Web accessibility isn’t traditionally top of mind for most CEOs and those in senior leadership positions. However, more and more, making inclusive and accessible content is becoming necessary for any business with an online presence. It’s not just good practice and good business: in many cases, it’s the law.
Over the past few years an increasing number of businesses have been challenged on accessibility standards. This can prove to be costly. In 2020 alone, 2,523 Americans with Disabilities Act (ADA) Title III lawsuits were filed in the United States related to digital accessibility.
There are guidelines that can help businesses understand web accessibility. These are called the Web Content Accessibility Guidelines (WCAG). By following these guidelines, businesses can address the needs of those with visual, auditory, speech, cognitive, and physical disabilities. Creating content that is accessible and inclusive is key for any business. Online inclusion opens up doors to more customers, prospects and enhances brand reputation.
Digital accessibility in the vastly growing e-commerce industry
While many larger companies understand the need to make digital experiences accessible in the same way we make physical spaces accessible, most are still not fully compliant. For smaller startups and small businesses, awareness of the accessibility guidelines is lacking.
When the COVID-19 pandemic hit, businesses and their customers moved online. Now, more than 60 percent of the world’s total population is online. This digital push provided convenience for most people, as well as a secure way to conduct business. However, in moving goods and services online, many companies inadvertently created a problem for millions of people. For those with vision loss, language barriers, cognitive issues, and learning disabilities, lack of digital accessibility is a critical issue.
Through the course of the pandemic, the e-commerce industry felt the shift as more people than ever made online purchases. E-commerce is now a $759.47 billion industry in the U.S. with the fastest growth rate in 10 years.
Online shopping has always been marketed as a convenient way to make purchases. But, in reality, that isn’t the case for everyone. If the experience isn’t accessible, it causes issues not just for the customer, but for retailers too. For instance, online companies often mention shopping cart abandonment as a real problem. This can be due to a number of factors, one being the accessibility of the payment process. Completing an online transaction can be complicated. People with a physical disability may not be able to use a mouse to interact with the web page. So if the page can’t be navigated with a keyboard, users will struggle. People with low vision may have difficulty reading when text is too small, or has poor color contrast. 71% of users with access needs will leave a website when they experience barriers. It is important that businesses prioritize usability as well as designing a payment system that works for all.
Making digital accessibility an ongoing priority
Every company should provide equal access to their products and services. Not doing so only excludes people and reduces your potential market share. Using a WCAG compliance and website accessibility tool like ReachDeck is a good way to easily identify pressing issues. By fixing problems that are automatically highlighted through accessibility tools, we can improve online accessibility and inclusion and benefit everyone.
However, Digital accessibility is not just a one-time process. It is important to continuously audit and fine-tune your digital content and design. This ensures accessibility standards are met as your website and digital content grows.
Overall, awareness of the importance of accessibility is on the rise. Just a decade ago, it was a little-regarded topic. Today it is in the boardroom. Bottom line? Accessibility is good business. It helps expand your potential market and build your brand reputation, and lack of accessibility can be costly.