Below you will find our FAQ topics. Simply click on the one you’d like to read and we’ll take you there!

Installing the Code

Obtain your code 

Make a note of your code, e.g.

WordPress Plugin Method

  1. Add Header & Footer Scripts Plugin.

In WordPress navigate to Plugins > Add New and then search for “Header Footer Scripts”. Add the plugin highlighted below, or an equivalent plugin of your choice that allows you to add javascript into the site footer. Make sure the plugin is well-reviewed and regularly updated.

2. Add your code to the FOOTER

Paste your code into the FOOTER area. This will ensure the code is repeated at the bottom of every page on your website.


2 month statistics

  • Page views – 2,577,057
  • Unique visitors – 1,563,589
  • Submitted forms & transaction – 120,738
  • Incomplete forms & transactions – 67,899
  • 67,899 extra leads captured in 2 months
  • X-Ray delivered an extra 22% contactable leads via SEO, PPC, direct to URL
  • On Facebook this figure is above 50%
  • One client saw an 80% increase on Facebook with an additional 800 forms captured in one day

X-ray delivers increased lead capture – the increase in sales is entirely shaped by the contact strategies each business uses to assist their incomplete customers via direct mail, email and telephone follow up strategies


2 month statistics

  • Page views – 2,577,057
  • Unique visitors – 1,563,589
  • Submitted forms & transaction – 120,738
  • Incomplete forms & transactions – 67,899
  • 67,899 extra leads captured in 2 months
  • X-Ray delivered an extra 22% contactable leads via SEO, PPC, direct to URL
  • On Facebook this figure is above 50%
  • One client saw an 80% increase on Facebook with an additional 800 forms captured in one day

X-ray delivers increased lead capture – the increase in sales is entirely shaped by the contact strategies each business uses to assist their incomplete customers via direct mail, email and telephone follow up strategies

All Clients Results: Last 30 Days

The statistics below show total results in 2019 from all client websites. These were achieved through marketing and traffic generated via SEO, PPC, social, e-marketing and direct to URL.

To clarify, these businesses generated:

  • 1.8 million unique visitors
  • 146,771 web forms which were submitted
  • 72,972 web forms which were started but not submitted

The addition of X-Ray captured an extra 72,972 unsubmitted web forms & transactions. This is a 36% average uplift and ranges between 5% and 61% increase per client.

The form length, item cost, ease of purchase, device type, technical and coverage issues, time of day, commuting, lifestyle, option awareness, decision fatigue and multiple other factors impact each website differently. This leads to the 56% variance in unsubmitted forms.


These results were achieved through a dedicated Facebook campaign run by a PPI client.

This client generated 65,266 visitors, 9,618 forms were submitted, but a staggering 7,169 web forms were started but not submitted.

So X-Ray captured 43% additional forms, most of which included full contact and postal details, allowing the client to compliantly post PPI details.

It is worth highlighting that the pre-submit abandonment rate on Facebook and social appears typically to be higher than the norm. This is likely to be due to multi-tasking, pause-frequency, in-workplace-use and the cross-fire of interruptions while in an online social environment.




747 Claims

This website has captured an extra 1,646 forms using X-Ray. The client has contacted and converted 1,120 of these enquiries and generated an ROI above 2000% of their total spend on X-Ray.


Life Insurance Brand 2019 Analysis

In their first 30 days of activity a life insurance brand generated 1797 submitted forms and captured an additional 535 forms which were started but not submitted. The projected ROI is again above 2000% to spend.


  1. Between 5% and 61% of new customers who type meaningful data into a registration, subscription or payment page or web form, do not submit it.
  2. It is now a regular consumer pattern to browse -> compare -> choose -> start typing -> pause or hesitate -> abandon.

The reasons are multiple: mobile device penetration / multi-tasking / option awareness / uncertainty / time-pressures / interruptions / decision fatigue / cost discovery / paused until later / T & C caveats / site experience / page load / technical, data & coverage issues / delivery, post and availability issues, plus many more.

