The Importance of Website Accessibility in Modern Ecommerce
In today’s fast-paced digital world, inclusivity isn’t just a trend—it’s a necessity. For ecommerce businesses, ensuring website accessibility is vital not only for regulatory compliance but also for delivering a seamless experience to all users, including those with disabilities. Accessible websites help expand your audience, enhance brand reputation, and boost conversions.
To start, it’s essential to understand the accessibility standards for ecommerce websites.
These standards are guided by the Web Content Accessibility Guidelines (WCAG), developed by the World Wide Web Consortium (W3C). The W3C is the leading international organization responsible for creating web standards that promote long-term growth, security, and accessibility. Their mission is to ensure the web remains an inclusive, open platform for innovation, education, and communication, benefiting all users, including those with disabilities.
WCAG is structured around four core principles:
- Perceivable: Content must be presented in ways users can perceive.
- Operable: Users must be able to interact with the interface.
- Understandable: Information and operation must be understandable.
- Robust: Content must be compatible with current and future technologies.
It also defines three levels of conformance:
- Level A: Basic accessibility requirements.
- Level AA: Addresses the most common barriers, serving as the standard for most ecommerce sites.
- Level AAA: The highest level, which may not always be practical for all websites.
Additionally, regional accessibility regulations align with WCAG standards, including the ADA in the United States, EAA in the European Union, and ACA in Canada, among others.
By adhering to these standards, ecommerce businesses can create more inclusive digital experiences, ensuring their websites are accessible, user-friendly, and future-ready.
So, why does accessibility really matter?
Legal compliance is one of the most obvious reasons to prioritize web accessibility, as many countries have legal requirements mandating it. In the United States, for instance, the Americans with Disabilities Act (ADA) and Section 508 of the Rehabilitation Act set standards that businesses must follow to ensure their digital platforms are accessible. Beyond compliance, accessibility also drives business growth. With over one billion people worldwide living with some form of disability, making your website accessible opens the door to an underserved market segment. By removing barriers, you invite more customers to engage with your brand.
Additionally, accessibility enhances the user experience for everyone, including older adults, people using mobile devices, and those with temporary impairments. Finally, accessible websites can improve SEO. Features like descriptive alt text and a properly structured HTML layout not only make your site more usable but also help boost your search engine rankings, increasing visibility.
Common Accessibility Issues in Ecommerce Websites and How to Address Them
When it comes to ecommerce, accessibility challenges can create significant barriers for users with disabilities. Below are some of the most common issues, along with actionable steps to resolve them:
- Missing or Incomplete Alt Text for images: Users that rely on screen readers will be unable to understand the content or purpose of the image
- Provide descriptive alt text for meaningful images, and use empty alt attributes for decorative images
- Poor Color Contrast: the text is blending into the background so it makes it hard for users to read with visual impairments or color blindness to read the content.
- Use the color contrast ratios that meet WCAG standards. (4.5:1 for regular text, and 3:1 for larger text)
- No Keyboard navigation: some users rely on using their keyboard to navigate website and this happens when they cannot navigate the menus, forms, or interactive elements
- Ensure that all functionality is accessible by keyboard using the tab key while also testing focus states.
- Non-descriptive links: Using generic text commands like “click here” or “read more” don't give screen readers enough context to do the job they need to do for screen reader users.
- Write meaningful link text that describes the destination
- Unlabeled form fields: screen readers are unable to determine what the purpose of the input field is.
- Use (label) tags associated with form elements or aria-label attributes for custom inputs
- No captions or transcripts for multimedia: Any user that has hearing impairments wont be able to access video or audio content
- Provide captions for all videos and incorporate transcripts for any audio content
- Improper use of headings: if you skip using heading levels or simply just use heading for visual appearance it will disrupt the screen reader navigation.
- Use headings in the proper logical, hierarchical order to structure content.
- Dynamic Content without ARIA roles: If you don't apply ARIA role, a screen reader will not be notified when any dynamic content updates, or if a pop-up appears or there are dropdowns
- Use ARIA (Accessible Rich Internet Applications) roles and attributes to notify assistive technologies.
- Missing focus indicators: If you are using any focus indicators you need to make sure they are not missing otherwise a keyboard user cannot see where they are on a page.
- Ensure any focus indicators such as borders or highlight are visible and styled for all interactive elements
- Using text in images: If you put any text in your images, a screen reader will not be able to read it.
- Use real text for content and reserve images for purely visual elements
- Automatic Playing media: A user with cognitive or sensory impairments could easily be disrupted by any auto playing audio or video.
- Allow the user to control the playback or disable auto-play entirely
- Ignoring mobile accessibility: Features that work on desktop may not always work on mobile, meaning that a mobile user that is facing a disability would be unable to interact with your site.
- Test accessibility on multiple devices to ensure you are using a responsive design
Tools That Simplify Accessibility
Building an accessible website can feel overwhelming, but modern tools like accessiBe and Siteimprove make the process manageable:
- accessiBe: This AI-powered solution automates many accessibility tasks. It scans your website and applies fixes for issues like keyboard navigation and color contrast. Its interface also lets users customize the browsing experience to their needs.
