Why making your site more accessible is also just smart optimisation.

I was reading through this article about the European Accessibility Act (EAA), which comes into effect in June 2025, and it made me pause.

Because while the EAA is being framed as a legal deadline (and it is), it’s also something that should’ve already been front and centre in how we design and optimise digital experiences.

Here’s the bottom line:
👉 If someone can’t use your site, they won’t convert.

That’s not theory. It’s CRO 101.

Accessibility is Conversion Optimisation

At Pop, we talk a lot about removing friction.
Slow load times. Cluttered layouts. Confusing forms.
Accessibility is just another layer of that—one that often gets overlooked until it becomes a legal checkbox.

But it’s so much more than that. Because accessible design helps:

✔️ Users with disabilities
✔️ People in a rush
✔️ Mobile users on bad Wi-Fi
✔️ Anyone using a screen reader, navigating one-handed, or scrolling on the go

In other words: it helps everyone.

What Does Accessible CRO Look Like?

It’s not about reinventing your site—it’s about building smarter, clearer, and more usable experiences:

• Clear navigation with logical structure

• Readable content with high contrast and scalable fonts

• Properly labelled forms that are mobile-friendly and easy to complete

• Alt text and ARIA tags that help assistive tech actually do its job

• Keyboard navigation that works for all users

None of this is complex. But when it’s missing, it creates massive friction.

It’s Not Just About Compliance

Yes, the EAA means you’ll need to meet accessibility standards if you’re selling products or services online in the EU. But this shouldn’t be driven by fear of a fine.

This is about building better.
For everyone.

Accessible design = better UX.
Better UX = higher conversion.
That’s just smart strategy.

Final Thought

If accessibility hasn’t been part of your CRO or design conversation yet—it’s time to change that.

At Pop Creative, we’re not just optimising for the fastest users or the most tech-savvy customers. We’re building journeys that everyone can complete—because the most effective funnels are the ones without unnecessary blockers.

Compliance might be the push, but accessibility is just good CRO.

Adam Clifton UX Designer, Pop Creative Passionate about designing websites, CRO and UX.