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  • eCommerce Accessibility: Cart & Checkout Best Practices

    As a front-end developer, you already know how much the small stuff matters—clear labels, logical tab order, and meaningful feedback. These details don’t just polish the experience; they make the difference between a site that works for everyone and one that silently shuts people out. When it comes to eCommerce accessibility, gaps tend to show up in the usual suspects: shopping carts, forms, payment flows, and filters.

    Below, we’ll explore common eCommerce accessibility gaps and show you how to fix them. You’ll see examples of HTML and ARIA attributes that make a real difference in usability—without requiring you to overhaul your entire site. Just clean, thoughtful code that helps your work reach more people, the way it’s meant to.

    Why Accessibility Matters in E-Commerce

    Better eCommerce accessibility results in a better user experience. When you streamline navigation, label form fields properly, and offer multiple payment methods, you’re benefiting everyone, not just shoppers with disabilities. You’re also opening your doors to more customers, including those who use screen readers, have limited mobility, or simply prefer an intuitive layout.

    Beyond enhanced usability, there’s also the legal side. Lawsuits related to eCommerce accessibility are on the rise. Addressing accessibility from the start can help reduce legal risks, but the bigger win is ensuring all potential customers feel welcome in your store.

    eCommerce accessibility often breaks down at a few critical points:

    • Shopping carts with unclear or missing labels.
    • Forms and checkouts that don’t offer proper error messages.
    • Payment flows that are dependent on inaccessible CAPTCHAs or limited payment methods.
    • Product filters that are keyboard-incompatible or lack clear feedback.

    If you’re a developer responsible for these features, you’re in the perfect position to fix these problems. A few strategic lines of code or well-placed attributes can help transform a confusing checkout into a seamless experience for all.

    Making Your Shopping Cart Work for Everyone

    Add Clear Labels (Yes, Even for Buttons)

    It’s a common oversight to have buttons or icons without descriptive text. Screen readers can’t interpret an icon unless you provide an aria-label or similar attribute. Give every button clear text or an invisible descriptor for assistive tech.

    <button aria-label="Remove item from cart">
      Remove
    </button>

    This simple step ensures that anyone using a screen reader knows exactly what action they’re about to take.

    Let People Update Cart Items Without Guesswork

    Quantities, item removals, and other cart updates should be straightforward. If you’re using a numeric input, label it properly so a screen reader user knows what they’re adjusting.

    <label for="quantity">Quantity:</label>
    <input type="number" id="quantity" name="quantity" min="1" value="1">

    When quantity fields are clearly labeled and keyboard-friendly, customers can adjust items easily—no mystery involved.

    Show Helpful Feedback When Things Go Wrong

    Errors happen: maybe a shopper enters an invalid quantity or tries to remove an item that’s no longer in stock. Instead of reloading the entire page (and frustrating users), use an aria-live region to announce errors in real-time:

    <div role="alert" aria-live="assertive">
      Error: Please enter a valid quantity.
    </div>

    This alerts people using screen readers without forcing them to refresh or hunt for an error message.

    Shipping Forms That Are Easy to Use (and Easy to Navigate)

    Use Straightforward, Consistent Labels

    Forms can become confusing if users aren’t sure what to type. Proper <label> tags tied to the correct inputs make a huge difference for both sighted customers and those using assistive tech.

    <label for="address">Shipping Address:</label>
    <input type="text" id="address" name="address">

    When labels are descriptive and consistent throughout the form, everyone knows exactly what information to provide.

    Make Sure Users Can Tab Through Fields Logically

    Keyboard-only users often navigate by pressing the Tab key. If your form fields aren’t in a logical sequence, they’ll jump around unpredictably. Paying attention to the natural DOM order is usually enough, but if you must alter it, use tabindex carefully.

    Show Errors Clearly and Offer Suggestions

    Generic error messages like “Invalid input” force users to guess what they did wrong. Instead, offer specific guidance so people know exactly how to fix the issue:

    <div role="alert">
      Error: ZIP code must be five digits.
    </div>

    This clarity benefits everyone, speeding up the checkout process and reducing frustration—two big wins for eCommerce accessibility.

    Designing a Payment Flow That’s Smooth and Inclusive

    Offer More Than One Way to Pay

    Variety in payment methods—credit cards, PayPal, Google Pay, Apple Pay, etc.—ensures different shoppers can complete purchases in a way that suits them. Some assistive technologies work better with certain payment platforms, so having options expands your customer reach.

    If You Use CAPTCHAs, Make Them Accessible

    Nothing derails a checkout faster than an inaccessible CAPTCHA. If possible, rely on server-side checks. If you do need a CAPTCHA, consider offering an audio version or a more user-friendly alternative. This prevents people with disabilities from being locked out at the final step of their eCommerce accessibility journey.

    Choose Accessible Payment Gateways

    Third-party payment platforms can introduce new accessibility issues. Do a quick review to ensure any external gateway meets basic WCAG standards and is compatible with screen readers and other assistive tools. Even the best checkout flow can fail if the final payment step isn’t accessible.

    Don’t Let Product Filters Be a Barrier

    Make Filters Keyboard-Friendly

    Checkboxes, sliders, and dropdowns all need to be navigable via keyboard. That means ensuring users can Tab to each control, use arrow keys for sliders, and press Enter or Space to toggle checkboxes or confirm a selection.

