Why Every Enterprise Should Prioritize Accessible Digital Experiences for Customers

Engaging with a web page – for example, reading an article like this one – is a seemingly simple act that most of us take for granted. But what if you were one of the estimated 1.3 billion people worldwide who experience a significant disability that presents a barrier to accessing digital services and information?

Although the majority of business is now conducted online, enterprises often fall short of implementing accessibility features. Now more than ever, enterprises have the opportunity to grow profits and create a more equitable way forward by recognizing the importance of digital accessibility and how it ultimately enriches the customer experience (CX).

Navigating The Current Accessibility Landscape

Digital accessibility is the practice of designing and developing digital products to ensure usability for a wide spectrum of users, including those with disabilities. This encompasses individuals who are blind or visually impaired, deaf or hard of hearing, have mobility limitations, or experience cognitive impairments, among others. Despite the importance of accessibility to so many, enterprises are failing to implement accessibility features across their workflows – and realize the bottom-line benefits accessibility efforts hold.

Accessibility principles already exist in the physical world we interact with every day. We have ramps, handicap spots, braille, and more. Likewise, organizations have a business and ethical responsibility to prioritize accessibility across digital experiences. However, there is much room for improvement, and complaints about the lack of digital accessibility continue to stack up.

According to a recent Acquia digital accessibility survey, the most common issue reported by respondents is inaccessible website design or layout (31%). This is followed by video or audio content that lack captions or transcripts (24%), and insufficient keyboard navigation options (24%). Other frequent issues include unlabeled form fields or buttons (21%), poor content contrast or color choices (20%), and missing alternative text for images (19%).

Acknowledging the gaps that exist, laws and regulations have been put in place that require companies to make their digital products accessible by achieving compliance and upholding the Americans with Disabilities Act (ADA). Government agencies, for example, are already obligated to adhere to accessibility standards. However, there’s a potential for private businesses’ digital experiences to be classified as “public accommodations,” potentially leading to legally mandated accessibility requirements. While regulation is key to invoking change across the enterprise sector, it’s equally important for companies to recognize how their contributions can help foster a more equitable world and move the needle.

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The ROI & Accessibility Relationship

Improving accessibility can be seen as a long-game strategy, but there is a near-term benefit in creating new business opportunities. Improving accessibility not only broadens market reach but also opens up the doors to more customers, enabling sustainable growth and monetary gain.

Considering 75% of Americans with disabilities report using the internet on a daily basis, digital accessibility is incredibly important. In fact, in an annual study examining the homepages for the top 1 million websites worldwide, 96% had detected accessibility failures. Moreover, while the number of websites with accessibility errors is ever-so-slightly declining, the number of errors on pages with accessibility failures is increasing – up 13.6% since the 2023 analysis.

These stats should raise alarm bells for any company – not only because these sites are likely turning away visitors due to poor usability, but also because accessibility features are proven to improve search engine rankings, making an organization more findable to all users. This increased visibility can not only attract organic traffic but also translate into heightened conversion rates, boosting overall return on investment (ROI).

Additionally, accessibility features demonstrate a commitment to a customer-centric and inclusive experience. With 93% of survey respondents deeming that brands must prioritize accessibility, doing so creates an environment that boosts engagement, conversions, loyalty, and retention. Satisfied customers are more likely to become repeat buyers and brand advocates, leading to increased customer retention and higher lifetime value. Case in point: the financial services company, Capital One, saw a 20% increase in website traffic after implementing accessibility improvements, while Walmart saw a 25% increase in sales after making its digital marketing assets accessible.

Actionable Advice for Enterprises

Start with baby steps when implementing accessibility, and prioritize the following accessibility initiatives:

• Begin by conducting an accessibility audit:
  • Flag any obstacles hindering individuals with disabilities from utilizing
• From a foundational level, next bake accessibility into the core of the company design system:
  • Ensure accessibility consistency across the entire product
• Once the design system is set, focus on identifying external elements needing accessibility improvements, such as:
  • Proper headers on websites and subtitles for
  • Labels and alternative (alt) text across all
  • Color contrast between text and background
• To showcase the impact of your accessibility initiatives once implemented, produce accessibility conformance reports:
  • Highlight your company’s commitment to accessibility, demonstrating transparency and accountability within the broader industry.

Elevating Accessibility in 2024 & Beyond

At its core, accessibility is the foundation that brings people together internally and externally and helps evolve the business. There have been many instances where highly talented,

imaginative, and capable people were excluded from providing value to the world due to a lack of inclusion. Research has shown time and time again the value of diverse voices, and with 89% of survey respondents encountering accessibility issues when surfing the web, the need to fully embrace inclusion is clear and long overdue. The business world is rapidly shifting towards greater inclusivity and digitalization, so don’t risk being overshadowed by competitors who extend a welcoming hand to all.

Be the company that invites more people in, both customers and employees, and advocates for fair employment. This effort will create strong camaraderie across the company and benefit others as well as grow your company’s bottom line. Strive to set a new standard in the industry and serve as a beacon of ethical leadership for others to follow. After all, customers and prospects – and the broader community – care that you care.

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