An accessible website signifies a deeper understanding and values of an organisation. Many companies mistakenly believe they cannot afford to invest in accessibility, when in reality it is a profitable investment. Therefore, this article discusses money.

It is estimated that a fifth of people need accessible online services, yet only 10% of these meet accessibility requirements. Those most affected are individuals with physical disabilities, illnesses, or age-related sensory impairments.

The cost of accessibility depends on the size and current state of the online service. Considering the returns and savings from accessibility, the investment always pays off in at least four ways. 

Accessibility increases sales

Imagine you've run out of an ingredient while cooking and the nearest shop is difficult to reach. If you're in good health and a positive mood, the journey isn’t insurmountable, and you head to the shop. However, if you’re tired, stressed or unwell, you might prefer to order from Wolt or settle for the cereal in your cupboard.

The logic is the same for online shopping. If an online shop is poor, the threshold for shopping there is higher. We can't place a physical shop at everyone’s doorstep, but we can make online shops lightweight and easy for users. 

The purchasing power of those needing accessible online services is significant 

In the UK's Purple Pound report, it was estimated that there are over 7 million people who shop online and require accessibility. Their online spending power is nearly 30 billion euros. Of those, 70% reported leaving an online service when faced with accessibility issues. 

Where does this money go? To competitors. Large international companies, in particular, have recognised the potential of accessibility and integrated it into their operations. 

Ease of use increases customer satisfaction

It is worth noting that when the customer experience is right, customers are willing to pay more for a product.

As the general level of accessibility is still weak, user-friendly services stand out positively. Ease of use is a significant criterion that encourages us to return to an online shop and recommend it to those around us.

Accessibility attracts new customers

Search engine visibility improves

Web services interpretable with assistive technologies are also more understandable to search engines. For instance, adding text alternatives to videos and images can significantly enhance their visibility in search engines.

The American podcast This American Life, published since 1995, added transcripts to all its radio programs in its archives, boosting traffic via search engines by 6.8%. Other results were also achieved, which you can read about in this study.

Recommendations and company values attract customers

Recommendations from acquaintances and company values have a powerful effect. A company's value system influences purchasing decisions, especially among the 30-40 age group. 

When a close person has a disability, the attention of those around them also focuses on accessibility and inclusiveness. Including friends and close family, disability impacts up to 70% of potential customers. 

Responsibility and equality are rising value themes, with their significance in the market and in consumers' eyes continually increasing.

An accessible online service reduces personnel costs

Personal service is expensive compared to well-functioning self-service. 

When individuals can handle their affairs themselves, they don't need to rely on customer service. Consequently, fewer staff are needed, or their time can be spent on other tasks.

A customer service representative might have to use the same service and place an order on behalf of a customer. They themselves could also struggle with the service. Meanwhile, other customers tire of waiting for their turn and abandon their own intentions.

Accessibility reduces the risk of reputational damage or legal expenses

Law requires accessibility in certain sectors

The Finnish Constitution, the Equality Act, and the UN Convention on the Rights of Persons with Disabilities oblige even treatment of individuals. 

An international online shop must take local laws into account. The number of legal cases related to accessibility worldwide is rising, and investigating legal obligations is costly. Implementing accessibility protects a company from this threat.

A few years ago, the Finnish law on the provision of digital services came into force, obliging the public sector and parts of the private and third sectors to comply with accessibility requirements. In 2022, the scope of the law will expand to include large online store operators.

The law contains the right to complaint and the possibility of a penalty fee. The Regional State Administrative Agency for Southern Finland oversees compliance with the law. 

A company's reputation is valuable

A single negative feedback or highlighted discrepancy between a company's values and actual operations can plunge a company into a communication crisis and on the verge of losing customers. News articles on the subject remain online for a long time, making the situation costly and challenging to rectify.

Accessibility is a component of responsibility and an opportunity to prove to customers that the company operates according to its values.

How should you start promoting accessibility?

Now is the right time to integrate accessibility into the development of your online services. You can get started and move forward by watching the recording of the accessibility training we organised:
Accessibility Training - from Initial Effort to Regular Development. 

Would you like to hear more about the subject or need help improving your online service? 

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