If your shop makes people work to buy, they will abandon their basket. Accessibility is about removing that work. It is not only the right thing to do for people with disabilities, it is also a very practical way to lift conversions for every visitor. When you design inclusively from the start, you create a calmer path to purchase that suits busy parents juggling tasks, older customers on small screens, commuters on patchy mobile data, and customers with permanent, temporary, or situational impairments.

Think about the moments that cause drop-off. Straining to read light grey text. A form that resets after an error. A button that is not obviously a button. A video without captions. These are all accessibility issues, and they are all conversion killers. Fixing them reduces friction, builds trust, and helps customers complete the job they came to do.

Start with clarity. Strong colour contrast makes text readable in sunlight and on ageing screens. Clear labels beat placeholder hints. Buttons should look like buttons and links should look like links. Keep font sizes generous and line spacing comfortable so copy can be scanned without effort. None of this is controversial design wizardry. It is everyday craftsmanship that respects how people actually browse.

Next, ensure your site works with keyboards and assistive tech. Many customers do not use a mouse all the time. Some prefer the keyboard. Others use switch devices or screen readers. If your menus, filters, and forms are focusable in a sensible order, and you provide visible focus states, people can navigate quickly and confidently. They will also feel your site has been built with care, which lifts perceived quality and credibility.

Forms are the make-or-break moment. Label every field and keep error messages polite, specific, and placed directly next to the problem. Tell people what went wrong and how to fix it. Do not clear the form when there is an error. Use inline validation to catch mistakes early. Make optional vs required fields obvious, and keep the total number of fields to the minimum needed to fulfil the order. Every unnecessary field is a leak in your funnel.

Media matters. Provide captions for videos so customers can watch on mute at work or on a train. Offer transcripts for longer content. Use alt text for images so people using screen readers can still understand the product. Alt text should describe the image’s purpose, not just its colours. For example, “Black leather laptop backpack on a desk, showing padded straps and hidden anti-theft pocket” is far more useful than “Backpack.”

Speed is part of accessibility. A site that loads quickly on average home internet or mobile data helps customers with limited bandwidth and helps everyone else too. Compress images, avoid bloated scripts, and keep page weight in check. Faster sites see improved engagement, higher basket completion, and better search visibility. Accessibility and performance are close allies.

Content needs plain language. Customers skim. They do not want jargon, brand poetry, or mysterious labels. Use short sentences, descriptive headings, and clear microcopy so people can make decisions at a glance. For example, instead of “Learn more,” try “View sizing guide.” Instead of “Start now,” try “Add to basket.” Microcopy like this reduces doubt and keeps momentum.

Do not hide key policies. Delivery, returns, and warranty should be clear before checkout. People with anxiety about risk will leave if they cannot easily find the basics. Make these policies readable, honest, and free of legal fog. When customers can trust what happens after they buy, they are far more likely to complete payment.

Testing is simple and powerful. Try keyboard-only navigation. Run an automated check to catch basics like colour contrast and missing labels. Then recruit a few customers to complete a task while you watch silently. You will see where they hesitate or get lost. Fix those spots, retest, and repeat. Little improvements add up quickly.

Finally, treat accessibility as an ongoing standard, not a one-off project. As products change and new features arrive, keep the same expectations: readable, operable, understandable, and robust. Inclusive by default is not a cost centre. It is a growth engine that lifts conversions, lowers support tickets, and creates goodwill. When your shop is easy for everyone to use, more people will finish what they started.

Practical checklist

• Ensure colour contrast meets or exceeds WCAG AA and keep body text at a readable size.

• Make all interactive elements keyboard navigable with clear focus states.

• Use clear labels, helpful error messages, and never wipe user input on error.

• Provide alt text, captions, and transcripts where relevant.

• Keep copy plain, microcopy specific, and policies visible before checkout.

• Optimise speed through image compression and lean scripts.

• Test with real people, then iterate.