Inclusive and accessible: merchant sites are improving (Image: shutterstock)
Chanel and H&M are leading the way when it comes to having e-commerce websites accessible to people with visual impairments, hearing loss, and neurological or cognitive limitations, according to a new study.
Using Chrome DevTools and Google’s Lighthouse, Afmise’s Online Shopping Accessibility Index determines the user experiences of some of the world’s largest online conglomerates, to determine whether everyone’s best interests customers are truly at the heart of operations.
Using “Google Lighthouse”, a tool that considers factors that compromise a site’s accessibility, such as unnecessary alt text, irrelevant page titles, and brands using color to convey their messages, the report determines which brands came out on top when it comes to their appeal to the widest possible range of internet users.
Luxury brand Chanel took the top spot, with an impressive score of 100. This also factors in six accessibility errors and 15 alerts, putting the luxury brand firmly in the lead.
Next up was H&M, also with the top score of 100. 43 errors overall showed the company’s attention to detail when it comes to online accessibility, which is immediately evident from its clean, minimalist color scheme. .
Luxury brand Gucci followed closely behind, with a less than desirable score of 60. What’s instantly recognizable is the brand’s reliance on color to convey its message, as the busy and garish site would render without any doubt things that are incredibly difficult for color blind people to read.
Dandruff hair brand Head & Shoulders emerged as the most accessible hair and beauty brand on the list, with a score of 98. With no accessibility errors site-wide and only 15 other issues reported, the hair care powerhouse is a force to reckon with when it comes to usability.
Olay was second on the list, also scoring 98. Impressively, the beauty brand also recorded no accessibility errors on the site, as well as 33 detected issues, underscoring the time and effort it took to make its online presence as convenient as possible for people with disabilities.
Skincare giants Dove scored a respectable 96, putting them third on the list of most accessible beauty brands.
At the bottom of the list was Gillette, with a score of just 45, suggesting that there are definitely changes to be made to the website.
Financial services provider Visa takes the top spot, earning an admirable 100 in the convenience ranking. This includes a single web accessibility error and 13 web alerts, highlighting that it would have taken a long time to make things suitable for customers with disabilities.
Chase Bank is second on the list, also with 100 points, with one accessibility error and two contrast errors.
The complete list by category is available here.
Leaders in UX
A separate study by specialist Remarkable Commerce – again using Google’s Lighthouse tool to track web performance and set a benchmark for e-commerce businesses across the UK – found that, for all web users, Body Shop offered the most accessible online user experience among the best in the country. 500 distribution signs.
The Body Shop scored an impressive 381 out of 400, after earning the top score for its accessibility as well as 98 out of 100 for its SEO, surpassing well-known brands such as Asos, which came in 196th, and Amazon, which is finish 253rd. Close behind with a score of 372 was pet food and accessories retailer Jollyes, with outdoor clothing brand Regatta (366) rounding out the top three.
Dunelm, Moss Bros, Swoon, MKM, Victoria Plum, Craghoppers and Warren James made up the rest of the top 10.
Commenting on the results, Brad Houldsworth, Head of Product at Remarkable Commerce, said: “Online retailers know they operate in a competitive environment, but as the Digital Retail Index shows, you don’t have you don’t have to be a global player, or even come from an e-commerce background, to thrive online.What sets retailers with the most successful websites apart is their commitment to SEO and technical improvements that improve user experience (UX).A scalable website that allows them to meet demand during peak periods is essential to drive sales and build brand loyalty.
“Shopper habits have now changed for good since the pandemic, moving even more towards e-commerce, and retailers need to be prepared for the spikes during peak periods or they will be left behind. Although mid-sized retailers don’t have the same in-house technical skills as larger e-commerce companies, it’s still possible to compete with them if you have the right platform and perform regular performance checks. »