Ultimate guide to CoBrowsing
Standing Out in Today’s Business Landscape
Ultimate guide to CoBrowsing
What is CoBrowsing
Ultimate guide to CoBrowsing
Evolution of CoBrowsing
Ultimate guide to CoBrowsing
Why You Should Offer CoBrowsing
Ultimate guide CoBrowsing
Questions to Ask When Choosing a CoBrowsing Solution
Ultimate guide to CoBrowsing
Getting More Out of CoBrowsing
Ultimate guide to CoBrowsing
Ultimate guide to Cobrowsing
01 Standing Out in Today’s Business Landscape
cobrowsing book cover

01 Standing Out in Today’s Business Landscape

It’s no secret that the customer experience is becoming a more important topic inside the headquarters of large enterprises worldwide.
While it used to be enough to compete solely on price, today’s consumer demands more. The heightened expectations of the customer have created a business landscape where experience often trumps cost, and product differentiation is tied more closely to innovation and decreased customer effort.

So, how are companies reshaping their customer experience and how are they not only meeting, but exceeding their expectations?

The most innovative companies today are surprisingly quick to leverage new technologies to make online buying and servicing more customer-centric and, in doing so, are able to stand apart from their competition. While adding technologies like live chat to their websites was a positive step in the right direction, chat as a channel is becoming the norm. CoBrowsing, on the other hand, provides new life to chat (Chat 2.0), creating the high-touch, deep level of engagement needed to truly stand out. Guiding a customer through an application, or digitally walking them through account changes with CoBrowsing creates a lasting impression at critical moments of the customer journey.
Ultimate guide to Cobrowsing
02 What is CoBrowsing

02 What is CoBrowsing

CoBrowsing (or Co-Browsing) is short for collaborative browsing and refers to a method of screen sharing characterized by the simultaneous browsing of a single webpage by two or more individuals in real-time. To avoid confusion, many CoBrowsing solutions label the cursors to identify each member of the CoBrowsing session.
cobrowse in action
While there are numerous use cases for CoBrowsing, one popular example is for times when a customer is trying to locate a resource within a website. Without technology to CoBrowse, company agents typically have to rely on memory and verbally direct a customer to specific areas of the website (which becomes increasingly difficult as product and marketing teams continue to spin up A/B tests and optimize and personalize their sites).
One popular use case for CoBrowsing is to guide customers to difficult to find resources within a website.
With CoBrowse technology, an agent can simply show the customer where to navigate.

According to Forrester, CoBrowsing falls under the category of Visual Engagement solutions. Whether on its own, or coupled with other mediums of visual engagement, like video chat, CoBrowsing provides rich visual context, which creates a deeper level of engagement and more successful online sales and support conversations.
Ultimate guide to Cobrowsing
03 Evolution of CoBrowsing

03 Evolution of CoBrowsing

co browsing technology
Although CoBrowsing is still considered to be in its infancy, its roots can be traced back to screen sharing technology. In fact, early CoBrowsing solutions more closely resembled the one-way experience of screen sharing than the two-way collaboration we offer today. For one, what was considered “CoBrowsing” a few years ago was predominantly java-based and required a software download and installation for all participants wanting to browse together. Additionally, the speed at which participants could CoBrowse together was extremely slow, as solutions were bandwidth-intensive. Early CoBrowse solutions were also lacking on the security front, making adoption in the corporate sector almost non-existent.
The CoBrowsing we offer today, is a seamless, zero download experience made possible by advancements in browser technology.
Early CoBrowsing was essentially nothing more than screenshots being sent back and forth between two web browsers. The CoBrowsing we offer today, is a seamless, zero download experience made possible by advancements in browser technology. The use of DOM-based technology made it possible for speeds to increase tremendously, for a nearly real-time shared browsing experience between two people.

These changes also led to increased adoption of CoBrowsing technology by businesses seeking ways to decrease average handle time (AHT) and improve customer satisfaction (CSAT) in customer support. Moreover, innovative organizations began to experiment with CoBrowsing as a tool to increase online sales and conversions.
co browsing screensharing
Ultimate guide to Cobrowsing
04 Why You Should Offer CoBrowsing

04 Why You Should Offer CoBrowsing

There is no question that CoBrowsing technology creates a better customer experience by enabling a company to get right to the issue at hand without giving the customer the run-around as the agent attempts to get on the same page. Because customer expectations are so high nowadays, even the slightest inconvenience can mean the difference between a customer buying from you or your competition.