    Let Users Know What Filters Are Applied

    Always make it clear which filters are currently active, both visually and programmatically (via ARIA attributes). This helps sighted users and people using screen readers track their selections and remove or adjust filters easily.

    Stick to Native HTML Controls When Possible

    While custom-styled checkboxes and radio buttons can look appealing, they often introduce accessibility quirks. Native HTML elements are easier to make accessible:

    <fieldset>
      <legend>Filter by Size</legend>
      <label><input type="checkbox" name="size" value="small"> Small</label>
      <label><input type="checkbox" name="size" value="medium"> Medium</label>
      <label><input type="checkbox" name="size" value="large"> Large</label>
    </fieldset>

    You can style them to fit your brand while ensuring they work out of the box for most assistive tech. It’s one of the easiest ways to improve eCommerce accessibility.

    Testing and Validating Your Work

    Start with Automated Tools (But Don’t Stop There)

    Tools like Google Lighthouse and  WAVE are great starting points. They scan for many common issues, but automated tests can’t cover everything, especially more nuanced user interactions.

    Test Manually with Real Assistive Tech

    Grab a screen reader like NVDA (Windows) or VoiceOver (Mac). Try using only your keyboard to navigate the site. This hands-on approach reveals a lot about real-world usability that automated checks might miss—especially in areas related to eCommerce accessibility.

    Get Feedback from Real Users

    If you can, involve people with disabilities in your testing. Their direct experience helps pinpoint issues you might never notice on your own. Real-world feedback is invaluable for refining the shopping journey.

    Small Fixes, Big Impact

    Building an accessible eCommerce site doesn’t require a complete overhaul. Most improvements, like adding clear labels or structuring forms properly, are quick, incremental changes in your code. These small fixes can significantly enhance the experience for shoppers who rely on assistive technology—and often make the site more pleasant for everyone else as well.

    If you want more detailed guidance or an expert review, there are plenty of resources on WCAG and web.dev. You can also team up with 216digital, where we specialize in making sure online stores meet eCommerce accessibility standards from start to finish. Whether you need help with checkout flows, product filtering, or a full-site audit, our team is here to ensure every shopper can complete their purchase with ease.

    Remember: inclusive design isn’t just a checkbox—it’s a mindset. By prioritizing eCommerce accessibility at each step of your development process, you’ll build online shopping experiences that truly welcome everyone. And that’s good business for everyone involved.

    Greg McNeil

    April 4, 2025
    How-to Guides
    Accessibility, ecommerce website, How-to, WCAG Compliance, Web Accessibility, web developers, web development, Website Accessibility
  • Small Design Choices, Big Accessibility Wins for All E-Commerce

    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!

    Greg McNeil

    December 6, 2024
    How-to Guides, The Benefits of Web Accessibility
    Accessibility, e-Commerce, ecommerce website, How-to, Web Accessibility
  • What Retailers Can Expect if They Aren’t Accessible

    In today’s digital marketplace, overlooking the accessibility of your website isn’t just a technical oversight—it’s a legal and financial pitfall that could jeopardize your entire business. As consumers increasingly flock to online shopping, retailers have a critical responsibility to ensure their websites are accessible to everyone, including people with disabilities. Failing to meet ADA compliance requirements isn’t just non-compliance; it’s an open invitation to lawsuits, hefty fines, and damaging publicity. The clock is ticking, and the stakes have never been higher. Is your business prepared to face the consequences of an inaccessible website?

    Understanding ADA Compliance and Accessibility Laws

    The Americans with Disabilities Act (ADA) was passed in 1990 to ensure that individuals with disabilities have equal access to public spaces. While the law was initially focused on physical spaces, such as stores and offices, the scope has expanded with the rise of the Internet. Today, many courts interpret the ADA as applying to websites, meaning retailers’ websites must be accessible to people with disabilities, including those who are blind, deaf, or have other impairments.

    ADA Guidelines for Web Accessibility

    Under ADA guidelines, businesses must make reasonable accommodations for disabled individuals by ensuring that their websites are usable by people who rely on screen readers, text-to-speech software, and other assistive technologies. If your website doesn’t meet these requirements, you might find yourself at risk for a lawsuit.

    What Are the Legal Risks for Retailers?

    If your website isn’t accessible, your business could be exposed to legal action. Retailers face the possibility of demand letters from law firms representing plaintiffs with disabilities. These letters often demand that companies make changes to their websites and may include a settlement request to avoid a lawsuit. A formal lawsuit could follow if these demands are ignored or if the retailer refuses to comply with ADA compliance.

    Common Accessibility Issues in Lawsuits

    • Images without Alt Text: Alt text describes the content of an image for screen readers. Missing alt text excludes visually impaired users from critical information.
    • Unlabelled Form Fields: Forms need clear labels and instructions for accessibility. Missing labels can lead to frustration and abandoned purchases.
    • Unclear or Missing Headings: Headings help organize content, making it easier for visually impaired users to navigate.
    • Non-Keyboard Accessible Navigation: Some users rely on keyboard shortcuts instead of a mouse. Websites not designed for keyboard navigation can exclude these users.

