Any business looking to connect with its audience in the digital age needs to have a navigable website that encourages conversions and loyalty. In order to do this, a big part of web development is UX design. The goal is to use intuitive elements to make the user experience smoother and create more utility and desirability for the products on the site.
Consistent design goes a long way in keeping your eyewear website relevant when there is so much competition on the internet. Moreover, the key is creating a more accessible website that not only caters to disabled users but inherently improves the experience for every demographic. Contrary to what some may think, there are more people with disabilities than ever before. In the US, recent estimates reveal that up to 70 million Americans have some form of disability today. This is equivalent to about one in every four adults. Given this significant number, it’s worth taking the time to integrate simple yet effective accessibility features.
Breadcrumb trails
According to digital accessibility company UserWay, breadcrumbs are hugely helpful for website navigation. In particular, those with cognitive disabilities can benefit from breadcrumbs thanks to how these can offer a clear and easy-to-follow path that tracks a person’s movements on a particular site. For eyewear sites, having breadcrumbs can ensure that consumers are able to better scour through their collections without getting overwhelmed by the sheer number of options.
One such retailer that uses this feature well is OPSM, which is a trusted platform for leading brands like Ray-Ban, Prada, and Oakley. OPSM’s sunglasses collection shows how consumers can see the breadcrumbs clearly at the upper left of their page. This placement and the spacing between it and other text ensures that it’s also easier to spot for those with visual disabilities.
Additionally, because it uses a serif-free font, it’s also more legible for those with reading and comprehension issues. Since the breadcrumbs here are also simply titled, it’s easier for consumers to remember the previous pages they’ve visited. Since many eyewear shoppers also have to consider medical conditions, having these kinds of breadcrumbs can help ensure that no specifications, like fit or prescriptions, are left out.
Clear contact information
Given that eyewear sites also function as platforms for medical devices and eye care services, it’s important for consumers to have a means of contacting them. In this way, they can better pose any specific or sensitive issues that perhaps the site’s FAQs don’t answer. That said, for those with disabilities, eyewear sites should ensure that this information is diverse and easy to find. In this way, even those with visual or comprehension struggles can identify the various ways in which they can engage a customer service representative.
This approach to properly displaying contact information is best showcased on Warby Parker. In fact, this deduction to accessibility is likely why the eyewear company has seen its active customer base jump by over 30% in just four years. On their site, a quick scroll on the homepage reveals the different ways that a customer can reach them. This includes options like by phone, chat, text, or e-mail. Aside from being labeled by serif-free fonts, they’re also on a high-contrast background and paired with matching icons. Consequently, they’re more understandable for those with reading difficulties, too.
Captioned content
Last but not least, one of the most simple but meaningful accessibility features that any site can have is captioned content. On e-commerce sites, especially where video content is becoming increasingly popular, having captions ensures that even those who are deaf or hard of hearing aren’t left out. For eyewear sites, this prevents those with such disabilities from feeling like they’re missing out on crucial information regarding products as personal as specs or shades. From a marketing perspective, having captions also helps broaden the consumer pool, as it can attract and include more customers.
A good example of this comes from the European eyewear brand Ace & Tate. Over the past few years, the prescription glasses maker invested heavily in its expansion. Generally, this has included opening more physical stores. However, a big chunk of its success still comes from online sales, where their accessibility has surely helped improve revenue. In line with the above, they recently released a new collection with an accompanying set of videos. Each carefully produced video comes with easy-to-read captions. In this way, the new models are easier to appreciate for those with auditory or visual impairments.
