Seeing a path to better revenues, and being a better business
By now every growing e-commerce entity has figured out the critical role social media plays in their business. It’s become a household pastime; a venue for people from all demographics who are connecting with the world through computers and devices.
The opportunities for marketing and branding are rich. And increasingly, the picture has become much rosier. Research conducted in 2018 showed that social media users made their most recent purchase directly through Facebook and their eBay Daily Deals. Facebook ran away with the biggest share of the pie, with Instagram coming in a close second.
Yet there is a demographic often left in the dust; one thought to be unable – disabled, as it were – to use social media.
That has changed. With technological developments in connectivity have come celebrated advances in bringing the Internet to people with varying degrees and types of disabilities. There are nearly 60 million of them in the U.S., and that number will grow as they age. They are players. They are shoppers. And they can be your best customers if given the chance.
People with visual, auditory, and even intellectual disabilities are hungry to expand their horizons through the internet. Yes, the digital medium is mostly visual. But there are workarounds. And if you learn to employ them, you won’t be sorry.
As a veritable second home to millions of people around the world, Facebook caught on to the value of making its site accessible. In fact, it has carved out dedicated landing pages to aid users with disabilities, and organized them into a single page.
In fact, sites that prioritize accessibility see some of the strongest usage. Amazon.com, the ecommerce granddaddy, offers an extremely user-friendly platform that may not be the most attractive, but is profitable to the tune of a $777 billion valuation.
Then there’s World Wildlife Fund of Canada. Not a commercial entity, but dependent on revenues just the same, and its recent upgrade of website disability access resulted in one of its most successful fundraising campaigns of all time, netting more than $21 million.
Want a comprehensive list of tips to guide you through improving accessibility of your site? Here’s a great source from Queens University in Canada. It will guide you step by step through the various popular platforms including Facebook, Twitter, and YouTube, one you may have overlooked.
Abilitynet offers this simple-to-read set of instructions on improving Twitter accessibility for impaired users. And Web Accessibility Initiative takes it steps further with expanded tips on becoming accessible across all platforms for no cost.
As the commercial sector grows more comfortably into acknowledging and embracing the need to accommodate those with disabilities, every party wins. And with advocacy groups that track trends and practices for the disabled closely following new developments, your efforts to become user-friendly won’t just result in more sales. It could gain you an entire class of fans, and some fairly lucrative public recognition.