Last reviewed: 5 October 2022

Disabled customers, like everyone else, shop online as well in person. Many search for information about products online even if they then go on to buy it from a physical retail space.

What can online businesses do to attract disabled customers and ensure that they return and recommend your business?

Top ten tips for online product retailers

• Ensure your website and apps are accessible. In BDF research on what disabled consumers buy, 42 per cent found websites and apps inaccessible. Some steps you can do to achieve this include:
  • Making sure your website is screen-reader accessible, for example by formatting text to make it clear what is a heading and adding alternative text to images.
  • Using a large enough font size (at least 12pt) and a sans serif font.
  • Considering colour contrast – is the text different enough in shade and hue from the background? You could consider adding functionality that allows users to choose from a few different contrast options.
  • Inviting users to get in touch to ask for information in alternative formats. Provide a range of contact options – such as email, telephone and SMS.
• Make routes to choosing, paying and delivery/collection as easy as possible. This will benefit everyone – but 45 per cent of disabled consumers in BDF research said that they found routes through sites and apps confusing.
• Provide good product information. Think about what customers want to know about the product. Pictures are great but add text with the size, dimensions, and weight of the product. Many disabled consumers want to know that they will be able to pick up and carry the item. Include information about fastenings like zips and portals, switches and chargers. Does the product make a noise, do lights flash or come on? If so, say so.
• Try to provide different ways to contact customer service. Some people prefer email or webchat, but others might need to call someone or be called back.
• Know your product. Ensure that anyone answering questions from customers know the product and in particular any accessibility features or can find the answers.
• Make it easy to pay. If setting up an account or payment options are difficult, people will abandon their purchase. Don’t make customers re-enter passwords or payment details unnecessarily once accounts have been set up.
• Security is important but doesn’t have to be inaccessible. Provide alternatives for customers who cannot see or read CAPTCHA or pictures in squares where bicycles or traffic lights have to be identified.
• Make delivery easy. Allow customers a free text box to say where to leave deliveries or request extra time to get to the door.
• Make collection and returns easy. Choose accessible venues to collect and return items if possible.
• Make terms and conditions as easy as possible to understand. These often have to contain legal terms but make important information such as instalment options, interest, delivery, collection, returns and refunds as clear as possible in plain language and a large, easy to read font.

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