100 miles from place of departure
  • …and there are many more.

Clearly, many of the flags above could represent completely legitimate purchases, and your data may display a different fraud profile from other companies, which is why it’s very important to understand your own data and your own customers before taking any action that could negatively impact legitimate customer transactions.

For Auryc clients, fighting fraud has become easier than ever because they now have a source of record for every digital interaction. (Even hard to track actions like “copy and pastes”, purchases across multiple visits, expiration date guessing, and more.).

Once you create a “fingerprint” for chargeback fraud, consider adding a minimal amount of friction to the purchase process in order to make sure the real purchases still get through, while giving yourself a little more time to vet potential fraud before it happens.


Learn more about Auryc!
Request a demo by emailing us at:

The Power of Everything — How capturing 100% of a digital experience opens worlds of new possibilities.

About 15 years ago, a revolution happened in the web analytics industry. Companies transitioned from gathering and analyzing server log files, to using page tags to track pages, events, and more. While log files had some benefits, requiring access to the server logs was sometimes a challenge, and crunching all those log files posed processing challenges for high traffic sites. With that change, a multi-billion-dollar industry was born and the industry continues to grow and evolve.

Three years ago, the founders of Auryc began to ask a series of interesting questions:


What if there were a way to track digital interactions that didn’t require the tagging of pages or events?

What if, with a single piece of code, you could track and automatically index and categorize every digital customer interaction?


The answer to those questions resulted in what we now call Auryc.


How does it work?

Auryc’s JavaScript captures the Document Object Model (the “DOM”). The DOM provides a way to represent a webpage in a structured, hierarchical way which makes it easier for programmers and users to interact with the site. More importantly, contained within the DOM is every interaction, error, mouse movement, click, swipe, page, event, and more. The trick is figuring out how to organize and categorize all the information, and to do so at scale which Auryc does automatically.


No more tags

Marketing and analytics professionals know that one of the most challenging issues with relying on page tags is what happens if you need to analyze something that you didn’t have the foresight to tag. What happens is you need to re-instrument the code to track the additional pages or events and then wait for that data to be collected.

If instead you rely on a single piece of JavaScript code to capture and automatically index 100% of the data contained within the DOM, you’ll never need to tag another page, you’ll never need to wait for your developers to add the code to the site, and therefore you won’t need to wait for those urgent insights because you already have all of the data.


Full visibility

Once you have all of that data neatly indexed and categorized, you need an analytics engine that can give you quick and intuitive access to the information you want in real time.


· Do you want to track a single visitor’s digital journey across multiple visits, and even across devices? Auryc does this automatically.

· Do you want a breakdown from most to least of which products in which sizes are receiving out-of-stock error messages before even being put into the cart? You have all the data, just go get it.

· Why did calls to your contact center drop significantly at 4:15 pm on Tuesday? How will you know that someone accidentally (or worse, purposefully) added incorrect phone numbers to your site if you aren’t capturing everything? (This is a real use case from one of our clients.)


Auryc’s analytics engine can facilitate analysis based on sessions, events, trends, paths, funnels, and VoC data.


Session Replay

Since we capture the DOM, we also create replays of every customer session. Session Replay is like having a window to observe how customers are interacting with your site. Session Replay speeds up the identification of customer issues, it speeds up the acceptance of issues, and it speeds up the resolution of those issues.

Tying the sessions to analytics enables you to identify when the issue first occurred, and how many people are being impacted by it. That information enables you to size the issue and determine how font-family: lato”urgent the fix needs to be.


Voice of Customer

No discussion of capturing the visitor experience would be complete without also taking the customer’s perspective on the experiences they are having. It’s also a no-brainer to give your customers a mechanism to raise their hand and give you feedback whenever they want. That’s why Auryc also enables fully customizable and branded surveys that can be launched with a click of a button.

Customers aren’t always clear about their issues, so seeing what they experienced with Session Replay is an easy way to get clarity, while tying all of that data to analytics provides an unprecedented view of the customer experience.


The Power of Everything

When you capture all of the data, when you harness that data with a powerful analytics engine, with session replay technology, and when you combine all of that with the voice of the customer, it opens new worlds of analytic possibilities.


How can Auryc help your company?
Send us an email and let’s start a conversation.

A Guide to Making Sense of the Digital Experience Measurement Ecosystem

There are three fundamental technologies that companies need to invest in to fully understand the experiences of their customers.

1. Digital Analytics

2. Session Replay

3. Voice of Customer


Digital Analytics

Digital analytics was originally referred to as web analytics. As the ecosystem of online devices changed, so did the nomenclature, with esteemed industry organizations like the Web Analytics Association (WAA) rebranding as the Digital Analytics Association (DAA).

Legacy Solutions — The two largest, most well-known legacy digital analytics companies are Adobe Analytics and Google Analytics. Both of these companies employ page tagging technology, which essentially means if you want to tag a page or an event, you place a piece of code on the website in order to tag that page and/or event.