In a recent survey by Accenture, they found the following:
of consumers expect customer service to be easier and more convenient

73% of consumers expect customer service to be easier and more convenient.

Customers are on-the-go and expect a seamless experience, not one that requires an afternoon in front of a computer or a two-hour phone call. They also don’t want to get lost in a state of confusion when searching a website for a product or information. CoBrowsing provides real-time visibility into customer experience pitfalls, remedied by human interaction and quick resolutions.
of consumers expect service to be faster

61% of consumers expect service to be faster.

CoBrowsing provides your agents with real-time visual context that can be used to “see” customer issues immediately. Knowing what the problem is immediately, allows agents to “show & tell” customers how to properly resolve the issue much more quickly than they could if they were relying on legacy communication channels like the telephone.
of consumers who switched to new providers said that better live or
in-person customer service would have impacted their decision.

83% of consumers who switched to new providers said that better live or in-person customer service would have impacted their decision.

This proves that CoBrowsing is not just a novelty, but has meaningful impacts to the experiences that influence a buyer’s decision, including decreased customer effort and increased customer satisfaction. Especially when combined with business logic and video or audio chat, CoBrowsing creates deeper levels of engagement comparable to an in-person customer experience. This allows companies to better retain their existing customers, while attracting new customers from competitors.

While some companies still struggle to bring the in-person customer experience online, Glia enables many of the world’s top organizations to create high-touch, human interactions in a seamless, secure, and scalable manner.
Co browsing dual cursor visual
Ultimate guide to Cobrowsing
05 Choosing a CoBrowsing Solution

05 Questions to Ask When Choosing a CoBrowsing Solution

Ease of access, standalone tool?

Where can Co-Browsing be accessed and should it be a standalone tool?

While CoBrowsing can offer helpful visual context as a standalone tool, its benefits are limited. When CoBrowsing is implemented as an add-on, the communication and navigation experiences between a customer and support agent are disjointed. To reap the benefits of CoBrowsing, it should be integrated with one or more communication channels as part of a full customer engagement platform. Offering both communication and CoBrowsing in a single platform creates a more seamless experience for your customers and decreases the likelihood of channel switching.

Ease of installation?

How easy is it to install the Co-Browsing solution?

When discussing installation, there are actually two sides of the equation, first, the installation experience, for you as an organization, and the installation experience for the customer (since that’s a requirement of many CoBrowsing solutions).

Leading solutions require minimal effort for a company to implement, in some cases, only requiring a company to place a simple line of script on their website (similar to implementing Google Analytics). Another important consideration is whether or not the CoBrowsing solution can easily be integrated directly into existing technology such as a CRM or analytics solution. This minimizes training required as agents can continue working within the same windows and interfaces they’re already comfortable with. For example, Glia CoBrowsing seamlessly integrates with hundreds of technology solutions, including Salesforce and Microsoft Dynamics. The second piece (which is often forgotten), is the end customer’s installation experience. We are, after all, interested in deploying a CoBrowsing solution for the benefits it offers to our customer experience. Requiring customers to download anything to begin a CoBrowsing session creates friction; therefore, the best CoBrowsing solutions require no downloads or installation. Choose a solution that works seamlessly across a variety of browsers, devices, and operating systems to account for your customer’s browsing preferences and behavior.

Live Observation

Does the solution offer Live Observation?

The most complete and forward-thinking CoBrowsing solutions offer not only the ability to CoBrowse, but also the ability to observe active website visitors in real-time. Live Observation capabilities create immediate visual context, allowing for faster resolution of customer issues. Additionally, Live Observation creates a natural progression to CoBrowsing. Our data shows that agents who leverage Live Observation are 3x more likely to leverage CoBrowsing.

It’s possible to maintain high levels of security with Live Observation and CoBrowsing because they are enabled on a site-by-site basis, not across the entire web or a customer’s device.
Dual-Cursor Control?

Does the solution offer Dual-Cursor Control?

