Online Shopping for Blind Consumers

Shopping can be overwhelming for a blind user - especially around the holidays. Large crowds can be difficult to navigate, items hard to find, and getting assistance can be frustrating, or near impossible. Turning to the internet for online deals and convenience could be ideal for visually impaired consumers but, lack of web accessibility has severely limited a visually impaired user’s experience.

Think about a few of the challenges a visually impaired shopper faces; reading prices, seeing colors, and finding the right size. Issues that should be taken care of when shopping online. Visually impaired users use assistive technology to read the text provided on a website, and ideally the consumer has all the information needed, but currently this is not the case. Assistive tools are only as effective as the information supplied from websites to which they connect. Websites are often missing coding that make navigating a site near impossible with a screen reader. Sandi Wassmer, visually impaired blogger explained; “ I have yet to find a mainstream online shop that I can use out of the box. I still have to make adjustments or find workarounds on every site that I use and am yet to find an accessible one. I also find that, particularly when buying clothes, so many sites do not even offer basic information like size charts, fabric, or color,”(Sandi Wassmer, Shopping for the Visually Impaired).

Website owners often overlook accessibility or assume that blind users are not online. Jonathan Lazar, a computer science professor specializing in Web accessibility claims; “most companies that fail to provide accessible websites are acting from a place of ignorance. In his experience, he said many companies just assume they do not have blind or otherwise impaired customers using their website,”(The Daily Dot, The blind community's fight for a more accessible Web). The truth is many visually impaired shoppers, such as Sandi Wassmer and Empish Thomas, go online to access goods and services that are not available to them elsewhere. Thomas describes a positive experience she had shopping online with Publix, “the biggest thing I enjoy about shopping at Publix is their accessible website. Since I am totally blind now, I can not read the weekly sales ad in print, but I can online. Publix has accessible features on their website that speaks to the blind community,"(Empish Thomas, Why I shop at Publix link). When website owners choose not to make their website accessible there is a missed opportunity to reach an entire community of loyal customers.

Online shopping is just one example of how lack of accessibility has an impact on the blind community. As technology advances and the digital world expands, it is time to make accessibility a priority. Providing access to the visually impaired, should no longer be a thought for the future, but a present day expectation.

To learn more on how to test your website for compliance and accessibility issues go to www.auditgenie.com. AuditGenie™ is a leading provider of an online website testing tool that is used by web developers, law firms, human resource professionals, and advocacy groups.

Class Action Lawsuit Filed Against H&R Block

Every year as tax season approaches, 1 in 7 people will turn to H&R Block, one of the world’s largest tax preparation companies (H&R Block). When April 2013 arrived, several consumers were unable to navigate the H&R Block website due to visual impairments. The result of unequal use of the H&R Block website site has now evolved into a class action lawsuit. Unfortunately, lawsuits against corporations like H&R Block are occurring more frequently. Aggressive attorneys are seeking large settlements and taking action against businesses with inaccessible websites. It is time for companies to take a proactive approach in making their websites accessible and protect themselves against potential legal issues. As the virtual world continues to develop, digital discrimination is not an issue to be taken lightly.

ADA compliance does not specifically address “internet” standards. Lawsuits are being filed based on Title III of the ADA. Title III of the ADA forbids; “discrimination on the basis of disability by public accommodations in the full and equal enjoyment of the goods, services, facilities, privileges, advantages, and accommodations,” (Department of Justice). Places of public accommodation, are defined as, “businesses that are generally open to the public and that fall into one of 12 categories listed in the ADA...” Public accommodation can be broken put into two categories; government and privately owned businesses and can cover everything from, “restaurants, movie theaters, schools, day care facilities, recreation facilities, and doctors’ offices” (Americans with Disabilities Act Title III Regulations).

On Monday November 25, 2013, the Department of Justice announced that it will be intervening in The National Federation of the Blind vs. The HRB Digital LLC and HRB Tax Group Inc. As this case unfolds one thing is clear; ensuring that websites are accessible is becoming increasingly crucial to best business practices. Having an inaccessible website can be considered discrimination and extremely costly. In some instances, website owners may be charged up to $4,000 dollars per infraction. In the case of H&R Block, the plaintiffs, along with the DOJ, are seeking a court order that would ensure services on the H&R Block website are fully and equally accessible to individuals with disabilities. They are also seeking an award of monetary damages as a civil penalty.

Businesses that can potentially be considered a place of public accommodation should take active steps to ensure their website is accessible. Using tools such as AuditGenie™ to check your website for accessibility issues will not only allow your site to be accessible, but help protect your business from potential lawsuits.

To learn more on how to test your website for compliance and accessibility issues go to www.auditgenie.com. AuditGenie™ is a leading provider of an online website testing tool that is used by web developers, law firms, human resource professionals, and advocacy groups.

Increase Holiday Sales by Making Your Website Accessible to the Blind

The holidays are here, and that means online shopping. This year an  estimated 91.7% of shoppers will go online to research gifts and/or make purchases (Marketingprofs, Holiday Season 2013: How and When Consumers Plan to Shop). E-commerce sites are quickly gaining preference over traditional ‘brick and mortar’ stores. There are no lines, crowds or traffic. Simply click, add to cart, type in your credit card number and your purchase arrives on your doorstep.

This is great news for those offering goods services or products online.

An online presence means lower overhead costs and high profitability. Driving customers to your site and making sure your prices are competitive are top priority. Another important aspect to consider this holiday season is to take the time to ensure your website is functioning properly and fully accessible. Test your website links, functionality and coding to be certain that every potential customer has a positive and equal user experience, including those with disabilities.

A website can be considered by ADA regulations as a place of public accommodation and must be fully accessible to the public, regardless of physical abilities. Failing to have a compliant website could cost more than just the loss of a sale; your business could be looking at a lawsuit. Help to spread the joy and grant equal access to your website this year. To learn more or find out if your website is ADA compliant, take a look at the government checklist, use a compliance checking tool like www.auditgenie.com,  talk to your web developers and get educated on web accessibility.

To learn more on how to test your website for compliance and accessibility issues go to www.auditgenie.com. AuditGenie™ is a leading provider of an online website testing tool that is used by web developers, law firms, human resource professionals, and advocacy groups.