Holiday Spending: Why ADA Compliant Websites Win the Sale

Share on facebook
Share on twitter
Share on linkedin
Small paper shopping bags with shopping cart on blue background

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.

David’s Dilemma

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.

Privacy Policy

User1st is committed to protecting the privacy of your personal information when you access and use this website. Therefore, User1st does not collect your personal information without your express permission during your experience on this website.

The following are the only circumstances in which your personal information may be provided to User1st through your use of this website:

  • When you contact User1st (via the numbers and addresses listed on the Contact page of this website or when requesting a product demonstration)
  • When you link to, like, or comment upon User1st social media pages (i.e., LinkedIn, Facebook, Twitter) (via the social media icons set forth throughout this website)
  • When you comment on an article or blog post

In the event that you disclose your name, title, business name, address, phone, fax, personal handle or alias, or email to User1st through one of the mechanisms set forth above, please know that any non-public information goes directly to User1st personnel and is not provided to any third party. Such information is used solely for the purpose of furthering any potential business relationships between you and User1st.

Please note that User1st uses third party tools to monitor website traffic usage and patterns. These tools do NOT collect your personal private information and only collect clickstream or navigation information.

If you have any questions regarding this Privacy Policy, please feel free to contact us at the numbers and addresses listed on the Contact page of this website.