Too many pop ups or animations. Hard to read font. Your website loading too slow. All these things add to a bad user experience.
Not only does an inadequate user experience on your site lead to lost sales, but it also makes your website inaccessible to people with disabilities. This leaves you vulnerable to legal issues and damage to your brand image. The good news is that most accessibility issues are solvable, some more quickly than others.
Before we dive into how web accessibility can help your bottom line, let’s talk about what accessibility is and why you, as a leader in your organization, must make it your priority.
88% of consumers are less likely to return to a site after a bad experience while slow-loading websites cost retailers more than two billion dollars in lost sales annually.
What is digital accessibility?
Accessibility is a way of designing websites, tools, and technologies so everyone, including people with disabilities or impairments due to age, can use them as easily as possible. Some examples of disabilities and age-related impairments to consider when designing digital user experiences are:
Blindness and low vision
Deafness and hearing loss
Accessibility starts from the top
Like with any new initiative in your organization, change starts from the top. For real change to happen, you must integrate accessibility goals into your current processes. But change can be difficult, and your team will need motivation. It is up to you and other leaders in your organization to model the values and behavior expected of them.
Keep in mind that if your website is not accessible, you not only threaten the rights of people with disabilities, but you also limit your business growth potential. According to Gartner, "From a market perspective, people with disabiltiies represent a $1 trillion consumer market in the U.S. alone."1
1Gartner, Inclusive Design for Disability Will Lead to Augmented Human Innovation Breakthroughs, April 2020