    The Cost of Non-Compliance

    So, what happens when a retailer faces a lawsuit or demand letter for not meeting ADA compliance?

    Legal Costs

    Defending against a lawsuit can be expensive, even if you ultimately win. The average cost of defending a web accessibility lawsuit can run tens of thousands of dollars. This does not include legal fees for settlements or necessary website updates.

    Settlements

    Many retailers choose to settle lawsuits rather than risk the expense and uncertainty of court. Settlement amounts can vary but often reach six figures. Additionally, companies must typically commit to updating their website for compliance, further adding to costs.

    Fines

    While the ADA itself doesn’t specify fines, related laws, like the Rehabilitation Act, require federal agencies to ensure accessibility. Violations can lead to significant fines, especially for businesses that accept federal funds or contracts.

    Damage to Brand Reputation

    Beyond legal costs, lawsuits over website accessibility can damage a brand’s reputation. A public lawsuit can erode consumer trust, lead to negative media coverage, and even cause loyal customers to lose faith in the inclusivity of your business.

    Loss of Customers and Sales

    The financial impact doesn’t stop with legal costs. Inaccessible websites exclude millions of potential customers, especially those with visual impairments. Poor user experiences can lead to lost sales and customer frustration.

    Big Brands, Bigger Penalties

    Web accessibility is no longer a theoretical risk—it’s a pressing reality affecting retailers across industries. In recent years, well-known brands have faced significant legal challenges for not meeting ADA compliance standards, underscoring the tangible consequences of non-compliance. Notable cases include:

    Target Corporation Settlement

    In a landmark 2006 case, the National Federation of the Blind (NFB) sued Target Corporation, arguing that its website’s inaccessibility violated the ADA, barring blind users from equal access to online services. This case culminated in a $6 million settlement in 2008, with Target committing to WCAG 2.0 standards. The settlement set a powerful precedent, establishing that websites are indeed extensions of physical stores and must comply with ADA standards.

    Beyoncé’s Parkwood Entertainment

    In 2019, a lawsuit against Parkwood Entertainment—the company managing Beyoncé’s official website—brought celebrity and entertainment sites into the accessibility spotlight. The case highlighted key issues, like missing alt text and inaccessible navigation, underlining that ADA compliance requirements extend to all online sectors.

    Dick’s Sporting Goods

    In 2021, Dick’s Sporting Goods faced a lawsuit over a lack of accessible design elements, from missing alt text to insufficient screen reader support. This case reaffirmed that even leading retailers are vulnerable if they overlook essential accessibility features.

    A Surge in Accessibility Lawsuits and the E-Commerce Sector

    The growing number of lawsuits drives home the urgency for retailers to proactively address web accessibility. According to Useablenet in 2023 alone, more than 4,600 ADA-related website accessibility cases were filed, with 82% targeting the retail sector. As consumers increasingly rely on online shopping, accessibility becomes essential for retailers to stay competitive and inclusive.

    Why E-Commerce Faces Elevated Legal Risks

    Retailers with online sales channels, particularly in e-commerce, face intensified scrutiny as customers with disabilities encounter persistent barriers to shopping online. According to the U.S. Center of Disease Control, 7.6 million Americans with visual impairments struggle with inaccessible websites, translating to missed revenue opportunities. By not prioritizing accessibility, e-commerce retailers risk losing out on an estimated $7 trillion in annual spending from the global disability market.

    The message is clear: the cost of non-compliance is high, and accessibility lawsuits are on the rise. For retailers, these cases underscore the importance of making accessibility a strategic priority to safeguard brand reputation and revenue alike.

    How to Avoid the Legal Pitfalls

    If you’re a retailer, the best way to avoid legal issues is to proactively make your website accessible. Here’s how to get started:

    Conduct an Accessibility Audit

    Use accessibility tools or hire an expert to evaluate your website. Many free and paid tools are available to help identify common accessibility issues.

    Follow WCAG Guidelines

    The Web Content Accessibility Guidelines (WCAG) set the standard for web accessibility, covering elements like text readability, video captioning, and more.

    Train Your Team

    Ensure that your website’s content managers are trained in accessibility best practices, helping you avoid common errors and keep your site compliant with updates.

    Stay Informed

    Accessibility laws and best practices are evolving, so it’s essential to stay updated on the latest requirements and trends.

    Secure Your Website’s Future

    ADA compliance isn’t just a legal obligation—it’s an opportunity to make your website more inclusive and accessible to a wider audience. Retailers who fail to make their websites accessible face serious legal risks, including lawsuits, legal fees, and damage to their brand’s reputation. On the flip side, ensuring your website is accessible to all users can boost customer trust, loyalty, and, ultimately, sales. By taking the necessary steps to make your website compliant with ADA standards, you protect your business and demonstrate your commitment to inclusivity.

    So, take action today to ensure your website is accessible. Your customers—and your bottom line—will thank you!

    For personalized guidance on making your website ADA compliant, reach out to 216digital for an ADA briefing. Our experts are here to help you navigate the complexities of web accessibility and secure your business against potential legal risks.

