Web retailers need to improve site accessibility
Research suggests sales are being lost by poor web design
Retailers could miss out on more than £376m in sales this Christmas because web sites fail to meet basic accessibility requirements, according to new research.
A study by web usability specialist Nomensafound the UK’s top 30 web sites all failed to meet globally-recognised Web Content Accessibility Guidelines.
John Lewis, Tesco and Marks & Spencer were the only retailers recognised for their consideration in design of its home and terms and conditions pages.
The most common problems were search forms, navigational links and advertising banners that failed to work without Javascript, graphical texts that are difficult to read or inappropriate and lack of shortcut links.
Nomensa managing director Simon Norris says everyone has a right to shop online at Christmas, but many people with disabilities would encounter problems and give up.
‘The Disability Discrimination Act requires service provision to people with disabilitiesincluding online shopping,’ he said. ‘But there is commercial imperative, because the more people retailers can get online, the more will go through the checkout.’
Norris says the amount of money spent on online shopping this year will exceed the High Street for the first time. And many companies are already making improvements to their sites.
A British Airways spokeswoman says the firm is aware of the effect poor web site design can have on customers and has worked with several suppliers to monitor compliance and provide access technology aimed at those with dyslexia and cognitive problems.
‘While not 100 per cent compliant, we are confident most customers would be able to use the site, and would not miss out on any information,’ she said. ‘A new version of ba.com is due this year and has been designed with improved accessibility in mind.’
HMV marketing and content manager Solomon Degia says accessibility issues were raised with its site manager after a recent audit and several projects are underway to enhance the browsing and shopping experience as part of its online commitment.
Marks & Spencer says it recognises its website is not perfect, but is working hard to improve it and expects to unveil a more accessible site soon.
And Argos says it audited its site within the last two years and is in the process of implementing many of the recommendations.
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