In conclusion, device use, browsing, shopping, registration and purchasing habits are all changing.

During and after abandonment consumers need closer analysis, better customer service and more bespoke strategies to recover individual customers.

X-Ray changes the landscape and millions of lost transactions per day can now be seen in real time, then compliantly contacted to engage, assist and recover.




After installation of the code, clients receive a verification email. Once receipt is confirmed platform access will be available immediately. This gives a full overview of all on-site, in-form keystroke activity instantly and provides a real-time overview of all customer details typed into the fields in each of a field within a transaction or web form.

Data download and delivery:

All data is visible in real time. This is broken down into relevant groups, including active (live keystrokes), history, submitted, and incomplete.


Real-time visibility of activity allows for build time engagement, and all incomplete data can be delivered as an individual incomplete lead via email or downloaded in CSV format and delivered into your CRM or dialler system as required.

Using the Data Effectively

There are four primary benefits of the live and captured data X-Ray generates.

i. Analysis of previously unseen web form activity within form fields with an insight of hesitation points, trends and abandonment areas

ii. Opportunities for real-time engagement with customers via live chat or telephone

iii. Opportunities for post event engagement with incompletes – consumers who do not complete the form or transaction. This can include telephone conversations, post or in the event customer consent has been captured upon entering the site, email correspondence.

iv. Replay features showing full customer activity and history, searchable by name, IP address, phone number et cetera.