    Greg McNeil

    November 11, 2024
    Legal Compliance
    Accessibility, ADA Compliance, ecommerce website, Retail, Web Accessibility
  • Digital Accessibility Should Be of Every eCommerces’ Christmas List

    ‘Tis the season for eCommerce businesses to sleigh with their hottest sales of the year. Shoppers everywhere are searching for that perfect gift, making it one of the most lucrative times of the year for online retailers. But there’s a crucial part of the market that many are overlooking—digital accessibility. Ignoring this can mean missing out on a significant number of shoppers and facing potential legal issues. In 2021, businesses lost over $828 million due to websites that weren’t accessible, excluding valuable customers and risking their brand’s reputation.

    Meeting digital accessibility standards isn’t just a nice-to-have; it’s a must, especially this year when the stakes are even higher. With inflation rising and economic uncertainty looming, shoppers are expected to be pickier about where they spend their money online. ISo, is your business ready to meet this challenge and unwrap its full potential?

    Competitive Advantage: Stand Out in a Crowded Market

    Since the COVID-19 pandemic, online sales have soared. In 2020 and 2021 alone, retailers made an extra $219 billion because more people shopped online. With so many online stores competing for shoppers’ attention during the holidays, you need to find ways to make your brand stand out. A 2022 report from WebAIM found that about 98% of top websites don’t meet basic accessibility standards. This leaves a lot of business up for grabs, giving you a huge chance to get ahead.

    According to the CDC, one in four adults in the United States has a disability. During the holiday season, making your website accessible isn’t just something nice to do—it’s a way to reach millions of potential customers who might have trouble shopping online otherwise. By investing in digital accessibility, you turn your site into a welcoming, easy-to-use place that encourages more shoppers to stay, look around, and make purchases.

    Reach a Larger Customer Base That’s Ready to Shop

    Many people assume that digital accessibility only helps a small group, but this couldn’t be further from the truth. People with disabilities and older adults are often powerful consumers, especially during the holidays when everyone is buying gifts. If you ignore the huge spending power of the disability community, you miss out on a massive potential customer base. Making your website accessible ensures that people with disabilities can navigate and shop on your site, expanding your customer base and showing inclusivity.

    Consider how many sales you could lose if your website isn’t accessible to everyone. Research shows that difficulties with web accessibility could cost your business $8 billion in holiday revenue. The good news is that you can avoid this loss by making your site inclusive and accessible.

    Digital Accessibility for People with Disabilities

    Over 1 billion people around the world live with some form of disability. In the U.S. alone, about 26% of adults have a disability—that’s one in four adults, according to the CDC. These consumers have more than $175 billion in spending money. By prioritizing digital accessibility,  you’re opening your online store to millions of potential customers who might be unable to use your site otherwise. 

    These customers are eager to join in holiday shopping, and by making your site accessible, you’re welcoming them in. Research from the American Institutes for Research shows that people with disabilities have about $490 billion in disposable income. Including older adults, who also benefit from accessibility improvements, makes this potential customer base even bigger.

    Older Buyers are Big Spenders

    Many older shoppers, who might have vision challenges or limited mobility, look for websites that are easy to read and use. Simple changes like adjustable text sizes, high-contrast display options, and easy navigation make a big difference for this group. According to AARP, adults over 50 contribute over $7.6 trillion to the economy annually, making up 41% of all online shopping. By making your website more accessible, you can attract their holiday spending and build lasting customer loyalty.

    The Digital Accessibility That Makes a Difference

    What turns a brief visit into a sale? The experience. 

    Today’s shoppers are more selective than ever. They expect high-quality products and seamless online shopping. A 2022 report from IBM notes: “Shopping must be fast and efficient some of the time, rich and experiential other times, and always easy and intuitive. What’s more, consumers expect companies to cater to their needs and live up to their social and environmental responsibility claims.” 

    The Challenges Shoppers with Disabilities Face

    How easy your website is to use depends on its accessibility. So, what problems might prevent gift buyers with disabilities from becoming your customers?

    • 20% had issues creating an account or logging in to the website.
    • 39% couldn’t find the information they needed about a product or service.
    • 38% had problems with online purchasing and couldn’t contact customer service for help.
    • 28% couldn’t interact with the website to select the items they wanted.
    • 25% had issues with checking out and completing the payment process.

    The truth is that an accessible website isn’t just for people with disabilities; it benefits everyone. Features like intuitive navigation, readable text, keyboard navigation, and easily clickable buttons improve the user experience for all. For example, video captions not only help those with hearing impairments but also benefit users in a noisy environment or who prefer to read along. When your website is easy to use, you can expect higher conversion rates, which can make a big difference during holiday shopping.

    Creating a Positive Brand Image

    Your brand reputation is about the relationship you have with your customers and the promises you make every day. People want to shop at brands that share their values. They want to spend money with companies that are doing good in the world and taking a stand—whether it’s in sustainability, climate change, or digital accessibility.

    According to a 2022 report from Google Cloud, shared values are more important to consumers than ever before. A striking 82% of shoppers prefer brands that align with their personal values. Even more telling, three out of four buyers said they’ve stopped supporting brands when their values didn’t match. Clearly, meeting these expectations is vital for building and maintaining customer loyalty.

    Your website is a crucial part of your brand. It shows where you choose to invest your budget and whether you care about diversity and inclusion. It paints a clear picture of whether you care about creating an easy and accessible shopping experience. Are you creating a welcoming experience? Or are you causing frustration and losing out on a large, powerful customer base?