- Siteimprove: A comprehensive tool for website optimization, Siteimprove’s accessibility module provides detailed audits, actionable insights, and tracking to help you meet compliance standards.
While these tools are incredibly valuable, they should complement—rather than replace—a thoughtful, manual approach to accessibility. Let’s dive into these tools to help you determine which platform is the best fit for your business.
Feature | Siteimprove | accessiBe |
---|---|---|
Approach to Accessibility | 1. Focuses on holistic website optimization, including accessibility, SEO, analytics, and content quality. 2. Provides actionable insights and recommendations for fixing accessibility issues manually. 3. Emphasizes compliance with WCAG standards by helping developers and content creators proactively identify and resolve issues. | 1. Primarily an automation tool that applies an AI-powered overlay to make websites accessible in real time. 2. Aims to provide immediate accessibility improvements without requiring significant manual intervention. 3. Focuses on compliance but relies heavily on overlays, which may not address deeper, structural accessibility issues. |
Target Users | 1. Ideal for developers, marketers, and content managers who want a comprehensive solution for optimizing websites. 2. Designed for teams who want to integrate accessibility improvements into their workflows and CMS. | 1. Targeted at businesses seeking a quick-fix solution to make their websites more accessible. 2. Best suited for small to medium-sized businesses with limited technical resources. |
Features | 1. Accessibility monitoring and reporting. 2. Detailed, actionable recommendations for fixing issues. 3. Integration with content management systems (CMS) for seamless optimization. 4. Broader suite of tools for SEO, analytics, content quality, and GDPR compliance. | 1. AI-driven widget for real-time accessibility adjustments. 2. Customizable user interface for end users (e.g., font size, contrast settings). 3. Automated compliance audits and reports. 4. Focuses mainly on visible accessibility adjustments |
Strengths | 1. Comprehensive and thorough, addressing accessibility at the code and content level. 2. Encourages long-term improvements through education and actionable fixes. 3. Supports broader digital performance optimization goals. | 1. Quick implementation with minimal technical effort. 2. Instant accessibility improvements via AI-powered overlays. 3. Cost-effective for businesses seeking basic compliance. |
Limitations | 1. Requires technical expertise to implement fixes. 2. Not an instant solution—requires time and effort for long-term accessibility. | 1. Overlays are often criticized for being superficial and may not fully comply with accessibility standards. 2. May not address deep-rooted issues like improper HTML structure or unlabeled form fields. 3. Relies heavily on automation, which might not meet the needs of all use |
Compliance Focus | Helps organizations achieve and maintain sustainable, long-term compliance with WCAG and other standards by fixing issues at their source | Primarily designed for immediate compliance with accessibility standards but may not meet the same depth of standards adherence as manual fixes. |
So, Which One Should You Choose?
If you’re aiming for long-term accessibility and a better user experience, Siteimprove is often the better choice. For quick compliance on a smaller budget, AccessiBe might be more appealing.
Choose Siteimprove if:
- You want a proactive, comprehensive approach to accessibility.
- You have a team that can implement recommended fixes.
- You’re interested in improving multiple aspects of your website (accessibility, SEO, analytics, etc.).
Choose accessiBe if:
- You need a quick solution for accessibility compliance.
- You have limited technical resources or expertise.
- You prioritize fast implementation over in-depth optimization.
Ongoing Steps to Maintain Accessibility Compliance
Maintaining accessibility compliance is an ongoing effort that requires regular attention and proactive measures. Here’s how you can ensure your website remains inclusive and compliant:
1. Perform Regular Accessibility Audits
Conducting routine accessibility audits helps identify and address barriers on your website. Tools like Siteimprove and AccessiBe can assist by scanning your site for issues and providing actionable insights. Focus on critical areas such as navigation, forms, and multimedia content, as these are often the most challenging for users with disabilities. Regular audits ensure that new content or updates don’t inadvertently introduce accessibility issues.
2. Test with Real Users
Automated tools are valuable, but they may miss nuanced issues that impact usability. Engage individuals with disabilities to test your site and provide feedback. These real-world insights can uncover problems that might otherwise go unnoticed, such as difficulties with screen readers or challenges navigating complex forms. Incorporating user testing into your accessibility strategy ensures a better experience for all visitors.
3. Stay Updated on Accessibility Standards
Accessibility standards, like the Web Content Accessibility Guidelines (WCAG), evolve over time. Stay informed about changes to these standards and apply updates to your site as needed. Regularly revisit your website to ensure it meets current compliance requirements and remains user-friendly for people with diverse abilities.
By committing to these steps, you can create an inclusive online experience while mitigating the risks of non-compliance. Integrating accessibility into your ongoing web development and maintenance processes ensures your site remains welcoming to all users.
At the end of the day, it's a Win-Win for Everyone
Making your eCommerce website accessible is not just a moral imperative; it’s a strategic advantage. By embracing inclusivity, you demonstrate your commitment to all customers, build brand loyalty, and stay ahead of competitors. With tools like accessiBe and Siteimprove and actionable steps, creating an accessible eCommerce platform is within reach.
Your business thrives when everyone can participate. Start today and ensure your digital doors are open to all.
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