With multiple participants in a browsing session, it is important to clearly delineate one person from another. That is why leading CoBrowsing solutions offer labeled dual-cursor experiences. Both customer and agent cursors are visible on-screen, and each has the ability to click, scroll, and type. Dual-cursor control is the only way to create a truly collaborative browsing session.
Ultimate guide to Cobrowsing
06 Getting More Out of CoBrowsing

06 Getting More Out of CoBrowsing

While CoBrowsing provides real-time visual context that can be leveraged to provide a highly-personal company to customer interaction, the true value of CoBrowsing shines when coupled with other communication solutions, such as live Chat, through text, audio or video. The ability for company agents to not only show, but also tell, has enabled companies to achieve amazing growth in online sales and drastic improvement in customer support.

Companies that incorporate CoBrowsing into all of their communication channels have seen even better results - creating a near-perfect omnichannel solution that allows them to uniquely position themselves as a true customer- centric organization. According to a study by Aberdeen, “Companies with extremely strong omnichannel customer engagement retain, on average, 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement.”

Determining your CoBrowsing and channel mix depends on a variety of factors, including customer preference and complexity of the issue being dealt with.


cobrowsing+chat icons
Live chat has seemingly become the preferred online communication channel for companies, as it provides a cost-effective method of providing decent (though not stellar) support for a majority of customers. However, companies that have leveraged live chat and CoBrowsing together have found great success in both customer satisfaction and online conversion statistics.
Current Glia customer data shows that companies who use CoBrowsing in live chat engagements have seen an average of 69% lift in online conversions, as well as a 25% increase in customer satisfaction score. This shouldn’t be surprising, given the added context CoBrowsing provides to agents.
lift in online conversions
co browsing and chat image


co-browsing + audio icon
Combining CoBrowsing with audio communication, such as a phone call, is one of the more interesting ways to leverage CoBrowsing because it marries the offline and online behavior of customers. In this unique use case, a customer dials a phone number (most often while looking at the company’s website) and an agent is able to begin Live Observation either based on the phone number dialed or through an integration with a CRM.
While the technology needed to be able to accomplish this is only offered by the top CoBrowsing solutions, like Glia, the results seen by companies employing this tactic are amazing. Allowing customers to voice their issues, while simultaneously seeing a agent-guided journey usually exceeds the customer’s expectations.
co-browsing + audio image


co browse + video-chat icons
At Glia, we feel very strongly that video chat can be a game changer for the way companies and customers communicate. Companies currently leveraging video chat, whether 1-way or 2-way, are already seeing better conversion numbers and customer support metrics than other companies relying on more traditional channels.
lift in online conversion and a 30%
lift in customer satisfaction
Combining CoBrowse and video chat creates the ultimate visual engagement solution - a solution stack that analysts like Forrester predict will be the next big thing. Our data shows that companies leveraging CoBrowsing and video chat see on average a 138% lift in online conversion and a 30% lift in customer satisfaction - not surprising considering that this coupling most closely recreates the “in-person” experience online.
co browse and video call image
Ultimate guide to Cobrowsing
07 Glia CoBrowsing

07 Glia Co-Browsing

By now, you should have a better idea of what CoBrowsing is and why your organization should adopt it. At Glia, we are dedicated to creating the most advanced and secure visual engagement solutions on the market. Our dedication to meeting or exceeding the “in-person” customer experience online, has enabled us to create a unique CoBrowsing solution that provides agents with more customer context than they’ve ever had.
Our dedication to meeting or exceeding the "in-person" customer experience online, has enabled us to create a unique CoBrowsing solution that provides agents with more customer context than they've ever had.
Glia CoBrowsing solutions stand apart from others for the following reasons. The Glia platform is patented, proprietary, and its innovations are exclusive to its customers and partners. Implementing Glia CoBrowsing is simple and requires no downloads or installation of any software for the company or its customers. Depending on integrations, companies can be up and running with our solution in no time at all.
Glia’s COBRA framework can handle complex websites and gets more intelligent with each new added website, browser, and device interaction. COBRA has steadily been evolving over the last five years, making it the most reliable in the market. Glia CoBrowsing adjusts in real-time for dynamic screens and tab movements, making it the fastest and most accurate CoBrowsing solution available.

Glia CoBrowsing acts, for the most part, as a serverless solution. It is also the most secure by using encryption technology and a secure blocking framework. It can be set up to disallow agent access to sensitive information fields and requires no downloads or intrusion on the customer’s network or device.

To learn more about the CoBrowsing or to see what this could look like for your company, please visit our Demo Request Page