Web integrations

API stands for Application Programming Interface and is the ‘translator’ that allows two or more applications to talk to each other. We use the API so that the website can make ‘Calls’, ‘Requests’ and ‘Posts’ (that is sending and receiving information) to the other application without a human needing to do it themselves. Most APIs are written into documentation which serves as an integration guide. It tells us exactly what the application is expecting to ‘hear from’ and to ‘say to’ the websites we build.

Integrating a website with other applications saves time, reduces duplication of tasks, and increases productivity. Order, transactional and submission information can be instantaneously transmitted to any number of applications via an API – you can even display a web order on your warehouse display application the moment the order is successful – all without a single human interaction. That’s a lot of time saved. Rather than babysitting your website, put it to work by linking it with your stock management application, negating the need to update stock in two applications, literally halving the time to manage your inventory and making over-ordering impossible, unless you want to allow it. When an order is accepted, and payment made, rather than download the orders at the end of each day and enter them into your accounts application (e.g. Xero or Sage), integrate it with your website, and the orders are automatically filed with the correct VAT details. It can even recognise and file invoices and orders against repeat customers keeping it all neat and tidy.

The value of an integration can be illustrated in the following three examples: 1) It reduces human error by removing the human from the data entry; that is, copying the data from the website into the relevant application(s). This reduces wasted time, orders going to the wrong place, incorrect spellings, and potential data leaks. 2) The time saved allows team members to focus on the things that contribute to the business. For example, rather than a salesperson copying a customer’s record from the website into the CRM or marketing list, it happens automatically. The time saved allows that team member to spend more time on the phone generating more leads and sales. 3) Accountant fees are lowered, as there is less work for them to do. If the website is integrated with their accounting software, the figures are automatically pulled through, reducing data entry.

It depends on the size, complexity and quality of the API, and documents provided by company that built the application. The value of a web-based integration is all about saving time and improving accuracy. If the integration isn’t making a saving in time or contributing to the business somehow, then there is no point doing it.