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• Strategies for Reducing Bank Customer Acquisition Cost [2024]

  24 septembre 2024, par Daniel Crough — Banking and Financial Services

  Acquiring new customers is no small feat — regardless of the size of your team. The expenses of various marketing efforts tend to pile up fast, even more so when your business operates in a highly competitive industry like banking. At the same time, marketing budgets continue to decrease — dropping from an average of 9.1% of total company revenue in 2023 down to 7.7% in 2024 — prompting businesses in the financial services industry to figure out how they can do more with less.

  That brings us to bank customer acquisition cost (CAC) — a key business metric that can reveal quite a bit about your bank’s long-term profitability and potential for achieving sustainable growth. 

  This article will cover the ins and outs of bank customer acquisition costs and share actionable tips and strategies you can implement to reduce CAC.

  What is customer acquisition cost in banking ? 

  

  The global market volume of neobanks — fintech companies and digital banking platforms, often referred to as “challenger banks” — was estimated at $4.96 trillion in 2023. It’s expected to continue growing at a compound annual growth rate (CAGR) of 13.15% in the coming years, potentially reaching $10.44 trillion by 2028.

  That’s enough of an indicator that the financial services industry is now a highly competitive landscape where companies are often competing for the attention of a relatively limited audience. 

  Plus, several app-only banks based in Europe have made significant progress in attracting new customers to their financial products : 

  

  Unsurprisingly, this flurry of competition is putting upward pressure on customer acquisition and retention costs across the banking sector.

  Customer acquisition cost (CAC) — the sum of all costs and resources related to acquiring an additional customer — is one of the key business metrics to keep an eye on when trying to maximise your return on investment (ROI) and profitability, especially if your company operates in the banking industry.

  Here’s the basic formula you can use to calculate the cost of acquisition in banking : 

  Customer Acquisition Cost (CAC) = Total Amount Spent (TS) / Total New Customers Acquired (TNC)

  In essence, it requires you to divide the total cost of acquiring consumers — including sales and marketing expenses — by the total number of new customers your company has gained within a specific timeframe.

  There’s one thing you need to keep in mind : 

  The customer acquisition process involves more than just your marketing and sales departments. 

  While marketing and sales channels play a crucial role in this process, the list of expenses that may contribute to customer acquisition costs in banking goes well beyond that. 

  Here’s a quick breakdown of the customer acquisition cost formula to show you which costs make up the total amount spent : 

  • All advertising and marketing costs, including traditional (direct mail, billboards, TV and print advertising) and digital channels (email, Google ads, social media and influencer marketing)
  • Cost of outsourced marketing services, including any independent contractors involved in the process 
  • Salaries and commissions for the marketing team and sales representatives
  • Software subscriptions, including marketing software and web analytics tools 
  • Other overhead and operational costs 

  And until you’ve taken all these expenses into account, you won’t be able to accurately estimate how much it actually costs you to attract potential customers.

  Another thing to keep in mind is that there’s no universal definition of “good CAC.” 

  The average customer acquisition cost varies across different industries and business models. That said, you can generally expect a higher-than-average CAC in highly competitive sectors — namely, the financial, manufacturing and real estate industries. 

  Importance of tracking customer acquisition cost in banking 

  

  Customer acquisition costs are an important indicator of a banking business’s potential growth and profitability. Monitoring this fundamental business metric can provide data-driven insights about your current bank customer acquisition strategy — and offers a few notable benefits : 

  • Measuring the performance and effectiveness of different channels and campaigns and making data-driven decisions regarding future marketing efforts
  • Improving return on investment (ROI) by determining the most effective strategies for acquiring new customers 
  • Improving profitability by assessing the value per customer and improving profit margins 
  • Benchmarking against industry competitors to see where your business’s CAC stands compared to the banking industry average

  At the risk of stating the obvious, acquiring new customers isn’t always easy. That’s true for many highly competitive industries — especially the banking sector, which is currently witnessing the rapid rise of digital disruptors. 

  Case in point, the fintech market alone is currently valued at $312.98 billion and is expected to reach $556.70 billion by 2030, following a CAGR of 14%.

  

  However, strong competition is only one of the challenges banks face throughout the process of attracting potential customers. 