    Higher Conversion Rates

    Accessibility features can directly influence your sales. A well-designed site makes shopping easy, which reduces cart abandonment and increases completed purchases. In fact, a Forrester study found that accessible websites can increase online sales by up to 15%.

    Features like intuitive navigation, alternative text for images, and clear call-to-action buttons attract more users and guide them through to purchase. The Web Accessibility Initiative (WAI) notes that accessible websites can reach up to 10% more customers and improve SEO.

    Digital Accessibility is a Must-Have

    Digital accessibility isn’t just about doing what’s right or keeping customers happy—it’s also a legal necessity. E-commerce websites face growing scrutiny, with web accessibility lawsuits on the rise. In 2023 alone, 4,605 web accessibility lawsuits were filed in both Federal and State Courts. The retail sector was hit the hardest, making up nearly 82% of all ADA-related web accessibility cases.

    The Americans with Disabilities Act (ADA) requires businesses to provide equal access to their goods and services, extending beyond physical stores to include online spaces. Not meeting these standards can lead to expensive legal issues, harm your reputation, and weaken consumer trust. As you prepare your website for the holiday season, neglecting digital accessibility could expose your business to significant risks.

    Prepare Your Website for the Holidays with 216digital

    Preparing your e-commerce site for the holiday season means more than just stocking up on inventory and marketing deals. It’s about making sure your site is accessible to everyone. At 216digital, we specialize in helping e-commerce websites meet digital accessibility standards. From thorough audits to ongoing support and monitoring, we’re here to help you create an inclusive, user-friendly site.

    Don’t wait until it’s too late to make your website accessible, or yule be sorry. The holiday rush is the perfect time to ensure your site welcomes all customers. With digital accessibility, you’re not only complying with the law—you’re setting your business up for success.

    Greg McNeil

    October 25, 2024
    The Benefits of Web Accessibility
    digital accessibility, ecommerce website, holiday promotions, Retail
  • Retail Accessibility: Avoiding Common Pitfalls

    The internet is overflowing with retail opportunities, but one crucial element often gets overlooked: accessibility. For online retailers, making your website accessible isn’t just about complying with legal requirements—it’s about expanding your customer base and delivering a better shopping experience for everyone. So, how can you ensure your online store is open to all shoppers and avoid common accessibility pitfalls? Let’s dive into the essentials.

    Why Accessibility Matters for Online Retailers

    Web accessibility means making sure everyone, including people with disabilities, can easily use and navigate your site. In the world., about 15% of the population lives with some form of disability. By ensuring your website is accessible, you’re tapping into a market with immense buying power—people with disabilities control over $6 trillion in spending globally!

    But beyond opening your business to a broader audience, accessibility is also about staying compliant with laws like the Americans with Disabilities Act (ADA). In 2023, 82% of ADA lawsuits were related to web accessibility issues in the retail industry, affecting both large and small businesses alike. If your website isn’t accessible, you’re not just missing out on customers—you could also be facing legal risks.

    The Web Accessibility Guidelines

    The Web Content Accessibility Guidelines (WCAG) are the foundation for creating an accessible website. These guidelines revolve around four main principles, often referred to as POUR:

    • Perceivable: Content must be presented in a way that all users can perceive, whether visually or audibly.
    • Operable: Your site should be fully navigable, whether users are using a mouse, keyboard, or assistive technologies.
    • Understandable: Your content should be easy to comprehend and navigate.
    • Robust: Your website should work well with a variety of assistive tools, like screen readers.

    For retailers, aiming for WCAG 2.1 Level AA compliance is a great starting point, and it’s the level referenced by most legal frameworks for web accessibility.

    Steps for Online Retailers to Improve Accessibility Right Now

    Improving your website’s accessibility might sound like a big task, but it’s more manageable than you think. Here are some quick and effective steps to make your site web accessible:

    Auditing Retail Sites for Accessibility Issues

    The first step is knowing where your site stands. Start with automated tools like Lighthouse or WAVE to flag common issues, such as missing image descriptions or poor color contrast. Then, dive deeper with manual testing, working with accessibility experts to uncover more subtle barriers, like challenges with forms or navigation.

    Make Visual Content Accessible

    People with visual impairments rely on alt text to understand images, so be sure to include detailed alt descriptions for all meaningful visuals. For example, instead of a vague description like “product,” use something more specific like “Blue ceramic coffee mug with a handle.” This simple change helps users with screen readers understand what’s being shown.

    Don’t forget about video content! WCAG guidelines require captions for pre-recorded audio in videos. Ensure that auto-generated captions, like those from YouTube, are accurate, and provide transcripts for podcasts to make all media accessible.

    <img src="coffee-mug.jpg" alt="Blue ceramic coffee mug with a handle">
    <video controls>
      <track kind="captions" src="captions_en.vtt" srclang="en" label="English">
    </video>

    Optimize Website Navigation and Structure

    Some users navigate your site without a mouse, relying solely on their keyboard. Make sure your site can be fully navigated using just a keyboard, with elements like menus, buttons, and forms accessible through “tab” key navigation. Also, ensure every interactive element has a visible focus indicator, like a border around buttons or links, so users can easily see where they are on the page.

    button:focus, a:focus {
      outline: 2px solid #ffcc00; /* Provides a visible focus indicator */
    }

    Improve Form Accessibility

    Checkout forms can be a stumbling block for accessibility, especially if they aren’t screen reader-friendly. Make sure all form fields have clear labels and that error messages don’t rely solely on color. For example, instead of just using a red outline to indicate a required field, include a text message like “This field is required” to make the error clear for all users.