The well-known challenge with legacy analytics providers is that if you don’t have the foresight to tag a page or an event that you need in the future, you’ll need to re-instrument/re-implement your code. Once you do you can start collecting the new data, but as many have painfully discovered, the time between re-instrumenting your analytics code and collecting enough data to answer your new pressing question can cost millions of dollars.

Full Data Capture Analytics — Companies like Auryc ( and Heap are next generation analytics companies. With a single piece of code, these companies are able to capture a much broader swath of site data, thus eliminating the need for additional site instrumentation, and effectively wiping out all analytic coverage gaps.

Full Data Capture Analytics represents the future of digital analytics because it’s simply better. It’s easier to implement, saves money because there is never a need for code re-instrumentation, and is a more complete analytics solution designed for an era where the insights mined from large quantities of data are more meaningful and more accessible than ever.


Session Replay

Session Replay technology enables you to watch how visitors are interacting with a digital experience. There are two core use cases for Session Replay:

1. Usability Analysis

2. Site Audits

From a usability perspective, Session Replay is valuable because it enables companies to observe how customers are interacting with a site in the wild, as opposed to in a laboratory. Consider learning about animals by going to a zoo, compared to learning by observing animals in the wild. You can learn an awful lot about animals by watching them in the zoo, but it just doesn’t compare with gaining a true understanding of animal behavior in the wild. The same can be said for observing customer behavior, in that customers may not always act the same in a lab as they would “in the wild”.

Most session replay technologies that are used solely for usability will rely on sampling in an effort to keep costs down. (Meaning they capture a percentage of all the customer visits.) Companies like Clicktale fall into this bucket.

Companies that use session replay for site auditing have different objectives. Auditing requires 100% session capture because they need to isolate a single customer session for things like compliance, fraud, error detection, and verifying and documenting specific behaviors or actions. Auryc and Tealeaf are examples of companies that can be used as auditing tools.

For example: A retailer may receive feedback from a customer that says, “The site checkout flow is buggy.” If you aren’t capturing 100% of the sessions, the chances of recreating this issue diminish along with the percentages of sessions being captured. An auditing tool eliminates this challenge.

Another example: A customer disputes a charge because they claim your site listed a different price than what they were charged. If that claim is untrue, a credit card company will require visual documentation of that visitors session or they will refund the customer. (See our article on Medium about Enabling a System of Record to Fight Fraudulent Chargebacks.)

The challenge with all Session Replay technologies is figuring out how to identify the sessions that will be most impactful to your business. Once you get beyond the most basic of identifiers (narrowing down based on customer number, or error message), how do you proactively seek out sessions that will have a meaningful impact on business performance? This is where integrating with robust analytics and with the voice of the customer becomes critical. (To read more on this topic, check out our other blog post titled, “Identifying the Meaningful Sessions with Auryc’s Session Replay”.)


Voice of Customer 

If digital analytics is designed to help you measure and understand site performance and experiences based on your own KPI’s, and session replay is designed to let you observe how customers are acting in the wild, then adding the voice of the customer enables companies to understand the site performance and experiences from the customers’ perspective.

There are two fundamental types of surveys to present to customers online.

  1. Feedback Surveys — This is a mechanism that you give to your customers to let them give you feedback whenever they want.
  2. Context-Aware Surveys — This is where you trigger a survey based on a set of behaviors.

Feedback tends to skew towards negative comments, where customers are raising their hand to tell you directly about problems they are experiencing. Context-aware surveys tend to be more representative of your customers who aren’t necessarily having any problems and are more suited to quantifying overall perceptions of the experiences being delivered. Both approaches are valuable, but the use cases are very different.

The two great challenges with Voice of Customer data is that customers aren’t always specific enough to help you identify what you need to do in order to make the experience better, and online survey response rates are in decline. Vendors in this space employ a number of approaches to try to deal with these challenges: Everything from identifying what page the customer was on when they gave the feedback (like OpinionLab), to building longer more structured surveys to tease out the details needed to take action.

It’s worth noting that Auryc provides its own survey tool that can be triggered as Feedback or as Context Aware surveys. And because Auryc provides a native integration with SessionReplay and with robust analytics, the challenge of insufficient customer specificity has been completely eliminated.


The Digital Ecosystem Imperative

As in nature, each member of a healthy ecosystem should be complementary to, and live in harmony with the other members. The same holds true with the digital analytics ecosystem.


To summarize:

Feedback that customers provide often doesn’t have enough detail to identify what the actual issue is. Combining the voice of the customer with Session Replay provides an obvious benefit since it speeds up the identification of the actual issue. Combining with analytics also enables you to “size” the issue by quantifying how many customers experienced the same issue observed in Replay and documented in the survey.

Session Replay shows you what customers are experiencing, but finding meaningful sessions to watch can be a challenge. Integrating with digital analytics can enable finding that needle in the haystack session that will be profoundly impactful, and viewing sessions based on customer feedback dramatically speeds up the identification, acceptance, and resolution of customer issues.

