For all websites, it is becoming more important all the time to make sure that your site is accessible to people with handicaps and disabilities. Designers and developers are paying more attention when designing sites— and the implications when they are not done right. When it comes to your online store, it can make or break a sale.
In episode 21 of the Do the Woo podcast, we are fortunate to have Devon Person from SimplyAccessible.com join us. Listen in as she gives us some insights into some of the challenges, as well as tips for making your site accessible to the world.
We talked about:
We had the chance to talk about accessibility is and what it means for all websites. Devon shared with us the strengths she sees in the websites they review and the weaknesses as well. We also talked about challenges store owners have when it comes to making their online shops accessible and touched on some creative ways that eCommerce sites have approached accessibility. In closing, we looked at the future of accessibility in eCommerce.
Our Sponsor: Conversio (formerly Receiptful)
Thanks to SimplyAccessible.com for providing the transcript for this show.
Bob Dunn: Hey everyone, welcome to episode 21 of Do the Woo, a podcast for WooCommerce shop owners. Bob Dunn here, also known as BobWP on the web. Today we are talking about a hot topic with just about every website on the internet needs to actually be a part of, and that is accessibility. In today’s show we’re digging a bit deeper into it, exploring how accessibility and your eCommerce site play such an important role now and in the future. To help us better understand this we are talking with Devon Persing from simplyaccessible.com. Welcome to the show, Devon.
Devon Persing: Thank you very much.
Bob Dunn: Before we dive into this hot topic, the sponsor of today’s show built a product that started with a very simple question: Could store owners use their email receipts as a marketing opportunity? 2 years ago the team Receiptful, led by Adii Pienaar, who co-founded WooThemes, built a product that has since allowed store owners to send almost 20 million receipts and generate almost 30 million in revenue. Wow, that’s pretty big. Since then the product has evolved to help you supercharge all of your other customer interactions as well. I’ll be telling you more about what they can do for you later in the show, and also how you can take 20% off your first 3 months at receiptful.com on their Receiptful premium service.
Now back to our guest. Over on simplyaccessible.com I see that their tagline is, “We believe in a digital world for everyone.” Devon, why don’t you tell us more about yourself, the site, and what Simple Accessible is.
Devon Persing: Sure. Pretty much what I do day to day is — and what we do with a company is — work with clients to make their websites more accessible, which very broadly just means … For us it means making websites—and mobile apps as well—that everyone can use. That includes people with disabilities. It’s really a people first way of thinking about improving technology and trying to make technology as precise and software agnostic as possible. Really it’s about making things that are technically usable as well as pleasant to use for everyone.
Bob Dunn: Okay, that’s good in a nutshell. I think it’s such a hot topic right now. I know in the WordPress world there are a lot of advocates of accessibility and they’re trying to get it across the plate more to everyone and get more people aware of it. I think it’s kind of a challenging subject too because I know that some people think they know what it means — and what you just explained in a nutshell, that’s what it is — but since they think they know what it means for a website to be accessible, can you give me or give our audience a more broad definition of what it means for a website to be accessible?
The harder part is then taking those technical guidelines and making sure that the thing that you built is still actually usable and pleasant for people to experience. I think one of the challenges we see is that people look at those guidelines as sort of a checklist and they’re like, “Well, it does all these things, so it must be accessible.” It’s very possible to build something that is technically accessible but still hard to use. A big piece of it is really usability and making sure that the thing that you’ve built that’s technically correct is still actually usable by people. A big part of what we do are assessments for clients and we’ll look at their websites and their apps to see if they’re, how technically accessible they are. We also do usability testing with users who have disabilities. We have actual humans looking at your websites and seeing if they can actually complete a transaction or do any sort of other experience. It’s really the technical piece and the sort of design piece, and then also the usability piece all together.
Bob Dunn: Okay, that makes a lot of sense. Looking at where we are now, I know this has been—I can’t even really say how long I’ve heard about it and heard about people getting into it more and more—what would you consider to be the biggest stride that has been made with getting websites accessible as of now, and on the other end, what is the biggest weakness you see right now?
Devon Persing: I think for strength there’s a couple of things. I think one has been mobile thinking and mobile design has really made people start to think more about streamlining the user experience and streamlining the interaction those people need to go through to complete whatever they’re trying to do. Mobile has been huge in terms of just helping people think about making an experience that works end to end. The screen is smaller, you have to do things in a certain order usually, and you really have to think about what is the best workflow for a user. Sometimes, if you’re on a desktop experience, you can sort of put stuff anywhere and it gets harder to think about things in that sort of more streamlined way. That’s been huge for, just in general, creating experiences that are easier for people to understand and easier for people to get through.
