More conversion through inclusion - how to empower customers

Digital inclusion is more than just a social promise, it is a real success factor. If you make your website accessible, you offer a better user experience, reach more people and demonstrably increase the conversion rate. In this article, we show you why accessibility makes all the difference in e-commerce. For your customers and for your sales.

Accessibility as a growth driver in e-commerce

Accessibility is not only an ethical imperative, but also a potential growth driver in e-commerce. By making your website accessible, you can reach a wider audience, including people with disabilities, the elderly and people with temporary disabilities. This expanded audience can lead to a higher number of visitors and ultimately more conversions.

An accessible design also improves the overall user experience, leading to longer dwell times and higher user satisfaction . All of this contributes to making your website not only more inclusive, but also more successful.

Legal requirements and benefits of accessibility

The legal requirements for web accessibility are becoming increasingly strict. In the EU, BFSG and EAA on the accessibility of websites and mobile applications of public sector bodies (EU 2016/2102) regulate accessibility. Companies must ensure that their digital offerings comply with the WCAG 2.2 standards in order to avoid fines and legal disputes.

In addition to the legal obligation, accessibility also offers operational benefits. An accessible website can improve brand image and boost customer confidence. In addition, companies that embrace accessibility early on can gain a competitive advantage by appealing to a wider user base and winning their loyalty.

Practical tips for implementing digital accessibility

To successfully implement digital accessibility, you should first carry out a thorough analysis of your current website. Use tools such as SiteCockpit's Contrast Checker to ensure that your color contrasts comply with WCAG 2.2 standards.

Ensure that all images on your website have alt text to make them accessible to screen readers. Implement clear and simple navigation that is operable with both keyboard and mouse. Also use ARIA (Accessible Rich Internet Applications) roles to improve the accessibility of dynamic content.

Stronger customer loyalty through digital inclusion

Digital inclusion promotes customer loyalty by providing a positive experience for all users. An accessible website signals to your users that you take their needs seriously and are willing to invest in their satisfaction.

By implementing accessibility, you can also increase customer loyalty. Satisfied customers are more likely to return and recommend your products or services to others. This can lead to greater customer loyalty and more stable sales in the long term.

Success stories: Companies that have grown through inclusion

Several companies have already proven that inclusion can be a key factor for growth. One example is the online store MEGAZOO, which made its website accessible and recorded a significant increase in the conversion rate as a result.

Another example is the online store for care needs HOZ24, which not only achieved legal certainty by implementing accessible designs, but was also able to offer an improved user experience. These measures have helped Zalando to reach a broader customer base and strengthen customer loyalty.