  Here are a few other things to keep in mind : 

  • Ethical business practices and strict compliance requirements when it comes to the privacy and security of customer data, including meeting data protection standards and ensuring regulatory compliance
  • Lack of personalisation throughout the customer journey, which today’s customers view as a lack of understanding of — and even interest in — their needs and preferences 
  • Limited mobile banking capabilities, which further points to a failure to innovate and adapt — one of the leading risks that financial services may face 

  7 strategies for reducing bank customer acquisition costs 

  

  When working on optimising your banking customer acquisition strategy, the key thing to keep in mind is that there are two sides to improving CAC : 

  On the one hand, you have efforts to decrease the costs associated with acquiring a new customer — and on the other, you have the importance of attracting high-value customers. 

  1. Eliminate friction points in the customer onboarding process

  One of the first things financial institutions should do is examine their existing digital onboarding process and look for friction points that might cause potential customers to drop off. After all, a streamlined onboarding process will minimise barriers to conversion, increasing the number of new customers acquired and improving overall customer satisfaction. 

  Keep in mind that, at the 30-day mark, finance mobile apps have an average user retention rate of 3% : 

  

  That says a lot about the importance of providing a frictionless onboarding experience as a retail bank or any other financial institution. 

  Granted, a single point of friction is rarely enough to cause customers to churn. It’s typically a combination of several factors — a lengthy sign-up process with complicated password requirements and time-consuming customer identification or poor customer service, for example — that occur during the key moments of the customer journey.

  In order to keep tabs on customer experiences across different touchpoints and spot potential barriers in their journey, you’ll need a reliable source of data. Matomo’s Funnels report can show you exactly where your website visitors are dropping off. 

  2. Get more personalised with your marketing efforts 

  Generic experiences are rarely the way to go — especially when you’re contending for the attention of prospective customers in such a competitive sector. 

  Besides, 62% of people who made an online purchase within the last six months have said that brands would lose their loyalty following a non-personalised experience. 

  What’s more shocking is that only a year earlier, that number stood at 45%.

  

  When it comes to improving marketing efficiency and sales strategies, 94% of marketers agree that personalisation is key : 

  

  It’s evident that personalised marketing supported by behavioural segmentation can significantly improve conversion rates — and, most importantly, reduce acquisition costs. 

  Of course, it’s virtually impossible to deliver targeted, personalised marketing messaging without creating audience segments and detailed buyer personas. Matomo’s Segmentation feature can help by allowing you to split website visitors into smaller groups and get much-needed insights for behavioural segmentation. 

  3. Build an omnichannel marketing strategy 

  Customer expectations, behaviours and preferences are constantly evolving, making it crucial for financial services to adapt their customer acquisition strategies accordingly. Meeting prospective customers on their preferred channels is a big part of that. 

  The issue is that modern banking customers tend to move across different channels. That’s one of the reasons why it’s becoming increasingly more difficult to deliver a unified experience throughout the entire customer journey and close the gap between digital and in-person customer interactions. 

  Omnichannel marketing gives you a way to keep up with customers’ ever-evolving expectations :

  Adopting this marketing strategy will allow you to meet customers where they are and deliver a seamless experience across a wide range of digital channels and touchpoints, leading to more exposure — and, ultimately, increasing the number of acquired customers.

  Matomo can support your omnichannel efforts by providing accurate, unsampled data needed for cross-channel analytics and marketing attribution. 

  4. Work on your social media presence 

  Social networks are among the most popular — and successful — digital marketing channels, with millions (even billions, depending on the platform) of active users. 

  In fact, 89% of marketers report using Facebook as their main platform for social media marketing, while another 80% use Instagram to reach their target audience and promote their business. 

  

  And according to The State of Social Media in Banking 2023 report, nine out of ten banks (89%) consider social media is important, while another 88% are active on their social media accounts. 

  That is to say, even traditionally conservative industries — like banking and finance — realise the crucial role of social media in promoting their services and engaging with customers on their preferred channels : 

  It’s an excellent way for businesses in the financial sector to gain exposure, drive traffic to their website and acquire new customers. 

  If you’re ready to improve social media visibility as part of your multichannel efforts, Matomo can help you track social media activity across 70 different platforms. 

  5. Shift the focus on customer loyalty and retention 

  Up until this point, the focus has mainly been on building new business relationships. However, one thing to keep in mind is that retaining existing customers is generally cheaper than investing in customer acquisition activities to attract new ones. 

  Of course, customer retention won’t directly impact your CAC. But what it can do is increase customer lifetime value, contributing to your company’s revenue and profits — which, in turn, can “balance out” your acquisition costs in the long run.