X-Ray is a customer assistance tool which enables businesses worldwide to see and capture all unsubmitted typed customer data and product choices from new and existing customers live. It has been established that businesses can compliantly contact these customers who were historically lost, in order to assist them, dependent on market considerations and territory compliance.
Contact strategies and best practice may vary dependent on B2B / B2C offerings, business sector and business location.
Contact methods to engage customers who do not complete web forms or orders include:-
  • Telephone – customers can be contacted (preference service checks may be advisable).
  • Direct Mail – customers who include name + postal details may be engaged via post.
  • Service Messages – in the event of any incomplete online transaction, service messages can always be used to clarify if there was an issue or problem and offer assistance.
  • Email & SMS – service messages may be used or equally, data captured by X-Ray can augment data already on file for existing customers.
  • Over-the-Shoulder Live Chat – live engagement may be used with an “over-the-shoulder” view, augmenting existing chat or bot solutions.
Compliance/GDPR Audit Trail
As well customer assistance, X-Ray Leads gives businesses a unique analytical insight into customer behaviour, whilst also performing the role of a compliance/GDPR audit trail with full searchable customer keystroke, product selection and activity history. Searches can be made for completed or abandoned customer input using IP address or any other data field / web form field.
This information is for guidance on compliant use to capture and contact customers who start but do not complete an online transaction. In campaigns across Europe and Worldwide the addition of X-Ray has increased lead and data capture by a minimum of 5% and a high of 117%. Within the framework of GDPR and other regulations the ICO has communicated how businesses CAN compliantly contact these new and existing customers to assist.
A significant percentage of consumers begin transactions which they do not complete. Analysis confirms there are a number of causes and improved customer service and assistance is commonly required. These include lack of telephone number visibility on a website, technical problems or issues within web forms, device problems, mobile data, coverage, Wi-Fi, voice initiated forms, cart time-outs and product shortages, uncertainty regarding a product, lacking information required to complete, or equally the increasing issues caused by lifestyle, multi-tasking and interruptions amongst other factors causing non-completion and abandonment.
These are customer issues which X-Ray Leads allows a business to respond to in real-time by communicating with B2B and B2C customers appropriately.
Legitimate interests (those of a business) is the most flexible lawful basis for processing and contacting data. These extend to include both the commercial interests (of a business) and individual interests (such as where a consumer may experience a technical issue whilst on a site). In this circumstance there is potential for a contract/agreement between the customer and the business and it is reasonable to conclude a business cannot reasonably achieve the same result using another less intrusive way and legitimate interests will apply.
The ICO response identifies a framework allowing potential customers to be contacted (i) by telephone or (ii) by direct mail without specific consent in order to assist them, or (iii) by email or SMS subject to appropriate soft opt-in which may either pre-exist (with existing customers) or can be achieved upon arrival at the site via appropriately detailed pop-up, or – significantly – can and may commonly be achieved within the product selection, process or form stages. It is also advisable to document the contact and the outcome as well as the partial details indicating they have shown interest (this would be stored within the GDPR audit trail provided by X-Ray).
The stage of a transaction is also a key consideration and in a high % of incomplete transactions there is substantial critical data which is lost AFTER consent has already been gained meaning consent is the lawful basis for processing and contacting data. Examples include an existing returning customer, or a cascading, 2-step or multi-step forms where field-1 or step-1 captures consent but the details then typed on a subsequent profile, registration, subscription or shipping form are unsubmitted.
We asked the ICO whether it is appropriate to use software so a business can (a) analyse unsubmitted data and the causes of abandonment and (b) communicate with customers during their web visit. In this software, the business employee would be able to see the information the customer was typing into the form. This enables live analysis and also engagement with the individual in a way similar to live chat but with the added value of communication based on in-form data. In response the ICO clarified there is nothing in the General Data Protection Regulation (GDPR) that specifically prohibits a business from doing this.
Online visitors must have an understanding of how their data is processed and why the organisation requires it. The easiest way to provide this information is to include a clear and concise statement regarding your organisations’ data processing within your privacy policy, this should also contain how a data subject can withdraw consent and also remove their data. As part of your GDPR audit, it is likely you will need to make alterations to your privacy policy to include this information. You should also include information regarding data that may be collected using your web chat software and analytics solution.
ICO feedback confirmed that GDPR and PECR regulations allow compliant contact of customers appropriately by telephone. This includes where customers (B2B or B2C) enter a name and telephone number in a form but do not submit. This may come about as a result of a number of issues and businesses are able to use the legitimate interest lawful basis to contact the individuals by telephone, provided they screen the number against the TPS. The ICO also agreed processes used to contact the individuals via telephone should include customer assistance focus, with initial use of the data for communication on the initially expressed interest only, and an offer remove data if a customer did not pursue or proceed with their enquiry which would comply with the Privacy and Electronic Communication Regulations 2003 (PECR). The ICO also agreed on best practice and on contacting the customer the processor would
                (i) Offer to assist with their enquiry
                (ii) Identify the reason for the non-completion in order to offer assistance and assist appropriately
                (iii) Confirm removal of the data if the customer did not want to continue their enquiry or transaction
(iv) Reasoning should be clear on why a customer was contacted and businesses could explain this if queried
Where businesses using X-Ray have achieved either (a) consent or a (b) a real-time or recent soft opt-in they will be able to contact unsubmitted data using email or SMS. Soft opt-in may also be achieved during an unsubmitted enquiry in the event that during the transaction the contact details are obtained in the course of a sale (or negotiations for a sale) of a product or service to that person. As in all electronic marketing it is necessary to give the person a simple opportunity to unsubscribe, stop or opt out of the marketing in every subsequent message.
Where a name and address is typed but not submitted, along with an indicated product or service interest, direct mail can be used to re-engage the customer. This could consist of offers, voucher codes, literature, brochures or any other appropriate engagement message. It is good practice to screen marketing mailings against the Mail Preference Service although this isn’t a requirement like the TPS is for telephone marketing.
In the event of any incomplete online transaction, service messages can always be used to clarify if there was an issue or problem and offer assistance.
These details and guidance provide indications on a compliant basis for post, phone call, email and SMS communication. We are happy to provide further insight around this where available. X-Ray Leads clients are deploying best practice strategies to assist customers compliantly and analyse site and form conversion performance. The results are clear and as follow.
• X-Ray Leads provides immediate scope to increase direct mail where address fields are part of a form
• Telephone contact to assist consumers is proving a successful customer service practice as well as engaging and converting new customers
• Live chat options are enhanced with the on-screen visibility of a customers’ actual keystrokes
• SMS and email marketing recovery strategies are highly effective to recover customer orders which would otherwise be 100% anonymous
Significantly, results show that most customers contacted are interrupted, side-tracked, or in need of help and assistance. Frequently consumers still have the form open behind multiple other pages on mobile, or comment that they ran out of time to finish the enquiry or purchase, or could not find the phone number on the website.


