Holiday Shopping – The User Experience
Why ADA Compliant Websites Win the Sale
The holiday season is almost upon us, and shoppers are filling their online baskets with love and gifts to celebrate.
That’s not surprising, since the National Retail Federation reports that the final months of the year generate around 20 percent of total retail sales annually.
On top of that, Deloitte’s annual holiday period survey projects that e-commerce sales will surge from 14% to 18% in 2019. With so many personal spending budgets amplified during the winter holidays, your site should be designed to help, not hinder, holiday shopping,
To that end, here are a few cautionary holiday tales that reveal the accessibility issues that crop up every season.
Mary’s Sweater Situation
Every year Mary shops online for her growing number of grandkids. Over the years, however, her vision has deteriorated.
What’s that mean for her shopping experience?
This year, as she was hunting for matching sweaters, the poor color contrast on the website made it hard to distinguish if she was getting the right colors for a matching set. Also, this contrast issue made reading text in the descriptions nearly impossible.
Even worse, the tiny navigation buttons made it nearly impossible to complete her purchase.
Instead of buying a single sweater, Mary bought nothing from that site – the grandkids got cookies from a store with ADA-compliant, inclusive web design.
Due to his diabetes-related vision issues, David uses a screen reader to help him shop. He plans to shower his family with gifts to cap a year of ups and downs they shared as a family.
However, when trying to use a site unfriendly to screen readers, he couldn’t access product descriptions – without them, he has no idea on the specifics of all his gifts. With a little ingenuity of his own – and hours of work – he’s still managed to fill his shopping cart.
Then, after one click on a generically labelled button, instead of “Proceeding to Checkout,” he has emptied his cart.
Stunned, and certainly not in the spirit, he exits that website never to return.
Larry’s Series of Unfortunate Presents
Larry was born with impaired motor skills. Having lots of experience online, he can quickly tell which online shopping sites are a waste of time.
Since Larry has trouble using a mouse, he looks for sites that are navigable using only the keyboard.
If a site doesn’t enable keyboard navigation or is poorly designed for people with disabilities in other ways, Larry will quickly find a site that shows ADA compliance in its design.
Lousy websites, however, get written onto Larry’s naughty list for life.
Website ADA Compliance Opens Doors
Nearly 77 percent of holiday shoppers are expected to purchase goods from the same retailers as they did last year. That’s why an accessible website isn’t just a way to get into the holiday spirit, it also opens your online doors to these eager, loyal shoppers.
Don’t contribute to the stress of the season or miss out on the revenue your site could be generating; ensure your website is accessible to people with disabilities.
Start Your ADA Website Compliance Check
Attracting and facilitating shoppers with disabilities on your website requires a thorough analysis of your ADA website compliance. It’s not as hard as you think, however.
User1st’s compliance tester can audit your site to reveal website ADA compliance shortfalls – it will even show you how to fix them. Get our free website compliance tester for Chrome today.