In an era where the pace of technology is accelerating and the importance of e-commerce is increasing, the issue of website accessibility becomes vital. Statistics indicate that around 300 million people worldwide suffer from color blindness, and 1.3 billion people live with some form of disability. While many brands overlook this demographic when designing their sites, creating an e-commerce site accessible to everyone is not only an ethical choice but also a smart strategy that attracts a wide range of shoppers. In this article, we will explore practical steps to make your website more accessible and suitable for all users, contributing to improving their experience and increasing the chances of success for your business.
The Importance of Accessibility for E-commerce Websites
The importance of accessibility for e-commerce websites is a fundamental issue that transcends moral and social dimensions, as it touches on significant economic interests. In an age where reliance on online shopping is growing, the number of relevant users reaches 2.64 billion people worldwide, including individuals with disabilities who need to access products and services similarly to others. E-commerce sites provide the necessary facilities to meet the needs of all populations, including those with visual, auditory, or mobility impairments.
If you are not disabled, or do not know anyone who has a disability, it can be difficult to experience the other’s challenges. Facing hurdles while shopping online is a common experience for many. For example, I attempted to use Amazon’s website without looking at the screen, using voice commands, and it was a taxing experience. I could not identify the right areas, and I could not tell if I was listening to product reviews or other information. This experience underscores the importance of having accessible and well-equipped websites to meet everyone’s needs, not just providing a standard shopping experience.
How to Make Your E-commerce Website Accessible
Creating an accessible e-commerce site requires clear strategies and achieving a balance between attractive design and general functionality. Multiple key areas should be focused on, including simplifying navigation, ensuring clarity in content, and using features that help provide accessibility for all users. Main pages should include simplified and easily accessible design patterns, such as keyboard-navigable drop-down menus, and ensuring alternative text for images, which helps users understand content even if they have visual impairments.
Additionally, using descriptive text comments is essential. For example, when adding an item to the cart, users should receive pre-alerts indicating status and additional information, such as discounts or promotions. Enhancing the user experience for all demographics is not limited to people with disabilities but includes everyone, as good design adds value for all segments.
Tips for Designing an Accessible E-commerce Website
To design an accessible e-commerce website, a set of practical tips should be followed. First, it is essential to use clear colors and backgrounds, as visual factors are crucial in determining design quality. Simplifying the navigation process is also necessary, as clearly organizing elements helps guide users to what they are looking for without frustration. Ensuring that texts are readable and of appropriate sizes can make a significant difference in browsing experience.
Moreover, customizing the page to improve the search experience can include advanced filters that make it easier for users with disabilities to access products that suit their needs. The quicker and easier accessibility is, the higher the likelihood of successfully completing the purchase. Don’t forget the importance of search engine optimization as well, since accessible websites gain a higher ranking on search engines, which enhances visibility and sales for the business.
Benefits
Creating an Accessible E-commerce Website
The benefits of creating an accessible website go beyond just improving the user experience. Accessible websites significantly contribute to enhancing customer loyalty, as it appears that persons with disabilities tend to spend more on sites that offer accessibility features. According to statistics, individuals facing difficulties in using websites miss out on approximately $6.9 billion due to the inaccessibility of commercial sites to their needs.
Additionally, improving content and searchability can help boost the site’s ranking on search engines. Turning links into descriptive text makes navigation easier. Ultimately, creating an accessible website is a legal factor that protects businesses from legal challenges, as there are regulations mandating that companies provide accessibility for all users.
Legality of Accessibility for E-commerce Websites
Accessibility for e-commerce websites is a legal requirement, outlined in Section 504 of the Americans with Disabilities Act (ADA). This law requires businesses and public entities to provide services and facilities accessible to people with disabilities. Although the law does not specifically mention “websites,” many U.S. courts have ruled that websites need to comply with this law. A prominent example of this is the legal dispute that occurred in 2019 between Domino’s Pizza and a blind customer named Guillermo Robles, where Domino’s refused to comply with a lower court’s ruling and appealed to the Supreme Court, which ultimately decided not to hear their case. No fines were imposed on Domino’s, but the court ordered them to improve the accessibility of their website. This dispute serves as a warning to businesses; fines related to website accessibility issues range from $75,000 for initial violations to $150,000 for subsequent violations. Therefore, it is essential for e-commerce website owners to be informed about how to make their sites available to everyone.
How to Make Product Pages Accessible
Product pages are among the most important pages on any e-commerce website. A product page should tell a compelling story to attract buyers. One major accessibility issue for individuals with disabilities involves animated graphics for product images. In one episode of a podcast presented by accessibility experts, it was mentioned that slides and animated effects are considered distracting, especially for people with cognitive disabilities. These animations can also pose a problem for those using screen readers. Instead of using slides to display different angles of the product, a grid display is preferred. If you wish to use a carousel style, ensure that these effects are not automated, and if you want to make them automatic, a clear stop/play button should be included so that users can control the display. For example, Etsy displayed images of pillow covers in a grid view, making it easy to navigate between images using arrow keys. Additionally, the images provide good alt text, enhancing accessibility.