    <form>
      <label for="email">Email:</label>
      <input type="email" id="email" name="email" required>
      <span class="error" role="alert">This field is required</span>
    </form>

    The Retail Shopping and Checkout Process

    Imagine trying to check out but not knowing where you are in the process—frustrating, right? Break your checkout process into clear, labeled steps and ensure it’s compatible with assistive technologies. Also, consider adding alternative payment methods like PayPal, Google Pay, or Apple Pay to improve usability for all customers.

    To meet WCAG SC 2.4.4 standards, you can use visual breadcrumbs or progress indicators to let users know where they are in the checkout process.

    <nav aria-label="Breadcrumb">
      <ol>
        <li><a href="/cart">Cart</a></li>
        <li><a href="/shipping">Shipping</a></li>
        <li aria-current="page">Payment</li>
      </ol>
    </nav>

    Implement ARIA Landmarks and Roles

    ARIA (Accessible Rich Internet Applications) landmarks and roles help assistive technologies identify key sections of your page. For instance, wrapping your site’s header in a role="banner" helps screen readers identify it as the main header, making it easier for users to navigate through your site.

    <header role="banner">
      <nav role="navigation">
        <ul>
          <li><a href="/home">Home</a></li>
          <li><a href="/products">Products</a></li>
        </ul>
      </nav>
    </header>

    Testing and Ongoing Monitoring for Retailers

    Web accessibility isn’t a one-time fix—it’s an ongoing process. Retail websites are constantly changing. Regular testing and monitoring are essential to ensuring that those updates or changes to your site don’t introduce new accessibility barriers. Tools like 216digital’s a11y.Radar can help you stay on top of accessibility issues with automated scans and detailed reports, making it easier to maintain a compliant and user-friendly website as new content is added.

    Partnering with Accessibility Experts

    If all of this sounds overwhelming, you don’t have to go it alone. Partnering with accessibility experts can fast-track your progress. Whether you need a thorough audit, code remediation, or ongoing support, companies like 216digital specialize in helping retail sites meet web accessibility standards. They can ensure your site is not only compliant but also delivers a seamless, enjoyable shopping experience for all users.

    Accessibility Overlays: A Quick Fix or a Long-Term Solution?

    You might have heard about accessibility overlays—tools that promise a quick fix for all your accessibility needs. While these overlays might sound tempting, they often fall short. Overlays can miss deeper, underlying issues with your website’s code and design, leaving you vulnerable to ADA lawsuits. In fact, 933 companies were sued last year after installing overlay solutions and many accessibility experts caution against relying on them as a long-term solution.

    Instead, focus on making meaningful changes to your website’s design and functionality. Overlays might be a temporary patch, but they shouldn’t replace a full accessibility strategy.

    Check Accessibility Off Your Shopping List

    By making your website accessible, you’ll not only increase your customer base but also create a better shopping experience for everyone. Accessibility is a journey, and it’s one worth taking. Follow the steps outlined above, test your site regularly, and don’t hesitate to partner with experts to ensure your site stays compliant and user-friendly.

    To help you get started on the right path, consider scheduling an ADA briefing with 216digital. Our team of experts can walk you through the latest accessibility guidelines, provide actionable insights, and show you how to ensure your site complies with ADA standards.

    Online shopping should be for everyone, so let’s make it happen together!  

    Greg McNeil

    October 16, 2024
    How-to Guides, Legal Compliance, WCAG Compliance
    Accessibility, ADA Compliance, ADA Website Compliance, ecommerce website, Retail, WCAG
  • The Small Business Marketing Guide to Surviving COVID-19

    The Small Business Marketing Guide to Surviving COVID-19

    The coronavirus (COVID-19) has been a drastic agent of change across the globe. It’s forced us to adapt how we live and work to the new pandemic environment.

    If things go right and we flatten the coronavirus curve, we could be social distancing for quite a while. Already, this has put many small businesses in a difficult position, especially those that rely on in-store purchases.

    It’s important to work together during this time. So, to help other small businesses, we’re sharing this guide to digital marketing during COVID-19. By improving your business’ presence on the internet, not only can you endure the pandemic, but build the foundation for success when it ends.

    (more…)

    Greg McNeil

    April 17, 2020
    SEO
    Coronavirus, COVID-19, Digital Marketing, ecommerce website, SEO
  • Black Friday Shopping: Is Your Online Business Ready?

    Black Friday Shopping: Is Your Online Business Ready?

