Heather DeVine, Author at Transcend Ideas

Creating an Inclusive Digital Space

Posted on July 26, 2023 - 9:59 am by Heather DeVine

In today’s design industry, inclusive design has taken center stage as the prevailing approach. While not a new concept, its influence continues to grow as it becomes more mainstream. The reason behind this shift is clear: inclusive design empowers nearly everyone to engage in digital spaces.

In this post, we will delve into why adopting this philosophy is crucial and explore practical ways to incorporate it into your brand’s design work and digital content. Get ready to unlock the power of inclusivity and revolutionize your design approach.

Accessibility vs. Inclusive design?

What is accessibility? Accessibility in design aims to give people with disabilities access – but this is only the bare minimum for web access to today’s world. The focus is on following ADA compliance via section 508 or Web Content Accessibility Guidelines. Accessibility is essential but only the beginning of creating an inclusive digital space.

Inclusive design takes accessibility a few steps further. It‘s less concerned about simply meeting requirements and more concentrated on how every user can have the best possible experience. This requires designers to incorporate empathy (link Heather’s blog to the words incorporate empathy) and compassion into their work practice. Inclusive design considers a broad range of challenges that users may face and focuses on creating products that meet users wherever they are. It takes into account the diverse needs of users and aims to create experiences that are accessible and effective for everyone.

Why ‘inclusive design’ matters:

Inclusive design is crucial because it challenges and enhances good design without compromising aesthetics. It allows for a diverse audience to engage with your brand, promoting fairness and equal participation for all individuals. From a business perspective, inclusive design opens doors to potential customers and demonstrates social responsibility. Moreover, it encourages learning from diverse experiences, leading to innovative and user-centric designs. Inclusive design is not just about accessibility; it is about creating better experiences and ensuring equal opportunities for everyone.

Who might benefit from inclusive design:

The answer is everyone. Inclusive design benefits the whole for the better. After all, inclusive design calls on designers to communicate their messaging in the most effective and clear way possible.

However, inclusive design is crucial for ensuring that disabled individuals can fully participate in the digital world. When designing, it is essential to consider the needs of users with visual impairments, hearing impairments, limited motor functions, those on the neurodivergent spectrum, and others who may face barriers to access. By prioritizing inclusivity, we can create digital experiences that accommodate diverse abilities and enable equal participation for all users.

According to the CDC, approximately 25% of adults in the US live with a disability. Furthermore, it is expected that a significant majority of individuals will encounter a temporary or permanent disability at some stage in their lives. These statistics highlight the importance of inclusive design in order to cater to the diverse needs and experiences of individuals with disabilities.

How to make your design work inclusive:

To all fellow designers out there who might want to start incorporating inclusive design practices into their work, there are various elements of design to consider. Doing so will make digital spaces more welcoming and functional for more people. After all, design work is created for humans.

Contrasting colors!

When designers are intentional about choosing contrasting colors, it makes for an overall improved experience. Not only does it make digital spaces accessible for those who might be sight impaired higher contrast benefits the experience of all users.

The Web Contrast Accessibility Guidelines (WCAG 2.0) requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text. Contrast ratios can range from 1 (1:1) to 21 (21:1). To get the contrast ratio of two colors, this formula is used L1 meaning the lighter and L2 the darker; (L1 + 0.05) / (L2 + 0.05).

This formula can be confusing and thankfully there are many calculators available to check color contrast. Try testing on Coolors or Webaim. Other sites can help designers generate accessible color palettes like ColorSafe.

Contrast Ratios image on a sliding scale. Aim for a ratio higher than 4.51:1 for best results.

It is also a good practice for designers to avoid using pure black (#000000) and pure white (#FFFFFF). When pure black is used in design and as text color, it causes the eyes of readers to strain. It’s best to opt for a dark grey. (see example below)

Lorem Ipsum typesetting examples and color adjustments with black vs dark grey in an image.

Font choices matter.

Remember, most of the information that exists online comes in the form of text. You want your users to be able to comprehend and understand what your brand is saying.

Size: Keep the size of your text as large as possible. It is recommended that body text should be no smaller than 12px however a 16px body text is even more inclusive to those who might be sight impaired or those with reading disorders.

