Yas

Recent Changes at Yas

Mike Yasieniuk — Wed, 30 Aug 2023 16:33:13 +0000

For the last 16 and a half years, Yas has been building websites and custom software for all kinds of businesses. Moving forward, we are narrowing our efforts to provide web design and online solutions for only the Camping and Golf Industry.

As many already know, we have had two subdivisions for quite some time. One is Let’s Camp and the other is YasGolf.

Let’s Camp is an online campground reservation system that we built in house and it has grown exponentially over the past few years. The growth and support of this platform has become one of our main priorities.

YasGolf is a brand that we created to provide web design services specifically to the Golf Industry. We have worked with many golf courses across Canada to build and maintain their online presence and will continue to work within this industry.

A great deal of planning took place regarding the decision to narrow our focus. It wasn’t easy, but as we look into the future, we’re excited for what’s to come. We feel that by only serving these specific audiences, we will be able to better serve them.

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The X-Factor of a Great Product Manager

Zack Meredith — Mon, 21 Nov 2022 18:35:21 +0000

I’ve been thinking about the specific traits and qualities that companies look for in a product manager lately. It’s sort of a silly question because most product managers wear a ton of hats as they bridge the gap between multiple departments with multiple needs, processes, and skills.

That said, while skills like knowledge of UX, top-notch communication, and customer empathy are important for the role, it can be possible to work effectively without being a master of all of them. There is one talent, though, that creates a basis for what a company wants out of this role, and it effectively boils down to being able to predict the future with a decent level of accuracy.

“Huh?”, you may have just thought to yourself. Let me explain.

Can product managers predict the future?

Nobody can actually see visions of the future, but the right traits make for a person who can see a rough idea of an unknown future that they can make assumptions about. They can then test those assumptions and gather new information to alter, clarify, or scrap the idea and start over if necessary.

Imagine an explorer in early civilization. They would go out, sometimes with a rough idea of what they were looking for, and try to figure out how things worked, where things could be found, and other patterns they would use to paint an ever-evolving picture of the world.

Explorers are driven by the unknown and putting the puzzle together. Hiring managers call these traits “insight and instinct”.

What are insight and instinct?

One of the qualities I see in job postings for product managers is defined by terms like insight or instinct. These terms are fair, but what do they actually mean? Let’s talk about psychology for a moment:

We know that the human brain is incredibly lazy (an evolutionary strategy to conserve energy), which means that it’s very selective in the information it keeps or throws away. Your brain will remember who your family is, but not necessarily what they wore the last time you saw them.

But, there’s a key difference to the way a product manager’s brain decides which information is useful or not, and it comes down to patterns and the unknown.

For example, if I tell you that a tomato is a fruit, do you…

Accept that the tomato is indeed a fruit
Ask what makes the tomato a fruit

Most people are comfortable having the answer to the question; the end-point without all of the context that led up to it. They think, “if I trust the authority of the person telling me that the tomato is a fruit, I’ll believe them and we’ll leave it at that”.

However, people who have a product manager brain aren’t satisfied with just being told the answer. Our brain has a drive for filling in the gaps of the unknown to make it easier to estimate other answers. We want to know that a tomato is a fruit because it has seeds inside it, which we can then use to assume, for example, that gourds like pumpkins are also fruits for the same reasons.

We find the underlying patterns and rules so that we can understand the answer, but more importantly, how we got to the answer.

The insight and instinct that companies are looking for boil down to this: do you subconsciously build a base of understanding, mechanics, and concepts, and do you use this base to make guesses about new unknowns you encounter?

What does this look like in a product manager’s actual job?

Product managers build the beginnings of a mind-map based on assumptions they already have. These assumptions can be based on previous experiences, data they’ve sourced, conversations with users, etc. Once product managers fill these assumptions in, they test them while adding, subtracting, and editing the mind-map.

The mind-map will never be a final answer; it can’t be. But, it’s product managers’ comfort and interest in working through unknowns that makes this not only manageable, but deeply rewarding.

So we’re asked the question, “should we build a feature that lets people subscribe for early access?” and our brains create a list of unknown variables that looks something like:

How many people will people actually subscribe?
What will people pay to subscribe?
Do people want early access?
Where should we put the subscribe button?
Etc.

We usually can’t answer these questions definitively, which is where many people freeze and get overwhelmed with decision paralysis. For a product manager’s brain, however, there’s partial information and context we know that will help us get closer to the answer. Looking at the first example above…

Will people subscribe?
- People subscribe to our competitors for similar features
- Customers have been requesting a subscription feature
- Customers have complained about not having early access
- We ran a test page about subscriptions and it was viewed 5000 times in a day
- Etc.

This is it. This is our differentiator—our super power. We’re comfortable answering unknowns because even though we don’t have the answer, we have enough context to make assumptions about an answer based on previous patterns we’ve observed.

And we love this process; It’s like a game to us.

Conclusion

A product manager’s X-Factor is their ability to build evolving mental maps based on patterns and contextual information. This skill can be learned and trained to an extent, just like conversational techniques can be learned and trained by an aspiring salesperson, but the reality is that there are people who have these talents by default.

Think about how there are salespeople who don’t need training in conversational techniques that have just possessed the gifts since they were children. In this same way, there are product managers who have spent their lives recognizing patterns and creating complex mental maps, sometimes without even knowing.

Do you have this X-Factor?

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5 Early Human Roles and How They Fit Into Tech Careers Today

Zack Meredith — Mon, 21 Nov 2022 16:13:55 +0000

It takes humans millions of years to evolve, but our technology advances exponentially over just a few years.

How is it that we’re still able to use the same brains we’ve had since early civilization when the world we live in looks completely different? Can the same brain that gathered berries all those years ago keep track of complex accounting systems today? I was thinking about these questions recently, and I came up with an answer that I’m quite pleased with (at least as a starting point).

Here’s my personal opinion (based only on my experiences) of how these five early human roles fit into tech industry jobs now:

Hunter
Gatherer
Explorer
Maker
Caregiver

The roles

1. Hunter

What is the essence of this role?

Key differentiator: takes risks to bring a large bounty back to the community

Hunters have a bias toward higher risk and higher reward. Hunting a live animal is dangerous, but a successful hunt is well worth it. Hunters also have to be comfortable with the risk of coming across no animals for days; they do this without losing motivation.

How does this role fit into tech careers?

