WCAG and digital marketing strategy: How does accessibility affect engagement and conversion?

The accessibility of websites and applications is becoming an indispensable element of a successful marketing strategy. The implementation of WCAG (Web Content Accessibility Guidelines) standards is not only a matter of meeting legal requirements, but above all a tool that can significantly increase user engagement, improve conversion rates and build a positive brand image. In the following article, we outline how accessibility affects marketing efforts and why it should be considered a strategic asset in digital marketing.

What are WCAG and why are they important?

WCAG is a set of international guidelines that define how to design websites and applications so that they are accessible to all users - regardless of their skills, tools or limitations. The guidelines are based on four core principles (POURs):

• Perceivable (Perceptual): Content must be presented in a way that can be perceived by all senses.
• Operable (Supportable): Interfaces must be operable with a variety of devices - from mouse to keyboard to assistive technologies.
• Understandable: Information and interactions should be clear and predictable.
• Robust (Resilient): Content must be compatible with a variety of technologies and future standards.

The implementation of WCAG translates into improved usability of the website, which is crucial in the field of digital marketing, where user experience (UX) determines the success of an online campaign.

 

Integrating accessibility into the digital marketing strategy

Incorporating accessibility principles into a digital marketing strategy is an approach that has multidimensional benefits:

• SEO optimisation: Pages optimised for accessibility feature better semantic structure, clean code and appropriate formatting of content, which makes them easier to index by search engines.
• Greater reach: By enabling accessibility for people with disabilities, a company reaches a wider audience.
• Building trust: A commitment to creating accessible solutions demonstrates the company's social responsibility, which reinforces a positive brand image.
• Regulatory compliance: Meeting WCAG requirements minimises the risk of legal issues, which is particularly important in areas regulated by EU directives and other legal standards.

This approach provides a foundation on which to build effective marketing campaigns, focusing not only on sales but also on building relationships and customer loyalty.

How does accessibility affect user engagement?

Accessibility affects every step of a user's interaction with a digital product:

• Improved usability: Users using WCAG-compliant sites can navigate the site more easily, find the information they need faster and make a purchase. Intuitive navigation and content readability promote increased engagement.
• Improved user experience (UX): Accessible solutions eliminate barriers so that even people with limitations have a positive experience with the brand. This directly translates into more time spent on the site and more interactions, such as comments, shares or newsletter sign-ups.
• Personalisation and inclusivity: a company that cares about accessibility shows that it cares about all users. Such a message builds emotional connections, increasing trust and audience loyalty.

Impact of accessibility on conversion

The effectiveness of marketing activities is measured, among other things, by conversion rates. Accessible sites contribute to improving these metrics by:

• Reducing user frustration: Pages that are easy to navigate reduce the risk of cart abandonment and site abandonment.
• Facilitating the purchasing process: The accessibility of key elements, such as forms, buttons and links, allows for a smooth transition through the purchase path, which increases the number of finalised transactions.
• Statistical proof: Studies show that implementing WCAG standards can increase conversions by up to 20% - an investment in accessibility translates into tangible financial benefits.

Accessibility as part of building a positive brand image

Accessibility is also part of a brand-building strategy, influencing public perception:

• Social responsibility: a company that invests in accessibility shows its commitment to creating accessible solutions for all. This builds the company's reputation as a responsible and ethical entity.
• Credibility and trust: Transparency and concern for the needs of all users increases trust in the brand, which translates into customer loyalty and positive recommendations.
• Distinction from the competition: In the face of increasing competition, companies that care about accessibility gain an advantage by attracting customers who value inclusivity and modernity.
• Creating a positive experience: Accessible websites and apps not only enable an easier user experience, but also create a consistent, positive brand image, which is fundamental to successful digital marketing campaigns.

Tools and methods for implementing WCAG

To effectively implement accessibility policies, it is worth using dedicated tools and carrying out regular audits:

• Automated testing tools: Tools such as Axe, WAVE or Google Lighthouse help to quickly identify accessibility problems and pinpoint areas for improvement.
• Manual audit: In addition to automated testing, it is worthwhile to have your site manually assessed by experts and users using assistive technologies.
• Training and workshops: Educating the design team, developers and copywriters on WCAG principles is key to maintaining high accessibility standards.
• Integration into the design process: Accessibility implementation should be part of the entire product lifecycle - from design, to implementation, to ongoing optimisation and maintenance.

