The Hidden Cost of Ignoring Accessibility in Campaigns
Today’s marketers are under increasing pressure to deliver stronger results with fewer resources—higher engagement, improved conversions, and deeper customer loyalty—despite shrinking budgets and audiences with declining attention spans. Yet behind campaign metrics lies a critical issue shaping digital performance: accessibility. And many brands are failing to address it.
To understand how accessibility impacts user behavior, AccessiWay conducted a survey of 5,000 consumers across the UK and EU. The findings show that accessibility is no longer a niche concern—it directly affects revenue and brand trust.
Users Are Abandoning Experiences That Aren’t Accessible
According to the survey, 61% of respondents said they abandoned a purchase because a site or app was difficult to use, with users under 35 being the quickest to leave. Despite this, most brands underestimate how common these issues are.
85% of consumers said they encounter accessibility challenges, such as:
- Small or low-contrast text
- Confusing navigation structures
- Disruptive pop-ups
- Poor mobile responsiveness
A Revenue Leak Hidden in the Funnel
Across Europe, more than €50 billion in online transactions are compromised each year due to accessibility issues. This loss could be mitigated far more easily than attracting new traffic or running costly ad campaigns.
Supporting data from Semrush shows a clear performance advantage:
- Accessible websites gain 23% more organic traffic
- They rank for 27% more keywords
Despite these benefits, over 70% of websites still fail basic accessibility compliance, according to web audits.
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Beyond Regulation: Accessibility as Competitive Differentiation
The European Accessibility Act went live in June, yet digital barriers remain widespread. While companies rush toward compliance, consumers choose better experiences—not necessarily compliant ones.
The takeaway: digital accessibility is now a growth strategy, not just a legal obligation.
How Brands Are Implementing Accessibility in Practice
At Digital Marketing World Forum 2025, AccessiWay will present case studies from global brands that have embedded accessibility into marketing and CX—not through generic fixes, but tailored strategies that delivered measurable impact.
AccessiWay’s Approach at DMWF Europe 2025 (25–26 November, RAI Amsterdam)
AccessiWay’s end-to-end accessibility model integrates:
- Expert audits
- Real user testing with people with disabilities
- Remediation roadmaps and implementation support
- Automated monitoring and insight dashboards
- AI-powered accessibility tools
All solutions are aligned with WCAG and EN 301 549, built specifically for marketing teams managing complex tech stacks under time constraints.
Attendees can visit Booth 264 for live demos, data insights from the 5,000-participant study, and practical strategies for embedding accessibility into digital operations. AccessiWay will also host a giveaway, with two Meta Quest 3S headsets up for grabs.
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