Nexer Digital finds 87% of disabled consumers unable to complete a typical retail journey independently.
Shoppers are abandoning brands whose websites are inaccessible, according to a new report published by design agency Nexer Digital.
Photo by rupixen / Unsplash
Drawing on UK consumer research, in-depth interviews and accessibility audits, researchers found that 87% of disabled consumed were unable to complete a typical retail journey without help, 81% struggled to complete online transactions and 38% abandoned purchases at checkout because of problems with accessibility.
Where consumers experienced such barriers, 87% said they would avoid buying from that brand again.
- Read the full Nexer Digital report, The Hidden Journey.
The findings suggest that inaccessible sites and services cost businesses revenue and reputation.
Across retail, finance and travel, researched found barriers at every stage. Some 62% of respondents said they had encountered inaccessible website content, while 55% cited keys issues including confusing navigation and intrusive pop-ups. As a result, 79% found browsing difficult and 81% said selecting an item was difficult or impossible.
A major issue for the 81% who struggled to complete transactions was inaccessible CAPTCHA or other complex verification requirements. Even after purchase, some 10% said they were unable to access the support they needed.
These barriers required disabled shoppers to find their own solutions: just 13% of respondents said they could complete the full transaction independently and without difficulty, while 88% said they relied on workarounds or compromises to complete everyday tasks.
In browsing the web, 45% said they asked someone they knew for help, while 26% switched to a competitor brand if they met with accessibility challenges. At checkout, 43% relied on others to complete a transaction and 38% abandoned it altogether.
Importantly, frustrated reporters are unlikely to let a company know of problems on its sites. Just 9% said they contacted customer support, and 4% said they reported a problem. That means these accessibility barriers – and the impact they have on business – are invisible to the companies themselves.
By contrast, 98% of customers said they would be more likely to buy again from brands that meet their access needs, 81% would recommend them to others and 57% would spend more.
As well as the financial implications, the new report underlines the close link between accessibility and a person’s independence, dignity and privacy. Given this, it’s no surprise that 88% of respondents said they felt frustrated by such barriers, 69% felt excluded, 54% felt angry and 37% felt anxious.
Hilary Stephenson, Managing Director of Nexer Digital, says: ‘Too many disabled customers are still being forced to work harder than everyone else just to do ordinary things such as browse, compare, buy, pay and get support afterwards. This is not a marginal issue. It is a design failure with real human and commercial consequences. What this research shows clearly is that when accessibility is overlooked, customers do not complain, they leave. And when they leave, they often do not come back.
‘Many of the issues we see, from missing alternative text and inaccessible forms to poor colour contrast and keyboard traps, are not new. The issue is not a lack of solutions. It is a lack of prioritisation. Accessibility is still too often treated as an afterthought, when it should be built in from the start.’
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