Before we discuss that missed opportunity, we highlight some facts that the foundation has managed to uncover.
Visually impaired people struggle with online purchases
Commercial websites do not meet nearly half of the criteria for digital accessibility on average. Especially consumers who are blind or visually impaired struggle when buying a product online. This situation has remained unchanged for these people with disabilities since 2016.
It's quite strange, especially in a society where more and more people have trouble with their sight.
Criteria to help people with disabilities
The researchers explain which criteria they used when testing the sites for usability for people with disabilities.
The research tested the extent to which websites of webshops, travel organizations, and energy companies meet the internationally accepted guidelines for digital accessibility, the Web Content Accessibility Guidelines.
No website meets all criteria. On average, a webshop contains thirteen types of obstacles for people with disabilities.
Disadvantage for people with disabilities
The Board is concerned about this situation. "Due to the increased use of the internet, people are becoming more dependent on websites in their daily lives," said board member Dick Houtzager. "If they are not accessible, people with disabilities are at a disadvantage."
Opportunities for entrepreneurs
And now the opportunities for the entrepreneur.
It is a fact that opportunities arise in areas that other entrepreneurs leave behind. It is therefore interesting to read how precisely the Accessibility Foundation lists where webshops fall short.
The foundation states that 'most problems for people with disabilities have been found in the way you can arrange something on a website'.
The Accessibility Foundation gives the following examples:
- placing an order
- applying for a subscription
- booking a trip
Another obstacle is that people with visual impairments hit a wall when filling out a form if it is not made clear to them which information belongs in which field.
Additionally, the foundation lists the following issues:
- images without descriptions
- text colors that fade against the background
- dropdown menus
- unintelligible texts at links
Also, see what Google has to say about this on YouTube.
Take a cue from eBay
A positive exception is the website Ebay.nl. This scores significantly better than average. This is likely because this website is derived from the American version. In the United States, strict laws and regulations apply to the accessibility of websites for the benefit of people with disabilities.
Anyone looking to start making their webshop accessible can turn to Primer, a marketing tool from Google. In 5-minute lessons, you can learn how to market a product. There is also a lesson on how to consider people with visual impairments. There are also many useful tips and tools on the Accessibility Foundation's website.
