What is co-browsing?

What is co-browsing?

Abbreviation of "collaborative browsing", the term describes a collaborative navigation and indicates the ability shared by a team and by the customers with whom it works in direct contact to jointly view and explore the same web pages in real time. A co-browsing software allows operators to view in real time what customers see on their browser and browse their pages together to provide them with better support.

Why use co-browsing software?

While chat and telephone are ideal tools for some support situations, sometimes it is really complicated to describe, analyze and resolve some issues only through a type of verbal or written communication. Co-browsing software allows customer service representatives to see exactly what the customer is seeing, thus enabling faster resolution of any problems encountered.

• With co-browsing capabilities, your agents can help customers:
• fill out a complex form;
• change your account settings;
• orient yourself in the purchase procedure;
• find the page or product they were looking for on the site;
• understand how a device or an application works.

What are the benefits of co-browsing?

When you have the ability to support customers while browsing, you have the opportunity to improve their experience, reduce cart abandonment, increase purchases and build a relationship of greater trust that favors loyalty.
As? Co-browsing reduces the level of effort required from customers. Thanks to the rapid assistance of an operator, in fact, customers can find what they are looking for in a much simpler way than by themselves. In the case of repeatable operations, such as changing account settings or orienting oneself in the purchase procedure, co-browsing turns into an opportunity to show customers how to manage similar situations independently, thus reducing the volume of calls and instilling in their trust.

How does co-browsing work?

First, you need co-browsing software. Each solution is different, but they should all offer the basic functionality that enables collaborative web page navigation.
As simple as co-browsing software may seem, not all solutions are created equal. Some, for example, limit co-browsing to just your Internet domain, effectively preventing you from switching from one site to a different one. Other solutions require a download, thus providing customers with additional difficulties and worries. Still others, however, are nothing more than one of the tools of a much broader platform, thus proving to be too heavy and complicated for simple and non-technical problems.
A solution based on state-of-the-art co-browsing technologies, on the other hand, allows operators and customers to browse any web page together, is simple in that it does not require downloading anything, and is lightweight in that it works as a standalone solution instead of a secondary functionality. Operators are able to assist customers with any matter regarding a web page, without having any other control over the operation of their devices.
Key features to look for include data masking and button blocking in order to protect sensitive customer data. If a customer, for example, needs to enter his bank details during the co-browsing session, the operator will not be able to view them. With the button lock, however, the operator will not be able to click on behalf of the customer on any action button, such as "Buy now", for security and liability reasons. Throughout the entire process, the annotation tools act as a visual aid: the operator can use gestures or highlight content to guide the customer's attention to a specific area in a clear and effective way.
Almost all co-browsing software uses video calls and chats to communicate in an agile and effective way with your interlocutor.

Is co-browsing safe?

While we've already covered a couple of technical features with data masking and button blocking that make co-browsing a secure technology, as with any other SaaS product, always make sure you choose a trusted vendor who can guarantee maximum security.
Some of the most important factors to consider when evaluating co-browsing software are:

• Architecture – take into account the related security architecture.
• Certifications – make sure it has certifications for compliance with security regulations, including the GDPR, SOC standards and IETF protocols.
• Corporate Validation – basically associates each customer session PIN with a corporate ID. In other words, only session PINs generated by a legitimate corporate account are allowed to initiate a co-browsing session. Using a PIN in the wrong "domain" generates an invalid PIN message and does not allow you to start the session. This way, only operators with a PIN code derived from a legitimate company ID are able to initiate a session.

What is the difference between screen sharing and co-browsing?

Co-browsing is collaborative browsing in which both parties browse a website together and interact with the pages in real time. Operators can see what customers see on their devices without being able to view sensitive information, which is suitably masked.
Screen sharing, on the other hand, allows users to visually share the content that appears on their screen. It is used for team collaboration, does not offer data masking, and only one party involved can have keyboard and mouse control at any given time. In this mode, if not used properly, operators can see the entire screen shared by customers, including all other elements open on the device along with the browser.
With the evolution and the problem of the current pandemic, software born for screen sharing such as Zoom or native co-browsing software are integrating features so as to have screen sharing platforms with native co-browsing.

How do I implement co-browsing on my site?

Some solutions require the integration of code into the site in question while others do not.

• Code-free – with no scripts to add to your site, you can be up and running almost immediately without having to bring in web development experts.
• With Code – usually involves embedding a line of code into your site. This is a one-time, maintenance-free operation, but still needs to be done by your team of web developers. Adding code to your site helps you get the most integrated browsing experience possible.