With these tools, companies can systematically monitor the accessibility status of their websites and applications, implement necessary changes and ensure that every user receives the highest quality experience.

 

Examples of implementation and business effects

There are many examples in the market of companies that have seen improvements in both user engagement and conversion through the implementation of WCAG standards. These examples show that:

• E-commerce companies: Online shops that have optimised their sites for accessibility report lower rejection rates and higher conversion rates, resulting in increased sales.
• News sites and banks: Improved navigation and access to key information increase user trust, resulting in higher engagement and customer loyalty.
• Mobile apps: WCAG compliance increases the usability of apps, resulting in higher retention and more frequent use of the services offered.

Such examples highlight that investing in accessibility is not just an expense, but a strategic action that can bring tangible financial and reputational benefits.

 

FDPA website - slide from presentation on implementation

Summary and conclusions

Integrating WCAG standards into a digital marketing strategy is key to creating websites and applications that are not only compliant, but above all user-friendly. Improving accessibility:

• Increases engagement: It makes the site easier to use, improves UX and builds emotional connections with the audience.
• Increases conversion rates: Minimises barriers during the purchase process, which directly results in increased sales.
• Builds a positive brand image: A company that cares about accessibility is seen as ethical, innovative and socially responsible, which increases its competitiveness.

These actions make accessibility an integral part of an effective digital marketing strategy. In an era of increasing competition and consumer expectations, every company should invest in accessibility solutions to not only increase their business performance, but also to build lasting, positive relationships with their customers.

Implementing WCAG principles is an investment in a company's future. Accessibility not only improves the user experience, but also supports SEO optimisation, builds trust and strengthens brand image, resulting in better marketing results. Therefore, businesses that want to be leaders in the digital world should consider accessibility as a key element of their digital marketing strategy.

An investment in accessibility is an investment in the customer experience. It ensures that every user, regardless of his or her needs, can make full use of digital resources, which benefits both the company and its audience. Hence, implementing WCAG in the design process of websites and applications is becoming the foundation of modern, effective digital marketing strategies.

Hopefully, the above considerations will help you better understand how digital accessibility affects the effectiveness of your marketing efforts and building a positive brand image. In this age of rapidly evolving technology, accessibility is becoming an indispensable part of any online strategy, bringing tangible benefits in terms of both engagement and conversions.

WCAG support for your business: ICEberg CMS 5 and Krakweb

ICEberg CMS 5, developed by Krakweb, is a state-of-the-art content management system (CMS) that significantly facilitates the implementation of WCAG accessibility standards in the web development process. Thanks to ICEberg CMS 5:

• Built-in WCAG support: the system allows pages to be easily adapted to WCAG guidelines, resulting in inclusivity and a better user experience. Standard modules and templates are designed with accessibility compliance in mind, contributing to a positive brand image.
• Responsiveness (RWD) and flexibility: ICEberg CMS 5 enables the creation of responsive websites that work on a variety of devices - a key element of today's digital marketing strategies.
• Intuitive administration and personalisation: the advanced administration panel allows easy management of content, editing of page elements and implementation of amendments, reducing the time needed to optimise the site for accessibility.
• Integration with SEO tools and automation: Built-in SEO tools help improve a site's visibility in search engines, while automation of administrative processes allows you to focus on key marketing aspects.

Krakweb, meanwhile, supports companies in the implementation process of ICEberg CMS 5. As part of the cooperation, Krakweb offers:

• Comprehensive implementation: From design to system configuration and integration, Krakweb will ensure that your website is not only aesthetically pleasing, but above all accessible and WCAG compliant.
• Training and consultative support: Krakweb provides training for teams, technical support and consultation to help maintain high standards of accessibility and effectiveness of digital marketing activities.
• Guarantee and after-sales support: Once the system has been implemented, Krakweb remains a partner that offers ongoing support and assistance with updates, which is key to maintaining compliance with the latest guidelines and trends.

In summary, ICEberg CMS 5 and Krakweb join forces to provide a solution that not only facilitates content management, but also ensures full WCAG compliance. As a result, your website gains in usability, builds a positive brand image and influences increased engagement and conversions, which is invaluable in a digital marketing strategy.

Would you like to find out more about ICEberg CMS 5 implementations? Contact us to discuss the details and arrange a free consultation.