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.
The importance of effective Alt Text for product images Hi again 👋 If you were asked to describe this image to somebody in the next room, what would you say? (watch this online) Photo by Dario Valenzuela on Unsplash On a travel blog, you might describe the scene: “Woman leaning against a wall in an industrial alleyway, looking off into the distance.” The focus is the place. The mood. What’s happening. But on a product page, the job is different. Now the image exists to help someone decide...
davedavies.dev March 11th Why site navigation needs to follow standard interaction patterns. Hi again 👋 Navigation is one of the most commercially important parts of any online store. If customers cannot browse categories easily, they never reach the product pages where the sale actually happens. And yet it’s surprisingly common to see navigation that looks polished, but breaks down the moment someone tries to use it without a mouse. This week’s video shows a good example of how that happens....
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...