According to UN, over one billion people live with a disability. Behind this figure are the individual stories of people who encounter barriers every day that often remain hidden to others. Accessibility means much more than ramps or elevators. It stands for the right to equal participation - everywhere in the world.
The UN Convention on the Rights of Persons with Disabilities makes it clear that accessibility is a human right. States and companies must remove barriers, both digital and physical. This is not only a duty, but also an opportunity. Those who create accessible offerings open up new markets and meet an ageing global population with foresight.
Accessibility is therefore a global task. It brings together social justice and economic advantage.
Table of contents
The advantages of accessibility
1. larger target group
Around 15 to 20 percent of the world's population live with a disability that makes it difficult to access digital services (WHO). In Europe, this affects around 87 million people. Companies that design accessibly are therefore not only tapping into an ethically important market, but also an economically relevant one. This considerably extends their reach and sends a strong signal: everyone is welcome.
2. more conversions: better usability for everyone
Accessible websites not only impress people with disabilities, but also take the entire user experience to a new level. Clear structures, intuitive operation and better readability make it easier for everyone. Studies show that optimizations for accessibility often lead to a measurable increase in conversion rates.
3. SEO boost: Accessibility improves findability
Accessibility and SEO go hand in hand. Structured HTML, clear headings, ALT texts and comprehensible links ensure that search engines understand content better. Google confirms this: What is accessible is often ranked better. Accessibility therefore pays double dividends - in terms of visibility and user-friendliness.
4. legal certainty: the European Accessibility Act is coming
From June 2025, the European Accessibility Act will oblige many companies to ensure digital accessibility. Violations can result in fines and damage to the company's image. Acting with foresight not only protects against fines, but also has a positive impact on brand perception.
5. proven UX improvement: accessibility makes everything better
Numerous case studies from the BBC or the Nielsen Norman Group, among others, show this: Improved accessibility leads to higher satisfaction among all users. This strengthens the brand, increases customer loyalty and ensures future-proof digital offerings.
Important standards: EAA, WCAG and EN 301 549 explained
Web Content Accessibility Guidelines (WCAG)
International guidelines of the W3C on the accessibility of web content. WCAG 2.1 was published as a W3C Recommendation on June 5, 2018 and defines success criteria in three conformance levels:
- A (basic requirements)
- AA (extended requirements)
- AAA (maximum accessibility)
European Accessibility Act (EAA)
EU Directive 2019/882 of April 17, 2019, which sets out uniform accessibility requirements for products and services (e.g. online platforms, ATMs, e-book readers) in all EU member states. Member states had to transpose it into national law by June 28, 2022; binding application begins on June 28, 2025
WCAG 2.2 was published on October 5, 2023 and adds nine new success criteria, such as focus indicators and drag & drop operations.
Example:
Level A: Alternative texts for images
Level AA: Contrast ratio ≥ 4.5 : 1
Level AAA: Sign language for videos.
Who is affected by the EAA?
The European Accessibility Act (EAA) affects many companies that offer products or services in the EU. These include providers of e-commerce websites, banks, transport service providers and operators of self-service terminals. Many digital services also fall under the new requirements, which will become mandatory from June 2025.
Particularly important: Small and medium-sized enterprises (SMEs) can also be affected if they provide digital services. Micro-enterprises (fewer than 10 employees and a maximum annual turnover of 2 million euros) are exempt from some obligations, but must still ensure that barriers are reduced wherever possible.
This information is for general guidance only and does not constitute legal advice. In case of doubt, companies should seek specialist legal advice to clarify their individual obligations.
EN 301 549
European harmonized standard for accessible ICT products and services. Version 3.2.1 (2021) fully integrates WCAG 2.1 Level AA as a minimum requirement for websites, electronic documents and software
International accessibility laws: an overview
| Country | Law / Standard | Reference standard |
|---|---|---|
|
USA
|
ADA, Section 508
|
WCAG 2.0 / 2.1
|
|
Canada |
ACA, AODA
|
WCAG 2.0 / 2.1 |
|
Brazil
|
LBI - Lei Brasileira de Inclusão (Estatuto da Pessoa com Deficiência) |
based on WCAG |
|
Australia
|
DDA
|
WCAG 2.0 / 2.1
|
|
UK
|
Equality Act, Accessibility Regulations
|
WCAG 2.1 Level AA
|
|
Japan
|
JIS X 8341-3
|
based on WCAG |
|
Germany |
BFSG - Accessibility Reinforcement Act
|
WCAG 2.1 (About EN 301 549)
|
Status of the information: May 2025
Affected areas on websites
Digital accessibility is more than a general principle - it requires specific adaptations to meet the diverse requirements of different user groups. Here is an overview of key needs and corresponding measures:
👁️🗨️ People with visual impairments
According to the WHO, an estimated 2.2 billion people worldwide live with visual impairment or blindness. In addition to total blindness, there are numerous forms of impaired vision - from severe farsightedness and tunnel vision to light-sensitive eyes.
Challenges:
- Difficulty recognizing text and visual content
- Use of screen readers or magnification software
Recommended measures:
- High color contrast between text and background
- Alternative texts (ALT texts) for images and graphics
- Scalable font sizes and clear fonts
- Keyboard operation for all functions
- Avoidance of purely visual navigation elements
🦻 People with hearing impairments
According to WHO, around 430 million people worldwide have a hearing loss that requires treatment.