Typeface: The style of fonts is an important design decision. Some fonts are known for being more accessible than others. For example, in most cases, it is best to choose a sans-serif font for the body text. Fonts like Arial, Calibri, and Helvetica are good choices for body text. Save fun serif fonts for headings that will be presented in a larger text size.

Weight: This is another font characteristic that can help portray information with clarity. Added weight onto headers and sub-headers can create a visual hierarchy that can help organize information for the reader. This is particularly helpful for neurodivergent folks.

Example of heading and visual hierarchy image of Heading 1 - Heading 6 size

Layout is important!

As mentioned above, visual hierarchy is important. Intentional layout design can significantly improve the comprehension of information.

When bodies of text become too dense, it becomes harder for your entire audience to comprehend. It is recommended that line length should be kept to about 45-75 words long.

Incorporating visual elements is also a great way to enhance the readability of large bodies of text. Creating a balanced look in our work relies on visual hierarchy. We achieve this by using both symmetry and asymmetry in equal measure, ensuring a strong and visually pleasing stability.

Consider Functionality

This topic leans towards the development side of web design however it is important mentioning because functionality needs to be inclusive too. For example, a site that requires a user to hover for navigation is not inclusive design. It really isn’t accessible for anyone, especially those users with motor-related disabilities.

Visual and Audio Processing

People process visual and audio information across a broad spectrum and it is a designer’s job to be aware of this.

Color choices: Selecting suitable colors involves more than just considering contrast; there are additional aspects to keep in mind. For instance, individuals on the neurodivergent spectrum may find intense and vibrant colors overly stimulating and distracting. By opting for clean and simple colors, these issues can be alleviated, leading to more effective information communication. Taking inclusion a step further, offering a dark mode option for your theme can enhance the user experience and make it more enjoyable for certain users.

It is important to remember that color should not be relied upon to convey messages. If a design is not easily discernible in grayscale, it lacks accessibility. Developing the habit of reviewing design drafts in grayscale can ensure inclusion for colorblind users and improve overall accessibility.

Error state indicated by red color image

Alt text: Ensuring that every image incorporated in a digital environment is accompanied by an alternative text description serves two important purposes. Firstly, it allows users with visual impairments to comprehend the content, and secondly, it contributes to enhancing search engine optimization (SEO).

Audio inclusion: If there is video or audio content available in a digital space, it should be paired with either closed captions or a written transcript to be inclusive to all users. Also, it’s best to skip any auto-play features or just mute any content by default. Whether it’s to accommodate individuals facing sensory overload, hearing impairment, or simply those in quiet environments, being mindful of audio enhances accessibility. Design choices that prioritize audio inclusivity can make content accessible to a wider range of people in various situations.

Inclusive Content

To create inclusive digital spaces, it is crucial to make accessible design choices and also consider the content. Users have varying reading abilities and English may not be their first language. To ensure easy access to information, it is best to use simple words and keep things concise.

Creating inclusive content also involves recognizing the importance of having a diverse team of content creators. By incorporating individuals from various backgrounds, perspectives, and experiences, a wider range of voices can contribute to the content production process. This diversity allows for a more accurate and authentic representation of different communities, resulting in content that resonates with a broader audience

Additionally, using supportive language with readers helps foster a positive connection. Try, “Thanks for reading this far. I appreciate your interest in inclusive design. You must really care about the people you design for :)”

Center Disabled People

Disabled individuals have played a significant role as pioneers of inclusive design, yet they haven’t received the recognition they deserve. Their contributions and insights have been instrumental in shaping and advancing inclusive design practices.

‘Crip Technoscience’ is the concept in disability studies and design that centers disabled people as makers and inventors. Two prominent disabled activists, Alice Wong & Aimi Hamraie, discussed this topic in detail on the Critical Design Lab Podcast.

“Non-disabled culture doesn’t recognize us as makers, a lot of the time they don’t recognize that disability culture is full of makers, and people who are expert tinkerers and hackers. And because of that people tend to think about disability in solely medical terms,” Aimi Hamraie

Inclusive design is not just for disabled folks. It improves the digital space for everyone. Disabled folk should be respected for their contributions and viewed as leaders within the inclusive design space.

Adopting inclusive design standards has become the norm in the industry. Embracing these practices not only improves design but also expands accessibility to a wider range of users. And adhering to inclusive design principles does not restrict us as designers; instead, it allows us to create better experiences for all.