  That’s not to say that you should stop trying to bring in new clients ; far from it. 

  However, focusing on increasing customer loyalty — namely, delivering excellent customer service and building lasting business relationships — could motivate satisfied customers to become brand advocates. 

  As this survey of customer satisfaction for leading banks in the UK has shown, when clients are satisfied with a bank’s products and services, they’re more likely to recommend it. 

  

  Positive word-of-mouth recommendations can be a powerful way to drive customer acquisition. You can leverage that by launching a customer referral program and incentivising loyal customers to refer new ones to your business. 

  6. A/B test different elements to find ones that work 

  We’ve already underlined the importance of understanding your audience ; it’s the foundation for optimising the customer journey and delivering targeted marketing efforts that will attract more customers. 

  Another proven method that can be used to refine your customer acquisition strategy is A/B or split testing. 

  It involves testing different versions of specific elements of your marketing content — such as language, CTAs and visuals — to determine the most effective combinations that resonate with your target audience. 

  Besides your marketing campaigns, you can also split test different variants of your website or mobile app to see which version gets them to convert. 

  Matomo’s A/B Testing feature can be of huge help here : 

  

  7. Track other relevant customer acquisition metrics 

  To better assess your company’s profitability, you’ll have to go beyond CAC and factor in other critical metrics — namely, customer lifetime value (CLTV), churn rate and return on investment (ROI). 

  Here are the most important KPIs you should monitor in addition to CAC : 

  • Customer lifetime value (CLTV), which represents the revenue generated by a single customer throughout the duration of their relationship with your company and is another crucial indicator of customer profitability 
  • Churn rate — the rate at which your company loses clients within a given timeframe — can indicate how well you’re retaining customers 
  • Return on investment (ROI) — the revenue generated by new clients compared to the initial costs of acquiring them — can help you identify the most effective customer acquisition channels 

  These metrics work hand in hand. There needs to be a balance between the revenue the customer generates over their lifetime and the costs related to attracting them.

  Ideally, you should be aiming for lower CAC and customer churn and higher CLTV ; that’s usually a solid indicator of financial health and sustainable growth. 

  Lower bank customer acquisition costs with Matomo 

  Acquiring new customers will require a lot of time and resources, regardless of the industry you’re working in — but can be even more challenging in the financial sector, where you have to adapt to the ever-changing customer expectations and demands. 

  The strategies outlined above — combined with a thorough understanding of your customer’s behaviours and preferences — can help you lower the cost of bank customer acquisition.

  On that note, you can learn a lot about your customers through web analytics — and use those insights to support your customer acquisition process and ensure you’re delivering a seamless online banking experience. 

  If you need an alternative to Google Analytics that doesn’t rely on data sampling and ensures compliance with the strictest privacy regulations, all while being easy to use, choose Matomo — the go-to web analytics platform for more than 1 million websites around the globe. 

  CTA : Start your 21-day free trial today to see how Matomo’s all-in-one solution can help you understand and attract new customers — all while respecting their privacy. 

• Join us at MatomoCamp 2024 world tour edition

  13 novembre 2024, par Daniel Crough — Uncategorized

  Join us at MatomoCamp 2024 world tour edition, our online conference dedicated to Matomo Analytics—the leading open-source web analytics platform that prioritises data privacy.

  • 🗓️ Date : 14 November 2024
  • 🌐 Format : 24-hour virtual conference accessible worldwide
  • 💰 Cost : Free and no need to register

  Event highlights

  Opening ceremony

  Begin the day with a welcome from Ronan Chardonneau, co-organiser of MatomoCamp and customer success manager at Matomo.

  View session | iCal link

  Keynote : “Matomo by its creator”

  Attend a special session with Matthieu Aubry, the founder of Matomo Analytics. Learn about the platform’s evolution and future developments.

  View session | iCal link

  Explore MatomoCamp 2024’s diverse tracks and topics

  MatomoCamp 2024 offers a wide range of topics across several tracks, including using Matomo, integration, digital analytics, privacy, plugin development, system administration, business, other free analytics, use cases, and workshops and panel talks.

  Featured sessions

  1. Using AI to fetch raw data with Python

  Speaker : Ralph Conti
  Time : 14 November, 12:00 PM UTC

  Discover how to combine AI and Matomo’s API to create unique reporting solutions. Leverage Python for advanced data analysis and unlock new possibilities in your analytics workflow.

