As the holiday shopping rush approaches, retailers stand to gain and have much to offer by ensuring their websites are digitally accessible. Digital accessibility creates online experiences that accommodate a wide range of user needs. This requires designing sites to be perceivable, operable, understandable, and robust.
Applying these principles shows corporate social responsibility and helps retailers distinguish themselves from the competition. This article will discuss how online retailers can benefit from adhering to accessibility principles.
Understanding digital accessibility
Digital accessibility is the inclusive practice of ensuring that everyone, including people with disabilities, can effectively access and use digital content and technologies. This includes websites, mobile applications, and other digital products.
Digital accessibility involves designing these mediums to accommodate various assistive technologies, like screen readers and voice recognition. This practice also entails developing and designing platforms with user experience in mind. This means constructing pages with coherent navigation and providing simple-worded instructions, for instance, ensuring that the language on checkout or product return pages is straightforward and understandable by everyone.
By adhering to global standards like the Web Content Accessibility Guidelines (WCAG), digital spaces become navigable and usable for all, regardless of ability or disability.
Increased customer base and revenue
While indeed a virtuous pursuit, digital accessibility presents an undeniable market opportunity. Globally, over 1 billion individuals live with some form of disability. This is a large demographic that can benefit from accessible web design. However, this customer base needs to be more noticed despite its size.
Tapping into this market can increase revenue for online retailers. The more people who can conveniently access a site, the more likely they will engage with its goods and services. Moreover, inclusivity enhances brand reputation, as modern consumers favor brands that provide social responsibility. Digital accessibility is a tangible expression of this ethos.
For instance, industry giants like Microsoft have expanded their user base by leveraging accessibility. Innovations like the Xbox Adaptive Controller have significantly widened their appeal within the gaming community. Similarly, Apple has consistently integrated accessibility features into its product design, attracting a substantial following from individuals who value or require these features.
Enhanced experience for all users
Digital accessibility in online retail doesn’t just accommodate individuals with disabilities. It enhances the shopping experience for all users. For instance, using alternative text for product images aids customers with visual impairments but also acts as an SEO boost, providing better context for search engines. This makes it easier for all shoppers to find the items or discounts they seek.
Keyboard navigation, another inclusive feature, is essential for customers who rely on assistive technologies. It also speeds up the checkout process for users shopping on a computer with a broken mouse.
Additionally, voice recognition in online shopping is beneficial, allowing hands-free navigation. This helps users with motor impairments as well as shoppers who are multitasking.
Retailers prioritizing such accessibility features broaden their customer base and streamline the user experience. They play a pivotal role in moving digital accessibility from a peripheral to the mainstream, underscoring its benefits for everyone.
SEO benefits
As previously mentioned, digital accessibility can enhance SEO for online retailers. Search engines favor websites that offer a superior user experience. With increased online shopping traffic this holiday season, business owners must recognize and implement these practices.
Accessible sites often feature structured headings and descriptive link text, aiding navigation for users with disabilities and helping search engines understand and rank content effectively. This, in turn, benefits shop owners by leading more customers to their site, potentially increasing sales and market reach.
Additionally, transcripts for audiovisual content provide extra text for indexing, enriching keyword density, and boosting search rankings. An example is Apple’s “The Greatest” campaign showcased accessible products. The accompanying video transcript not only accommodated users with disabilities but also enhanced Apple’s already high search engine rankings.
How to get started with accessibility
Having discussed the 'why' of digital accessibility, let’s examine the 'how.'
To make your retail site more accessible, assess your website using tools such as the Web Accessibility Evaluation Tool (WAVE). WAVE can find areas that need improvement to meet WCAG standards.
Following the assessment, create a comprehensive accessibility plan. This should include timelines, budgeting, and specific goals. Ensure that the plan encompasses ongoing staff training on accessibility best practices. Commit to periodic reviews and stay updated on new developments in accessibility to sustain an inclusive online shopping experience.
Maintaining site accessibility
Implementing accessibility practices is one step, but sustaining them is another. While adding alt text and captions might be enough to attract holiday shoppers, site owners must understand that accessibility is not a one-time effort.
Digital accessibility is an ever-evolving process, just like technological innovation. Maintaining it requires certain best practices. This includes conducting regular accessibility audits in-house or with third-party experts such as Fable. These audits should keep pace with evolving guidelines and technology. It is imperative to address any issues found during an audit as soon as possible to avoid alienating customers.
Equally important is creating an environment of awareness and understanding among staff. Regular training sessions are essential to keep the team informed about the importance of digital accessibility, current best practices, and specific actions they can take to contribute. This dual approach—systematic evaluation and comprehensive education—ensures that accessibility is not just a temporary initiative but an integral part of your business operations.
Conclusion
There are several reasons why online retailers should embrace digital accessibility. It broadens the customer base, enhances SEO, improves brand reputation, and benefits all customers.
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