I think the other thing we’ve been seeing a lot this year is that organizations are coming to terms with the idea that accessibility isn’t sort of a one-off technical fix they need to do, maybe to meet certain guidelines or to meet a legal deadline. It’s really something they need to take into their organization and make a part of everything they do the whole time when they’re designing a product and thinking about what an experience might be like to building it and designing it, to testing it and making sure it’s actually usable. It’s not one person’s job, it’s really the responsibility of everyone in the organization. That’s something we’ve been seeing people are coming around to in realizing that they need to think about it that way for it to be successful.
As far as weaknesses go, I think, sort of in a similar vein, I had mentioned something about looking at the criteria as sort of a checklist is … Organizations are going to have situations where they are maybe being sued or there’s a threat of suit, it’s easy to think about accessibility as something that’s scary and hard, and also maybe antithetical to what they’re trying to do. People can start to think about accessibility issues as a bug list they need to fix, which again, sort of goes against the idea of this being part of an overall experience. I think that’s still a challenge that we see a lot. Not being scared by it, I think, is a thing. As it’s becoming a bigger thing and you see more situations where organizations are having to think about it, either because of legal pressure or laws or whatever is happening, it can be a challenge to help them think about this as ultimately a good thing for their organization. It just feels scary when the first thing you are approached with about accessibility is something bad is going to happen to you if you don’t make your website accessible.
Bob Dunn: That’s interesting. One question that kind of came to my mind, and I don’t even know if you have any thoughts on this or if you’re the right person to ask, but when you were talking about mobile … From the accessibility standpoint, do you see one being better over the other as far as, like, in the WordPress world we have all these themes that work for mobile automatically, and then there’s these plugins and other things that can help your site to become a mobile site by maybe creating a mobile-specific site. Between the responsive design and plugins or apps or whatever that help you do that, is there one that you think is really going in a better direction for accessibility than the other, or does it really depend on each one and how they work?
Devon Persing: I think it depends on what the plugin or theme is actually doing. In general though, only having to worry about 1 version of your site is easier just for maintenance and also it’s just less of a headache. We’ve seen a lot of success for clients that have mobile first design that just works across devices. One of the other things we’ve seen a lot, as organizations are moving towards actually responsive mobile first framework or theme or whatever it is they’re using for their sites, it’s a huge benefit to low vision users or on desktop because they might be resizing the content in the browser and they can trigger. They’re not seeing a desktop website with the text bigger, they’re actually seeing the tablet layout or the mobile layout, which can be much easier for someone to use if they have vision issues. That’s just an extra benefit that you get from doing it with a single theme. I think from the perspective of having been a developer and knowing if the pane can maintain multiple things that you don’t have to, as well as just seeing users interact with those, I think having a single solution is usually easier for a bunch of different reasons.
Bob Dunn: That’s good to hear because obviously the direction WordPress and the themes are going in. I know that’s what I’ve used myself. Good news to hear that that’s one of the better routes to go. Stepping away from the broad accessibility that we’ve been talking about, I kind of want to focus a little bit on eCommerce. When we were chatting before we started the podcast, I was telling you how it’s been a challenge myself to find somebody that is in that accessibility field, but also understanding the unique challenges that comes with eCommerce sites and accessibility. I know, basically, people need to shop, and they need to shop online and be able to do that easily. What are the unique challenges, whether it’s technical, usability, whatever, that eCommerce store owners have as far as making their site accessible, or what you’re seeing is a constant challenge with online stores?
Devon Persing: I think the biggest thing is that you’re usually trying to present so much information to a customer. You’ve got recommendations, you’ve got photos, you’ve got videos, you’ve got text descriptions, you’ve got controls to configure a product or pick a size or color. There’s just a lot of stuff going on all the time. Start going back to what I was talking about a little bit earlier about trying to streamline and figure out what is the best way to present all this information to a user that isn’t overwhelming, as well as something that’s going to work on a smaller device, as well as something that the order of the content is presented in a way that’s logical. That’s difficult, especially when you bring in dynamic content, you usually have some search results, you might be able to filter and do different things the user can interact with and they can customize their experience. You also have a lot of forms that people usually need to fill out for shipping information and their personal information.
Bob Dunn: Yeah, I was just thinking it seems overwhelming. I was thinking of those forms, I thought, “Man, those …” Some people have challenges with forms that don’t have disabilities.
Devon Persing: Absolutely, absolutely.
Bob Dunn: On that same question, has there been any research done or that you know of about how many — people with disabilities — how many of them feel it’s a good thing or it’s easy for them to shop online, or has there been any kind of studies on that?
Devon Persing: I’m not aware of any. I do know that typically what happens is, in general, the purchasing patterns and preferences and things like that of people with disabilities typically are just the same as everyone else. In general, people want to be able to shop online, they want to be able to shop from large online retailers that have lots of different options for them, they want to be able to use mobile apps and buy stuff on their phones, because you never know where you might be. You think of something, you want to buy it, you don’t have to wait to go home to your desktop computer, which a lot of people don’t need to do most things day to day. Pretty much all the same things that everyone else does people with disabilities want to do as well with technology in general and for online shopping in particular.