  View session | iCal link

  2. Supercharge Matomo event tracking with custom reports

  Speaker : Thomas Steur
  Time : 14 November, 2:00 PM UTC

  Learn how to enhance event tracking and simplify data analysis using Matomo’s custom reports feature. This session will help you unlock the full potential of your event data.

  View session | iCal link

  3. GDPR with AI and AI Act

  Speaker : Stefanie Bauer
  Time : 14 November, 4:00 PM UTC

  Navigate the complexities of data protection requirements for AI systems under GDPR. Explore the implications of the new AI Act and receive practical tips for compliance.

  View session | iCal link

  4. A new data mesh era !

  Speaker : Jorge Powers
  Time : 14 November, 4:00 PM UTC

  Explore how Matomo supports the data mesh approach, enabling decentralised data ownership and privacy-focused analytics. Learn how to empower teams to manage and analyse data without third-party reliance.

  View session | iCal link

  5. Why Matomo has to create a MTM server side : The future of data privacy and user tracking

  Panel discussion
  Time : 14 November, 6:00 PM UTC

  Join experts in a discussion on the necessity of server-side tag management for enhanced privacy and compliance. Delve into the future of data privacy and user tracking.

  View session | iCal link

  6. Visualisation of Matomo data using external tools

  Speaker : Leticia Rodríguez Morado
  Time : 14 November, 8:00 PM UTC

  Learn how to create compelling dashboards using Grafana and Matomo data. Enhance your data visualisation skills and gain better insights.

  View session | iCal link

  7. Keep it simple : Tracking what matters with Matomo

  Speaker : Scott Fillman
  Time : 14 November, 9:00 PM UTC

  Discover how to focus on essential metrics and simplify your analytics setup for more effective insights. Learn tactics for a powerful, streamlined Matomo configuration.

  View session | iCal link

  Stay connected

  Stay updated with the latest news and announcements :

  • Twitter : @MatomoCamp
  • YouTube : @MatomoCamp
  • Official website : matomocamp.org

  Don’t miss out

  MatomoCamp 2024 world tour edition is more than a conference ; it’s a global gathering shaping the future of ethical analytics. Whether you aim to enhance your skills, stay informed about industry trends, or network with professionals worldwide, this event offers valuable opportunities.

• A systematic approach to making Web Applications accessible

  22 février 2012, par silvia

  With the latest developments in HTML5 and the still fairly new ARIA (Accessible Rich Interface Applications) attributes introduced by the W3C WAI (Web Accessibility Initiative), browsers have now implemented many features that allow you to make your JavaScript-heavy Web applications accessible.

  Since I began working on making a complex web application accessible just over a year ago, I discovered that there was no step-by-step guide to approaching the changes necessary for creating an accessible Web application. Therefore, many people believe that it is still hard, if not impossible, to make Web applications accessible. In fact, it can be approached systematically, as this article will describe.

  This post is based on a talk that Alice Boxhall and I gave at the recent Linux.conf.au titled “Developing accessible Web apps – how hard can it be ?” (slides, video), which in turn was based on a Google Developer Day talk by Rachel Shearer (slides).

  These talks, and this article, introduce a process that you can follow to make your Web applications accessible : each step will take you closer to having an application that can be accessed using a keyboard alone, and by users of screenreaders and other accessibility technology (AT).

  The recommendations here only roughly conform to the requirements of WCAG (Web Content Accessibility Guidelines), which is the basis of legal accessibility requirements in many jurisdictions. The steps in this article may or may not be sufficient to meet a legal requirement. It is focused on the practical outcome of ensuring users with disabilities can use your Web application.

  Step-by-step Approach

  The steps to follow to make your Web apps accessible are as follows :

  1. Use native HTML tags wherever possible
  2. Make interactive elements keyboard accessible
  3. Provide extra markup for AT (accessibility technology)

  If you are a total newcomer to accessibility, I highly recommend installing a screenreader and just trying to read/navigate some Web pages. On Windows you can install the free NVDA screenreader, on Mac you can activate the pre-installed VoiceOver screenreader, on Linux you can use Orca, and if you just want a browser plugin for Chrome try installing ChromeVox.

  1. Use native HTML tags

  As you implement your Web application with interactive controls, try to use as many native HTML tags as possible.

