In the ever-evolving world of online shopping, small design choices can have a massive impact on customer experience—especially when it comes to accessibility. The beauty of accessible design isn’t just about meeting legal requirements; it’s about creating a shopping environment where everyone, regardless of their abilities, can navigate, interact, and complete purchases effortlessly. For e-commerce businesses, embracing accessibility means happier customers, improved loyalty, and ultimately, higher sales. Let’s explore some easy-to-implement design changes that can create big wins for your e-commerce store.
Skip Navigation Links: A Keyboard and Screen Reader Lifesaver
For many e-commerce users, particularly those who rely on screen readers or navigate using keyboards, skip navigation links are game-changers. These simple links allow users to bypass repetitive menus and jump straight to the main content.
Imagine browsing an e-commerce site with dozens of product categories listed in a navigation bar. For someone tabbing through every link, it could feel like running a marathon before even reaching the product descriptions. Skip navigation links eliminate this hassle, ensuring users can quickly find what they’re looking for. Plus, it’s not just about accessibility—it’s about efficiency for all users.
How to Implement
Here’s an example of a skip navigation link implemented in HTML and CSS:
<a href="#main-content" class="skip-link sr-only">Skip to Main Content</a>
.sr-only {
position: absolute; left: -10000px;
}
.skip-link {
color: black; background-color: white; padding: 12px; border: 2px solid black; border-radius: 5px; z-index: 999;
}
.skip-link:focus-visible {
left: 0px;
}
Add an id to the main content section to link to it:
<div id="main-content">
<!-- Main content goes here -->
</div>This ensures the link appears only when focused, providing a seamless experience for keyboard users.
Quick Links: Streamline Product Page Navigation
E-commerce product pages often pack in a wealth of information, from product descriptions and specifications to reviews and related products. While comprehensive details are a plus, they can also feel overwhelming. That’s where quick links come in.
By adding anchor links at the top of product pages, you give customers the option to jump directly to the section they care about most. Whether it’s “Customer Reviews,” “Specifications,” or “Add to Cart,” quick links make the browsing experience smooth and satisfying. This small touch can be a big win for users with disabilities, who might otherwise struggle to scroll through dense pages.
How to Implement
Use anchor links combined with id attributes:
<nav>
<ul>
<li><a href="#description">Description</a></li>
<li><a href="#specs">Specifications</a></li>
<li><a href="#reviews">Customer Reviews</a></li>
</ul>
</nav>
<section id="description">
<h2>Product Description</h2>
<p>Details about the product...</p>
</section>
<section id="specs">
<h2>Specifications</h2>
<p>Technical details...</p>
</section>
<section id="reviews">
<h2>Customer Reviews</h2>
<p>What customers are saying...</p>
</section>Anchor links make navigation more accessible for all users, particularly those using assistive technologies.
Repeated Call-to-Actions: Boost Engagement on Lengthy Pages
Sometimes, e-commerce pages are lengthy by necessity—think of category pages featuring hundreds of products or detailed FAQs. Repeating key call-to-action (CTA) buttons, like “Add to Cart” or “Subscribe,” ensures users always have easy access to the next step.
Why does this matter? For users with mobility issues or those navigating on mobile devices, scrolling back to the top for a CTA can be frustrating. A well-placed button at regular intervals keeps the experience seamless and reduces the risk of abandonment.
To learn more about CTA’s and web accessibility, check out our article “Why ‘Click Here’ Hurts Your Website’s Accessibility.“
How to Implement
Here’s an example of a repeated CTA in HTML:
<section>
<p>Great deals await! Don’t miss out.</p>
<a href="/checkout" class="cta-button">Add to Cart</a>
</section>
<section>
<p>Ready to buy? Click below.</p>
<a href="/checkout" class="cta-button">Add to Cart</a>
</section>Enhance with CSS for visibility:
.cta-button {
display: inline-block;
padding: 10px 20px;
background-color: #007bff;
color: white;
text-decoration: none;
font-size: 16px;
border-radius: 5px;
}
.cta-button:hover {
background-color: #0056b3;
}High Contrast Colors: Accessibility Meets Visual Appeal
Choosing high-contrast color combinations is one of the simplest yet most impactful accessibility adjustments an e-commerce site can make. Text should always stand out against its background, ensuring readability for users with low vision or color blindness.
For instance, pairing black text on a white background is a classic high-contrast choice. Avoid combinations like light gray text on a white background—it may look sleek, but it’s a nightmare for users with visual impairments. Use online contrast checkers to ensure your color scheme meets Web Content Accessibility Guidelines (WCAG) standards.
Descriptive Alt Text: Elevate Your Product Images
Images play a starring role in e-commerce. From close-up shots of fabrics to 360-degree views of products, visuals help customers make informed decisions. But what about users who can’t see the images?
Enter descriptive alt text. This essential element of accessible design provides text-based descriptions of images, allowing screen readers to convey their content. For example, instead of “Image of a shirt,” use something like “Blue cotton button-down shirt with long sleeves and a slim fit.” Not only does this help visually impaired users, but it also boosts your SEO, making your e-commerce site more discoverable.
How to Implement
Add descriptive alt text to your images in the alt attribute:
<img src="blue-shirt.jpg" alt="Blue cotton button-down shirt with long sleeves and a slim fit">Accessible Forms: Smooth Checkout Experiences
Forms are a staple of e-commerce, whether for creating accounts, signing up for newsletters, or completing purchases. Yet, poorly designed forms can alienate customers with disabilities.
To ensure your forms are accessible:
- Use clear labels for every field, even if it seems obvious.
- Include error messages that explain the problem in plain language, like “Please enter a valid email address.”
- Add focus indicators to show users where they are on the page as they tab through the form.
These small changes make the checkout process easier for all customers while reducing cart abandonment rates.
How to Implement
Use clear labels, error messages, and focus indicators:
<form>
<label for="email">Email Address</label>
<input type="email" id="email" name="email" required>
<span id="error-message" style="color: red; display: none;">
Please enter a valid email address.
</span>
<button type="submit">Submit</button>
</form>Add JavaScript to show error messages dynamically:
document.querySelector('form').addEventListener('submit', function(event) {
const emailField = document.getElementById('email');
if (!emailField.value.includes('@')) {
event.preventDefault();
document.getElementById('error-message').style.display = 'block';
}
});Ensure focus indicators are clear for keyboard users:
input:focus {
outline: 2px solid #007bff;
}Accessibility Benefits Everyone
While these features are designed with accessibility in mind, they often enhance the overall e-commerce experience for all users. For example, quick links and repeated CTAs aren’t just for users with disabilities—they make navigating long pages faster for everyone. High-contrast colors don’t only help users with low vision; they’re also easier to read in bright sunlight on mobile devices.
Inclusive design doesn’t just expand your audience; it builds trust. Customers recognize and appreciate when a business goes the extra mile to ensure their shopping experience is smooth and enjoyable.
The Payoff: Happier Customers and Higher Sales
By incorporating accessibility features, you’re not just meeting legal obligations—you’re investing in your customers’ satisfaction. When customers feel valued and supported, they’re more likely to complete purchases, leave positive reviews, and return for future shopping. The result? A stronger, more inclusive e-commerce brand that thrives in today’s competitive market.
Ready to take the next step? Schedule an ADA briefing with 216digital today to explore how accessibility can elevate your e-commerce site. Simply use the contact form at the bottom of this page to get started. Let’s work together to create a better online shopping experience for all!
Make the change. Create an e-commerce experience that works for all—and watch as those small design choices turn into big accessibility wins!
