Discover what a webhook is and what it is for

How many tools do you use every day to manage and optimise your business website? Maybe you've already lost count, but it's time for you to bring it all together in one place with a webhook.

Just as you read it, this is an alternative that has grown recently and that allows you to exchange information through a different method of communication between apps.

It's very likely that, more than once, you've received an email after adding products to your shopping cart. Well, this happens thanks to tools like webhook and it's time for you to apply it too.

Would you like to discover what this is all about?

What is a Webhook?

First, let's define what a webhook is.

We're talking about a method of automatic communication between platforms that gives you the possibility to exchange information between websites, apps and vice versa to improve the performance of any project.

For it to work properly, HTTP requests are used, which are triggered the moment a mobile device connects to a network to access a landing page or another specific site.

In other words, the system behaves like a hook that notifies you when a specific event occurs in those apps that are related to the project.

How many times has it happened to you that a customer bought a product in your ecommerce store and you need to know when the shipment left for their home? Well, with this tool you will know the exact time, so you only have to send an email to notify the user.

What is the difference between a webhook and an API?

Many people get confused between a webhook and an API when they see this definition, as they work in a similar way.

Well, a webhook is a platform that allows two or more apps to communicate with each other to improve the user experience.

On the other hand, APIs use exclusively a programming interface, but people get confused because the same thing that a webhook offers is also provided by an API. However, APIs are not useful for small projects or for clients with basic computer skills.

Therefore, the webhook has gained popularity in recent times because it generates tangible results in less time.

In addition, it should be noted that with APIs, all the data obtained is obtained through a polling process, which is the method by which it periodically requests information from the server to verify that new data exists. Meanwhile, the webhook sends the data in real time.

How does a webhook work?

The truth is that the webhook works quite simply. The platform sends http requests that were previously defined by the client and are activated every time something specific happens.

So, we could say that they are fragments of code that are related to an app and that every time there is a variable, they are sent to a URL requested by the user through an http link.

In this sense, for the whole process to take place, it's necessary to register a URL to send the notification every time there is a new variable. The route that is executed must have all the sequence that will be carried out when the event occurs.

All this means that the tool doesn't know what is going to be executed because it will only track the routes to be notified, being a very powerful tracking mechanism.

3 Reasons to use a webhook

There are several reasons why you should use a webhook on your website. Let's look at some of them below:

1. You can discover all the events that took place

First and foremost, it gives you the possibility to know all the events that have taken place on your website.

This can range from dispatches made, emails sent, and shopping cart cancellations. This information is essential because it will tell you how your business is progressing and now you will have it in the palm of your hand.

Implement the webhook now and don't let anything hide in your project.

2. It synchronises the data of all your apps.

How important it is to synchronise all the information you manage in your business. Well, with webhook you will be able to do it in the blink of an eye as you will integrate all the data from the apps you use on a daily basis.

In other words, the objective is that nothing slips through the cracks and that you know what is happening in each phase of the project so that you can then take the appropriate actions.

In addition, everything is automatically synchronised, so you can forget about complicated code and processes.

3. It connects different types of platforms

 With webhook it's possible to connect variables that are linked to different apps as they communicate with each other to do what is needed. 

4 Tips to get the most out of a webhook

Have you already decided to take a step forward and benefit from everything webhook has to offer? Well, it's time for you to take a look at some tips to help you get the most out of it. 

This tool is very easy to use, but with these tips you will be able to use it free of any kind of ties, contrary to what the APIs offer you. 

1. Check all the information

The first thing we recommend is that you thoroughly check all the information in the webhook before you start working with it. 

Why? Because there you will know the details of the project: what you don't have to do, what you do have to do and what apps you can link. 

Otherwise you would be entering the project blindfolded, which is extremely risky for the interests of your business. 

2. Check that all the events are sent out

Something fundamental in the progress of the project is to verify that the events are being sent, something that will make the difference between success and failure of the webhook.

At first it may seem complicated, but fortunately there are tools that allow you to verify all the requests you made to that specific route.