X-Ray provides you with a complete and instantly searchable database of your customer and visitor history, showing a full audit trail of all interactions and keystrokes on your website or landing pages. The allows you to carry out a full search for any customer simply by searching a name, IP address or any other contact details they provide.


Individuals have the right to access their personal data, commonly referred to as subject access. Individuals can make a subject access request verbally or in writing and businesses have one month to respond to the request. X-Ray Leads provides the functionality to deal with a DSAR request instantly and with no associated cost.


All data collected by X-Ray Leads is stored electronically on servers across Europe on Vultr’s infrastructure within their datacentres. Our application servers and database servers run inside a private cloud. The database containing visitor and form data is only accessible from the application servers and no outside sources are allowed to connect to the database. We store encrypted backups via Amazon Web Services “Simple Storage Service” that are only accessible using secure credentials.

Data Collection and Transmission
Firewalls are in place exposing only the necessary ports through the internet and between different servers. Intrusion protection system (IPS) software is in place as a second layer of security, which will block access as soon as any suspicious login activity is detected.

X-Ray Leads transmits data from the visitor’s browser to our systems using WS over TLS (secure WebSockets) and HTTPS.

Data in transfer is encrypted using the following protocols and ciphers:

SSL Protocols

SSL Ciphers

Data Access and Authentication
Only engineers who require such access to perform their job efficiently are given access. Different engineers are given different access rights on different system components as well depending on the requirements of their task. Engineers who do have access have their own credentials and these are only valid when used from specific IPs. SSH key-based authentication is used for server access.

Data collected via X-Ray Leads is exclusively reserved for use by our users and customers. We do not access or make use of the data collected in any form or way unless consent is officially given by an administrator of the relevant account, clearly outlining what the data will be used for.

Payment Details

We DO NOT capture credit card details, the system is not designed to do this. The website owner adds the code to a form not a payment system. In almost all cases when a payment is taken from a website, the person making the payment is taken to a credit cards/payment web form which we have no connection with, so cannot take this information.

As an example, you add the code to a form in your website relating to property, the system will capture the details in that form and also information about pages visited by the user, it cannot do any more than this. If you have 2 forms on your website and only add the code to one of them we cannot see details on the other. Again when it comes to payment details such as PayPal, your website should link to the secure PayPal system, so the person making the payment goes to the payment website. We have no links to other websites that do not have our code added so it’s impossible to see payment details.

So to clarify, all details that people enter which you can view in real time goes into the cloud and is not seen by ourselves. The information is then drawn down from the cloud to your dashboard, so that only you can see and act upon the information, whereby people have filled in all their details but didn’t actually submit it, thus allowing you the opportunity to market back to them & convert missing leads / opportunities.


As per GRPR policy and ICO guidelines, all consumers have the right to request removal of their data. This is essentially a two-level request which can consist of an individual requesting that (i) you remove their data from databases associated with for any marketing and communication purposes, and/or (ii) the removal of data stored by you for proof of engagement within your GDPR audit trail.

In point (ii) email communication is required from your compliance contact directly to stipulating all customer records relating to the specific individual will be removed. We remove the data will remove data within 72 hours of request and email to confirm it has been done.