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Despite eCommerce now being an $870.7 billion industry in the United States, it’s still subject to seasonal trends and sales cycles. Most eCommerce business teams have become accustomed to lulling summer sales figures as shoppers are busy traveling, spending less time on their devices and more time patronizing traditional brick-and-mortar storefronts. One study found that not only is July the slowest sales month of the year, but it is followed immediately by August which has the smallest average order sizes.
Wondering how to keep eCommerce sales hot while you wait for the back-to-school bump? One of the simplest and cost-efficient solutions is to make sure every site visitor can access and navigate your storefront effectively. While remapping and optimizing your website navigation never hurts, some of the best improvements you can make to your eCommerce storefront is to make it friendly to customers with motor, visual and hearing impairments. Everyone wins when businesses invest in their digital accessibility.
Get Your Website Summer-Ready
The thought of overhauling a website with special accommodations for the disabled community seems like a daunting task. However, it’s nothing compared to the challenges the disabled community faces when attempting to enjoy standard online experiences and they’re blocked by inaccessible web formatting. Fortunately, with UserWay’s AI-powered technology digital accessibility has never been more attainable or affordable. The real question is can you afford not to?
Consider the benefits of making your site digitally accessible:
- Reinforcing civil rights
- Mitigating liability
- Reducing churn
- Increasing revenue
It’s About Giving a Damn
Summer is for reunions. Let’s talk about how digital accommodations are reuniting our world.
Before we even discuss profit and performance incentives, we normally like to stress that accessibility is primarily about being a decent person and operating an ethical business. If there were hypothetically no federal laws, such as the Americans with Disabilities Act (ADA), codifying the civil rights of United States citizens with disabilities, we all should still be committed to creating fair and welcoming web environments. If there were no financial benefits to creating fair spaces, we should be committed to doing so regardless. Motives matter, and if at the end of the day our approach to digital accessibility is simply checking off the boxes, we’ll constantly be toeing the line and doing the bare minimum for our fellow humans. Utilizing the latest accessibility technology lets you fix accessibility as they arise, and stay ahead of the curve. Among many benefits, your eCommerce site may begin to experience lower churn.
Preventing Summer Sun-Churn
Don’t let churn burn you this season. If your website isn’t compliant with Web Content Accessibility Guidelines (WCAG), your bounce rate with thousands of customers with disabilities will be significant.
According to the latest estimates, 2.14 billion people will make purchases online this coming year. Now, consider that one out of every five shoppers — or about 303 million people — will need accessibility accommodations when they visit an eCommerce storefront. Making sure your site is ready to use when they visit is vital, as 71% of shoppers with disabilities will click away from your website if they are unable to use it. That kind of leakage should haunt any business owner worth their salt.
According to a report by Accenture, the top 45 “Accessibility Champions” from the Disability Equality Index enjoy 28 times more revenue, two times more net income, and a 30-fold improved performance in profit margins over competitors.
Keeping Summer Web Campaigns Compliant
While you’re rolling out summer promotions and promotional graphics, digital accessibility does not need to be left out of the equation.
Seasonal website updates should comply with accessibility laws established by the ADA and WCAG guidelines. For example, all new summer-themed images and product thumbnails still need to feature alt text, color schemes should have proper contrast, site reformatting and structure should still be navigable for shoppers who are motor-impaired or blind, and all videos still need closed captioning.
Mindful of Summer Color Schemes
It’s common for websites to spruce up their eCommerce site with luscious bright colors to fit the summer season, they may even send additional emails splashed in bright colors, too. However, make sure your design teams execute these with digital accessibility in mind.
Poor color contrasts occur when a text and its background are poorly matched, which makes it difficult for people with impaired vision to read the text. If someone can’t read the text on your site, there is a good chance they won’t bother making a purchase.
Alt-text Isn’t Seasonal
While your design teams are likely putting together a gallery of sharp summer images and product thumbnails, they need to remember to keep alt-text on images relevant and properly descriptive. It’s the same with closed captioning on advertisements and product videos. These simple mistakes can potentially ruin thousands of sales alone.
Alt-text will allow shoppers with visual impairments to learn more about your products, while proper video captioning will mean customers who are deaf or have hearing loss can learn from your promotional footage. It’s important not to forget, alt-text can also boost SEO, expand discovery into image searches, and enhance the user experience for those who need or prefer to patronize your site without audio.
Get Your Web Surf-Ability Up
Traditionally, incorporating digital accessibility standards while attempting to roll out a seasonal change to a website was a tedious and expensive venture. However, today, the process has never been easier thanks to AI-driven solutions being provided by companies like UserWay. The UserWay AI-Powered Accessibility Solution is helping thousands of eCommerce clients attain ADA and WCAG compliance and create inclusive experiences through our accessibility widget and auditing and remediation tools.