Example: Salesperson

Think about a commission salesperson making a cold call to sell a product. It’s clear that the goal is to get the sale, and the risk factor is being told “no”. This may not seem like a big risk, but when you consider that some salespeople will work for days without making a sale, it’s easy to see why risk-averse people avoid this career path.

For many salespeople, the thrill of the successful hunt creates a positive feedback loop that keeps them motivated enough to outweigh the risk.

2. Gatherer

What is the essence of this role?

Key differentiator: works hard to secure low-risk resources for the community

Gatherers have a bias toward lower-risk activities. Collecting berries isn’t as dangerous as hunting, and they probably won’t come back empty-handed at the end of the day, so the aversion to risk works well to reliably fill in the gaps left by the hunters.

How does this role fit into tech careers?

Example: Data Analyst

Think about a data analyst sourcing information to measure user-uptake on a feature. The analyst will work hard to collect the right data from the right sources and sort it in a usable and effective way.

This is low-risk like collecting berries because the analyst knows where and how they can get the data consistently and reliably.

3. Explorer

What is the essence of this role?

Key differentiator: Comfortable with unknowns

Explorers set out to satisfy their curiosity by making assumptions and testing them. An explorer might assume that there are other sources of water outside the village, even if they’ve never seen it for themselves once. Context clues like watching the rain create puddles can be enough to drive the explorer forward into the unknown.

How does this role fit into tech careers?

Example: Product Manager

Think about a product manager trying to decide which feature to build next. There’s no “right” answer, so they need to make their best guess based on partial information they’ve collected so far and then test and refine their understanding.

Someone that’s not comfortable with unknowns may have trouble with this loop of uncertain testing and learning.

4. Maker

What is the essence of this role?

Key differentiator: Creates and transforms

Makers are driven by a desire to complete tasks with a clear outcome like building a shelter out of branches & leaves, or creating a set of rules out of widely-accepted opinions. This is satisfying for makers because their brain rewards them for figuring out their creation process and seeing it through.

How does this role fit into tech careers?

Example: Developer/Programmer

Think about a developer writing code for a software product. Their role is to take requirements and ideas and transform them into functioning features. They don’t need to worry about taking big risks or working with tons of unknowns because the resources they need to build are provided.

5. Caregiver

What is the essence of this role?

Key differentiator: Supports, maintains, and grows existing resources

Caregivers build strong connections and understanding with the subject of their care. Mothers and everyone else responsible for raising children are an easy example of this, but you can also think of a farmer caring for growing crops.

How does this role fit into tech careers?

Example: Team Lead

Think about a team lead’s role within the team. While they generally possess the same talents and knowledge of their team members, the caregiver traits are key here because they’ll need to nurture the team’s growth, success, culture, etc.

Caregiver traits seem to have the most crossover with the other roles, like how a great salesperson needs to care about their customer’s success, but think about a developer that doesn’t want to manage people. They may have caregiver traits about their product, but not necessarily about shouldering the responsibility of team morale, continued learning, interpersonal relationships, etc.

Conclusions

Though our brains and physiology don’t evolve nearly as quickly as our technology and culture, humans’ extraordinary powers of adaptation have allowed us to take the same traits we’ve been surviving on for millennia and apply them to tasks, careers, and roles that seem completely unrelated at a first glance.

Every person in the world will have a unique balance and distribution of these traits, impulses, and biases, so it’s important for employers to be able to recognize how and where to make use of them.

Of course, it’s even more important for employees to be familiar with their own skillset to find a career that’s both stimulating and personally rewarding.

Which of these traits did you relate with? Do you find that you have bits and pieces of some, but not others?

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Ecommerce and Digital Adoption Grant

Mike Yasieniuk — Fri, 07 Oct 2022 17:23:43 +0000

Calling all businesses!

The Canadian government has some money for you to spend…

What is it?

The Canadian Digital Adoption Program (CDAP) is a micro-grant program that’ll give businesses up to $2,400 to help with costs related to implementing ecommerce into their business, or for improving or marketing an existing ecommerce website.

Since 2020, we all know online shopping has skyrocketed.

Many small businesses have already made the leap to selling online, and for those that haven’t, you’re in the right place.

Who is it for?

This grant is open to any businesses that meet the following requirements:

Is a for-profit business (including for-profit social enterprises and cooperatives);
Is a registered or incorporated business;
Is a consumer-facing business;
Can be accessed by customers or provides in person services to customers;
Has at least one employee (other than the owner) OR had at least $30,000 in annual revenue in the most recent tax year

What can I use it for?

Eligible micro-grant costs include, but are not limited to:

Costs related to implementation or improvement of a digital ecommerce plan (i.e. website development, electronic payment)
Costs related to website search optimization
Costs related to the installation of an ecommerce platform (incl. subscription fees)
Costs of back-office solutions to support e-commerce strategy
Costs of social media advertising
Costs related to the creation of customer databases

As it states, this money can be used to help you build a new ecommerce platform, improve upon your existing shop, or use digital marketing like SEO or SEM to grow your business.

How do I start?

The first step is to get a quote for work you need done. That’s where we come in. Contact us to set up a call or meeting to discuss your project, and we can provide you with a quote to complete the work.

If you’re curious about how to get started with ecommerce, take a look at our latest blog post titled ‘Building an Ecommerce Site and How to Prepare for it.’

Second, apply for the grant.

This program is put on by the Government of Canada in partnership with regional partners. In Saskatchewan, the regional partners are the Saskatchewan Economic Development Alliance, Saskatchewan Polytechnic, Digital Main Street, and Economic Development Regina.

If you’re a Saskatchewan based company, you can learn more and apply for the grant here https://connectedsask.ca/cdap-eng/.

For companies in all other provinces, you can start here https://ised-isde.canada.ca/site/canada-digital-adoption-program/en/grow-your-business-online-get-started.

Deadline

The program will be available until March 2025, subject to remaining grant availability.

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Building an Ecommerce Site & How to Prepare For It

Zack Meredith — Tue, 31 Aug 2021 20:19:05 +0000

Introduction to Different Kinds of Ecommerce

There are different kinds of Ecommerce websites and they all have slightly different requirements to get them up and running. I’m going to identify the ones we’ve worked with and the information our clients are responsible for providing to get them up and running.

Which Ecommerce Platform Should I Choose?

