Poor accessibility could be costing your website 5% of traffic

Recent data reveals that online businesses risk losing up to 5% of their web traffic due to poor accessibility. This means your ecommerce website may be unintentionally excluding disabled users, especially those relying on screen readers or keyboard navigation.

While likely unintentional, a poorly designed site can have serious consequences. Not only could it reduce the number of visitors who can easily navigate and engage with your content, impacting your sales, but there is also a risk it could land your business in legal trouble.

What makes an accessible website?

While online businesses may not need to install ramps or lifts to support disabled shoppers in accessing the premises, they’re not exempt from making accessibility considerations. But what does ‘accessibility’ mean in a digital context?

It essentially means that your website can be used by people with visual, cognitive, or motor impairments. And studies have recently shown that ecommerce sites aren’t doing enough. 

As many as 1 in 20 UK users are unable to properly access websites, amounting to as much as 5% in lost web traffic and conversions, as reported by Ecommerce News.

Is it illegal for a website to not be accessible?

A minefield of risks lies beneath every inaccessible website. First, poor accessibility often results in Google penalties, which can significantly harm your performance on search engines. Additionally, inefficient customer journeys, such as difficulties during navigation or checkout, can drive visitors away, leading to lost sales and abandoned carts.

Your brand’s reputation is also at risk; in today’s digital-first world, a poorly designed site can quickly become a negative talking point.

Most seriously, you could face legal trouble. The Equality Act 2010 applies just as much to online businesses as it does to brick-and-mortar businesses. This means online sellers can be held liable if their websites create “barriers” for shoppers with disabilities. 

Brands found guilty of accessibility violations may be subject to discrimination claims in civil courts, potentially resulting in unlimited fines due to the absence of caps on compensation. Mandatory injunctions to improve your site’s accessibility may also be enforced.

While legal action currently depends on actual user complaints, this is likely to change as enforcement amps up, particularly with evolving EU-linked legislation.

What are the most common accessibility mistakes on websites?

Common barriers on ecommerce sites include low-contrast text, unreadable colour combinations, missing alt text, and confusing navigation. 

Website builders like Shopify, Wix, and WooCommerce offer built-in tools for accessible design, but the responsibility is still with sellers to actively use them. 

It’s also crucial to remember that accessibility is mobile-first. Over 60% of ecommerce browsing happens on smartphones. 

And if your site has accessibility issues, this will be exacerbated on smaller screens. Therefore, it’s important to spend time optimising your site for all users. 

How to ensure your online store is accessible

To make your site more accessible, you can first run a free audit using a tool like Google Lighthouse. This will draw attention to any specific problem areas your site currently has.

If you’re using images, ensure that you also use descriptive alt text (in-line with Search Engine Optimisation recommendations) and that headings are clear and structured. This will help those using screen readers easily navigate your online store.

It’s also important to choose colours and fonts wisely. Stick to high-contrast colours so that the text can be clearly defined from the background, no red text on a green background, for example. And ensure you use readable fonts, so that visually impaired shoppers or those using screen readers can still navigate your site.

Lastly, examine your checkout process by using keyboard navigation only; this will flag any accessibility issues for people relying solely on keyboards.

For a comprehensive benchmark, refer to the Web Content Accessibility Guidelines (WCAG 2.1). Or, for a professional audit, you can also hire a web designer.

Remember, improving accessibility isn’t just about legal compliance. It leads to a better user experience, boosts SEO, and opens your store to a wider, more diverse customer base.