Meet Brennan Hussey, Content Creator

Posted on July 19, 2023 - 2:04 pm by Heather DeVine

Meet Brennan Hussey, who has joined the Transcend Ideas team offering her copywriting and illustration skills. Brennan helps amplify our client’s messaging through thorough extensive research, curiosity, and thoughtful writing. Her illustrations bring a new flavor to our client’s marketing campaigns and for that we are grateful. She shared a bit about herself in this Q and A so you may get to know Brennan in her own words.

Meet Brennan

1. Where do you hail from? where do you live now? and how did you come to be there?

I grew up in Kansas City & Savannah GA, respectively. So therefore I’m a Southerner without a Southern accent. I still say Y’ALL because ‘Y’ALL means ALL’ 🌈

After college, studying Advertising and Communications at UGA, in the best music town in the country, Athens, GA – I migrated out west to be in the mountains. ⛰️ I’ve since lived in Jackson Hole, Idaho, Alaska, and now call Denver home. <3

2. What do you like to do for fun?

FUN?! Oh yeah, I have it.

I live to cook & eat and especially love spending way too much on ingredients for an elaborate meal that will take me over 4 hours to complete. This, friends, and a nice bottle of Chenin Blanc is my idea of the perfect night.

I make an effort to spend as much time outdoors as possible – snowboarding, hiking, biking, playing tennis, & going on hot girl walks around the neighborhood. Cue Tina Turner in the Airpods -may she rest in power.

As a Sagittarius Sun – I’m an absolute walking cliché because I’m a travel addict. The minute I was able to make my own money, I started collecting stamps in my passport. I value how much understanding it has given me about the world around me.

And I LOVE anything to do with art whether that’s creating my own, listening to music, reading books, or indulging in tv and film. Give me all the art. Above anything else. Always.

3. What do you do in your role with Transcend Ideas? do you like knowing your work helps others? and what areas are you most passionate about?

I wear a few different hats for Transcend Ideas as a Content Creator.

First and foremost, I do work as a Content Writer which is a little more in-depth than it sounds. For blog posts and other content, I conduct detailed research, interview experts when needed, draft concise articles, carefully edit, upload it to the client’s CMS, arrange the layout, and amplify the SEO for maximum visibility. There’s a lot to it!

I also work as an Illustrator and Designer which includes drawing custom illustrations, designing event posters, visual content for social media, logo design, and even entire branding campaigns.

I also help collaborate and brainstorm with Heather on working concepts for clients and coming up with new marketing ideas and strategies. We work and communicate really well together and share healthy constructive feedback with one another. I really value her voice and appreciate that she also values mine.

And of course, I like knowing my work helps others. It’s one of the reasons I do what I do. As a writer, I cannot fathom doing anything but speaking my truth and sharing that with others.

My passion burns for a variety of topics. Cross-country skiing, yes. Girl empowerment, absolutely. Renewable energy, but of course. How to identify noxious weeds, bring it on. That’s one of the reasons I make a marvelous content writer, I can get excited about pretty much anything. And we all know excitement can be contagious.

4. What are you grateful for? Big or small?

BIG: The past year has been a year of asking for help. I’m so grateful that my requests have been answered. I feel so supported by my partner, friends, and family. I will always be grateful for that.

Small: ice water, tinted SPF moisturizer, Spindrift seltzer, boiled peanuts, T-Swift, vibe lights, Squishmallows TM, TikTok

5. If your house was on fire and you could save 3 things, what would they be?

Let me preface this by saying, I don’t have any pets (yet). I’d probably grab my Monstera plant, a piece of framed art, and the box of cards & memories I keep under my bed.

6. What are you looking forward to this summer?

Getting out into the mountains and seeing some live music outdoors. Oooh, also seeing the Barbie Movie that comes out in a few weeks. But would you hate me if I admitted I’m secretly pining for fall? 🍂

7. Do you have advice to a business or organization that wants to connect with their community and customers these days?

I think something that is oftentimes overlooked is not engaging with community members of all ages and demographics. I think we, as a society, can get locked into our own little bubbles and echo chambers. As a millennial, I’ve often felt overlooked by older generations. I don’t want to do this to the younger generations. I want them to know that their opinions matter. So to businesses and organizations, I advise you to cast a wider net and stay open-minded. The wisest among us know they don’t know everything.