Bob Dunn: Yeah, that totally makes sense, and that’s what I was thinking. I was just kind of curious if there was any other insight to that. Obviously you and your team are working with tons of sites and seeing all sorts of things out there and major screw ups and probably sites that are perfect, but have you found any really interesting or creative ways that any online shops are addressing the needs of accessibility, something that you’ve thought, “Wow, this is kind of cool”?
Devon Persing: I think a lot of it — I keep coming back to this idea of sort of streamlining and making things as easy for a person to get to the process — I think there’s already such a small margin for … A person shows up at a website, they look up a product, maybe they put it in their shopping cart, maybe they leave it in their shopping cart for 2 days and then … The actual conversion percentages for people actually buying stuff is already low enough that a lot of the things that companies are already doing to try to shorten that are also good for accessibility of things like being able to save your credit card information, your details, anything that reduces the amount of forms you have to fill out. That’s super important.
I think in general, not trying to create a separate experience — there are still online shopping sites, I won’t name them specifically — but there are still places that, depending on the technology you’re using to access them, you might be encouraged to go to a separate website, which is never as up to date, never provides the same experience. I think there was this initial idea, same as you were talking about, there was originally this idea that we’re going to have a website and then we’re going to have something that turns our website into a website that works better on a phone. There was that initial idea, I think, about, “We just need to create a separate thing because doing this is going to be hard otherwise,” but the overhead for maintaining a separate website or separate experience is going to be so much more than just doing it right the first time. I think it’s just created a better, more streamlined experience in general for people to have something you can use on a phone, you can use with a screen reader, you can use it …
One of the things that comes up a lot for shopping sites is contrast, the color contrast for controls. One of the things that is really great for low vision users, which is having sufficient contrast on any sort of device, means that you can look at a website, if you’re in really bright light on your phone and still be able to read it and still be able to do what you need to do. There’s a lot of overlap and benefits for just shopping in general, when you think about things in the way it’s going to make sense for users that are consuming that content in a variety of different ways.
Bob Dunn: I know that I was listening to a presentation, it was at a Woo Conf, and they were talking about colors, contrast, and they were talking just about normal people, how important. I’m sure you go on sites and you see this horrible white text on black background or different things that are just … You never think it’s tough enough with decent eyesight to deal with some of them, so anybody with any vision disability, yeah, the contrast would be huge. Excellent points. Do you have any foresight into what may be the future of eCommerce and accessibility, anything that you see in the works or they’re trying to solve a certain issue? Something that we might be seeing on the horizon?
Devon Persing: One thing that’s come up a few times in the past year or so, basically other platforms, in general. Everything from kiosks, to being able to shop on maybe your tv. Just thinking about being more platform agnostic, not thinking about your website as being the sole place. If you have a mobile app, that includes you. In general, thinking about all these other devices that we have now that are also computers, so I’m thinking of tvs, smartphones, the internet of things, Alexa, Amazon’s robot that lets you order things just by talking to it. Just in general, thinking about ways that people … All these technologies that are being built to be able to get people to buy things when they think of them, using whatever platform they’re currently on, are also great opportunities for making accessible shopping experiences for users with disabilities because you’re broadening peoples’ options for doing any sort of interactions with technology that just makes things that are either just their preferred way of doing it, or just make it easier for them to do those things. I think in general being more device agnostic and thinking about what are the different ways that we can bring whatever it is we’re selling or providing to people on different platforms.
Bob Dunn: This makes me think of, I just was reading an article recently, and it kind of throws another whole wrench into things because somebody was talking about the next big thing in eCommerce is going to be virtual reality. As you’re talking about this I’m thinking, “Boy, how does that play into accessibility?” That’s an interesting one, any thoughts on that?
Devon Persing: I guess it’s funny because I feel like yeah, VR was very big this year, which comes up every once in a while, like every 10 years, but we actually have technology now that supports it in a reasonable way. I think it’s just another way that yes, I think we will totally be shopping in virtual reality. Why not? We’re shopping on everything else. I think for folks with mobility issues it could be huge. I’m just thinking off the top of my head now, I think there’s opportunities for doing augmented reality type experiences for shopping in a physical space, as well, or providing someone with a sort of physical shopping type experience through virtual reality. I think there’s just a lot of opportunities for providing information to people in different ways.
Bob Dunn: Yes, it’ll be interesting to see how that all plays out. You’re right, it’s something that keeps cropping up and stuff. We’ll see where that goes. Okay, so before we get into some other questions here I have for you, anything I’ve missed or any other nuggets you share with us around accessibility?
