Accessible webshops support self-sufficiency and independence

Webshop accessibility study

Well-designed webshops can help people with disabilities lead more independent lives and fully participate in society. However, the current internet shopping landscape is far from ideal. "Web accessibility is in the DNA of our organisation," says Taeke. "It's integral to our approach. When the new European Accessibility Act (Directive (EU) 2019/882) came out, we decided to see just how accessible some of the Netherlands' leading webshops actually are. When it comes into force in June 2025, the Act will require online providers to make their services accessible to everyone, including people with disabilities." As Rian explains, "That might sound a long way off, but it's easy to underestimate how much time, effort and expertise is required to make a webshop accessible." Level Level's study was intended to promote awareness of the topic, Rian says. "We investigated the accessibility of the top fifteen webshops according to the trade journal Twinkle100. They included Bol.com, Coolblue and Albert Heijn – big names that often set the trends followed by others. We looked at the ordering process from start to finish, from the cookies popup to the payment dialogue. Each step of the process was analysed to see how easy it was for someone relying on a screen reader, or someone who can't use a mouse. The results were eye-catching. Many webshops simply aren't accessible to people with disabilities, including people who are blind or can't see well. On the Jumbo site, for example, there's no way to choose a delivery slot with a keyboard or screen reader. And some of the info on Albert Heijn's site can't be read out correctly by a screen reader." Taeke adds, "Nearly all the webshops responded positively to our findings. A good example is HEMA, who said they were taking our report seriously and wanted to radically improve the accessibility of their site. Bol.com approached us directly to ask whether we could organise a workshop for their team. And, in response to our study, IKEA appointed a full-time accessibility expert to oversee improvements."

Practical advice for businesses

"Because our study focused specifically on the ordering process, it provided various practical pointers as to where webshops can improve," continues Rian. "It also did a lot to promote awareness, because it was quickly picked up by the media. The findings are also very useful for other webshops and anyone who's just setting up a business. So we've translated the results into a set of quick fixes and structural solutions for start-ups and others."

Quick fixes

• Use highlighting to ensure that keyboard users navigating with the tab key can always see where they are on a page.

• Ensure good colour contrast between text and background.

• Provide an e-mail address or contact form on your website, as well as a phone number.

Structural solutions

• Map out the whole customer journey, identifying every step in the ordering process, then make sure each step is accessible.

• Make accessibility a standard element of your webshop quality control process.

• Arrange for your web team to get training on accessible webshop design and realisation, and on writing accessible web texts.

• Don't combine steps in the ordering process; make each step distinct from the next.

• Make sure your user testing involves people who use website navigation aids, so you get feedback on the accessibility of the webshop and ordering process.

"Businesses that take web accessibility seriously are opening their doors to a much larger clientele," says Taeke. "And the people whom inaccessible webshops exclude are often very loyal customers. Accessibility should therefore be integral to the way websites and webshops are designed and built. Sadly, that isn't currently the case. It's typically seen as a separate topic, something that web developers don't need to think about, or can be left until the end of the development pathway." Rian illustrates Taeke's point. "If you consider accessibility from the outset, right from the brand formulation phase, you can choose access-friendly colour schemes and typographic schemes. That kind of thing makes a big difference to people with impaired vision, and it can be very difficult to compensate later for design decisions made at the start."

E-learning and training

"To a large extent, the solution to the digital service sector's accessibility problem is training," asserts Taeke. "On most training programmes, accessible design is a separate minor subject. Whereas we believe it should be part of the basic training for students on web design and web development courses. We're trying to redress the balance with our new e-learning initiative, called The A11Y Collective. It's an educational platform for everyone who wants to know more about web accessibility, from students to experienced web developers. On the platform, we offer various e-learning courses on accessible web design, coding and content. Topics are explained in videos and in writing, then the user gets to have a go at putting the theory into practice. Our ambition is for the platform to become a medium for the global dissemination of web accessibility skills and know-how. Our masterclasses and courses are therefore in English. By sharing knowledge as widely as possible, we're contributing to a more accessible internet that everyone can use."

An internet for all

"Web accessibility is an issue that's always there. The internet is constantly evolving, and every new development requires us to update our accessibility knowledge. Fortunately, as our webshop accessibility study showed, there's growing recognition of the importance of online service accessibility. In the years ahead, we'll continue to make a contribution by sharing and utilising our knowledge and expertise in this field. We firmly believe that accessibility shortcomings aren't down to web developers and designers being unwilling to help. The problem is lack of knowledge. As the issue acquires a higher profile and organisations and educational institutes give it their attention, we're gradually moving towards an internet that's accessible and welcoming for everyone," concludes Rian. The findings of Level Level's webshop study are available at https://level-level.com/nl/webwinkel-onderzoek-2021/. Need help making your website or webshop more accessible? Contact Level Level by mailing mail@level-level.com.