Product Updates · 4 min read

FullStory webhooks: Go from digital experience data to action in real time

Hanna Woodburn
Posted March 26, 2020
FullStory webhooks: Go from digital experience data to action in real time

Supercharge workflows while keeping a pulse on your digital experience

Technology is all about increasing the efficiency of work through innovation. That's why we just released webhooks in FullStory. Now you can share digital experience data from FullStory across your tech stack—so that your team can do more with less.

What's the story?

Insights into a digital experience problem—or opportunity—are only useful if you can do something with them. They need to be not only relevant and actionable, you also need to nail the timing.

This last part is really hard. For example, how helpful is it to know that you had a huge Rage Click problem during checkout weeks after it happened, affecting thousands of customers?

Timing is everything, which is where FullStory webhooks come in. Now, you can get real-time insight into your most important digital experiences so you can get close to the customer experience and turn real-time DX insights into a high-impact course of action.

What are webhooks?

Webhooks are a way for one app to automatically share information with another app. Webhooks power many digital interactions you have on a regular basis such as when a bank sends a customer an SMS after a purchase or deposit.

Webhooks work by pushing data to where it needs to go. So whenever a specified event occurs, webhooks automatically “push” the resulting data from source to endpoint. This makes routine processes efficient and fast, saving time and ensuring data gets to where it’s needed.

You can contrast webhooks with APIs: APIs ping an application to request and “pull” data at set intervals of time, whereas webhooks send data as soon as it’s available.

When connected to the digital experience data you get from FullStory, webhooks make entirely new workflows possible.

FullStory's webhooks are real insights in real time

Whether you realize it or not, webhooks power many of the digital experiences we encounter on a daily basis because they enable an application to send data in automated messages to another application when something happens.

To understand how webhooks work, let’s take an example from e-commerce.

Say you're an ecommerce manager at a jewelry retailer. You want to know whenever an error occurs on the checkout page. With webhooks, you could do this is by creating a webhook in FullStory to notify your #checkout-error-remediation-squad Slack channel when more than 5 errors occur within an hour. Here, the webhook has a trigger application (FullStory), which sends data when a threshold is met (errors exceed 5 per hour) and an action application (Slack), which receives the data. Voila!

With webhooks, you can turn digital experience insights into timely notifications to take action—saving your business from lost sales and unhappy customers.

The possibilities are endless.

Get hooked

Webhooks help you to take action on your FullStory data in new ways and in the tools you already use—and they do it instantaneously. Here are four ways you can put webhooks to work in FullStory today.

1. Custom Events

By creating a webhook event for whenever a Custom Event is triggered, you can kick off workflows in other tools based on your FullStory data. If you aren’t already using Custom Events, you can learn more here.

2. Segment alerts

Go beyond Slack or email notifications by creating segment alerts and webhooks to implement a custom workflow. For instance, fire a webhook event to page an engineer in PagerDuty when a segment indicating dead clicks exceeds a set threshold.

3. Note created

Notes in FullStory help teams work together to identify and fix digital experience issues. Now you can easily send your FullStory notes to other platforms, such as Jira or Asana, by firing a webhook event when a note is created in FullStory.

4. Mobile app crash

FullStory for Mobile Apps can help you better understand what caused your mobile app to crash, but maybe you want to be alerted to crashes as they occur. Setting up a webhook can help you get this data in real time, so you can triage and respond.

NOTE: Only account Admins will have access to your webhooks settings.

The data you want, when you need it

When your customers interact with your digital properties, they send constant signals indicating frustration, confusion, delight. The trouble is, most brands aren't picking up on these signals—which means missed opportunities to improve the digital experience.

Now, using FullStory’s webhooks, you can action your digital experience data in new ways and within the tools you already know and love—and you can do it all in real time.

Webhooks help you turn data into action. If you'd like to learn more, check out our developer documentation here!

Hanna WoodburnFormer Product Marketing Manager

About the author

Hanna Woodburn was previously a Product Marketing Manager at FullStory.

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