How do you measure the impact of your content accessibility and inclusivity efforts?

A maxim: Accessibility is essential for 10% of the population, for 40% it is necessary and for 100% it is comfortable. Now, when we want to focus efforts on improving the accessibility and inclusion of our content, it is essential to define the objectives of those efforts. There is a basic objective that is easily quantifiable and that should always be contemplated: to comply with the Web Content Accessibility Guidelines (WCAG) of the W3C. This qualification is given in the following terms: A (the least demanding), AA and AAA (the most demanding). Another way to define the objectives is to know why we are attacking this problem: Have user complaints increased, are we being punished by SEO, has the bounce rate increased?

Measure the impact of your content accessibility and inclusivity efforts by tracking metrics like page views, bounce rates, and user engagement specifically from diverse user groups. Conduct user surveys and usability tests to gather feedback on accessibility improvements. Regularly assess compliance with accessibility standards such as WCAG.

Start by tracking user engagement and feedback. Use analytics to see if people from diverse backgrounds are interacting more with your content. Additionally, conduct surveys to gather direct input from users about their experiences. This way, you can see if your efforts are truly making a difference and where you might need to improve.

1. Define specific accessibility metrics in your analytics platform, focusing on aspects like page load times, user engagement, and interaction with accessible features. 2. Use analytics to trace user journeys, identifying potential drop-off points for users with diverse needs. 3. Utilize analytics to understand the usage of assistive technologies among your audience. 4. Analyze page load times to ensure that users with slower internet connections or limited bandwidth can access your content efficiently. 5. Examine bounce rates for specific user segments to identify areas where accessibility improvements may be needed. 6. Use analytics to track how users consume content, identifying popular formats and ensuring they are accessible.

As a SaaS and tech copywriter, using web analytics is essential for measuring audience reach and behavior. Tools like Google Analytics provide insights into user interactions with your content. You can track metrics such as page views, session duration, and bounce rates to gauge effectiveness. Analyzing user demographics and behavior flow helps identify patterns and accessibility barriers. From my experience as an ESL speaker, I know the challenges non-native speakers face. In one project, web analytics revealed high bounce rates and short sessions among non-native users. We simplified the language and improved the layout, leading to increased page views and longer sessions.

As an ESL speaker, I know the importance of accessible content. Early in my career, I struggled with complex, jargon-heavy technical documentation. When I transitioned to SaaS and tech copywriting, I focused on simplifying language and providing clear explanations. One standout project involved rewriting user manuals for a software application. By incorporating ESL user feedback, we simplified the language and added visual aids. Post-release surveys and feedback showed a significant improvement in satisfaction and comprehension among non-native speakers. This experience underscored the value of accessible content in language, structure, and design, refined through direct feedback and usability testing.

Collect feedback directly from your audience through surveys, feedback forms, and social media. Include questions specific to accessibility and inclusivity, such as ease of use with screen readers, the effectiveness of captions for videos, and overall satisfaction with the inclusivity of the content.

Harnessing user comments is key to measuring satisfaction and results in terms of accessibility and inclusion. Incorporate accessible feedback mechanisms, actively monitoring comments for insights. Categorize and analyze feedback, prioritizing concerns to address recurring issues. Engage in a dialogue with users to understand their experiences better. Use feedback as a foundation for iterative improvements, demonstrating a commitment to inclusivity. Communicate changes clearly, providing educational resources for users. Encourage positive examples and measure the impact of accessibility improvements on user satisfaction through surveys. This user-centered approach ensures continuous improvement, making content more accessible and welcoming.

Regularly audit your content to assess its quality and compliance with accessibility standards (such as WCAG). Check for the presence of alt text for images, proper heading structure, color contrast ratios, and inclusive language. This can be done manually or with automated tools.

Utilizing content audits is essential for gauging the quality and compliance of digital content. Establish clear criteria aligned with standards like Web Content Accessibility Guidelines (WCAG) and conduct regular audits to systematically review text, images, and multimedia. Assess accessibility features, consistency in branding, relevance, and inclusivity of language. Ensure effective content translation and localization, mobile responsiveness, and adherence to SEO best practices. Measure user engagement metrics and document findings, providing actionable recommendations for iterative improvements. This proactive approach not only ensures content quality but also aligns with accessibility guidelines, contributing to a positive UX.

I believe reaching out to disabled accessibility experts is by far the most reliable way to make sure your content is accessible because disabled people depend on accessibility. They also have first-hand experience with going online, using assistive technology, and experiencing the barriers of inaccessible content. And, they stay up to date by performing functional testing.

Ensure your content is optimized for mobile devices, considering factors like touch targets, screen size, and accessibility features on mobile operating systems. Accessibility is an ongoing process. Regularly review and update your content and testing practices to reflect evolving accessibility standards and technologies.

Here's a list ot tools to test usability, inclusion and accessibility: Automated Accessibility Testing: - WAVE (Web Accessibility Evaluation Tool) - axe Accessibility Checker - Siteimprove - Google Lighthouse - Pa11y Color Contrast: - A11Y Project Color Contrast Checker - Color Contrast Analyzer by The Paciello Group User Engagement and Experience: - UserWay Accessibility Widget - WebAIM's WAVE Evaluation Tool Screen Reader Testing: - NVDA (NonVisual Desktop Access) Cloud-Based Accessibility Testing: - Tenon.io Browser Extensions: - Deque Axe Browser Extension Developer Tools: - Microsoft Accessibility Insights

Tools are great for measuring accessibility, but the way to mastery is to 1) learn the principles of accessibility and 2) listen to people who have disabilities. Most creators and developers treat content accessibility as an afterthought. If you want to be cutting-edge, start every content project with accessibility top of mind. It will change how you approach everything—for the better!

I would suggest to collaborate with organizations that specialize in accessibility. By partnering with them, you can get valuable insights, support, and validation of your efforts. Also, check that the content works well with various assistive technologies, such as screen readers, magnifiers, and voice recognition software. User testing with these tools can provide valuable insights.