Devon Persing: One thing that comes up a lot when I talk to people and they find out that I do accessibility they’re like, usually the questions I’m asked are, “What is accessibility? Who does it affect? What can I do to make my site or app accessible? What are some quick tests I can do or quick things I can do?” I think it’s becoming clear to a lot of people that there’s not one, there’s not like an easy fix. A place to start that we often recommend is, if you’re just starting out with accessibility or you don’t know how accessible your site is is to focus on keyboard support, making sure your app or website can be used with a keyboard. Makes it available to anyone with motor or dexterity issues, as well as anyone that uses technologies like screen readers. That’s a huge population, that’s people with arthritis, that’s people with any sort of muscular issues. That’s a lot of people. Keyboard support is super important.
Support for images in media. If you’ve got any sort of image-based content or videos or anything like that on your website, making sure that those things are accessible. Having text alternatives, having captions, things like that. A lot of those things have gotten a lot easier if you’re using Youtube or one of the other larger third party video websites. They make it really easy to make captions, so that can be a huge help to users.
The other thing is form. We talked about forms a little bit. On a good day, forms can be really difficult for everyone to use, so making sure that your forms are implemented following web standards, making sure that your labels are all correct, making sure that it’s really easy for people to fix errors if they’ve made errors. Making sure that the states of things are really clear. That’s usually the last thing someone is doing, too, in a shopping experience. They’re filling in their credit card and they’re filling in their address and stuff and so you don’t want them to abandon what you’re doing because you made it hard for them to type some stuff in a box. Forms are super important to you. Those just are the big 3 things we tell people to start with.
Bob Dunn: That reminds me actually that I do need to get transcripts for my show. I’m feeling very guilty right now and I didn’t know that.
Devon Persing: I’m sorry, that wasn’t my intention.
Bob Dunn: No, that’s good, I need a reminder. Now we are going to have you put on your online shopping hat when you’re off work and you’ve got all this money to spend that you’re making all the time. I’m not sure how much you shop online but I think we’re going to find out. I know that you, as somebody who probably works in accessibility, this could play into the answer to this question, but as an online shopper, what is the biggest frustration you come up against when you’re shopping online that you see time and time again?
Bob Dunn: You have a thing for forms, don’t you? I’m just kidding.
Devon Persing: I do, I spend a lot of my time looking at forms.
Bob Dunn: Oh I bet. Sounds like it. I’m going to hide all of my forms from you from now on. Please don’t go to my site, please. Is there anything that’s available online that you would never buy online, that you have to buy in person?
Devon Persing: I’ve thought about this for a while. I can’t think of anything. I don’t know ho much of it is … I think there’s a few factors. I work at home and I don’t drive a ton, so just having things mailed to me is very convenient. I also live in Seattle, so I live in like Amazon town. I feel like in general I just live in a very online shopping-centered culture. It might also be my age. I’m in the latter day of millennial, so I have had a very web-centered life in general. I book appointments online or via text, but when we were shopping for a house we were like, “Wouldn’t it be nice if there was just an online house store we could go to?” It’s the real estate agent. I can’t think of anything. I don’t think there’s a genre of products I can think of that I wouldn’t want to buy online.
Bob Dunn: So we have to find something that you love and our challenge is to find that and find something you won’t buy online that you have to buy in person. That’s everybody’s challenge out there, so put that on your list. Last, if you could start your online store and it didn’t matter — time, money, resources, none of that really mattered, you just would love to sell something online, and whether it sells tons or not is just because you would enjoy doing it — is there anything you can think of?
Devon Persing: I think, before I got into … My beginning in web work was in online publishing, academic publishing actually. I’ve always had a soft spot for online publishing and online people that write stuff, whether it’s stories or games or anything, being able to sell the things that they make. I think I would want to do something along those lines. I don’t know if it might be my own stuff, might be other people’s work, but some sort of online content, I guess. Fiction, non-fiction, I think that would be it.
Bob Dunn: I bet you all the forms would be just so incredible …
Devon Persing: They’d be spectacular.
Bob Dunn: Yeah, it’d be the best forms on the web. We would just come to your site and get stuff just because we’d want to use your forms. I just know that would be it. Well boy, I think this is great. This is, like I said, a topic I’ve been wanting to get somebody on to talk about and I know we could probably go on and on forever, but I think you’ve covered quite a bit and it’s going to really help our listeners. I just want to thank you for taking the time to be our guest today.
Devon Persing: Thank you so much for having me.
Bob Dunn: You bet, and again, thanks to receiptful.com for sponsoring our show. Make sure you check them out and get your 20% off today. Until we meet next time, remember, we all need to believe in a digital world for everyone. As a listener, I ask you to learn more about how you can join in to help the web become more accessible and of course, don’t forget, every Wednesday, to do the Woo.