8. What can you not stop talking about right now?

Station Eleven. I’m obsessed. It’s a limited series on HBO MAX. After I watched the show, I gobbled up the book it’s based on. It’s a post-apocalyptic story done differently than anything I’ve ever seen in that genre.

9. What are you hopeful for this year?

I’m on a journey of building upon my portfolio and building up my self-confidence. These two things are interconnected and I’m putting the needed work into nurturing them both. And, yes I’m feeling hopeful about it. I’m trying to remind myself to stay hopeful on down days as growth is not linear.

10. What are you proud of right now? Could be a personal accomplishment, big or small.

Learning how to say NO and protect my peace. I don’t feel like our society values this as much as it should. Looking out for your health and well-being is important. Learning to say no to things that will not serve us can sometimes feel counterintuitive. But always listen to your gut. The Olsen twins say it best, “NO, is a full sentence.”

Contact Transcend Ideas today to get Brennan busy working on an illustration or design project for your company!

Hashtags Banned vs Allowed

Posted on June 6, 2023 - 1:44 pm by Heather DeVine

Did you know that Instagram has taken a stand against certain hashtags? Yep, they’ve implemented a ban to make sure those hashtags don’t get associated with any flagged content. It’s all about protecting users and businesses from potentially harmful or inappropriate stuff. So, if you want to keep your social media game strong, stick to using only approved hashtags.

Now, let’s talk about the power of hashtags!

Hashtags play a significant role in social media, allowing individuals to express themselves and explore new ideas. They enable users to share their experiences, perspectives, and achievements, connecting with people and places they may have never reached before. By simply clicking on a hashtag, you can discover a world that relates to your interests, location, and hobbies. Hashtags bring humanity to the internet, injecting emotion into an otherwise flat digital landscape.

Where does the problem lie?

However, the power of storytelling through hashtags can also attract negative elements. Some individuals and accounts exploit the platform for their own gain, providing no value to users. To combat this, Instagram has banned certain hashtags that have been flagged by the community for various reasons. By using a banned hashtag, you risk connecting with inappropriate or objectionable content.

Meta hashtags now offer a tool to check if a hashtag is banned. This tool allows you to verify whether the content you are sharing or connecting with is acceptable and approved by Instagram’s community standards. Banned hashtags include those that feature obscene phrases, explicit or violent material, and those associated with spam or bot accounts. Using banned hashtags repeatedly may result in a shadow ban, temporarily limiting engagement on your Instagram account until the issue is resolved.

Here are a few banned hashtag you should avoid using all together:

#valentinesday
#single
#nasty
#besties
#alone
#adulting
#dating
#humpday
#mustfollow
#parties
#workflow
#thought

Hashtags that connect to proven spam or bot accounts and other content that directly violates Instagram’s community standards will be banned, as well. If you are found repeatedly using banned hashtags, a shadow ban may be placed on any Instagram account. A shadow ban is a temporary limit to any account, they bring your engagement to low or none until there is a resolution to the problem.

Find the complete list of banned hashtags, access the list via desktop or on the Instagram app with the most recent additions. Make sure you stay up to date with what content is being nixed on Instagram so you don’t lose quality engagement from your viewers!

Keep Telling Your Story!

Despite these precautions, it’s crucial to keep sharing your story on Instagram. By maintaining high standards and adhering to community guidelines, you contribute to a positive online environment. At Transcend Ideas, we are eager to connect with you, discover your story, and help amplify your message to those seeking the services you offer. Join us on the bright side of Instagram!

Let Transcend Ideas help find the perfect balance of social media to use in your marketing campaigns and strategy. Let’s get coffee today!

Short Form Video – Right for Your Business?

Posted on April 19, 2023 - 3:10 pm by Heather DeVine

Short-form video dominates with the Gen Z crowd. From dance-off competitions to popular music covers, and now how users discover products and services. What’s the best way to step into this trend? Can it work for your small business? Short-form videos prove to work for marketing many businesses.

What is a Short-Form Video?