This way you will determine that it's working properly and you will receive the information without major problems.

3. Configure them locally

The next step is to set them up locally and then think about expanding. This way you will have a controlled environment and use as much technology as you need to test as necessary. 

However, you have to take into account that all the logic they use in the tool will be stored only on your computer, so you will not be able to communicate with external sites that are on the web. 

4. Save the logic that was developed

At this point you are almost ready to work, now it's just a matter of running the tests in real time. 

Here you have two alternatives, use server functions or host it entirely on the same server, it's up to you. 

7 Events you can control with a webhook

We love the fact that with a webhook you can control multiple events in your email marketing campaigns. Let's take a look at some of them below: 

1. Forwards, clicks and signups.

The first thing you can monitor is the signups, forwards and clicks that your users make and then get a detailed report with their behaviour at every moment. 

So, imagine you set up a landing page and send welcome emails every time someone registers. Well, with the tool you will know who ignored it, who opened it and what their bounce rate is. 

2. Marked as spam

Some indicators can tell you how badly you're doing, but none speak louder than spam. 

What's the point of having the best content strategy in the world if your customer doesn't realise it exists? That's why you need to keep an eye on the number of spam reports. 

The webhook shows you this in detail so you can make the necessary changes before it's too late. 

3. Bounces

Webhook shows you a series of metrics that help you know the true situation of the business in each of its areas.

For example, we have the bounce rate, which reflects how many users have left the site before interacting with some of the content you have there.

It's normal to have a bounce rate on any website, but you have to make sure that it isn't too high, otherwise you will lose time and money.

4. Sending notifications

Receiving notifications can be transcendental in the success of a digital project. 

Which notifications are useful? It all depends on the business, but information such as product delivery, dispatch requests, new orders and a new subscription are currently the most popular. 

5. Open rate

Open rate is the opposite of bounce rate and shows you how many times an email or a specific piece of content is opened. 

The idea is very clear, to get the percentage as high as possible to achieve the goals you set out with that marketing campaign. 

In this sense, the good news is that webhook shows you in detail what happens with this indicator so that you can make the necessary adjustments.

6. Synchronised data

We cannot deny the importance of data synchronisation in the management of a digital business. Many specialists say that in order to keep users happy, it is mandatory to synchronise them in a database. 

This way you will know who has left, who has not yet clicked on your content and who has progressed through the marketing funnel you placed on the market. 

7. Paid gateways

You may be surprised to learn that most payment gateways use webhooks. It makes perfect sense, because without it you wouldn't be able to tell the customer what steps they need to take to confirm their purchase. 

This generates trust on both sides, so it's time to apply it to make the leap you are looking for in your project. 

The importance of a webhook for your business

There is no doubt that digital marketing has more competition than ever, so you need to use all the alternatives you can to stand out from the crowd. 

The problem is that until a while ago the only way you could synchronise information was through multiple problems, which became a tedious and costly process. 

Now, however, with webhook you have the data in the palm of your hand thanks to programmes such as Mailchimp and Active Campaign. This way, you will know what your users are doing in each of the areas of your website. 

In this sense, with this tool you will be able to: 

• Update lists no matter how extensive they are. 

• Send information in real time to external databases. 

• Customise programmes to the needs of the users. 

Possibilities offered by a webhook

If you've come this far, you will agree that webhook offers so many benefits that it is almost impossible to ignore. However, the problem is that many professionals don’t know what to do with the information provided by the platform. 

Don't worry, because you have plenty of options to choose from. You can synchronise two or more apps, create reports or automate processes such as sending welcome messages to new subscribers.

This way, you'll notice when an email was sent to a non-existent address so you can take action before it's too late. 

All this makes the webhook an indispensable tool in any digital business. 

There’s no doubt that with alternatives like this you will be able to better organise all the information you receive so that you can make the right decision. 

Gone are the days when you used up to five different platforms to discover the behaviour of your users. 

Are you ready to move your business forward? It's time to give it the importance it deserves so that your users see you as the solution they need in their daily lives. 

Apply it and let us know how it goes!