Accessible digital offerings complements and optimises marketing efforts, widens market scope and boosts profit by ensuring that products are more usable and appealing to a wider audience.
Sounds like the author of this article in Marketing (Australia) has been reading about our Lifetime CX concept. Bearing in mind that the digital customer experience is but one element on the long and complex customer journey, it is nevertheless critical.
He cites Legal and General, a supplier of financial services in the United Kingdom, who implemented universal design in its online presence and saw an increase of 13,000 viewers each month, along with a 90% increase in online sales, and an annual cost saving of £200,000 in web maintenance. The entire project yielded a 100% return on investment over a 12-month period.
The whole article is worth reading but the key benefits of more inclusive design are summarised as follows:
- Higher level of user satisfaction and retention
- Market crossover for digital products
- Satisfaction of customer needs and expectations
- Reduced cognitive load at ‘first use’
- Increased productivity and employee retention
- Advances in medicine and healthcare
The author closes with a notable truism: “The good news is the cost benefit of inclusive design far outweighs current design approaches”.