In today’s edition of Behind the Screens, we’re diving deep into a topic that few talk about, but is significantly essential: Accessibility. It’s more than just a buzzword; it’s a crucial factor in creating an inclusive shopping experience for all.
Let me take you through a journey I embarked on with one of my clients, illustrating the importance and impact of accessibility in their online store.
The Starting Point: Recognizing the Need for Accessibility
Not too long ago, I had the opportunity to work with a client who was interested in making their online store accessible to everyone, but they didn’t know where to start. They had heard about accessibility but never realized its significance.
This is a common scenario I’ve learned over the years in many online businesses. The first step in our journey was to understand what accessibility really means in the context of e-commerce and why it’s essential.
Why Accessibility Matters
Accessibility in e-commerce means making your online store navigable, understandable, and usable for all people, regardless of their physical or cognitive abilities. It’s about removing barriers that can prevent people with disabilities from accessing or enjoying your products and services.
But it’s more than just a moral obligation; it’s a business imperative. Here’s some reasons why:
- Broader Customer Base: By being accessible, you’re not just being inclusive; you’re also tapping into a wider market of potential customers.
- Enhanced Brand Image: Companies that prioritize accessibility are often viewed as socially responsible, which can boost brand loyalty and customer trust.
- Legal Compliance: Many regions have laws and regulations requiring digital accessibility, and non-compliance can lead to legal repercussions. Back in the day, businesses would get warnings. Nowadays, there’s less warnings and more lawsuits:
The Action Plan: Implementing Accessibility Strategies
With my client’s commitment and my guidance, we embarked on an action plan to enhance their website’s accessibility. Here’s a snapshot of our strategy:
- Website Audits and Modifications: We started with an accessibility audit of their website. This helped us identify areas that needed improvement, like navigation, color contrasts, and alt text for images.
- Inclusive Design Principles: We incorporated principles of inclusive design, ensuring that the website was easy to understand and interact with for all users.
- Continuous Learning and Adaptation: Accessibility is not a one-time fix; it’s a continuous journey. We established a process for regular reviews and updates to stay ahead of changing technologies and standards.
Real-World Improvements
Let me share a specific improvement we made. We revamped the product descriptions to include sensory details and used ARIA (Accessible Rich Internet Applications) labels to enhance screen reader experiences.
What is ARIA? Think of it as a guide that special tools use (screen readers) to help people with disabilities (such as blind people) interact with your site. Web Developers can implement ARIA on your site.
This small change had a huge impact, especially for visually impaired customers, who could now understand the products better.
Tools to Aid Your Accessibility Journey
Embracing accessibility can seem daunting at first, but numerous tools are available to simplify this process. Here are some popular and effective tools that you can use to implement and test accessibility on your e-commerce site:
- WAVE (Web Accessibility Evaluation Tool)
- URL: https://wave.webaim.org/extension/
- Description: A comprehensive browser extension and website that helps identify various accessibility issues on your web pages.
- Use: Great for quick checks and detailed reports of accessibility issues.
- Axe Accessibility Checker
- URL: https://chromewebstore.google.com/detail/axe-devtools-web-accessib/lhdoppojpmngadmnindnejefpokejbdd
- Description: An accessibility testing tool available as a browser extension, it’s widely used for its straightforward interface and reliable results.
- Use: Ideal for developers and designers to test pages during development and after deployment.
- Color Contrast Analyzers
- Description: Tools like the Colour Contrast Analyser help in checking text-to-background color contrast ratios.
- Use: Ensure your site’s color schemes are accessible to users with color vision deficiencies.
- Keyboard Accessibility Testing
- Description: Manually navigating your site using only the keyboard helps in assessing its navigability for users who can’t use a mouse.
- Use: Check if all interactive elements are accessible via keyboard.
- User Testing
- Description: Involving real users with disabilities in testing your site can provide invaluable feedback.
- Use: Gain insights into real-world accessibility challenges and address them effectively.
Incorporating these tools into your accessibility strategy will greatly enhance your e-commerce site’s usability and inclusiveness.
The Outcome: A Win-Win for All
The results were fantastic. Not only did we witness an increase in customer engagement and satisfaction, but we also saw a rise in sales from demographics previously untapped. My client received positive feedback from customers who appreciated the efforts in making shopping accessible.
Your Turn: Embracing Accessibility in Your Online Business
It’s clear that accessibility in e-commerce is not just a ‘nice-to-have’ but a ‘must-have’. Whether you’re just starting or looking to enhance your existing platform, remember:
- Start Small, Think Big: Begin with small changes and gradually build up your efforts.
- Seek Expert Advice: If you’re unsure where to start, don’t hesitate to seek help from professionals in the field.
- Prioritize User Experience: Always keep the user experience at the forefront of your accessibility efforts.
Embracing accessibility is a journey towards inclusivity and business growth. Are you ready to take the first step?
Until next week.