Short-form video is being used across a variety of platforms. It all began with TikTok and spread quickly to Instagram (Reels) and YouTube (Shorts). User-friendly with a low barrier to entry and engagement, short-form video showcases instant and short videos that give a snapshot into the creator’s life. This teen-savvy engagement opportunity may be the golden ticket for your small business ‘word of mouth’ promotion. Tap into your preferred audience and tell your story on this new platform. Small business owners can give potential customers a look behind the scenes at operations, a day in the life of product design or food creation, and interview customers that are raving about their products and why. The opportunities are endless to catch a user’s eye and potentially make a repeat customer.

Short-form provides a “short” between a 30 – 60 seconds in duration. With those parameters, you have to get creative and concise with what you are sharing. You’ve seen it, text overlaying the video/photos of step-by-step directions on how to make the best frittata, a trending dance move, or a quickened-paced story to tell a story, make a point, or share a laugh. It’s an entertaining way to capture your younger audience. Still, images are not always going to be cut to capture the younger demographic.

Short Form Video – Right for Your Business?

Short-Form Video and Small Business

Still skeptical about how short-form video could work for your business? According to USA Today, 81% of users use short-form video clips. This type of engaging content, utilized across all social media platforms, helps users discover new products and brands. This shows just one example of a short-form video being a marketing professional’s dream. This type of exposure is critical for small businesses that want to tap into and influence specific demographics that are looking for the content you have to offer.

With the onslaught of content available with short-form videos and reels on social media, find what items are providing the most hits in search results. By doing this, you can cater your marketing to those items. If you are targeting a certain age group, you can discover trending audio/music clips and tack them onto those trends to capture your audience. There is a low cost for starting ads on Instagram, Facebook, and Youtube, as well. They can be catered to your location, a perfect solution for the young crowd that constantly surfs the web looking for something new and interesting to try out.

Are Short-Form Videos Right For Your Business?

I always want to insert the skeptic into trends. Ask yourself: does short-form video suit my business? There are downsides to jumping in feet first with just about any new trend. Much of what short-form video drains time and energy from running your business. If you are small enough and curious about specific trends like this one, consider recruiting help in this department like a social media marketing expert.

Watch some videos that your competitors and allies are threading together. Observe for yourself if this is the platform/method for your business. Also, remember that followers and/or likes don’t equal sales/revenue stream. However, some of the most successful videos are informing, educating, and entertaining. Viral videos follow similar formulas to grab attention and evoke an emotional response that does spark more interest that generates more clicks, more followers, and more shares.

When using new techniques, you want to align with your messaging, stay consistent and sustain the activity. I say, stay curious, try it, and see if you like it and if it aligns with your vision for your business.

Conclusion

In summary, short-form videos can help small businesses increase engagement, promote their products or services, increase brand awareness, and create a connection with their customers.

Overall, the mystery behind the short-form video trend is starting to fade. This type of engagement is here to stay and continues to influence consumer behavior every day. Keep in mind those that will do business with you will come through trust they have in your expertise. Trust can be built in many ways and that doesn’t necessary mean short-form video but it sure draws more eyes to your content and that’s not a bad thing.

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Contact Transcend Ideas today to discuss how we can make short-form video work for you!

ChatGPT can Help Small Business

Posted on April 4, 2023 - 8:50 am by Heather DeVine

ChatGPT, an AI-powered chatbot, could resolves your questions or prompts faster than current technology. Did you know ChatGPT can help small business? The technology gained more than 1 million subscribers in less than 5 days. ChatGPT wants to revolutionize the way users answer questions, and could make Googling questions a thing of the past.

Uncovering the Power of Artifical Intelligence

There are many unknowns about the potential of the technology. Could you utilize this new AI technology on your website to reduce the significant load by fielding commonly asked questions about your business operations, hours, and the general scope of the work you provide? Open up your time from responding to redundant questions that don’t necessarily turn into leads. Your time opened up equals more money. Not sold on artificial intelligence yet? You’ll find the technology all around us, from Amazon Alexa speakers, Google Home, and even on your cell phone with Siri.

So, how does ChatGPT play into all of this and could it really replace Google? The logistics of how the ChatGPT model could work for the end user proves relatively simple. Create an account with OpenAI and use the search bar within the chat box for your questions. If a simple resolution can be provided to any question, ChatGPT would prove invaluable. If the bulk of users to your site bring complex needs and quotes, the technology could, over time, garner results that would align with more informed responses.

