| Most web sites involve accessibility testing at some | | | | exposure to the targets audience possible and make |
| point in the web development stage. But the best | | | | your site very friendly to search engines. |
| journey from a customer point of view doesn't | | | | We all want intuitive sites |
| necessarily match the best journey from a | | | | An expert user will not object to a simple intuitive |
| commercial perspective. For example, in the offline | | | | site, without the latest technology and use of |
| world, supermarkets place essentials such as milk and | | | | graphics. Look at the highest transactional sites, |
| bread at the back, forcing customers to walk past | | | | Google, Ebay, Amazon and Yahoo. The design looks |
| everything else, in the hope it will get them to buy | | | | stuck in the 90's but it works, because they are |
| more. | | | | intuitive and easy to use. They have spent fortunes |
| The accessibility debate has moved on from being | | | | on the accessibility vs. income debate. Use them as |
| simply about making a site easy for consumers to | | | | your R & D and take the best of what they are |
| navigate, to making it more persuasive from a | | | | doing. |
| commercial perspective. There is also the issue of | | | | Accessibility can add value |
| advertising, which is constantly evolving with new | | | | Good website accessibility is not a barrier, to |
| flashy formats being developed all the time. | | | | engaging in good commerce. You can provide the |
| However, is accessibility incompatible with good | | | | positive experience that the visitor expects and |
| commerce? We outline below some of the | | | | needs but present the information in a way that |
| arguments that says, the two can be mutually | | | | benefits you. For example, when we created the |
| beneficial: | | | | LSO website, we ensured the search feature worked |
| Accessibility is still a competitive advantage | | | | comprehensively but was always geared around |
| The majority of sites have accessibility issues to one | | | | pushing the product first in a useful way. So |
| degree or another. This can be poor navigation, | | | | whatever the visitor searched for, whether |
| poorly laid out sites or poor functionality such as | | | | composer, conductor, specific music, we always |
| searches that don't return what you want. The first | | | | presented related performances first, followed by |
| rule of web development is Don't put any barriers to | | | | CDs then articles. |
| entry to your products in front of prospective | | | | Meet their needs, take their cash |
| customers. If your site is more usable than your | | | | Good web site accessibility means providing what the |
| competitors, you are more likely to attract, retain | | | | user wants, so without making it intrusive, use the |
| and transact with visitors | | | | information you have on them to present information |
| Disability is an issue | | | | that is more likely to make them transact with you. |
| There are over seven million people in the UK who | | | | If you invest in good underlying technology, you can |
| are disabled to some degree. Beyond this there are | | | | create meaningful relationships between your |
| many more millions who are not used to using | | | | products, services, affiliates etc. You can then relate |
| computers or specific features such as drop-down | | | | this to the information you have on your visitors, |
| menus. These are very valid audiences and | | | | based upon how they have transacted with you in |
| prospective customers. Not only will ensuring a site | | | | the past, what they have searched on and past |
| works for them by using variable text size; multiple | | | | pages they have visited. By linking past actions and |
| ways of navigating a site; and ensuring your site | | | | your related products you can present specific |
| works in alternative browsers such as audio | | | | products, goods and information to people that is |
| browsers; benefit them, you also ensure maximum | | | | more likely to meet their specific needs. |