The main two platforms we have experience with are Woocommerce (A WordPress extension) and Shopify. Each has strengths and weaknesses:

Woocommerce

The power of Woocommerce comes with it being on an open-source platform, which means almost anything you can think of has already been built and is integratable. The downside of Woocommerce also has to do with this freedom, where it can be much more difficult for non-developers to use.

Because a Woocommerce platform is on WordPress, you can use WordPress to also build out any other functionality you could be looking for. There are very few (if any) limitations here, which is why we prefer Woocommerce.

Shopify

Shopify is great for having a more user-friendly platform. It’s catered to individual users with simple tools to get your shop up and running.

Shopify’s downside is that it’s a rigid platform where you can only use the tools they’re providing. There are lots of tools for a wide variety of functionality, but it’s not limitless.

I’ve seen more cases where Shopify websites need to be rebuilt in a different platform because it doesn’t support certain non-ecommerce functionality.

Physical Product Ecommerce

Physical Product Ecommerce is your most standard. This is a site where you sell real products like food and merchandise.

The biggest struggle we see with this kind of website is getting the shipping information and product photography straight.

Shipping requires you to measure the weight and dimensions of your products so that the shipping provider can calculate the cost. You can use flat-rate shipping to avoid this, but I’ve seen examples where product shipped to remote locations costs way more to ship than the product cost itself.

Product photography is a challenge because you want to have images that look the same (similar backgrounds and sizing). An ecommerce website that doesn’t have consistent imagery looks messy and less trustworthy. Prioritize consistency over high-quality images (if you aren’t prepared for both right now)

What do you need for this?

Set up a Payment Processor – Stripe, Square, Moneris, Paypal, Bambora, etc.
Set up a Shipping Provider – Canada Post, FedEx, etc.
- Find out weights and dimensions of products so the shipping provider can calculate costs (or use flat-rate shipping)
Understand Taxes – Are you shipping to different countries? Different provinces?
Understand Fees – Does your product have its own government fees like bottle deposits?
Product Photography (Make sure to select a consistent image size for a uniform shopping page)

Wholesaler Product Ecommerce

Wholesaler Product Ecommerce websites can include any of the types in this list, but they’re most common for the above physical product category. This is a site that requires either the same products with different prices for wholesale clients, or a site that requires completely separate products for wholesalers (think bulk options that are too large to sell to consumers).

Wholesaler Product Ecommerce is easy (requires one extra plugin) when you’re looking for one of these two options, but can become complicated if you require the website to display unique products or prices for each wholesaler (this also usually includes an integration with an inventory management system).

What do you need for this?

Set up a Payment Processor – Stripe, Square, Moneris, Paypal, Bambora, etc.
Set up a Shipping Provider – Canada Post, FedEx, etc.
- Find out weights and dimensions of products so the shipping provider can calculate costs (or use flat-rate shipping)
Understand Taxes – Are you shipping to different countries? Different provinces
Understand Fees – Does your product have its own government fees like bottle deposits
Product Photography (Make sure to select a consistent image size for a uniform shopping page)

Recurring Membership Ecommerce

Some might argue that this kind of website isn’t strictly ecommerce, but if it takes payment, it’s good enough for me.

A recurring membership ecommerce website is used most often by non-profit organizations that charge a yearly (or monthly) membership fee to their users in exchange for document access, membership perks, etc.

The biggest challenge we see with this kind of website has to do with renewals. The simplest answer from a technical standpoint is to have a website that keeps track of when members sign up and send them renewal notifications a year later, while we’ve seen some examples where the memberships need to renew all at the same time. This is usually due to how the organization sorts their reporting outside the website.

If you want your memberships to renew at the same time, consider whether the price for registration is different depending on how long the remaining membership would be. I’ve also seen an example where the organization charged full price for memberships, but just didn’t take new registrations in the last 3 months of the cycle.

What do you need for this?

Set up a Payment Processor – Stripe, Square, Moneris, Paypal, Bambora, etc.
Understand Taxes – Are you shipping to different countries? Different provinces
Understand Renewals – Do your memberships renew all at the same time, or do they renew at different times based on when someone registers? If they renew at the same time, do memberships cost less later in the year?

Digital Product Ecommerce

Digital Product Ecommerce Websites are very similar to physical product ones, except you’re not dealing with physical products. Examples of this would be a site where you sell digital art files, or video, or informational documents.

You won’t need to worry about shipping for this site, but it’s still important to have some kind of consistent visual representation of your products (though it likely won’t be photography).

What do you need for this?

Set up a Payment Processor – Stripe, Square, Moneris, Paypal, Bambora, etc.
Understand Taxes – Are you selling in different countries?
Product Imagery – Make sure to select a consistent image size for a uniform shopping page. For digital products, it may not be a matter of photography, but you’ll need something visual for the website (unless you only have a couple of products and you plan to represent them some other way)

Subscription Ecommerce

Subscription Ecommerce Websites fall somewhere between physical, digital, and memberships. The idea here is that your customers will pay a monthly or yearly subscription and receive their product accordingly. Examples I’ve seen of this include subscription boxes (get a random assortment of product every month) or a recurring shipment of a single product (assumedly the product gets consumed in that time and the customer requires more in consistent intervals).

The challenge I’ve seen for this type of ecommerce website is between the subscription and the shipping.

If your subscriptions renew at the same time every month or year, you’ll need to watch out for the same issues that face membership renewals.

If your subscriptions renew at different times, you need to be prepared to handle the shipping as it comes up.

I had one example of a website that wanted subscriptions to renew on a specific day of the week so that they could organize shipping every week at the same time. This was difficult to figure out, but we got there.

What do you need for this?

Set up a Payment Processor – Stripe, Square, Moneris, Paypal, Bambora, etc.
Set up a Shipping Provider – Canada Post, FedEx, etc.
- Find out weights and dimensions of products so the shipping provider can calculate costs (or use flat-rate shipping)
Understand Taxes – Are you shipping to different countries? Different provinces?
Understand Fees – Does your product have its own government fees like bottle deposits?
Product Photography (Make sure to select a consistent image size for a uniform shopping page)

Conclusion

There are several different types of Ecommerce websites, and each one comes with its own challenges. Make sure you understand what you’re trying to sell, and how you want to sell it, and you can prepare what you’ll need for a smooth launch ahead of time.

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Understanding Google’s New Core Web Vitals May 2021

Zack Meredith — Tue, 04 May 2021 16:10:18 +0000

Starting in May 2021, Google has started using their three core web vitals to measure the “health” of a website. This is important because a healthy website will have an advantage when looking at Search Engine Optimization (SEO).

As I always say, Google’s goal is to make sure that Google keeps looking good so they continue to choose criteria that will make people like us enjoy their experience more.

The three core web vitals are:

Loading
- Largest Contentful Paint (LCP)
Interactivity
- First Input Delay (FID)
Visual Stability
- Cumulative Layout Shift (CLS)

https://developers.google.com/search/blog/2020/11/timing-for-page-experience

Loading

Largest Contentful Paint (LCP)

The first of the three categories has to do with how quickly your website loads, but in this case they’re less interested in the website as a whole, and more interested in what they call the Largest Contentful Paint.

This is basically the “above the fold” section of your website, which is the first part that you’re able to see without scrolling. Google is fine if the later sections of your homepage don’t load in immediately, but they want to make sure that first impression is lightning-fast.

Since we only give a website a couple of seconds before moving on, Google knows that sending you to a website that takes too long to load up initially means you might try a different link.

If Google recommends 10 websites to you that frustrate you, it might just mean you try using Bing or some other engine, and they can’t have that.

https://support.google.com/webmasters/answer/9205520?hl=en

According to the LCP section of this chart, a website passes if it loads the first impression in less than 2.5 seconds and it fails if it takes longer than 4 seconds. So 1.5 seconds can mean the difference between being on page 1 of the search or being lost where nobody’s going to look.

Interactivity

First Input Delay (FIP)

This core web vital is similar to the first one in that it’s a time-based metric, but rather than measuring the speed of what you can see, it’s measuring the speed between when you touch something (like a button) and when it actually does what it’s supposed to.

For example, if you were on YouTube and you clicked “play”, you would expect the video to play immediately. If there was a couple of seconds of delay, you might end up clicking it again wondering if you actually clicked it the first time.

This seems like a pretty harmless problem, but when I think about using my Smart TV at home (it’s a few years old and TVs have never been known for their processing power), I absolutely hate the idea of scrolling through the menus because of the time delay.

Even changing the input between my gaming consoles is frustrating because I have to wait about 2 seconds between when I hit the button and when it actually moves, which means I usually end up hitting it too many times, or I hit it enough times but it only registers a couple of them and I don’t end up where I want to.

Again, these are minor inconveniences, but it has made me use my gaming console to watch Netflix instead of the Smart TV, so it can definitely be enough for you not to use someone’s website.

https://support.google.com/webmasters/answer/9205520?hl=en

Looking at this chart again, the First Input Delay is dealing with a make or break of one fifth of a second. It’s strict, but Google will definitely succeed in their goal of improving user experience by favoring sites that pass it.

Visual Stability

Cumulative Layout Shift (CLS)

Cumulative Layout Shift might be the most difficult to explain, but if you’ve experienced it once, you know exactly what it is.

Imagine for a moment—you’ve clicked to an article of “10 cutest dogs” on Facebook (these kinds of articles are where I find this problem the most) and it starts to load in the page. You see an especially cute picture of a Yorkie and you reach your thumb over to enlarge it.

But wait—as your thumb approaches the pup, something unthinkable happens. The image, as if to run away from you, shifts down the page as an ad takes its place.

You click on the ad, cursing the moment you were born into this harsh world. In another reality, you’d be looking at a cute Yorkie, but today, you’re going to instead find out “One Crazy Secret to Burning Fat in Minutes”. All hope is lost.

Pretty dramatic example, I know, but this scene outlines just how enraged I get when I see layout shifts. Every time it happens to me, I’m less likely to click something similar next time (but we’re all human so I’m willing to admit I’ve fallen for it more times than I’d like).

https://support.google.com/webmasters/answer/9205520?hl=en

Google mentions that the more layout shifts there are, the higher the number is, but I couldn’t really find exactly what that number means. I thought maybe it was a percent out of 100, but I don’t think that’s quite right.

It looks like this is one of those stand-alone metrics that can’t relate to anything else (like the other ones relate to time) so Google will just scan your page and give you a score. Keep this as low as possible and just let me click the dang dog picture, okay?

Conclusion

Google’s new core web vitals seek to prioritize websites that provide a better (aka less frustrating) experience for their users. At the end of the day, this will benefit Google, everyone who searches on Google, and any businesses willing to keep their technology up to date and performing well.

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How To Create Designs That People Already Know How to Use

Zack Meredith — Tue, 04 May 2021 15:32:07 +0000

Have you ever tried using a shower in a hotel that seemed like alien technology? Have you ever pushed a door when you should have pulled? Most of us have, and today I’ll tell you why this is important to your business and marketing and how you can apply this knowledge to get the most out of your efforts.

We learn how to interact with the world through foundational knowledge (building new information on top of what we already know). This means we can carry on with our day-to-day lives without having to stop and think about every little thing we’re doing.

You may already know that you use muscle memory to improve your performance when you’re learning a new sport, instrument, or game, but you may not have thought about the role it plays in every other thing you do.

Today I want to show you how much your brain (and your customers’ brains) rely on the familiar, and how the key to great design is to understand how to use this familiarity to create a customer experience that feels like second-nature.

Example 1: Alien Shower Technology

Okay, so you’ve got a shower at home that looks something like this:

Or even more obvious, one that has two separate controls for hot and cold (I think these may be considered retro now, though).

You know that you turn it left for hot and right for cold. It’s the same as the two-control ones you grew up with and it’s probably the same as your sink.

But now you’re standing in a hotel looking at this:

You think to yourself, “Easy—turn it right for cold and left for hot.” But wait, it doesn’t turn left. When you turn it to the right, it’s cold like you’d expect, but then how do you make it hot?

This is the kind of shower I have at home now, so I’m somewhat used to it, but it took me months to find the sweet ¾ turn -past- the cold that gave me the right temperature.

Why would they make you turn past the cold to get the hot? Your sink doesn’t do that, right?

In this case, the foundational knowledge we’ve built up, based on previous shower and sink experiences, is that we turn left for hot and right for cold. To make matters worse, it’s very likely that your muscle memory knows this better than your brain does.

Recently, I was turning on the sink on my kitchen island from behind and I had to ask my wife, “this way is hot, right?” I didn’t know. I’ve done it uncountable times from the front, so I would have thought that it was baked into my brain. But it wasn’t.

I’ll tell you how this relates to design after one more example.

Example 2: Push and Pull Doors

When you look at the following picture of doors, would you think these open by pushing or pulling?

What about when you look at these doors? Push or pull?

Once again, it seems easy. You already know that horizontal bars mean push and vertical bars mean pull, right? But, I don’t see a horizontal bar on the other side of the glass, which means these vertical bars are on both sides.

Could it mean that you can pull from both sides? It could, but in my experience, it never does. My University’s doors were all like this and first-year students found themselves jarring their shoulders tugging at doors that wouldn’t open.

In this last picture, I imagine the tiny little white sign says “push” on the other side. If you read “push”, then obviously you’ll push. But, we don’t actually read these signs as often as the sign-makers assume we will.

If you’ve ever worked in retail, you might have memories like “customers are so stupid, they don’t read the signs” after telling the 500th customer that the self-checkouts don’t accept cash (can you tell this is a personal example?).

The reality is that our brains don’t work this way. It’s not useful for us to stop and think hard about what we’re doing at every sink, door, and checkout lane. We use foundational knowledge (again, building new information on top of what we already know) so that we can move past it and focus our attention on newer, more complex things.

To prove my point, try walking and thinking about your steps “left goes in front of right, then I bend my right knee…” and see what else you can think about at the same time. I bet you can’t think of anything else. Don’t worry, you’re not meant to focus on multiple things at the same time.

How does this relate to design?

As always, I’ll be focusing mostly on websites because that’s the design industry I know best. When we talk about design in the website industry, it’s in two main parts.

Visual Design – How things look in terms of beauty
User Interface/User Experience (UI/UX) – How things look in terms of useability

You can have an alien shower for a website: beautiful, but hard to figure out, and you can have complex doors for a website: obvious to use after you’ve figured it out.

When a customer gets to your website for the first time, they aren’t going to sit there and think, “I’m excited to figure out how this all works”. We can go to a science museum for that, but we go to websites to quickly find information to help us make a buying decision.

So when that customer lands on your website, it’s super helpful for them to recognize some things they already know so they have that foundational knowledge as a starting point. Here are a few of the most common examples:

Navigation at the top

Most websites you see out there have their navigation (the links that lead you to other pages) at the top. The two most common arrangements are centered, or on the right side.

Here’s my navigation (on the right side):

Less common types of navigation do exist out there.

I found the following image in the article “10 Sites Doing Vertical Navigation Right” that shows an effective side menu. It’s important to note that this website is not bad (even though they’ve actually switched to a menu at the top since this screenshot was taken).

There’s room for these kinds of changes in websites, but you see them more on artist websites whose purpose is to provide an experience, rather than make a sale or get a contact form filled out.

https://www.webdesignerdepot.com/2017/06/10-sites-doing-vertical-navigation-right/

Looking at this image, it’s not difficult to figure out how the menu works, just like it isn’t difficult to figure out that the “push” sign means you should push a door. Your customers are still going to try to “pull” and when they’re only giving you a couple of seconds before they look somewhere else, it just may not be worth it.

Hamburger Menu on mobile and tablet

A hamburger menu is the little button that looks like 3 lines on top of each other (like two buns and a patty). It first came out in the 1980’s, but it has come and gone since then and is now widely used to show a menu that will open up once clicked.

It’s especially useful on mobile and tablet devices where there isn’t a lot of horizontal space to include all of your navigation items. This is one trend that’s becoming so widely known, we’re seeing it used on minimalist Desktop websites, either by itself, or paired with traditional navigation items when there are too many to list.

Design tip: Whenever possible, limit your main navigation to as few items as possible. The less choices people have, the more likely they are to go where you want them to.

Call to Action buttons (CTAs)

In the images above, you would have spotted some buttons that were immediately obvious to you.

Having a button (usually rectangular or pill-shaped) with some text on it is a recognized sign that this is a clickable element. It also helps if the button does something when you hover over it with your mouse. Changing color or growing slightly are great ways for your buttons to tell customers “I’m interactive”.

Conclusion

If you’re a local business owner, don’t make your customers think. There is a time and place for innovation and the “next big thing” in design, but you have to consider the risks of doing things too differently.

Capitalize on what we all know and what we’re used to and your customers will have a starting point to explore your content and offerings without feeling overwhelmed.

Don’t be the alien shower or the confusing, labeled doors in your industry; make it as easy as possible to browse your website and then make it even easier than that.

The post How To Create Designs That People Already Know How to Use appeared first on Yas.

How to Write Website Content (And Why You Think You Can’t)

Zack Meredith — Wed, 07 Apr 2021 15:58:04 +0000

The more I talk to clients about their website content and how they feel they can’t write, the more I realize what the public schooling system did to us as we learned academic writing.

I wanted to write this article to try to help businesses like you understand why you think you can’t write and some of the things you’ll need to unlearn in order to write effective content for your website, marketing, etc.

Before you stop reading because you feel like you “won’t be able to write either way” consider this self-test:

Can you talk to a customer in person or on the phone in a way that results in them working with you? If you answered yes, you can do the same with your writing.

Why you think you can’t write

“Professionalism”

This one has always been my worst enemy. In school, I got lots of feedback from teachers and professors that my writing was “too colloquial” which basically means it wasn’t academic enough and too close to the way I would hold a regular conversation.

They told me that I couldn’t use contractions (ex. I’m, we’re, couldn’t, should’ve) and instead I should use the full words (I am, we are, could not, should have). Remember this one forever because it makes the difference between “I’m happy you’ve chosen to work with us” and the robotic “I am happy you have chosen to work with us”.

To me (and many others), this meant that we had to learn how to communicate in a very different way than what comes naturally to us, which can come across as boring and fake.

Section Conclusion: We think we can’t write because we don’t remember how to channel this “academic writer” persona we half-baked for a few years out of our lives.

The dreaded 5-paragraph essay

Why was it that every year of highschool, the English teacher would say, “everything you’ve learned about writing essays is wrong” and then teach some slightly different formula of the same thing? Did anyone else have this experience, or just me?

I remember learning that you needed your introduction, you needed 3 body paragraphs with 3 different pieces of supporting evidence and then you needed a conclusion. This created so many restrictions that we focused on fitting our argument into the formula and took away from the creativity necessary for selling (convincing people of) our argument.

Remember that I used the word selling here.

Section Conclusion: We think we can’t write because we were taught that writing shouldn’t—but should—follow a formula, and it doesn’t make any sense.