ChatGPT – Inherent Security Risks to AI Technology

Accuracy brings this technology under fire, especially since its launch in November of 2022. It is wise to use discernment from a distance as inaccuracies get siphoned out over time. Make smart decisions with all technology you incorporate into your daily life, as these “smart” devices continue to saturate your local big box stores. The paradigm shift ChatGPT could bring into business operations and their efficiency could be phenomenal if the technology stands alone.

Additionally, there are some inherent security risks to artificial intelligence technology, such as sometimes inaccurate or unrelated answers, but the AI can adjust for these mistakes moving forward. Security vulnerabilities can be exploited. Research results are still being conducted on the viability of ChatGPT to protect against the exposure of vulnerable information.

Answering Questions with ChatGPT

P.S. We polished this blog post (written by a human by the way) however we wanted to also ask ChatGPT directly these questions and see what they came up with. Here are the advantages and disadvantages of the AI-powered tool. If we are going to write about this technology, why not use the tool? So here we go!

ChatGPT can help small business. Graphic of Heather at Transcend Ideas asking a question to the AI Chatbot. "What are advantages of using ChatGPT as a tool for small business?" Answer: "As a language model, ChatGPT can be a powerful tool for small businesses. Here are some advantages: 1. Customer service, 2. 24/7 availability, 3. Cost-effective, 4. Personalization, 5. Data Analysis" — ChatGPT can help small business, here are some advantages

ChatGPT represents a large language model created by OpenAI. This software, based on the GPT-3.5 architecture, allows the generation of human-like responses to a wide range of queries and topics. Essentially, this technology provides an AI-powered chatbot that can engage in natural language conversations with users.

As for the advantages for one to use ChatGPT for their small businesses, there are several:

Advantages of ChatGPT

Customer Service: ChatGPT could spotlight as a virtual customer service representative. The service answers customer questions and addresses concerns in real-time. This helps reduce the workload of human customer service agents and improve customer satisfaction.
24/7 Availability: ChatGPT can operate 24/7, providing support to customers even outside of business hours. This ensures that customers can always get the help they need, which can lead to increased customer loyalty.
Cost-effective: ChatGPT provides a cost-effective solution for small businesses, as the need for hiring additional customer service representatives disappears or investing in expensive software. ChatGPT integrates into existing communication channels, such as websites or social media platforms, with minimal setup and maintenance costs.
Personalization: ChatGPT could be trained to recognize customers and personalize responses based on their preferences and purchase history. This can help improve customer engagement and lead to increased sales.
Data Analysis: Analyze customer data and provide insights to improve marketing strategies and customer experiences. This can help small businesses make informed decisions and stay competitive in their industry.

Overall, ChatGPT could be a powerful tool that can help small businesses! Improve your customer service, increase efficiency, and save costs with ChatGPT. This solution could be worth considering as part of your overall business strategy!

ChatGPT can help small business. Graphic of Heather at Transcend Ideas asking a question to the AI Chatbot. "What are disadvantages of using ChatGPT as a tool for small business?" Answer: "While ChatGPT can be a powerful tool for small businesses, there are also some potential disadvantages to consider: 1. Lack of Human Touch, 2. Limited Contextual Understanding, 3. Training and Maintenance, 4. Data Security, 5. Technical Issues" — ChatGPT can help small business, but there are some disadvantages

Disadvantages of ChatGPT

Here are a few:

Lack of Human Touch: While ChatGPT can provide quick and efficient support, some customers may still prefer speaking with a human representative for more complex issues or emotional support. Depending on your business model and customer base, relying solely on ChatGPT may not be the best option.
Limited Contextual Understanding: ChatGPT may not always fully understand the context of a customer’s question or request, which could result in inaccurate or irrelevant responses. ChatGPT lacks the ability to understand nuances in language, social cues, and emotional tone that human representatives pick up on.
Training and Maintenance: While ChatGPT remains a cost-effective solution. It requires significant investment in training and maintenance to ensure the software operates at optimal performance. This includes regular updates to the training data, monitoring for accuracy, and making adjustments as necessary.
Data Security: Since ChatGPT, an AI-powered tool, poses a significant risk of data breaches or unauthorized access to customer information exists. Small businesses must ensure they have proper security protocols in place to protect customer data and privacy.
Technical Issues: Like any technology, ChatGPT remains subject to technical glitches and malfunctions. This can result in delays or downtime, which could negatively impact customer satisfaction.