Analytics excels at telling you what is happening, but is isn’t so great at explaining why it’s happening. By combining digital analytics with the voice of the customer, you’ll understand the why behind the what. By combining analytics with Session Replay, you’ll be able to immediately confirm customer experiences by observing them as they happen online.

Integrating these three data sources can be incredibly impactful. Unfortunately, integrations rarely work flawlessly. Implementing a multi-vendor integration can be costly, time consuming and frustrating. And once the integrations are complete, which vendor do you go to when there is an inevitable problem?

Auryc is the only company that natively combines Full Data Capture Analytics, Session Replay (for both auditing and usability), and a Voice of Customer solution into a single, cost effective, and fully integrated solution. The integrations work because they were built from scratch to work that way.


Learn more about Auryc!
Request a demo by emailing us at:

Auryc’s Guide to a Data Driven User Experience

Everywhere you turn, companies are recognizing the importance of the experiences customers are having online. This recognition has driven everything from SAP’s decision to buy Qualtrics for 8 billion dollars, to Adobe’s purchase several years ago of Omniture, to Medallia going public, and companies increasingly investing in efforts to make sure they are meeting customer needs online and offline.

With the modern-day focus of the importance of delivering great customer experiences, you might be surprised to learn that the main underpinning for Customer Experience Management comes from a concept developed the same year that Rick Astley released his ubiquitous song, “Never Gonna Give You Up”.

In 1988, the term “Experience Economy” was first used in an article by B. Joseph Pine III and James H. Gilmore describing the experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy.

While the original concept was focused in part on businesses charging for the feeling customers get from engaging with them, the broader and more modern concept of living in an experience economy boils down to a very simple idea: Companies that do a better job of meeting the needs and exceeding the expectations of their customers have a strategic competitive advantage in the marketplace.


Measuring the Digital Customer Experience

The purpose of measurement is management. In an experience economy, managing the customer experience becomes a strategic business imperative which should be recognized as having the same weight as managing quarterly financial performance. Since you can’t manage what you don’t measure, companies must seek out better ways to measure and understand the customer experience.

There are three critical, data driven ways to measure and understand the digital customer experience.

  1. Analyzing visitor behavior and site performance
  2. Observing visitor behavior and site performance
  3. Listening to the customer to understand their perspective about the experiences they are having.


Analyzing 100% of visitor behavior
and site performance

Analyzing behavioral data and site performance issues has been a mainstay of managing the user experience for decades. The newest development in this arena is technology that enables access to 100% of visitor behavior data and site performance data. If you aren’t capturing 100% of the experience, then you aren’t able to fully manage that experience.

At Auryc, with a single piece of JavaScript code, we capture and automatically index and categorize everything contained within the Document Object Model (the “DOM”). This is important because legacy analytics providers don’t capture the DOM, which means at some point 100% of their clients will eventually be faced with “user experience blind spots”.

In addition to eliminating blind spots, when all the granular data is at your fingertips, the time to find and fix site issues (both technical and usability) is exponentially reduced.


Observing visitor behavior
and site performance

As powerful as behavioral analytic data can be on its own, observing visitor behavior through session replay technology makes it easier and faster to identify and gain acceptance of user experience and site performance issues at scale.

There are two tricks to making replay technology effective at scale.

  1. It needs to be able to collect all that data with no discernable impact on site performance or user experience. In other words, all data needs to be collected asynchronously, as Auryc does.
  2. End users of Session Replay need to be able to quickly identify the sessions that contain meaningful insights. This is why tying in to 100% data collection becomes so important. There is gold in the data, but unless you are able to seamlessly tie it with observational data you are missing out on the full picture.

While there are other ways to observe visitor behavior online (such as in a lab or in a user study), doing so at scale requires technology that can capture vast amounts of data without negatively impacting site performance, and requires tying in to a deeper reservoir of data than most solutions are able to offer. (Auryc offers 100% data collection which is natively integrated with Session Replay technology.)


Listening to the customer

No data driven user experience program can be complete without also having a way to quantify the customers perspective on the experiences that they are having. If behavioral analytics tells you what is happening, and session replay shows you what is happening, the customer will tell you what all of that means.

Measuring the success or failure of your efforts from the customer perspective is a critical piece of data that must be taken into consideration. Behavioral and observational data on its own may lead you to believe that a customer visit was a failure because it didn’t result in a conversion…but when you ask the customer they may tell you that the site worked perfectly for them, and that they are planning on returning tomorrow to finish their transaction. This was a successful site experience!


Unifying behavioral analytics,
session replay, and voice of the customer.

Integrating multiple technologies can be a costly and time consuming challenge, and when the integrations don’t work right it usually requires coordinating the efforts of multiple vendors to fix the problem. Auryc is the only company that natively ties all three of these technologies together.


Want to learn more about how Auryc can help you to take a data driven approach to managing the user experience?
Send us an email to: