How to Prevent Shopping Cart Abandonment Through Web Accessibility

Shopping cart abandonment is one of the most repeated issues in eCommerce. We can’t really avoid it, but we definitely can take some measures to prevent it as much as possible, such as ensuring web accessibility.

Web accessibility is one of the most common factors that affect people’s buying decisions. In fact, according to a 2023 study conducted by accessiBe and Open Inclusion, brands that failed to provide consumers with an accessible shopping experience risked losing up to $8 billion during Q4.

Today, we’ll explore how having an accessible website can impact cart abandonment rates and boost sales. Let’s dive in.

Offer a seamless experience

Particularly during Q4, with Cyber Monday, Black Friday, and all types of discounts for the Holidays, impulse purchases are a big portion of total purchases. 

The sense of urgency that massive discounts provoke can drive a significant amount of sales, but for this to really work, the shopping experience must be simple, fast, and seamless. Reducing all potential friction points from your conversion funnel is essential to avoid losing sales opportunities. When your website is accessible and easy to navigate, with a simple checkout process, odds are in your favor.

Reduce barriers

When it comes to eCommerce, a simple, clear website is often the best option. It is crucial to eliminate accessibility barriers that could prevent potential clients from completing their purchases. For this, eliminate unnecessary elements such as coupon codes, and offer automatic discounts applied during checkout without the need of the client to intervene. 

Enhance site functionalities

Obvious factors such as image loading times or general website speed are always a top priority. These days, online shoppers don’t really have the patience to wait for your website to load for more than a few seconds. So, especially during special dates when you know major traffic is coming, don’t forget to test your site’s capabilities and keep it optimized!

Web accessibility solutions

When it comes to web accessibility, it’s best to leave it to the experts. Making your website accessible for all users is not only the right thing to do, it’s also for your own convenience. Websites that are fully accessible have a better shot at ranking higher in Search Engines and getting more visibility, and they will not only serve those with disabilities but will offer a better user experience for everyone.

To make sure your website is accessible, you can use accessiBe’s free website audit tool. Don’t hesitate to contact our experts so we can help you get your website fully accessible next to accessiBe and ready for the Holiday shopping season!