The webinar covered how fostering an accessible mindset and effectively testing and implementing accessibility can boost eCommerce website conversion rates. Presenters from Cyber-Duck and BigCommerce discussed accessibility best practices like following the WCAG guidelines. They demonstrated how to conduct automated and manual accessibility audits and described built-in and customizable features on the BigCommerce platform to support accessibility compliance. The webinar concluded with a Q&A session.
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eCommerce & Accessibility Webinar: How Accessibility can Boost Conversion Rates
1. eCommerce and Accessibility Webinar:
Presented by
#a11yDuck
October 2021
How Accessibility Can Boost
Website Conversion Rates
2. #a11yDuck
House rules
Meet the experts / introduction to Cyber-Duck
Presentation 1: Fostering an accessible mindset
Presentation 2: How to effectively test and implement accessibility on your
website
Presentation 3: How does BigCommerce support accessibility
Summary
Q&A
Agenda
3. • The webinar will run for 1 hour.
• The webinar is streaming on Zoom.
• There will be time at the end for Q&A session.
House Rules
#a11yDuck
4. House Rules
To submit questions:
Open the Q&A window by clicking the Q&A button located at the
bottom of your screen
You can also post questions on Twitter after the webinar using the
hashtag #a11yDuck
#a11yDuck
5. Sylvain Reiter
Client Services Officer
Patrick O'Connor
Senior Manager of
Professional Services
Connor Fox
Frontend Developer
Meet the Speakers
#a11yDuck
6. Together, we transform digital
For over 15 years, clients have trusted us to transform complex websites, content
and applications. Our ISO certified UX and Web & Mobile Development
methodology includes user research and change management. We also undertake
data and technology auditing and strategy. Established in the UK, our remote-first
team gives us unlimited scale, breadth and depth.
#a11yDuck
9. WHAT IS ACCESSIBILITY?
• A set of principles (POUR)
✓ Perceivable
✓ Operable
✓ Understandable
✓ Robust
#a11yDuck
10. WHAT IS ACCESSIBILITY?
• A digital standard (WCAG)
✓ Several levels of conformance
✓ More stringent criteria as you go up
✓ Used during audits to measure compliance
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11. WHAT IS ACCESSIBILITY?
• A complete mindset
✓ Planning & UX
✓ Creative Design
✓ Development & Testing
✓ Ongoing improvements
#a11yDuck
17. WHY ACCESSIBILITY?
• It’s good for eCommerce
✓ Increased conversions
✓ Untapped audience
✓ Unique differentiator
✓ Cost of customer service
#a11yDuck
18. WHY ACCESSIBILITY?
• It’s the right thing to do
✓ It benefits everyone
✓ Equal participation for all
✓ 1 billion people depend on it
✓ Culture of diversity and inclusivity
#a11yDuck
22. HOW TO GET STARTED
• Prepare your team (mindset)
• Define KPIs (WCAG)
• Pick a platform
• Forget overlay solutions
• Allow time for your teams (audits)
• Test, test, test
#a11yDuck
26. Testing - Manual Report
• Starts with you and people you know
• WCAG, WAI and W3C and the wealth of
resources out there
• Professional audits
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28. POUR Examples - Perceivable
#a11yDuck
• Text alternatives to non-text
content
• Colour Contrast
29. POUR Examples - Operable
#a11yDuck
• Keyboard operable
• Logical tab order
• Time allowance
30. POUR Examples - Understandable
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• Error handling and feedback
• Consistency/predictability
• Readability
31. POUR Examples - Robust
#a11yDuck
• Versatile technology
• Accessible third party content
• Clean code, best practices
32. So what does this all mean?
• Making your website more accessible requires
everyone – from design, development and
content – it’s everyone’s responsibility.
• Each and every step counts, and every single
one can benefit you and your users.
• The wealth of resources means you can start
improving your site today.
#a11yDuck
34. Why Build an Accessible eComm Website?
Above and beyond legal
requirements and social /
societal responsibility,
Website Accessibility can
improve conversion rates
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35. Companies without accessible sites are
losing $6.9 billion a year to competitors
whose sites are accessible.
Nucleus Research
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36. #a11yDuck
How can BigCommerce Help Merchants?
• Out of the Box Functionality
• Customisable Theme Files
• Powerful integrations
and Partnerships
37. #a11yDuck
Out of the Box Functionality
• Default storefront and checkout experience on a
BigCommerce store is compliant with Guideline 3.1 of WCAG
• Built-in catalog tools give you the ability to add “alt text”
alternatives for non-text content (like product images/
photos).
• WCAG Compliance for Cornerstone
• Keyboard Accessibility
• Timing
• Input Modals
• Navigation
• Readability
41. #a11yDuck
Powerful Integration with Apps and Partners
• On going Accessibility Audit
and Monitoring for WCAG 2.1
Compliance with eSSENTIAL
• Human Audits
• In the know partners
42. #a11yDuck
Resources
1. Website Accessibility and ADA
Compliance Support Article
2. Dev Docs - “Developing Accessible
BC Themes”
3. Building BigCommerce for
Accessibility Article
4. Improvements to Accessibility in
Cornerstone 5.2
43. #a11yDuck
IN CONCLUSION
1. The Internet is for everyone
2. Accessible Design is beautiful design
3. Accessible websites can improve
conversion
4. BigCommerce “gets” accessibility
5. …and so do our partners
45. Key Takeaways
•Accessibility is everyone's responsibility.
•Accessibility isn't just for performance and
compliance... it's the right thing to do.
•A good accessibility audit combines
automated tools and manual testing.
#a11yDuck
46. Sylvain, Connor and our team are available to chat about any
accessibility or eCommerce challenges you may have. We’d
love to discuss them over a virtual coffee ☕.
You can reach us at...
Email: hello@cyber-duck.co.uk
Twitter: @cyberduck_uk
LinkedIn: linkedin.com/company/cyber-duck
What is your eCommerce challenge?
#a11yDuck
