Last week, we talked about searching and shopping online, and the barriers that a shopper with a disability may encounter while looking for that perfect item. Today, let’s review the process of purchasing that item as a person with a disability.
When customers click to check out, they are expecting a seamless experience. At this point they have taken their time to look at your products and they are ready to invest in you. Now, the question is this: have you invested in them? Shopping online removes physical and social barriers like needing to drive, carrying or pushing carts of items through a store, or coping with social anxiety or OCD. Customers with disabilities will notice and remember if they have a smooth experience with your website or if they encounter roadblocks.
Here is a quick recap of some of the tasks your customers may encounter at check out:
- Logging into account
- Creating account
- Logging into guest account
- Reviewing items in cart
- Using promotional codes, store credit, a gift certificate, or rewards points
- Selecting gift receipt and/or other gift options
- Entering personal information
- Choosing shipping method
- Entering billing information
- Reviewing order
- Submitting for purchase
When you break it down, that list ends up being a lot longer than anybody would expect. And it’s even longer and more tedious for a customer with a disability. If simple digital accessibility features are not integrated into your website, you will have customers who are unable to successfully check out. No retailer likes an abandoned cart, especially if the customer was truly ready to purchase but came across a roadblock.
Here is a quick snapshot of what that may look like:
Lily has a cognitive disability. Her cousin tells her about a cool board game that she’d love, so she goes online and finds it to purchase. But, she doesn’t get far. The website doesn’t provide her with a clear path to complete the order and the layout of the pages just doesn’t make sense to her. Lily gets so discouraged that she decides buying the game is not worth it.
Dave is an amputee who lost his arm while he served overseas. He uses dictation software because it’s faster than typing with one hand. He wants to grab a deal offered only on Cyber Monday, but he cannot fill out the fields fast enough with the timed checkout with one hand. When he tries his dictation software, Dave learns the site has little to no labeling, making it impossible to navigate properly.
Want to Learn More?
Download our whitepaper, Making Retail & Dining Websites Accessible to People with Disabilities, for more information and tips for retailers and eateries.
Don’t feel like reading a whitepaper? We understand. Access the resources from our free, on-demand webinar, Less Risk, More Revenue: Accessibility For Retail and Dining Websites.