网站Accessibility: What It Is, Why It Matters and How It's Changing Ecommerce [Template]

在这篇文章中，让我们回顾一下网络可访问性，分解它的本质，为什么重要以及如何改变电子商务。

什么是Web可访问性？

Web accessibility is the initiative that ensures web content is coded and designed in a way that allows individuals with disabilities to use them. This applies to a wide range of disabilities, including sight, movement and cognitive ability.

To help website owners make their content more accessible, the Web Accessibility Initiative has createdWeb内容可访问性指南(WCAG). Currently at version 2.1, these guidelines focus on a wide range of principles which ensure all people can use a website.

Web Accessibility Guidelines

这些准则属于四个关键类别。内容必须首先是可感知的 - 所有网站元素必须以对残疾用户有意义的方式呈现。其中的例子包括writing alt textfor images, providing transcripts for video and audio content, and ensuring adequate contrast between text and graphics.

网站还必须考虑不同的操作功能。这包括使其适用于不能使用鼠标的键盘用户以及可能需要指针或替代输入设备的用户。

Source:Unsplash

可操作的网站还应为阅读内容和完成活动提供足够的时间。站点应始终注意可能引发癫痫发作或其他有害反应的内容。

接下来,网页内容应该是可以理解的。这个means adapting content so everyone can understand it and ensuring that navigational tools are predictable and provide input assistance to help users correct mistakes. In reality, many of these elements are basic components of aquality user experience, something that also benefits those without disabilities.

Finally, WCAG standards call for a website to be "robust," meaning that steps have been taken to ensure compatibility with various assistive technologies. Web accessibility is ultimately a forward-thinking approach toward web development that's mindful of the changing needs of internet users.

Now that we're familiar with web accessibility, let's review why it's important.

Why Is Web Accessibility Important?

According to theU.S. Census Bureau, approximately 56.7 million Americans have a disability. Over half of these individuals report experiencing a "severe" disability. Among this group, two million were blind, 19.9 million reported having trouble "lifting and grasping," and 12 million required assistance with "instrumental activities of daily living."

While not all disabilities impact one's ability to use the internet, there's no denying that many of these conditions can keep someone from enjoying full access to a site that doesn't meet WCAG standards.

Web可访问性示例

考虑一下hypothetical example来自网络可访问性计划：

"Alex … has developed a repetitive strain injury that makes it painful to use a mouse and to type for extended periods of time. Though it took considerable research, time, and commitment to learn, he's able to work with less pain using the following modifications to his work environment:

• 使用人体工程学键盘。
• Use of keyboard commands without a mouse.
• Voice recognition software on his computer and mobile phone.
• 辅助触摸他的手机。”

在此示例中，亚历克斯将难以使用某些Web表格，或者由于无法跳过其使用限制的内容而被迫花费额外的时间在网站上浏览。

如果他要使用一个不符合可访问性标准的电子商务网站，那么他可能无法完成购买，因为他将在结帐过程中定时完成订单。

这只是可访问性问题在电子商务世界中呈现障碍的一种方式。当网站缺乏适当的导航提示时，依靠屏幕读者的视力障碍的人通常会遇到问题。可能不会给身体健全的用户出现问题的问题可能会阻止残疾人从您的网站购买。

This was made abundantly clear by the单击磅调查, a 2016 study looking at the barriers facing disabled customers in e-commerce. According to the survey, 71% of customers will abandon a site that has accessibility issues. 80% of those surveyed said they prioritize sites "where the fewest barriers are placed in their way," rather than those with the lowest prices.

The study also noted that these "click away" customers represented approximately 10% of total online spending in the United Kingdom, resulting in significant losses for businesses that failed to address the needs of disabled consumers. We can see those losses outlined in the graphic below.

Source:Click Away Pound

Worse still, the majority of those who abandon a website will not reach out to the website for support, meaning you could be losing business without even knowing it. Where web accessibility is concerned, e-commerce brands have a responsibility to ensure everyone can easily buy their products. This doesn't just improve web access — it can also help your bottom line.

Now that we've established the significance of web accessibility, let's review how this initiative is changing ecommerce.

How Accessibility Issues Are Changing E-Commerce

Web可访问性最近出现在新闻中，因为一些网站未能解决残疾人。bob官网官方网站

As Gal Vizel, CMO of web accessibility platform accessiBe解释了，“与ADA Web可及性有关的诉讼在短短一年内增加了183％，从2017年的814例案件增加到2018年的2285案。Domino的披萨在输给法庭上的盲目原告时，这是一个困难的方法，他们难以订购披萨因为该网站与标准屏幕阅读软件不兼容。残疾人社区已经说过 - 我们正在听。”bob电竞官方下载

这些诉讼中的许多诉讼都强调了即使是较小的可访问性问题，例如缺乏键盘导航或未包含图像ALT文本的问题，都可以防止残疾人访问内容或进行购买。

Because of the increasing prominence of these cases, more and more e-commerce brands are coming to recognize the importance of making their websites accessible. After all, the best way to avoid litigation is to proactively ensure that you're meeting accessibility standards.

Accessibility Statement

除了使您的网站符合WCAG标准外，国家残疾局recommends该网站所有者在其网站上包括可访问性声明。

This statement should highlight your commitment to and conformance with accessibility guidelines, including the date of your most recent accessibility audit and timelines for any areas that need to be corrected.

这是来自受欢迎网站的可访问性语句的示例The Motley Fool：

Source:The Motley Fool

遵守WCAG标准和包含可访问性声明不仅会保护您免受潜在诉讼的侵害；这些动作还将帮助您与潜在客户获得善意。

If you're looking to create an accessibility statement for your website, check out the template we've included below.

Accessibility Statement Template

这是在向网站添加可访问性语句时可以使用的模板。

[Company name] is committed to ensuring that this website is accessible to all users based on the guidelines listed in the Web Content Accessibility Guidelines. Our goal is to make sure that all of our content, regardless of channel or medium, is available for every person who wishes to access it. If you have any questions or comments regarding our site, please feel welcome to reach out to [Resource name and phone number] for further assistance.

在一天结束的时候,网页可及性不应该merely be about trying to avoid potential lawsuits or getting more money from your target audience. It's about making sure everyone who wants to use the internet can access content and make purchases without being hindered by their disabilities.

当您使您的网站都可以访问所有人时，您将尽力使互联网成为可以真正使所有人受益的资源。

For more ways to improve your site, read about conductinguser testing。