Conclusion

Overall, while ChatGPT can provide many benefits. It’s important to weigh the potential disadvantages and ensure that it aligns with your business goals and customer needs. It’s important to carefully consider whether ChatGPT proves to be the right tool for your business and to invest in the necessary resources to ensure its success.

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Would you use the new AI-powered ChatGPT? We don’t know where the future of AI will take us in the marketing world, but we are here for it! Impressed with how ChatGPT can help small business? Contact Transcend Ideas to discuss if ChatGPT is an option that could benefit your professional goals. Let’s stay curious, together.

Google Analytics 4: Understanding the Customer Journey

Posted on March 17, 2023 - 11:52 pm by Heather DeVine

Have you heard of the next big wave in consumer analytics tracking?

Google Analytics 4 (GA4) takes us into an exciting time for marketing and sales professionals. GA4 allows us to dive deeper into our understanding of consumer behavior. GA4 allows us to analyze key items in the life cycle of an event measuring value by, what content engages a user to come to the site initially, what leads to abandoned shopping carts, and more. Being able to understand the customer journey more intimately will allow marketers to discover what trends consumers are looking for in their digital experience and better serve them.

We live in the digital age and with that comes ever-changing regulations and security protocols. End users are making more demands for control of their privacy. Users demand privacy on how their data becomes used, tracked, and stored on websites. The amount of data generated and available across websites and apps is staggering and constantly increasing.

There needed to be a new solution to account for this. GA4 creates instant web and app property data. App and website data will now measure using event-based (any specific occurrence on a website) rather than session-based data. This allows us to isolate many events across a user’s experience on a website or app, rather than one session. This provides a more complete and accurate understanding of the customer’s journey on various devices, from a brand-new site visitor to a repeat customer. The data and insights we now can pull with GA4 properties allow your business to scale and work with cookie/cookieless sessions

GA4, designed to replace dated technology on Universal Analytics (UA) and Google Analytics 360 (GA360), will stop collecting data on July 1, 2023. Additionally, GA360 will stop collecting data on July 1, 2024.

A Few Key Insights on Google Analytics 4

Better Tracking: With Google Analytics 4, you can track more types of user interactions on your website. Whether it be scrolling or engagement with videos. This gives you a more complete picture of how people are using your site, which can help you make improvements.
Easier-to-Use Interface: The GA4 interface is designed to be more intuitive and user-friendly than previous versions. This makes it easier to find the information you need and understand what it means.
Enhanced Insights: Google Analytics 4 uses machine learning to provide insights into user behavior and trends. This means you can get a better understanding of what’s working on your site and what’s not, and make changes accordingly.
Cross-Device Tracking: GA4 allows you to track users across multiple devices, including desktops, tablets, and smartphones. This is becoming increasingly important as more people use multiple devices to access the internet.
Future-Proofing: Google Analytics 4 is designed to be more flexible and adaptable to changes in technology and user behavior. This means you’ll be better equipped to keep up with changes in the digital landscape. By doing this, you can stay ahead of the competition.

Overall, Google Analytics 4 is a powerful tool that can help you make data-driven decisions to improve your website and grow your business.

Getting Started

Getting started with GA4 is easy for any small business owner. It requires only getting an account set up and adding the tracking code to your website. After this, it’s all about setting up conversions and determining what items are most important to you for measuring. What is a conversion? They are any measurable event or action the user takes on your website, including page views, filling out forms, buying products, and more. There are more reports than ever available with the launch of GA4 from general overview reports to more in-depth items on customer engagement, monetization, and acquisition. Read more from MonsterInsights on how to get started with GA4 on your WordPress site, conversions, and the reports available to you.

We can’t wait to see what the next few years have in store for analytics. All the insights are immediately at the fingertips of marketing and sales departments all over the globe. What are you going to track first? What strategic decisions are you hoping to make for your business? Email us at hello@transcendideas.com today to learn how we can help you make the transition to the latest technology available in analytics tracking with Google Analytics 4!

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