Why Embedding Video on Your App or Website is Better for Business
Discover why you should integrate video calls into your app or website for your business to grow.
Why would you give up control over the customer experience by sending visitors outside your website or app?
The honest answer is that you wouldn’t, if you could help it. But for many companies this has become a necessary evil, particularly when it comes to video conferencing. In 2020, the world went online in response to the Covid-19 pandemic. In-office teams switched to remote work, schools transitioned to eLearning, and even highly regulated industries (like healthcare, banking, and finance) had to pick up the pace when it came to digital transformation.
To stay connected, companies turned to video conferencing tools that often required software downloads, app installations, random invite links, or mandatory log-ins – which became points of friction in the customer experience.
And that’s just better for business. Here’s why.
Improved customer experience
If there’s one universal truth that all companies can agree on, it’s this: it’s all about the customer experience. In fact, a Forrester survey found that “leaders in customer experience” outperformed their slow-to-CX competitors by 80%. And PwC study showed that one out of three customers will abandon a brand after just one negative interaction.
There are a few common denominators when it comes to best-in-class customer experiences, but one that’s non-negotiable is a seamless transition between customer touchpoints. No one wants to go searching for a password when trying to log in to a virtual class, or realize they need to install a software update one minute before a call.
With an embedded video tool on your app or website, these become non-issues. For one thing, customers don’t have to download anything. Just one click and they’re in, and able to rely on high quality video calling. The call happens right where they are, in your owned space.
“Our original tool led to so many complaints about video quality that we decided to switch platforms...now with Whereby we’ve boosted attendance by 18% and facilitated 350,000 one-to-one meetings.”
– Ville Vanhala, Co-founder and Head of Customer Success at Brella
Customers spend more time on-site
Data is one of the most valuable assets a business can have. It shows how engaged customers are with your business, can steer the product roadmap, and of course, keep a company customer-centric.
By sending customers to a third-party video conferencing service, businesses aren’t just relinquishing their control over the customer experience. They’re losing valuable insights into customer behavior: data that can tell businesses when users are most engaged, or what fed into their decision to churn.
With so much focus spent on getting customers to your platform, it’s counter-intuitive to send them away to engage with them over video (especially when you don’t have to).
Save developer resources
Video conferencing is now a staple of business operations and communications; from the rise in telehealth to changes in employee recruitment (86% of interviews are now conducted online, according to Gartner). Today, every business needs to think about how video conferencing fits into their company culture and customer engagement strategy.
Attempting to scale up video conferencing internally can quickly create a strain on developers, and distract them from the core features that differentiate your company from the competition. With the urgency that so often surrounds go-to-market strategies – that is, getting your product to users as quickly as possible, and iterating from there – it doesn’t make sense for developers to start from scratch on a video feature when an out-of-the-box, fully maintained, reliable solution already exists.
“Developing and maintaining a video meeting infrastructure isn’t our core focus. Using Whereby Embedded allowed us to free up the top developers in our team, so we can focus on building incredible experiences.”
– Nishu Goyal, Chief Product Technology Officer at Lido Learning
Whereby Embedded allows teams to quickly roll out their video calls, and then customize meeting rooms and features to their heart's content, as well as using built in features like screen sharing and breakout groups. A great example of this is with accuRx, a UK-based healthcare tech company that initially offered general practitioner’s the ability to communicate with patients via SMS.
At the onset of the Covid-19 pandemic, accuRx realized video consultations were necessary for GPs to see patients during lockdown. In just 72 hours, accuRx managed to turn this idea into reality with Whereby, enabling over 3.2 million consultations with video.
Add video to your platform today
Customer journeys have become increasingly digital, and video calling is now a staple of our day-to-day experiences. Luckily, businesses don’t have to start from scratch, or settle for a cookie-cutter option when it comes to video conferencing. With Whereby, you can personalize video meetings to fit with your brand, and embed it seamlessly into the user experience.