  HTML5 provides a rich set of elements which can be used to both add functionality and provide semantic context to your page. HTML4 already included many useful interactive controls, like <a>, <button>, <input> and <select>, and semantic landmark elements like <h1>. HTML5 adds richer <input> controls, and a more sophisticated set of semantic markup elements like such as <time>, <progress>, <meter>, <nav>, <header>, <article> and <aside>. (Note : check browser support for browser support of the new tags).

  Using as much of the rich HTML5 markup as possible means that you get all of the accessibility features which have been implemented in the browser for those elements, such as keyboard support, short-cut keys and accessibility metadata, for free. For generic tags you have to implement them completely from scratch.

  What exactly do you miss out on when you use a generic tag such as <div> over a specific semantic one such as <button> ?

  1. Generic tags are not focusable. That means you cannot reach them through using the [tab] on the keyboard.
  2. You cannot activate them with the space bar or enter key or perform any other keyboard interaction that would be regarded as typical with such a control.
  3. Since the role that the control represents is not specified in code but is only exposed through your custom visual styling, screenreaders cannot express to their users what type of control it is, e.g. button or link.
  4. Neither can screenreaders add the control to the list of controls on the page that are of a certain type, e.g. to navigate to all headers of a certain level on the page.
  5. And finally you need to manually style the element in order for it to look distinctive compared to other elements on the page ; using a default control will allow the browser to provide the default style for the platform, which you can still override using CSS if you want.

  Example :

  Compare these two buttons. The first one is implemented using a <div> tag, the second one using a <button> tag. Try using a screenreader to experience the difference.

  Send	<style> .custombutton cursor : pointer ; border : 1px solid #000 ; background-color : #F6F6F6 ; display : inline-block ; padding : 2px 5px ; </style> <div class="custombutton" onclick="alert(’sent !’)"> Send </div>
  Send	<button onclick="alert(’sent !’)"> Send </button>

  2. Make interactive elements keyboard accessible

  Many sophisticated web applications have some interactive controls that just have no appropriate HTML tag equivalent. In this case, you will have had to build an interactive element with JavaScript and <div> and/or <span> tags and lots of custom styling. The good news is, it’s possible to make even these custom controls accessible, and as a side benefit you will also make your application smoother to use for power users.

  The first thing you can do to test usability of your control, or your Web app, is to unplug the mouse and try to use only the [TAB] and [ENTER] keys to interact with your application.

  

  Try the following :

  • Can you reach all interactive elements with [TAB] ?
  • Can you activate interactive elements with [ENTER] (or [SPACE]) ?
  • Are the elements in the right tab order ?
  • After interaction : is the right element in focus ?
  • Is there a keyboard shortcut that activates the element (accesskey) ?

  No ? Let’s fix it.

  2.1. Reaching interactive elements

  If you have an element on your page that cannot be reached with [TAB], put a @tabindex attribute on it.

  Example :

  Here we have a <span> tag that works as a link (don’t do this – it’s just a simple example). The first one cannot be reached using [TAB] but the second one has a tabindex and is thus part of the tab order of the HTML page.

  (Note : since we experiment lots with the tabindex in this article, to avoid confusion, click on some text in this paragraph and then hit the [TAB] key to see where it goes next. The click will set your keyboard focus in the DOM.)

  Click	<style> .customlink text-decoration : underline ; cursor : pointer ; </style> <span class="customlink" onclick="alert(’activated !’)"> Click </span>
  Click	<style> .customlink text-decoration : underline ; cursor : pointer ; </style> <span class="customlink" onclick="alert(’activated !’)" tabindex="0"> Click </span>

  You set @tabindex=0 to add an element into the native tab order of the page, which is the DOM order.

  2.2. Activating interactive elements

  Next, you typically want to be able to use the [ENTER] and [SPACE] keys to activate your custom control. To do so, you will need to implement an onkeydown event handler. Note that the keyCode for [ENTER] is 13 and for [SPACE] is 32.

  Example :

  Let’s add this functionality to the <span> tag from before. Try tabbing to it and hit the [ENTER] or [SPACE] key.

  Click	<span class="customlink" onclick="alert(’activated !’)" tabindex="0"> Click </span>
  &lt;script&gt;<br /> function handlekey(event) {<br /> var target = event.target || event.srcElement;<br /> if (event.keyCode == 13 || event.keyCode == 32) { target.onclick(); }<br /> }<br /> &lt;/script&gt; Click	<span class="customlink" onclick="alert(’activated !’)" tabindex="0" onkeydown="handlekey(event) ;"> Click </span> <script> function handlekey(event) var target = event.target || event.srcElement ; if (event.keyCode == 13 || event.keyCode == 32) target.onclick() ; </script>

  Note that there are some controls that might need support for keys other than [tab] or [enter] to be able to use them from the keyboard alone, for example a custom list box, menu or slider should respond to arrow keys.