    America’s favorite shopping season is right around the corner and with it a barrage of online bargain shoppers. Is your site ready to handle the Black Friday shopping rush? If the answer is anything but yes, you may want to consider a quick preparatory revamp. Why? Because the year-end holiday season is not only the best time to meet your annual sales goals, but a great time to capture new customers. Following Thanksgiving, Black Friday and the last two months of the year are prime for gift-giving; people are shopping for themselves, their family, and their friends. Not to mention, over the last eight years, Black Friday retail e-commerce spending alone went from $534 million USD to $1970 million USD  – and it’s only expected to rise again this year. Which means optimizing your site for online sales now can ensure your business is ready to roll this holiday season. So how can you prepare? The first step is to decide which holidays you want to run promotions on. Once you’ve determined that and set up a promotional calendar, you can move on to polishing your website and online holiday marketing strategy. To make it easier, we’ve compiled a checklist to help get you on your way.

    Getting Your Website in Gear

    Image of a person browsing an ecommerce platform
    1. Check Your Server Traffic Capacity. Black Friday weekend is sure to draw a lot of traffic to your site, especially if you are running promotional deals. So making sure your server can handle the influx of customers is likely to make both their and your experience easier.  Check your server capacity before the season starts at  LoadImpact.com or Blitz.io.
    2. Create Landing Pages for Your Black Friday Deals. If you plan on setting your customers up with some awesome deals, it’s important to make sure they know what they are and where to find them. Landing pages on your website specifically made for the Black Friday/Cyber Monday promotions can help alert your customers to all the seasonal discounts you have on offer. Going the extra mile and creating a banner for your deals to be displayed on every page, will also help ensure no one misses out!
    3. Make sure your website is mobile friendly. The share of mobile sales on Black Friday in 2013 went from 27%  to 48% in 2016. And with more and more customers turning to their phones for online shopping, having a site with responsive design is more important than ever. Don’t know whether your site is mobile ready? Check it out with Google’s Mobile-Friendly Test. And if you still can’t figure it out, let us take a look!
    4. Test and troubleshoot everything. Even with the best promotions, the holiday shopping season could still be a complete bust if your customers aren’t able to make purchases from your site.  Whether it’s a broken link or simply a slow loading page, it’s important to make sure you’ve tested the durability of your landing pages and made sure your promotional coupons are working fine.
    5. Make the checkout process as seamless as possible. Simplicity is key. Customers like it when they can make a purchase with the fewest clicks possible – and obvious clicks at that. So spend some time ensuring your website has a user friendly interface with clear add/delete item and checkout buttons. And if you need a little help, let us know.
    6. Have your Shipping and Returns Policy for the shopping season in fine print. To prevent any future misunderstandings or complaints, it’s best to have your holiday season shipping and returns policy listed on your website where customers can easily access or see it.
    7. Track EVERYTHING. To make sure you’re getting the results you want and your leads are converting into sales, keep a detailed track record of every change you’ve made to your site and how it has affected your conversions.  A great way to do this is through tracking your Google Analytics and Facebook Pixel data.

    Marketing Yourself Right

    Images of a persons Startup company Now that you have your website ready to go the next thing to tackle is your marketing strategy. To start, look at your past marketing data to see how your business performed during previous years. This will make it easier to plan a marketing strategy as you’ll have a better idea of what worked and what didn’t. Once you have that data, you can start to plan for the future holiday season. And the following tips will help you put your best foot forward!
    1. Research your customers. A good marketing strategy starts with great research. For example, do you know 100% who your customers are? Have you created buyer personas? If you haven’t, check your Google Analytics demographics to ensure that the personas you have in mind match the factual customer data retrieved by Google. This will help you market to not only your current customers, but all potential buyers as well. Still unsure? Take a look at this helpful B2B Buyer Persona Guide for a more in-depth look on how to make your customer-data work for you.
    2. Create a winning PPC Campaign. Pay-per-click is one of the best ways to reach targeted customers. If you have optimized your campaign with the right keywords, your ad should appear at the top of Google’s search results. However, if you did not have the time to get your SEO and keyword targeting in place, PPC can help! For example:
      1. Shopping Ads is one of the best ways to get your products in front of your customers, because its CPC is much lower when compared to a Text Ad, and it can get you better conversion rates. You can also target local customers with Google’s Zip Code Targeting.
      2. And if you are already running PPC campaigns, the holiday season is a good time to start a remarketing campaign. Reach your customers who are actively searching for your products, or are loyal to your business with remarketing campaigns.
    3. Utilize social media for customer insights. Your social media channels can be a treasure trove of information. Places like Facebook, Twitter, and Instagram are full of consumer opinions on products and services. And not just on products they currently use, but items they are interested in buying. Put this information to use by –
      1. Promoting your Black Friday deals on social media sites like Twitter or Facebook.
      2. Creating product hype and awareness by offering special discounts to  your followers.
      3. Closely monitoring comments or mentions on your social channels and responding to any customer queries and feedback promptly. You can even make use of social listening tools to listen to what people are saying online about your brand or products.
      4. Creating your own hashtags for the holiday season. You can stick to the regular hashtags of #BlackFriday and #CyberMonday, of course, but you can also create hashtags specific to your business. If you do, make sure you plug them on all your marketing channels- website, social media, and emails.
      5. Using Facebook Dynamic Shopping ads, which are a great way target customers who visited your website and added a product to their cart but never followed through with the purchase.
    4. Start an email campaign targeting current customers. When it comes to getting results, email marketing is still very effective. Triggered emails like those to customers that abandoned full online shopping carts, still tend to bring in more customers than many social media campaigns.  To get the most out of your email campaign –
      1. Categorize your email lists.  Segmenting your emails into specific customer lists based on products they’ve looked at or purchased is likely to get you more email open rates.
      2. Personalize! Include the name of the subscriber and offer specific promotions based on their location.
      3. Create and manage your email workflows in advance. This will ensure that every email is catered to the customer receiving it, and be less work for you in the long run.
      4. Leverage your current customer base through exclusive deals. Not only will this help build anticipation for future Black Friday deals, but it will show your loyal customers that there is  some advantage in following you.
      5. Create a countdown timer for your emails to promote urgency.

