The Untapped Potential of E-Commerce Accessibility: Let’s make Online Shopping inclusive for all

Apologies for the lack of updates on here for the last couple of weeks, I have taken some well deserved rest. However whilst I was away it got me thinking about accessibility again and how much potential sits in this area.

Introduction

In today’s digital era, e-commerce is not merely a convenience; it’s a necessity. With the surge in online shopping, particularly post-pandemic, businesses are vying to offer the best user experience. However, many are overlooking a critical aspect: accessibility. Neglecting this can not only result in lost sales but also tarnish your brand’s reputation. So, how can you make your online shop accessible to everyone, including those with disabilities? Let’s delve in.

The E-Commerce Landscape: A Brief Overview

Online shopping has become an integral part of our lives. In the UK alone, as many as 80% of the population shop online. Mobile commerce is also on the upswing, accounting for 56% of online trading in 2022. But here’s the kicker: up to 94% of e-commerce sites have accessibility issues, ranging from poor image descriptions to complicated keyboard navigation. This is a significant concern, considering that one in four potential customers in the UK has some form of disability.

The Importance of Brand Loyalty

Attracting new customers is five times more costly than retaining existing ones. Loyal customers not only bring in consistent revenue but also act as brand ambassadors. According to the State of Brand Loyalty 2022, over 39% of customers are willing to pay more for their favourite brand, and 59% would wait for a product to be back in stock rather than switching to another brand.

Customer Experience: The Heart of E-Commerce

A customer-centric approach is vital for any successful e-commerce business. Studies show that 85% of people are more likely to interact with a company following a positive experience. This is especially true for disabled individuals who often face challenges during online activities. By catering to their specific needs, you can build stronger, more lasting relationships.

Customer Service: Your Secret Weapon

Good customer service can significantly boost your profits. Businesses that focus on excellent customer service can increase revenues by 4%-8% above their market average. Offering multiple communication channels, such as phone, email, and live chat, can make disabled customers feel more comfortable and secure.

Practical Steps for Accessible Web Design

1. User-Friendly Design: Utilise distinguishable colours, proper spacing, and easy-to-read fonts.
2. Alternative Text for Images: Always include descriptive text for images.
3. Keyboard Navigation: Ensure that users can navigate your site using only the keyboard.
4. Form Instructions: Use clear and meaningful labels and descriptions for form fields.

Search Functionality: Don’t Underestimate Its Power

A poor search experience can drive away 80% of your potential customers. On the flip side, an optimised search engine can significantly boost conversions. Features like voice search and autocomplete can be particularly helpful for people with vision and motor impairments.

Personalisation: The Future of E-Commerce

Personalised search results can encourage 70% of shoppers to make a purchase. Integrating a Customer Data Platform (CDP) can help you meet your customers’ expectations for a personalised experience, thereby increasing your revenue by up to 40%.

The Checkout Process: Make It Seamless

A complicated checkout process can be particularly frustrating for people with disabilities. Implementing a cognitive accessibility design pattern can make each step of the checkout process clear and straightforward, thereby increasing conversion rates.

Conclusion: Accessibility is Not an Option; It’s a Necessity

In the competitive world of e-commerce, every detail counts. By making your online shop accessible, you’re not just complying with ethical and legal standards; you’re also opening doors to a broader customer base. It’s a win-win situation: you enhance your brand reputation whilst ensuring that everyone, regardless of their physical abilities, can enjoy a seamless shopping experience.

So, are you ready to make your e-commerce site accessible? The time to act is now.