An easily accessible online service not only benefits the merchant but also promotes equality among people. Read the instructions on how to make your online store more user-friendly!

Awareness of accessibility has clearly increased in recent years. We can thank EU directives for this, which have brought accessibility requirements into Finnish legislation. The Digital Services Act requires accessibility particularly from public operators, and from 2025, these requirements will also be applied to online shopping services.

To monitor compliance with the law, accessibility criteria exist. The accessibility criteria can be found on the saavutettavuusvaatimukset.fi website.

However, these criteria do not adequately consider cognitive accessibility as they focus on ensuring that an online service can be used with various assistive programs and devices.

Good accessibility also requires that an online store is easy to use, its content is understandable, and the user interface is visually clear. Such an online store serves all users better.

What is cognitive accessibility in online shopping?

A cognitively accessible service is user-friendly and its content is easily understandable. Conversely, a cognitively demanding service requires the user to put in a lot of extra thought and concentration.

Characteristics of a cognitively accessible online store

• Features such as the shopping cart and search are marked with familiar icons and have explanatory texts alongside them.

• Exploring products and services is straightforward, and their descriptions are clear.

• The store's terms are communicated understandably.

• When a product is successfully added to the cart, the user is clearly informed and guided on how to complete the order.

• The use of the online store is consistent, and for example, the appearance of the service does not change unexpectedly.

Cognitive accessibility benefits many different groups

User-friendliness benefits us all, increasing equality and opportunities for individuals to manage their own matters.

If a user has cognitive challenges, the importance of user-friendliness is emphasized. Cognitive challenges refer to issues related to thinking, information processing, memory, and concentration.

Below are some examples of groups that particularly benefit from cognitive accessibility.

Age affects memory function, and learning new things can become challenging. Despite this, many older adults use technology diversely. One clear change observed during the pandemic was the activation of customers over 55 years old in online shopping. Online scams are a concern for older adults. Clear language and easily accessible customer service provide a sense of security.

Fatigue, stress, and hurry are common challenges, particularly for working-age individuals. In these situations, there is not enough energy to focus on complex tasks. For instance, if ordering a service feels difficult, it might be left incomplete.

Numerous illnesses and disabilities cause persistent challenges in information processing. It is estimated that even 6–10% of adults have some difficulty with reading and writing, and 10% of the population has a neurodevelopmental diagnosis. Clear instructions and illustrative images make information processing easier.

Insufficient literacy and language skills do not become barriers when an online service's text is clear and functionalities are marked with familiar icons.

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Different situational, temporary, and permanent conditions affecting cognition. Source: Selkeästi meille project.

User-friendliness is the most important reason to shop online

In a user-friendly online store, a user can find their desired products and make purchases faster. Clear texts and instructions increase the user's confidence and trust towards the online store.

According to a survey conducted by Paytrail, convenience and ease are by far the most important reasons a consumer chooses to make their purchases online.

Technical issues are the second most common reason for abandoning online shopping. Lack of trust is the sixth most common reason for aborting an order.

Tips for making your online store easier to use 

Content

• Focus on essentials. Users do not have the patience to read overly long texts.

• Write clearly and understandably. Avoid difficult words or explain their meanings.

• Prefer short sentences and phrases.

• Avoid sentences structured in the passive voice. Clearly state what the user needs to do and what the service provider will take care of.

• Use subheadings, lists, and divide the text into short paragraphs. This facilitates skimming through the text and helps the user quickly find the information they need.

Service appearance

• Place functionalities in familiar locations.

• Use familiar icons for functionalities, such as a shopping cart and magnifying glass, and explain their meanings in text as well.

• Choose a clear font. The text is easier to read when the line spacing is sufficient and there is enough white space around the text.

• Avoid using constantly moving videos and animations. If such elements are added to the page, include stop buttons.

Functions

• Avoid unnecessary pop-ups like product advertisements. A pop-up interrupts the user and distracts them from the task at hand.

• Make the cookie notification as simple and comprehensible as possible. The user may not know what cookies are.

• Do not force the user to register, or make registration as easy as possible.

• Allow the password to be revealed upon request. This makes correcting errors easier.

• If the ordering process has multiple stages, show the user the current step and what stages are yet to come.

• If there are errors on the form, clearly communicate them and help the user correct the errors.

• Also, clearly inform when the form submission is successful.

More useful tips can be found on the Selkeästi meille project's website.

Additional reading

Selkeästi meille project's website
Publications by VALLI ry
Lukihäiriö.fi online service
Näenepsy online service
Crasman Insight 2020

Tiina Heikkilä works as an accessibility expert at Crasman. If you need assistance with your own website's accessibility matters, please get in touch, and we'll assess it together!

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