Retailers failing when it comes to online accessibility<br/>

Some of the UK's leading retailers are making good strides when it comes to making their websites more accessible, but there's still a long way to go according to research conducted by Webcredible.

An analysis of the UK's top 20 retailers' websites found that, while the majority of them have conquered basic accessibility issues, much work is needed to raise standards and comply with legal requirements, meaning millions of people and billions of pounds are simply being left out of the web retail loop.

Each site was marked against 20 best practice guidelines and awarded a score of zero to five for each one, with five being the top spot. Scores were then added together, giving each retailer a maximum web accessibility index rating out of 100.

"Some sites have clearly made a concerted effort to address accessibility and an overall average score of 57 is much improved. But some, including some of the best performers, let themselves down through sloppiness," said Trenton Moss, director of Webcredible.

"For example, accessibility guidelines are adhered to on most pages but then not on other key sections. Surprisingly, the checkout processes were generally poor. There's no point in a site being accessible if when you get to the checkout there's a 'show-stopper' in there and users can't continue. These retailers have made important progress but need to evaluate their sites and assess how they progress to the next level of accessibility competence and provide a fully comprehensive service."

Moss added: "Unfortunately, certain retailers performed very badly, failing to register any points in multiple categories. Seven of the 20 companies surveyed scored less than 50 points which means they are failing to meet the legal requirements of the Disability Discrimination Act. These companies need to take a serious look at how they approach ecommerce and whether they are treating disabled access seriously."

Webcredible's research recommends a number of remedies for retailers to make their sites more accessible, including highlighting links to assist non-mouse users, avoiding assigning descriptive ALT test to decorative images and making use of 'skip links' to ensure users are directed to main site content more easily.

"Disabled web users of all ages are becoming increasingly savvy and adept at using the internet. Online retailers need to constantly adapt and raise their game to improve accessibility for this hugely influential group of web users," said. Moss.

"Increasing the accessibility of any ecommerce website will lead to a more commercially successful site and result in increased profits. But more so, retailers should want to improve accessibility to enhance brand strength, build towards CSR objectives and most importantly ensure that they are meeting their legal requirement with regards to disability access legislation."

Click here to read IT PRO's feature on web accessibility.

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