Challenges:
- Inaccessibility of audio content without visual alternatives
Recommended measures:
- Subtitles for videos
- Transcriptions of audio content
- Use of sign language videos for important information
- Visual cues instead of acoustic signals
🧠 People with cognitive impairments
According to WHO Many millions of people around the world suffer from cognitive impairment, including learning difficulties, dementia and developmental disorders. Stress or exhaustion can also create temporary cognitive barriers.
Challenges:
- Difficulties in understanding complex content and structures
- Overwhelming due to confusing navigation
Recommended measures:
- Simple and clear language, use of plain language if necessary
- Consistent and intuitive navigation
- Avoidance of technical jargon and complicated sentence structures
- Use of supporting visual elements such as pictograms
- Provision of content in various formats (e.g. text, audio, video)
🖐️ People with motor impairments
Millions of people worldwide live with limited fine motor skills (WHO)- whether due to chronic diseases such as Parkinson's, the consequences of a stroke or congenital disabilities. Even simple actions such as clicking, scrolling or dragging and dropping can become a challenge.
Challenges:
- Difficulties operating the mouse or touchscreen
Recommended measures:
- Full keyboard operability of all functions
- Large and sufficiently positioned click surfaces
- Avoidance of temporary interactions
- Compatibility with assistive technologies such as voice control or special keyboards
🎨 People with color vision deficiencies
Around 5 % of the world's population - around one in twenty - live with color vision deficiency (Colour Blind Awareness). Those affected can barely distinguish between certain colors, if at all. Red-green confusion is particularly common. This leads to problems when information is only color-coded - for example in diagrams, warning systems or buttons. The contrasts that work for many are illegible for this target group.
Challenges:
- Difficulty distinguishing certain colors
Recommended measures:
- Use of patterns or symbols in addition to color coding
- High contrast between foreground and background colors
- Avoidance of information that is conveyed exclusively by color
🧓 Older people
The world's population is ageing rapidly. According to WHO, around 2 billion people will be over the age of 60 by 2050. With increasing age, limitations such as declining eyesight, limited motor skills or reduced cognitive flexibility increase. This influences how technology is perceived and operated.
Challenges:
- Combination of various sensory and cognitive impairments
Recommended measures:
- Clear and simple language
- Large font sizes and easy-to-read fonts
- Simple navigation with clear structures
- Avoid fast animations or flashing elements
Tools for digital accessibility
If you want to implement digital accessibility in practice, you need the right tools.
Global standards rely on tried and tested tools here. WAVE checks websites for barriers and visualizes the results directly on the page. Axe is a flexible framework for developers that can be easily integrated into existing workflows. Google Lighthouse analyzes performance as well as accessibility and provides clear recommendations for action. These tools are internationally established, easily accessible and support teams worldwide in making their digital offerings more inclusive.
A/B test ideas for better accessibility
🎨 Contrast tests
- Test different color and contrast variants
- Compare CTA buttons with high-contrast background vs. discreet variants
🖱️ Clear buttons & intuitive navigation
- Test button labels (e.g. "Register now" vs. "Continue")
- Compare navigation with explanatory icons vs. pure text navigation
📝 Optimized forms
- Test short vs. long form versions
- Compare different labels and placeholder texts
- Test error messages with text only vs. text + visual hint
🎥 Alternative media access
- Test videos with vs. without subtitles
- Test audio transcripts prominently placed vs. only available on request
⌨️ Keyboard operability & focus guidance
- Test visible vs. invisible focus markers
- Testing different focus sequences
🚦 Animation and movement tests
- Test pages with subtle animations vs. without animation
- Compare moving banners vs. static alternatives
🛠️ Test implementation
The Varify.io tool is ideal for implementing the A/B test ideas mentioned above quickly and without development effort. It allows you to create visual variants directly in the browser - without any code. For example, you can change contrasts, texts or button colors live and directly test the effect of these adjustments.
Individual references
- European Union (2019): Directive (EU) 2019/882 of the European Parliament and of the Council of 17 April 2019 on the accessibility requirements for products and services. [Accessed on: 01.05.2025]
- World Wide Web Consortium (W3C) (2018): Web Content Accessibility Guidelines (WCAG) 2.1. [Accessed on: 01.05.2025]
- World Wide Web Consortium (W3C) (2023): What’s New in WCAG 2.2. [Accessed on: 01.05.2025]
- Colour Blind Awareness (n.d.): Colour Blindness. [Accessed on: 05.05.2025]
- World Health Organization & World Bank (2011): World Report on Disability. [Accessed on: 05.05.2025]
- World Health Organization (2022): Ageing and Health. [Accessed on: 05.05.2025]
- World Health Organization / Inclusion Europe (2020): Disability considerations during the COVID-19 outbreak. [Accessed on: 08.05.2025]
- World Health Organization (2021): World Report on Hearing. [Accessed on: 08.05.2025]
- World Health Organization (2019): World Report on Vision. [Accessed on: 08.05.2025]
- Colour Blind Awareness (n.d.): Colour Blindness Facts & Figures. [Accessed on: 09.05.2025]
