The API, or Application Programming Interface, is a communication system that allows to run functionality of some softwares, at other external websites. A network structure that facilitates information transfer between server and client, through a private gateway protected by a system of authentication of credentials. This method, developed from an encoding standard called JSON, can be achieved by using languages such as Javascript, PHP or React, among others.
That’s what’s called an application integrer. A tool that, in practice, allows users to interplay with several different applications without leaving the same website. Current routines such as comment, share and program publications on social networks are currently easily enforceable from any website. They aren’t the only ones, though. Navigation from geolocalization maps, making the purchase list from market places, or making purchases through online payawnings are just a few examples of how these APIs can offer them.
It’s about enriching users’ experience from the same website. To more integrated applications, more interplay opportunities will have the user on that page, leading to web analytics. Any person responsible would have his mouth water by thinking about how much KPIs can get from his place, thanks to the program of this type of system. The users’ length of stay, number of pages seen and even retention percentages of users would be clearly beneficial.
In addition to intangible benefits related to users’ behaviour, APIs can also influence the tangible or monetary benefits of a website. The implementation of leaked ads according to users’ interests can be similarly programmed through an API. And that’s where everything makes sense, considering that with more intangible benefits, more economic or sales benefits will get a website.
Abel González and Jorge García
Marketing and Technical Department