Feeling like you need to say more than you actually do

So, not only did we need to write our argument to fit the required formula, but we needed it to reach the minimum of 4000 words (depending on the requirements of your class, of course).

With this in mind, one of two things happened when you were planning out how to meet the quota:

You were academic-minded and knew that the best way to fill out these 4000 words was to include research, references, and quotes to support your argument.
You knew what you wanted to say but you didn’t feel the rest of the research and references would make a big enough difference to spend the time on.

If you haven’t guessed, I was #2.

People in the first category are absolutely important in our world. Medical, scientific, analytic, and many other forms of writing require high levels of research because misinformation in these areas can be extremely damaging.

So let’s leave the #1s to their important work and talk about people like us. To stretch our 500 word essay to fit the required 4000 words, we learned to beat around the bush, use big “smart” sentences and find a dozen different ways to say the same thing.

I put “smart” in quotation marks because a comment I got a lot was “your sentences are awkward and complicated” and I was like “oh good even the teacher can’t keep up with me” but obviously the goal of an argument is to make your point understandable, so no, they were not smart.

Section Conclusion: We think we can’t write because we look at something we’ve written and feel like it couldn’t possibly be enough, so we let ourselves believe that someone who -can- write would be able to add more (without it being meaningless fluff).

Tips for unlearning these

Unlearn “Professionalism”

Stop trying to think about how you should write and instead think about how you -do- talk. You’ve spoken to your customer on the phone, in person, and over email and so you know that you have the right words to sell your product.

I use the word “sell” again because that’s exactly what website content is. You’re not trying to make an academic argument and back it up with research. Instead, you’re trying to sell someone on why your product or service is a good fit for them.

To further my point, I find that writing closer to the way you communicate in person is a huge benefit because it creates consistency between what people read and what they hear. Our brains are wired to love consistency and authenticity, so be exactly as jokey or serious as you would be on the phone with a customer.

Unlearn the dreaded 5-paragraph essay

This one’s probably the easiest because, most likely, you’ve already forgotten all about it. The key takeaway here is to let yourself forget about it.

The trouble we run into is trying really hard to remember how we think we’re supposed to be writing, but remembering this will only make you worse.

Unlearn feeling like you need to say more than you actually do

Less is more.

We don’t like reading business’ content. We skim for a few seconds and then we give up and look somewhere else. We read titles and look at pictures, but we’re not going to dive into a paragraph without thinking it has something valuable for us.

You don’t need to fit your services information into a 4000 word essay. All you need to do is give enough information to let the reader know you offer the kind of product or service they’re looking for. That’s it.

You almost want to give them too little information so you can get them to call you or book an appointment to discuss your product or service. This gives you an opportunity to assess their wants and needs and start selling.

Don’t fall into the trap of thinking your customer needs all of the information you have. If you overload them, they could think “this is everything they offer and it doesn’t fit my needs” or more likely and much worse, they’ll think “this is too much information; I’m not going to read it.”

Disclaimer: I always have to include these disclaimers because businesses are different. You may require detailed information if it’s what your customer needs to know in order to call you. Whatever reason you think you have for including information, just make sure it’s what multiple customers need to know. Don’t go down the rabbit hole of trying to answer every question anyone’s ever asked you.

Conclusion

Stop trying to write some certain way you think you’re supposed to. Think about how you sell or describe your product or service in person and over the phone and write it down the same way. If you can talk to a customer, you can write to a customer.

Be concise, be authentic, and give the minimum level of detail required.

The post How to Write Website Content (And Why You Think You Can’t) appeared first on Yas.

Let’s Tour Google My Business

Zack Meredith — Tue, 09 Mar 2021 17:48:08 +0000

Video Transcript:

Hey everybody it’s Zack here at Yas and today we’re going to dive back into Google My Business but this time we’re going to look at the back end and all of the options and features that you have to take advantage of.

If you are unfamiliar with Google My Business, first thing go check out my video on how to sign up for Google My Business. It’s very important that every business has this and you will understand why right away.

When I search for my business name in this case YasTech, over on the right here you’ll see this card that has photos, our map, buttons to like websites, call, our reviews—there’s a ton of really really important information that can end up here that customers absolutely use all the time like your hours of operation is something they’ll check. They’ll go to your website, they’ll call you, and there’s a lot that you can put into your Google My Business listing that a lot of people don’t take advantage of so today I want to go kind of step by step through the options here and let you know what each of them does and how they might be able to help you.

So when you first log into Google My Business after you’ve verified, you’ll come to a dashboard that has some general options. It’ll show you some of your performance, it’ll show you your latest posts, this will give you a nice overview, but it’s not going to get really in-depth in anything so we’re not going to spend too much time here today.

You will notice as we go through that there’s always going to be a place that they’re trying to get you to sign up for ads, so be careful of that and don’t sign up for ads unless of course you want to run ads. You know; down in the bottom here, create an ad as well. It’s all over the place.

So the first place we’ll look is “posts” and it looks like these may have changed since they were first released. I believe when they were first released the posts were on a timer and you could only do a post for like 24 hours but given that there’s quite a few here still I assume they are no longer expiring, which is cool. These will show up on the page here; they don’t really show up anywhere else.

I have mixed feelings on how useful they are but as you’ll see with a lot of this stuff, it takes up more room on the page so the more information that you can get in there, the more space you take up and the more you’re going to be able to have an opportunity to grab people’s attention.

The info tab is where a vast majority of your important stuff is going to go. You’re going to be able to pick, of course, your name, you’re going to be able to pick your business, type of category, your address, your hours of operation—this will be one of the first places you want to come into and just set up and answer as many of these questions as you possibly can.

For us, products didn’t really make sense because we’re a service company so we didn’t fill that out, but otherwise we filled out a bunch of our services, we filled out business attributes, we put in a description, and I think—yeah, products and services are also located a little bit down the list here.

This is where all of this information is coming from, like here is my appointments link, it says where we are…Oh I guess I did fill things out under products, but not on this page so we’ll get to that in a second when I get to products.

One thing to keep in mind is that they change these things up quite often so I mean if you’re watching this video even like two months after I release it, chances are something in here is going to be a little bit different so bear with me if and when there’s things I’m missing.

I looked into quite a few things this morning that I was like “I’ve never seen that before” such as insights—we’re not going to spend a lot of time on them today because they’ve got this note here that insights are moving. They’re going to be changing how it all works so I’ll probably do another tutorial when that comes out to show you how to use it.