    In the End

    No one knows your customers as well as you do and any website adjustment or marketing campaign should be planned with them in mind. However, we hope these tips will help get you and your site on your way to holiday-ready! And if you still have questions, let us know!

    Sources

    Desktop retail spending on Thanksgiving Day, Black Friday and Cyber Monday in the United States from 2008 to 2016 Share of mobile online sales on Black Friday from 2013 to 2016 How to Create Detailed Buyer Personas for Your Business Get Local with ZIP Code targeting Effects of List Segmentation on Email Marketing Stats Why You Should Spend More on Google Shopping vs Text Ads

    Greg McNeil

    October 18, 2017
    Ecommerce Platforms, Google AdWords, Google Analytics, PPC, Responsive, SEO, Social Media Marketing
    Digital Marketing, ecommerce design, ecommerce website, PPC, responsive design, responsive web design, SEO
  • The 7 Most Important Pitfalls to Avoid with Your New Ecommerce Website

    The 7 Most Important Pitfalls to Avoid with Your New Ecommerce Website

    There are so many different pieces that must all work together in order to launch a successful eCommerce website. Without careful planning, even an experienced developer can run into trouble. Here are 7 of the most common pitfalls and tips on how planning can help you avoid them:
    1. Choose the right platform. It’s tempting to pick the platform that “everyone uses” but everyone isn’t you. Take the time to evaluate the different platforms on the market and find the one that best suits your actual needs. Some platforms have large third-party support that can add to any functionality you need. Use one of the many online comparison tools to determine which software is most powerful, customizable, or easiest for you to learn. Also, keep in mind that it all comes down to the customer experience. If your site doesn’t make their shopping effortless, they’ll probably be less inclined to spend their money with you. Don’t go overboard with shipping and checkout options, keep as few choices as possible within reason. Otherwise, you run the risk of overwhelming them and turning them off from doing business with your company.
    2. Lock down your data. Even if you have the most robust and secure eCommerce platform, using it without a dedicated SSL or a digital certificate is like not locking the door to your house. Many smaller web stores don’t think to implement them or use a shared SSL certificate, usually because of cost concerns. Not having an authoritative declaration of security can impact the trust the customer is willing to place in your business. In today’s online economy, third-party digital certificates can be had quickly and well within budget and go a long way in assuring the customer that their data and money is safe.
    3. Make it easy to find. Customers will look for the first opportunity to click off your site if they can’t figure out how to navigate it quickly. Make your menus intuitive and minimize the number of clicks your customers need to make to find what they are looking for. Make sure you also include search bar functionality in case your customer isn’t sure in which category the product they need is listed.
    4. Make it look nice. Even the best eCommerce sites lack the ability for the customer to physically examine the product they are shopping for. To make up for this, you need excellent imagery that shows multiple angles and any different options that are available. Also make sure that any imagery looks good on a mobile browser or smartphone, which brings us to…
    5. Optimize for the road. Every year, a larger and larger percentage of online shopping is being done from smartphones and tablets with mobile browsers. If a shopper has a bad experience using a poorly designed mobile site, they won’t recommend it to other potential customers and are also much more likely to immediately visit a competitor’s site. Keep in mind, though, that optimizing for mobile platforms doesn’t mean making your design look “just ok” on a phone, you need a plan and design that works perfectly within the mobile browser.
    6. Content is king. Using stock descriptions from the manufacturer of the products you sell makes it difficult to differentiate yourself from other eCommerce sites that sell the same things. Unique content helps with your SEO ranking as well. Like the use of good imagery, a compelling and comprehensive product description gives your customer another layer of experience and allows them to easily become familiar with the product and much more likely to buy.
    7. Tell them who you are. It may seem obvious, but make sure you include contact information so that your customers can reach you if they have any questions or problems with their shopping experience. It can be as simple as a phone number at the top of the site or a robust page with a contact form. If you use email or a voicemail service, make sure someone checks it regularly. It can help you salvage a sale and create a customer for life that you might otherwise lose if they feel like they were left high and dry. And keep your branding consistent. If you don’t have money to invest in a branding package yet, use Hatchful to create one for free, in a matter of minutes, from your phone.

    At 216digital, we can help you completely avoid these problems or find a solution for you if you’ve already encountered bumps in the road. Our on-site developers and creative designers have over 15 years of experience in building eCommerce sites and creating custom integrations from the ground up. We use best practices gained from years of experience to craft industry-leading websites with unparalleled usability that convert browsers to buyers for our clients.

    Greg McNeil

    March 1, 2015
    Uncategorized
    ecommerce website
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