This study examines the opportunities that companies miss when they do not implement accessibility. It shows the economic benefits of an accessible website and provides concrete recommendations for action for companies.
Accessibility Study: Accessible websites save costs and increase sales
In this article
Increased investment in digital accessibility is planned over the next 12 months
38% of companies report increased sales as a result of their efforts
How Companies Measure Their Success
54% use AI-driven solutions to improve digital accessibility
An investment that pays off
Implementing digital accessibility is not only a matter of social responsibility, but also a smart business decision. By creating accessible websites, companies can reach a larger customer segment, including people with disabilities and older users. Accessibility features on websites generally lead to higher customer satisfaction, as the site is more intuitive to navigate and content is presented in a better package. Last but not least, an accessible website contributes to a positive brand image, as it shows that the company values inclusion and social responsibility.
The benefits are undeniable. However, for companies, monetary goals are ultimately the most important. In the first part of this study , we showed how many websites have already implemented accessibility features, what exactly they are and how companies are preparing for the Accessibility Strengthening Act that will come into force in 2025. In this second part, we examine the benefits companies can achieve by making their websites accessible. It analyzes the extent to which investments in accessibility are profitable, which metrics companies can use to measure the success of their efforts and which software helps to improve the measures.
For the two-part study, we surveyed 2,748 employees from 11 countries* from companies with a corporate website in the areas of e-commerce, website design/UX, IT, marketing, customer service and support/sales. 250 study participants from Germany were surveyed, and this article focuses on their responses.
For the two-part study, we surveyed 2,748 employees from 11 countries* from companies with a corporate website in the areas of e-commerce, website design/UX, IT, marketing, customer service and support/sales. 250 study participants from Germany were surveyed, and this article focuses on their responses.
Highlights of the study:
In 73% of companies, investments in digital accessibility will increase in the next 12 months.
38% of companies that offer digital accessibility features report increased revenue.
54% use AI-driven solutions to improve digital accessibility.
Increased investment in digital accessibility is planned over the next 12 months
Digital accessibility is already present in most companies, at least to some extent. 56% of respondents say that their company's website is somewhat accessible, whereas 24% describe it as very accessible. Only a fifth of the websites are not accessible at all.
Companies are taking the task of (further) promoting digital accessibility seriously. The majority of companies (73%) that offer digital accessibility features plan to increase investments in the next year.
More companies that offer digital accessibility features outsource the implementation of digital accessibility features to a third-party vendor or consultant (37%) than they engage their own staff and resources to do it internally (32%). 29% of companies say they have a combination of internal and outsourced resources.
The main goal of accessibility efforts is to improve the user experience for the company's website or app. In the next section, we'll look at the benefits companies get when the user experience is improved.
38% of companies report increased sales as a result of their efforts
The monetary and non-monetary benefits of every business decision are measured.
Accessibility Study: Accessible websites save costs and increase sales
The non-monetary benefits of digital accessibility
Accessible websites should make all users feel valued and welcome, which leads to a stronger emotional connection to the brand and greater customer loyalty. People with disabilities who have positive experiences are more likely to return and recommend the company. Customers without disabilities also find websites that have implemented accessibility features easier to navigate and are happy to return. Users appreciate it when companies pay attention to inclusion and often show this through positive interactions on social media. A positive perception on social media strengthens brand awareness and image. Companies that are committed to digital accessibility can also receive awards and recognition. This strengthens the company's reputation and can lead to positive media coverage.
The monetary benefits of digital accessibility
38% of the participants surveyed report higher sales/conversion rates since the digital accessibility features were implemented. On the one hand, this is because websites and online shops lose fewer customers who cannot find their way around the website due to a disability or old age and do not complete the intended purchase. However, accessible websites not only make the purchasing process easier for these users, but all users can navigate the site more easily and experience a more positive customer and shopping experience. Furthermore, accessible websites are easier for search engines to crawl and index. This leads to better rankings in the search results and thus to more organic traffic and, in turn, higher sales figures.
At first glance, investments in accessibility seem significant. However, 28% of study participants said that implementing digital accessibility has helped them save significant costs. For example, it can avoid legal disputes that can arise from non-accessible websites. In addition, accessible websites reduce the number of customer support requests because all users can more easily find the information they need.
The topic of sustainable websites is gaining importance as more and more mexico telegram data people value environmentally conscious actions and companies want to improve their image through sustainable practices. Basically, sustainability on websites is about creating websites that take into account us humans and the planet. The main goal is to reduce the energy consumption and resource load of the website. However, implementing accessibility can also count as a measure for future-oriented and sustainable websites in a broader context.
How Companies Measure Their Success
There are four key metrics used by companies to measure the success of their digital accessibility efforts.
Study Accessibility on Websites: Which metrics do companies use to measure the success of their efforts
Metric 1: Customer Feedback
Regular surveys, both directly on the website and via email and social media, can provide valuable insights into the user experience. Companies can ask specifically about the perception of accessibility, specific difficulties and suggestions for improvement. Over half of the companies (56%) that have implemented accessibility features on their website measure the success of these through customer feedback.