As the holiday season approaches, eCommerce websites are gearing up for a surge in traffic. Shoppers are searching for the perfect gifts, and businesses are offering enticing deals. But amidst the holiday hustle, there’s one key factor that can truly set an online store apart: accessibility. An accessible eCommerce website not only brings joy to all customers, regardless of their abilities, but it also opens the door to better sales and broader market reach. In this post, we’ll explore how making your eCommerce site accessible can enhance the holiday shopping experience for everyone and boost your business’s bottom line.
Why Accessibility Matters During the Holidays
The holiday season is a time for inclusivity and togetherness, and this spirit should extend to your online store. According to the World Health Organization, over 1 billion people globally live with some form of disability. This means a significant portion of your potential customer base could face barriers when navigating your website if it isn’t accessible.
Creating an accessible website ensures that people with visual, auditory, cognitive, or motor impairments can shop with ease. When customers experience frustration due to difficult navigation, unreadable text, or inaccessible features, they are likely to abandon their carts and take their business elsewhere. In contrast, an accessible site provides a seamless shopping experience for everyone, helping to spread holiday cheer and encourage customers to complete their purchases.
Benefits of Accessible eCommerce Websites
1. Larger Audience Reach
By making your website accessible, you tap into a wider audience. Customers with disabilities, who might have difficulty shopping in physical stores or on inaccessible websites, will find your site user-friendly. An accessible website shows that you care about their needs, encouraging loyalty and repeat business.
2. Improved SEO and Web Performance
Many accessibility features overlap with best practices for search engine optimization (SEO). For example, adding alt text to images not only makes them accessible for screen readers but also helps search engines understand the content on your site, improving your ranking. Similarly, using clear, well-structured HTML and fast-loading designs benefits all users and can positively impact your site's search visibility.
3. Better Customer Experience
Accessibility improvements like clear navigation, consistent layout, readable fonts, and keyboard-friendly interactions benefit all users, not just those with disabilities. A well-organized, easy-to-use website ensures a smoother, faster shopping experience, reducing friction during peak holiday shopping periods when customers are looking for efficiency.
4. Increased Sales and Conversions
When customers have a positive shopping experience, they are more likely to complete their purchases and return in the future. Accessible websites reduce abandoned carts and improve conversion rates, especially during the busy holiday season when customers value convenience. Additionally, by fostering inclusivity, you create a positive brand image, which can lead to increased word-of-mouth referrals and long-term customer loyalty.
5. Compliance with Legal Requirements
In many countries, web accessibility is not just a recommendation but a legal requirement. Failing to comply with accessibility standards, such as the Web Content Accessibility Guidelines (WCAG), can lead to lawsuits and fines. Ensuring your website is accessible protects your business from legal risks while fostering goodwill with a diverse customer base.
Key Accessibility Features for Your eCommerce Website
To ensure your eCommerce website is accessible, here are some essential features to implement:
1. Alt Text for Images
Every image on your site, especially product photos, should have descriptive alt text. This allows screen readers to convey the content to visually impaired users, helping them understand what’s being displayed.
2. Keyboard Navigation
Some users rely on keyboards rather than a mouse to navigate websites. Ensure your website is fully operable via keyboard, with clear focus indicators that guide users through menus, links, and form fields.
3. Readable Fonts and Sufficient Contrast
Use legible fonts and ensure there is enough color contrast between the text and the background. This helps users with low vision or color blindness easily read your content.
4. Accessible Forms
Make sure that forms, such as checkout or contact forms, are labeled properly and easy to navigate. Use error messages that are clear and easy to understand, and ensure that form elements are easily clickable.
5. Video Captions and Transcripts
If you use videos for product demonstrations or holiday promotions, add captions and transcripts so that users with hearing impairments can follow along. This feature also benefits those who prefer to shop with the sound off or in noisy environments.
6. Mobile Accessibility
With the rise of mobile shopping, it’s essential to ensure your site is accessible on all devices. Ensure your website is responsive and that all accessibility features, such as large clickable buttons and zoom functions, are available on mobile screens.
How Accessibility Drives Better Holiday Sales
The holiday season is a peak time for eCommerce sales, and ensuring your website is accessible can be the difference between a lost customer and a completed sale. Here's how accessibility directly impacts your sales during the holidays:
1. Reduced Abandoned Carts
Frustration due to inaccessible websites can lead to cart abandonment. Features like easy navigation, clear error messages during checkout, and accessible forms can reduce barriers, encouraging customers to complete their purchases.
2. Positive Brand Perception
Shoppers who encounter an accessible, inclusive website are more likely to feel valued and respected. This positive brand experience increases the likelihood of repeat purchases and word-of-mouth recommendations, both of which are crucial during the competitive holiday season.
3. Higher Conversion Rates
By improving the usability of your website for everyone, you create a frictionless shopping experience. A smoother journey from product selection to checkout means higher conversion rates and more holiday sales.
Bringing Cheer Through Accessibility
Making your eCommerce website accessible is not just a step toward compliance or good business ethics, it's a way to bring holiday cheer to every customer, regardless of their abilities. By prioritizing accessibility, you’ll improve the shopping experience for all users, boost customer loyalty, and position your business for success this holiday season. Most importantly, an accessible website ensures that everyone can partake in the joy of holiday shopping, ensuring no one is left out.
At Oorly, we believe in the power of inclusive design. Our team can help you assess and implement the necessary changes to make your eCommerce website fully accessible, ensuring a better user experience and improved sales for your business. Contact us today to learn how we can help you create a more accessible and successful online store this holiday season!