Digital Accessibility: A Fundamental Success Factor – Thoroughly Analyzed in the Innoscore
In today’s digital landscape, an excellent online presence is indispensable. Yet, it’s often overlooked that true digital quality goes far beyond appealing web design. One key — and frequently underestimated — aspect is accessibility: the ability of digital offerings to be used by everyone, without restrictions.
With the upcoming release of our new study, we want to make one thing clear: accessibility is not an isolated design element but a cross-cutting issue that profoundly impacts multiple dimensions of digital performance. This interconnection is reflected across the various categories of our Innoscore — from website design and information delivery to customer interaction and marketing effectiveness.
1. Website: The digital business card
A bank’s website accessibility forms the foundation of digital inclusion. In the Innoscore, we pay particular attention to how well basic accessibility principles are implemented. This includes:
- Clear navigation and logical structure
- Sufficient color contrast and legible font sizes
- Availability and usability of accessibility features (e.g., contrast mode, on-page font resizing)
- Technical validation using recognized tools such as accessibility checker or Google Lighthouse, whose results are integrated into our scoring
If these fundamentals which we evaluate in detail are not met, entire user groups are excluded from the outset.
2. Presenting Digital Services Clearly: Focus on Apps and Online Banking
Beyond the website itself, it’s crucial how accessible and understandable the information about key digital services — mobile apps and online banking — is for both potential and existing users. Even before logging in or downloading an app, all interested users, including those with disabilities, must be able to access complete and comprehensible information. In the Innoscore, we assess both areas (the presentation of mobile apps and the public display of online banking features and benefits) by examining:
- Clarity of feature descriptions: Are the app’s and online banking platform’s functions and benefits clearly and simply explained on the website or app stores?
- Accessible demo materials: Are there publicly available demo versions, screenshots with descriptive text, informative videos, or even test accounts that are accessible and illustrate key features?
- Findability and accessibility of information: Are descriptions, videos, and materials easy to locate — and is access to them itself barrier-free? If these materials are not accessible, potential users may never understand or appreciate the advantages of your digital offerings — which can negatively affect adoption and engagement.
3. A Smooth Start for New Customers: The Online Account Opening Process
Beyond information presentation, the onboarding process for new customers must be entirely accessible. In the Innoscore, we evaluate how user-friendly and inclusive this process is, examining:
- Form usability: Is the form structured and easy to follow? Are input fields clearly labeled and compatible with assistive technologies (e.g., screen readers)? Are contrasts sufficient, and is guidance provided for error messages that are clear and precise?
- Process flow and guidance: How many steps are required? Is progress visible (e.g., through a progress bar)? Can the process be paused and resumed later? Are support options (e.g., chat or phone) directly accessible within the flow?
- Accessibility of authentication: Is authentication fully digital and seamless, or does it require switching to another app or performing complex steps that could exclude some users?
If a potential customer cannot open an account due to such barriers, it’s not only frustrating — it’s business-damaging.
4. Attracting and Retaining Customers: Enabling Product Sign-Ups for Everyone
An accessible online presence greatly expands the potential customer base and is crucial for successful digital conversions.
- Attractiveness: A bank that takes accessibility seriously signals openness and customer centricity across its digital channels — a strong differentiator that attracts new customers and builds loyalty among existing ones.
- Clarity and accessibility of online product applications: Whether it’s a new account, a loan application, or another service, every digital product sign-up process must be comprehensible and barrier-free. If product pages, forms, or key completion steps are inaccessible (due to complex navigation, low contrast, or non-keyboard-operable elements), drop-offs are inevitable. Consistently accessible digital journeys are directly tied to better conversion rates and ensure that no user group is excluded.
5. Transparent Pricing and Simple Contact Options: Clear Information and Inclusive Communication
- Price transparency: Information on fees and conditions must be easy to find, read, and understand — including in downloadable formats such as PDFs or pricing sheets, which must be screen reader compatible.
- Accessible omnichannel communication: Positive customer experiences require that all communication channels — phone, email, (video) chat, chatbot, messenger — are not only available and visible but also accessible to everyone. In the Innoscore, we evaluate how easy it is for customers to make contact and whether all touchpoints are barrier-free for people with diverse needs.
6. Online Visibility and Community Engagement: Inclusive Marketing and Social Media
- Online marketing: The effectiveness of SEO, paid search, and display campaigns depends on accessibility. Non-accessible landing pages, ads, or newsletters exclude parts of the target audience, leading to reduced traffic and reach. Accessible practices — such as alternative text for images, subtitles for videos, and clear, structured content — are not just ethical but essential for maximizing impact. While Innoscore evaluates key performance indicators, overall success is inseparable from the inclusivity of your marketing.
- Social media & community: Content on Facebook, Instagram, or LinkedIn should be designed with accessibility in mind (e.g., image descriptions, subtitles) to ensure inclusive engagement. Accessible posts are easier to understand, more widely shared, and foster stronger community interaction.
Conclusion: Accessibility as a Strategic Imperative
When viewed through the Innoscore lens, accessibility is far more than a design or technical adjustment. It’s a strategic necessity that affects:
- Accessible presentation of digital services (mobile apps & online banking)
- The inclusivity of the online onboarding process
- Customer acquisition and conversion success
- Price transparency
- Barrier-free omnichannel communication
- Inclusive online marketing and social media engagement
Banks that embed accessibility as a core part of their digital strategy not only comply with legal requirements but also invest in a better user experience for everyone, broader customer reach, and a stronger brand image.
Our Study & How to Connect with Us
Our new Study will be published in a few weeks, providing detailed insights into how banks currently perform in the field of digital accessibility across Innoscore categories.
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For deeper insights or an individual analysis of your bank’s accessibility performance, feel free to contact us directly — we look forward to hearing from you!
