Actionable tips to remove the hidden accessibility barriers currently stopping your customers from completing their purchase. Join the top 6% - watch your sales grow, and your brand reputation shines.
Does it really matter if some people can’t buy from you?
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Hi again 👋 Someone replied to last week’s email with a fair question (shared with permission). “Does it really matter if some people can’t buy from you?” It’s a reasonable challenge, but I’ve never come across a business that intentionally excludes customers who are actively trying to buy. People don’t complete purchases for lots of reasons, every day. Maybe the price isn’t right, they are comparing options or they get distracted. But when a business has already spent time, effort, and money getting someone onto their site, the last thing they want is the site itself stopping the sale. At that point, this isn’t a missed sale - it’s wasted acquisition spend. The customer hasn’t rejected the business. The business has rejected the customer. In a physical shop, this would be unthinkable. If someone walks up to the door ready to come in, you would not put a barrier in their way, or move everything up to the top shelf and hope they try harder. You would fix the problem immediately. Take this online, and when the same thing happens there's often no complaint, just a lost customer - forever (and often they'll go to your accessible competitor...). That’s why this matters. When someone wants to give you money and can’t, that isn’t bad luck. It’s a product problem. Accessibility is not about doing something extra for a few people. Thoughts? Hit reply and let me know. Talk soon, P.S. Thanks for reading - have a great rest of your day. |
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Actionable tips to remove the hidden accessibility barriers currently stopping your customers from completing their purchase. Join the top 6% - watch your sales grow, and your brand reputation shines.
Hi again 👋 Research repeatedly shows that UK businesses collectively lose around £17.1 billion a year because shoppers hit accessibility barriers and abandon their purchase. That’s not a niche problem. It’s a huge sum of money. Roughly 1 in 5 people in the UK live with a disability. A significant percentage use assistive technology or need websites to behave clearly and predictably to complete a purchase. Even more rely on accessibility features, and would not necessarily identify as having a...
Hi again 👋 Browser zoom is one of the most commonly used accessibility features on the web. It is relied on by older customers, people with reduced vision, and anyone who needs larger text to read comfortably, to name just a few. In other words, it is not a niche behaviour. It is a normal way people adapt websites so they can read and buy comfortably. When someone zooms the page, they are not just making things bigger. You are changing how the layout behaves. That is often where problems...
Hi again 👋 Most businesses use analytics tools on their store, and automated accessibility scanners to test their site. That’s good standard practice, and it’s exactly what I’d expect. But unless you're actively manually testing your product pages - there's a very good chance you're in the 94% of stores with accessibility barriers. This week: Here are four ways you can check your own store, for free, and without specialist tools. Try buying something using only the keyboard Put the mouse...