For now, it just kind of breaks down like how customers are searching for your business, where they’re finding your business, what they’re doing when they get there, how many people are calling—it’ll even show you the postal codes that people have used Google maps from so I mean it looks like people only need help finding where we’re located if they’re over in this area, which is funny to me because that’s the area that I live in so maybe it’s just me looking up map directions because I don’t know how to get to work…I’m just kidding I know how to get here.

Next is reviews. So reviews is the section that anybody leaves a review on your Google My Business listing by clicking on this “write a review” button. They’re going to show up in here for you and this is where you can reply to them and I highly highly highly recommend replying to every single review whether it’s a good review a bad review. I got taught two workplaces ago how to deal with review responses and I won’t get too much into it right now. If that’s something you want me to teach you about, let me know, but in general if somebody is happy with your work you want to thank them and tell them how great it was to work with them. If somebody complains, you don’t necessarily want to like admit you’re wrong. What you want to do is acknowledge that they had a bad experience and that this is not something that is normal for your business and then ask them to take the conversation offline because if you respond to them and then they respond to you and you just start fighting, even if you’re right, it’s going to make you look bad. So, you want to look like you care and that you made an effort to get them to reach out to you even though nine times out of ten they’re not going to so it’s win-win.

Messages is something that I had to look into this morning because I didn’t really understand it. You can see here that I have not received any messages and it’s something that’s new. What I didn’t understand and there’s this gear here that says “turn on messaging” so when messaging is turned on Google says that there will be a message button that appears on your Google My Business listing that people can use to basically text you or you know like Facebook Messenger.

I found out this morning that this does not work on desktop. They don’t put the button there and I will have an image of a mobile phone with that button here so you can see what it looks like, but at this point I don’t know if they have any plans to change it but it is a mobile-only feature.

It is important to note with this that if you don’t respond to a message that gets sent to you within 24 hours, Google will remove that button because they don’t think you have earned it.

Photos is another very important spot. You can choose your cover photo and your logo so those will show up. my logo is right here and my cover photo is here so this will be the first thing that people see. If you haven’t specifically chosen one, I think it’ll probably just use whatever the latest one is so if a customer posted an image of your business, even if it was a bad image, it might show up first there if you have not set it as a cover. You can upload videos and then, you know, any other images you want. People can click on see photos and browse through them. Google is pretty good at letting you know how many times each of them has been viewed, which is pretty cool. I think if you click on them one thing that I had to learn for a client—I don’t have a category for this but I was helping somebody set up images for their restaurant and maybe that feature doesn’t show up because I’m not a restaurant but there is an option in here to set your images or pdf files as your menu so that it’ll show up that way when people are looking through your images.

Products is the next section. Earlier I said we didn’t show products, but I guess we’ve shown some services as products because it’s the only way to get them to show up like this with an image. So these, you’ll see, if I go back to my listing, they’re right here. They give you an idea of kind of what I have, what the price range is, and again, it takes up a lot of space and it’s a nice place to add some more of your visual branding to pull everything together, so I highly recommend putting in some products—it’s going to be very useful for you.

Services is another one that I struggled with this morning. Oh, I actually removed some. I didn’t really notice that I had some of these wrong a little while ago and for the same reason as messaging this section only shows up on mobile so I’ll again try to have an image here of my screenshot from my phone of me looking at this and you can see for yourself. It’s again just a place where you can fill out all of your different, of course, services, explain what they are, maybe get into sub-services, pricing, if that’s something that you want to show and people can look through it that way.

Website is kind of a strange spot. They made this section for anyone that doesn’t already have a website. You can build something super simple for free that’ll basically just post all of the information you have in your Google My Business listing, which, if you don’t have a website at all is better than nothing, and for free you can use a domain that it gives you that has like .business.site or .google or whatever. You can pay a little bit of extra to add like custom domain. I think if I wanted to use yestech.ca for this, I would do so. The only reason that we’ve actually used this, and if you have a website I wouldn’t really recommend this, is that there was a time where we wanted to just try and add as many things into Google as it would allow us and see what difference that would make to our SEO.

This is one tab that didn’t really make a difference for us because we already have a website. Technically this is live I think, but nobody’s ever going to find it. you’d have to type in yasdevelopments.business.site and Google doesn’t show it high in their listings either. So again, something you can use if you don’t have a website but if you do have a website you can skip over it.

The last one here is users which is just anybody that you want to be able to log in and make changes here. So if you have like a manager or you know employees that you want in here rather than giving them your login you can add them as a user and then they can log in. You can also change their permissions a little bit but not much—it’s pretty standard.

So that basically wraps up everything I wanted to tell you about what’s inside Google My Business. as a general note, just like we did, I recommend looking into filling out as many of the things in here as you can because again, the more space you can take up on on any—really any—Google page, whether it’s your business profile or even with Google ads—the more opportunity you have to catch someone’s attention and convert them.

That is all I will talk about today. Thank you so much for watching. As always, let me know if there’s something more specific you want me to talk about or a different topic and I will record a video for that, and don’t forget to like, comment, subscribe. It’s still weird for me to say those things…I hear Youtubers say them and apparently algorithms say that it gets you more subscribers so don’t prove the algorithms wrong I guess.

Thank you so much for watching and I will see you in the next one!

The post Let’s Tour Google My Business appeared first on Yas.

Finding Keywords Tutorial 2021

Zack Meredith — Mon, 01 Mar 2021 19:49:58 +0000

Video Transcript:

Hey everybody, this is Zack here at Yas and today I’m going to be showing you how to find keywords for your business.

Keywords can be used in search engine optimization (SEO) and also in your ad campaigns, so let’s jump right in. You’ll see here that I am logged into Google ads. I’m going to be using Google ads keyword planner. If you don’t already have a Google ads account, you do need one to access this keyword planner, but you don’t actually have to be paying for ads to use it.

So if you aren’t running Google ads you can just quickly sign up, create an account, enter in your billing information, but then don’t actually start running any ads, and that way you can access this keyword planner.

In Google ads, the way that I got here was up in tools this little wrench kind of near the top right. Click on that and you’ll get a drop-down that says “keyword planner”. Once you click on that, it just brings you to this page here and you’ll see there’s a section here for discover new keywords. I’m going to click on that arrow. You can either start by putting in keywords that you already have or you can start with a website.

