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“Target” Blind Accessibility to Boost Conversion
Posted By Ronald Patiro On October 4, 2007 @ 4:21 pm In Articles,Customer Focus,Optimization Tactics,Retail,Web Design | 8 Comments
A precedent-setting U.S. Federal class action lawsuit
ruling has been filed against Target  will that would require the click-and-mortar retailer to make its website accessible to the blind and visually impaired . Online enforcement of the Americans With Disabilities Act (ADA) could mean that e-tailers nationwide would have to ensure their sites are accessible to blind visitors, or they’ll leave the door open for another good ol’ American class action suit.
Target had 10 months since the beginning of the court case, and, so far, has
refused to make minor changes to their site. The main complaints with Target’s site are as follows:
These are simple changes that are fundamentals to web design. In fact, a list of guidelines for creating blind-accessible pages  makes recommendations that are very similar to what we at Future Now advocate to increase conversion for all visitors — visually-impaired or not.
In his ClickZ column, Bryan Eisenberg places accessibility as the second level in the “Heirarchy of Optimization “.
Want to know if your site is accessible? Here’s a list of elements you can use to check if your website is accessible to the blind and visually impaired, and to make sure you’re not the Federal Government’s next Target:
The Internet has empowered many people to overcome visual limitations. But the Target
ruling case raises some great questions. For instance, do you think the Americans With Disabilities Act, which created building accessibility standards, should force websites to do the same?
What do you think? If it’s not already, will you make your site accessible to the blind?
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2007/10/04/target-blind-accessibility-to-boost-conversion/
URLs in this post:
 Target: http://www.target.com
 accessible to the blind and visually impaired: http://arstechnica.com/news.ars/post/20071003-lawsuit-over-website-accessibility-for-the-blind-becomes-class-action.html
 guidelines for creating blind-accessible pages: http://www.icthubknowledgebase.org.uk/websiteaccessibilitytips
 Occam’s Razor: http://www.kaushik.net/avinash/occams-razor-what/
 Image: http://www.grokdotcom.com/wp-content/uploads/Ron/optimization_hierarchy.jpg
 Heirarchy of Optimization: http://www.clickz.com/showPage.html?page=3625392
 Test your web copy for readability: http://www.grokdotcom.com/topics/readability.htm
 click here: http://www.grokdotcom.com/2007/09/26/click-here/
 define: http://en.wikipedia.org/wiki/Image_map
 Adobe Access: http://www.adobe.com/products/acrobat/access_onlinetools.html
 webxact.watchfire.com: http://webxact.watchfire.com/
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