User Experience

Opening Inclusive Channels of Online Commerce

There are many unsolved mysteries in our world – Big Foot, Stonehenge, Donald Trump’s hair, whether there was a second shooter on the grassy knoll, the finale of Sopranos, and whether Tom Brady deliberately deflated his footballs.

However, with accessibility on the case, the mystery behind why consumers have difficulty logging onto websites, adding items to a shopping cart, receiving timely offers, or completing purchases has been solved.

Rising expectations to be engaged and valued coupled with lack of patience for poor customer experiences are driving organizations to ensure they are connecting with the broadest base of the population – including people with disabilities, the growing aging population, and multi-cultural communities.

A recent Harris Interactive study revealed that 41 percent of online adults abandon transactions or switch sites after experiencing online issues – poor navigation, confusing content, and ineffective design.Example website showing accessibility violations (in this case color contrast) and recommendations on how to correct the issues.

This is why IBM Tealeaf has integrated accessibility overlays into its latest release, IBM Tealeaf Customer Experience (cxOverstat), to optimize website usability, increase loyalty, expand market reach and reduce risks associated with compliance to government regulations and industry accessibility standards.

Tealeaf is leveraging analytics to give organizations insight and answers required to verify whether a website is delivering a positive and pleasant experience for all visitors. By understanding consumers’ online experiences, behaviors and abilities, organizations know immediately where a site might have usability issues and enhance it for users with vision, auditory, physical or cognitive disabilities.

For instance, an organization can increase the experience for people with vision impairments by automatically flagging text with foreground and background color contrast issues. If there is a violation, users can easily adjust the color within the color contrast analyzer tool and preview the changes to ensure they meet industry standards.

The new accessibility overlays also identify and provide recommendations to ensure that websites include alternative text, proper tabbing and keyboard navigation. By displaying these violations in a scoreboard interface, organizations are able to sort and group by the accessibility violation severity and number of occurrences so they can be more easily remediated.

Available in 11 languages, the accessibility overlays give global organizations the insights into cultural cognitive impairments and the answers to quickly resolve accessibility issues before poor customer experiences damage the brand and bottom line.

Allowing all consumers to interact with a website whenever they want, wherever they are, and regardless of their age or physical ability, helps heat up online commerce and greatly reduces the chance your site becomes another “cold case.”

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