I almost always like to start with a website and I will actually use competitors’ websites when doing keyword research to see what they’re doing. So in this case I’m going to pretend that I’m a boat dealer in Toronto. I wanted to pick something that has nothing to do with what I do.

I chose three competitors which would be yachtworld.com, anchor yacht sales, and Toronto yacht sales. I’ll type in the first one here yachtworld.com and then you click get results. What’s going to happen now is Google is going to quickly scan through their website, figure out what some of their keywords are and then give you some data on it.

So the most important things that we’re going to be looking at today are the keyword ideas, obviously that’s where you’re going to get your keywords, the average monthly searches, which again is how many times this keyword is being searched every single month, and then the competition. I always like to start by clicking on average monthly searches so I can see which ones are being searched the most.

We’ll give that a second to load there and so when this loads up you can see immediately that boat sale for example is searched 22 000 times which is really really good for a keyword. Now, if the competition didn’t matter, you would want to immediately grab all of these high competition ones and start targeting them, but since competition is an issue, you want to try to find ones that are low or medium competition that are still relevant to you.

Competition means that there are a lot of your competitors basically fighting for the top spots for these keywords or running ads for these keywords so it’s going to cost you a lot more to place for those keywords again because you’re up against a lot of people trying to do the exact same thing.

So in the case of yachtworld.com, I want to look at boat sales used. It’s medium competition and still gets a lot of searches. I see up here that there’s trailer boats low. Not being in the boat industry I’m not really sure what that is but it might be a specific thing so we’re just going to go for boat sales used.

At this point I would take down, you know, a few ideas and for the sake of this video I’m only going to kind of grab one from each just so you can get the idea but I want to look at multiple of these websites so to kind of save us some time I skipped forward a little bit and I’ve also searched for anchor yacht sales.com.

Same thing I sort by average monthly searches and I want to look at competition so I mean in this case the the most searched one is yacht but that’s not really a great keyword on its own because anybody could be searching that if they want yacht information, yacht clubs, yacht…

it’s a lot more wide in general than you want to target so for this one I looked at boat dealer because I’m like “yeah I’m a boat dealer; I sell boats” that’s something that has a low competition, lots of average searches—that’s probably something that’s going to be useful for me.

Third one quickly Toronto yacht sales. We’ll look through this list, trader boats is on there again. Now, if you do anything with trader boats that is a really good keyword for you but if you don’t, well, that’s probably why it’s low competition. From this one I grabbed boat rentals Toronto so what you want to do next after you’ve kind of made a list of these keywords is look into them a little bit further and see what else you can see.

The next step for me when I usually do this is to actually just go right to Google search and start typing in these keywords and seeing what comes up. Some of the things that I’m looking for are at the top here where there’s an ad running. The more ads you see running for a keyword you’ve searched, generally the higher competition you can assume you’ll have in ads and SEO. It’s not always 100% correlated but usually when people are spending money on ads for something, obviously they want to show up for that, so it’s probably something they’re trying to target organically as well for SEO.

I think the max number of ads you can see up in the top is four and then you can also see four on the bottom. You can also see more ads on other pages, so one shows you that it’s not a really super high competition keyword so that’s good. Then I want to scroll down and see what the organic competition looks like.

So organic is everything below the ads and below this map section (the map section kind of follows a few other rules that I’m not going to touch on today). I can see that the top is “get my boat” which is top 10 Toronto boats. Number two is harbor front center—that one is a business.

Now, what I want to be careful for when I’m looking through these is that it can be extremely difficult to compete with listing sites, government sites, and sites that have been around for a really long time. Listing sites are really obvious; they’re going to be any sort of Kijiji. This top one “get my boat” is a listing site and kind of the way that listing sites are designed is to create a lot of backlinks for themselves, whether or not that’s what they’re trying to do. If you find that you’re in competition with a listing site, it’s probably not worth your time to try and get above them because chances are you’re not going to be able to just because of what kind of website that is.

Government sites as well—Google wants to know who they can trust and they’re going to trust what they consider official sources. The last one I touched on there was businesses that have been around for a long time. So in practice, the longer you’ve had a website, the more trustworthy you look to Google because they don’t want to take a risk on a new website that is going to go under in the next year or something like that. That one is usually harder to tell but you should probably know who like the the big ones in your industry are they’re also very often the like big corporations. If you’re a hardware store you’re not likely going to beat like home hardware or Rona in SEO—you might in your individual city depending again on what their strategy is, but these are all things that you want to consider.

I did the same thing for the other keywords you kind of just want to go through all of these again. Only one ad, so that tells me that… there’s more at the bottom here. How many ads are shown is one thing that I don’t think I’ve ever been able to peg down with Google. The fact that there are three down here and only one at the top can be confusing. Maybe it’s because they’re not spending enough budget on it. I don’t really know the answer to that but definitely check the top and the bottom. If there’s lots of ads, there’s probably lots of competition.

Same thing here; this one has two at the top and three at the bottom. Now when you see competition, it doesn’t necessarily mean to stay away from it but if you consistently see like four at the top and four at the bottom, it can be a good sign that it’s really competitive but again it’s not always a hundred percent so you kind of just want to test around.

If you started running ads with these keywords you would figure out pretty quickly with ads analytics whether you have to spend more to compete. I think I’ve said this before in videos but I’ve had the same ad that I ran in Saskatoon here for like a dollar a click cost me 15 a click in Calgary because it’s a larger city

The last thing that I would recommend doing when trying to figure out keywords is that it’s probably likely that you already have some keywords in mind. When I ask my clients the question “if I was a customer what would you expect me to be searching”.

So that’s basically all that I wanted to show you today. I’m sure there’s lots of other ways to find good keywords as well; this is just the strategy that I usually use when I’m getting started. You want to, as a business owner, you’ll have a really good idea of what you think your customers are searching, but you also want to make sure to talk to some people who are not in your industry because it can be easy to get used to your industry terms and think that people are searching what you would search but maybe they don’t know these specific words to search.

Again, make sure to just get as big of an idea of what people are looking for and then you can use some of these techniques today to narrow down and figure out which ones you want to be targeting.

Let me know if you have anything else you want me to discuss in terms of finding keywords or even like how to implement them, that sort of thing, and I can definitely make another tutorial on that. Otherwise, like, comment, subscribe—it’s always really appreciated and I will talk to you in the next one.

The post Finding Keywords Tutorial 2021 appeared first on Yas.