Co-browsing (Collaborative Browsing)

Co-browsing, or collaborative browsing, provides a shared digital space where multiple users can interact with a single webpage simultaneously. Unlike screen sharing, which broadcasts a static video feed of an entire desktop, co-browsing technology synchronizes the state of a webpage between participants.

Advanced co-browsing solutions, like Surfly, use a proprietary Interaction Middleware, which is an proxy system that intercepts web traffic between the users and the website. It rebuilds the webpage's code (HTML, CSS, JavaScript) in real-time within a secure, shared environment. As a result, only the changes to the web content itself, known as Document Object Model (DOM) events, are sent to the participants.

A key advantage of proxy-based architecture is its universal compatibility. It can work on any website instantly without requiring any code to be pre-installed on the target site, making it a "zero-integration" solution for many use cases.

Core Co-browsing Features

Modern co-browsing platforms combine visual collaboration with integrated communication tools which allows agents and customers to navigate and interact with a website together. Key features include:

• No Downloads or Installations: Sessions start instantly from a link or button click, removing all technical friction for the customer.
• Real-Time, Interactive Synchronization: Both the agent and customer can click, scroll, and type on the same page.
• Shared and Switchable Control: Control of the session is not limited to one person. The session leader can pass control to any other participant, enabling true collaboration.
• Integrated Video & Audio Chat: High-definition, WebRTC-powered video chat can be launched within the session, adding a human, face-to-face element to the interaction.
• On-Screen Annotation & Highlighting: Agents can draw or highlight directly on the webpage to visually guide customers, pointing out specific buttons or pieces of information.
• Advanced Data Masking: To ensure security and compliance, specific fields containing sensitive information (like passwords, credit card numbers, or PHI) can be automatically hidden from the agent's view. The data is redacted on the server and never reaches the agent's device.
• Secure Document Sharing & E-Signature: Participants can upload documents (PDFs, images) into the secure session for review, annotation, and completion. Integrated e-signature functionality allows for contracts and agreements to be signed on the spot.
• Multi-Tab and Cross-Domain Navigation: A single co-browsing session can persist as a user navigates across multiple tabs and even to different websites or subdomains.

Main Use Cases and Applications

Co-browsing is a versatile tool applied across various industries to solve different problems.

1. Customer Support: For technical troubleshooting and issue resolution. Agents can see exactly what the customer sees, eliminating guesswork and leading to faster solutions.
2. Guided Sales & E-commerce: In high-value or complex sales, representatives can guide potential customers through product configurators, comparison tools, and the checkout process, preventing cart abandonment and increasing conversion rates.
3. Financial Services & Insurance: Used to help clients complete complex applications for mortgages, loans, or insurance policies. The combination of visual guidance and data masking makes it suitable for these regulated industries.‍
4. Client Onboarding & Training: Onboarding specialists can walk new users through a their web portal and demonstrate how to use their service correctly from day one.

Implementing co-browsing technology is a strategic business decision that yields measurable results and  transforms digital customer interactions from a passive, self-service approach to an active, collaborative session. This change has a direct impact on revenue, operational costs, and market position.

Increase Revenue and Growth

Co-browsing enables support and sales channels to have a direct impact on company revenue. Agents can guide customers through complex sales funnels, address questions at the point of consideration, and prevent cart abandonment:

• Organizations using co-browsing report 16.8% annual revenue growth, compared to 9.7% for non-users.
• It directly increases transaction completion rates for high-value items like mortgages, insurance policies, and enterprise software.

Achieve Measurable Operational Efficiency

Co-browsing allows agents to view the customer's screen, eliminating the lengthy diagnostic questions typical of traditional phone support. This results in benefits such as:

• Higher First-Call Resolution (FCR): Problems are understood instantly and solved on the first attempt.
• Lower Average Handle Time (AHT): Interactions are shorter and more effective.
• Improved Agent Utilization: Companies using co-browsing see a 4.7% annual improvement in agent utilization rates, allowing them to handle more customer interactions without increasing staff.

Strengthen Compliance and Reduce Risk

In regulated industries, a data breach can result in severe financial and reputational damage. Co-browsing with comprehensive security features is often used for mitigating such risks.

• Technologies like server-side data masking and detailed audit trails allow businesses to provide hands-on support while meeting compliance mandates like HIPAA, GDPR, and PCI DSS.
• This architecture prevents agents from viewing sensitive customer data, which removes a major vector for human error or malicious action.

Create a Durable Competitive Advantage

In a market where customer experience is a primary differentiator, co-browsing provides a high-quality service that improves customer loyalty. This shifts interactions beyond simple problem-solving to building stronger customer relationships and a lasting competitive advantage.

‍