Improving Accessibility for List Pages
List pages help shoppers browse and compare multiple products without the need to click into individual product pages. However, if disabled shoppers cannot distinguish between product categories, the purpose of the list page is lost. Many category headers on the largest e-commerce sites are not compatible with screen readers, meaning that visually impaired shoppers cannot differentiate between categories due to the headers not being read. The optimal solution here is to use proper heading tags to highlight the importance of each heading so that screen readers can clearly announce the contents of each category. For example, the code can be used
This indicates the importance of this category. These measures ensure the facilitation of navigation and the overall experience for users with disabilities.
Shopping Cart and User Experience
The shopping cart serves as the last access point for shoppers before the checkout page, and it is usually easy to navigate for shoppers; however, things can be different for people with disabilities. The main challenge lies in the lack of clear indicators to show when an item has been added to the cart. These shoppers often find themselves in a frustrating situation where their total cart value can exceed $500 without receiving confirmation when adding items. This issue can be addressed by applying ARIA technology to create live regions in the cart section so that disabled shoppers receive alerts when items are added. Additionally, using pop-up notifications or toasts to reinforce confirmation of content checks also helps enhance the shopping experience. This is an essential part of improving accessibility and making the e-commerce platform inclusive for all.
Challenges Faced by Disabled Shoppers on Checkout Pages
When it comes to online shopping, disabled shoppers face many challenges that make the purchasing process more complicated and less smooth. According to statistics, having a confusing or complicated checkout experience affects over 70% of shoppers who abandon their carts without completing a purchase. This issue does not only concern regular users, but particularly affects shoppers who rely on assistive platforms like screen reading tools.
One major obstacle is the emergence of pop-ups and intrusive ads during the checkout process, which impacts the user experience for those using reading tools. When important items are announced, they may be overlooked due to the clutter created by pop-ups and overlays. Moreover, if the payment information input fields, like credit card numbers, are not clearly labeled, this leads to difficulty in understanding what users need to input. For example, the software may only inform the user with “Edit text,” which means it is unclear what exactly should be entered.
To overcome these issues, it is important for online stores to take clear steps to improve their checkout pages. The checkout page should be stripped of clutter and unnecessary pop-ups and ads should be minimized. Interactive controls that are well-known, such as dropdown lists, should be easily accessible via keyboard, and it is essential to clearly label each interactive element. For example, Tecova’s experience clearly illustrates what a neatly organized checkout page looks like, with a clear division between required fields and order summaries, making it easier for users to obtain information directly.
Improving Search Functionality for Accessibility
Searching for products on e-commerce sites requires ease and simplicity, especially for disabled shoppers. These shoppers often face additional challenges as the process of entering words in the search box may not be as effective for them as it is for other shoppers. If there is an issue with remembering the full name of a product, the ability to distinguish keywords or part of the name can be a lifesaver.
However, many sites do not provide automatic suggestions in a way that allows disabled shoppers to access them. The lack of keyboard accessibility functions to browse or select options can represent a bottleneck, as users have faced instances where they have difficulty moving between suggestions, as is the case with the Best Buy website, which does not provide concise and clear information.
Enhancements
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E-commerce sites are required to integrate features such as adding the tabindex=”0″ attribute for autocomplete suggestions, making it easier for users with disabilities to navigate using arrow keys. Home Depot is a great example of this, achieving better interaction with suggestions and allowing users to easily switch between different options directly.
Best Practices for Inclusive E-commerce Website Design
Best practices for inclusive design of e-commerce sites address several points that can enhance accessibility. First, alternative text (alt text) should be simple and clear, adding real value for shoppers. It is essential to avoid starting with the word “Image” as screen readers already announce that.
In this context, it’s wise to describe what the element contains in a way that provides the user with a clear picture of what is being presented, such as “A courageous-looking bulldog with a red collar sitting in a garden.” Additionally, it is good to use a “Skip to content” button to allow users to jump directly to the products without having to navigate through the entire list at the beginning, which facilitates quick navigation for screen reader users.
It is also recommended to have an accessibility policy and a communication booklet for users, where shoppers with disabilities can provide their feedback and suggestions on how to improve accessibility. Like the Etsy platform, which allows users to provide their opinions in consistent ways that ensure continuous improvement of the services offered. These policies will help foster a positive relationship between the platform and users through a professional overall experience.
Gradual Enhancement of Accessibility
Accessibility can be seen as an ongoing task, as no website can be considered fully accessible. Despite efforts to improve the experience, it should be recognized that achieving everything in terms of accessibility is a gradual process. Therefore, it is better for new sites to aim for simple accessibility, as this provides the optimal conditions to do so.
As for existing sites before addressing these issues, it is essential to handle new content so that it is accessible, as some time will be required to review and improve older content. To improve accessibility overall, these measures can be implemented during any site redesign process, as this point represents a suitable opportunity to enhance integrity and design based on the principles of fair access.
Additionally, there should be a review model developed to ensure that every element on the page is implemented according to accessibility standards, despite the complexity, in line with legal requirements related to website accessibility. Coincidentally, this will also help support many users to make their experience smoother and more user-friendly.
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