  2.3. Elements in the right tab order

  Have you tried tabbing to all the elements on your page that you care about ? If so, check if the order of tab stops seems right. The default order is given by the order in which interactive elements appear in the DOM. For example, if your page’s code has a right column that is coded before the main article, then the links in the right column will receive tab focus first before the links in the main article.

  You could change this by re-ordering your DOM, but oftentimes this is not possible. So, instead give the elements that should be the first ones to receive tab focus a positive @tabindex. The tab access will start at the smallest non-zero @tabindex value. If multiple elements share the same @tabindex value, these controls receive tab focus in DOM order. After that, interactive elements and those with @tabindex=0 will receive tab focus in DOM order.

  Example :

  The one thing that always annoys me the most is if the tab order in forms that I am supposed to fill in is illogical. Here is an example where the first and last name are separated by the address because they are in a table. We could fix it by moving to a <div> based layout, but let’s use @tabindex to demonstrate the change.

  Firstname : Address : Lastname : City :	<table class="customtabs"> <tr> <td>Firstname : <input type="text" id="firstname"> </td> <td>Address : <input type="text" id="address"> </td> </tr> <tr> <td>Lastname : <input type="text" id="lastname"> </td> <td>City : <input type="text" id="city"> </td> </tr> </table>
  Click here to test this form, then [TAB] : Firstname : Address : Lastname : City :	<table class="customtabs"> <tr> <td>Firstname : <input type="text" id="firstname" tabindex="10"> </td> <td>Address : <input type="text" id="address" tabindex="30"> </td> </tr> <tr> <td>Lastname : <input type="text" id="lastname" tabindex="20"> </td> <td>City : <input type="text" id="city" tabindex="40"> </td> </tr> </table>

  Be very careful with using non-zero tabindex values. Since they change the tab order on the page, you may get side effects that you might not have intended, such as having to give other elements on the page a non-zero tabindex value to avoid skipping too many other elements as I would need to do here.

  2.4. Focus on the right element

  Some of the controls that you create may be rather complex and open elements on the page that were previously hidden. This is particularly the case for drop-downs, pop-ups, and menus in general. Oftentimes the hidden element is not defined in the DOM right after the interactive control, such that a [TAB] will not put your keyboard focus on the next element that you are interacting with.

  The solution is to manage your keyboard focus from JavaScript using the .focus() method.

  Example :

  Here is a menu that is declared ahead of the menu button. If you tab onto the button and hit enter, the menu is revealed. But your tab focus is still on the menu button, so your next [TAB] will take you somewhere else. We fix it by setting the focus on the first menu item after opening the menu.

  Menu item1 Menu item2 Menu &lt;script&gt;<br /> function displayMenu(value) {<br /> document.getElementById(&quot;custommenu&quot;).style.display=value;<br /> }<br /> &lt;/script&gt;	<div id="custommenu" style="display:none ;"> <button id="item1" onclick="displayMenu(’none’) ;">Menu item1</button> <button id="item2" onclick="displayMenu(’none’) ;">Menu item2</button> </div> <button onclick="displayMenu(’block’) ;">Menu</button> <script> function displayMenu(value) document.getElementById("custommenu").style.display=value ; </script>
  Menu item1 Menu item2 Menu &lt;script&gt;<br /> function displayMenu2(value) {<br /> document.getElementById(&quot;custommenu2&quot;).style.display=value;<br /> document.getElementById(&quot;item1&quot;).focus();<br /> }<br /> &lt;/script&gt;	<div id="custommenu" style="display:none ;"> <button id="item1" onclick="displayMenu(’none’) ;">Menu item1</button> <button id="item2" onclick="displayMenu(’none’) ;">Menu item2</button> </div> <button onclick="displayMenu(’block’) ;">Menu</button> <script> function displayMenu(value) document.getElementById("custommenu").style.display=value ; document.getElementById("item1").focus() ; </script>

  You will notice that there are still some things you can improve on here. For example, after you close the menu again with one of the menu items, the focus does not move back onto the menu button.

  Also, after opening the menu, you may prefer not to move the focus onto the first menu item but rather just onto the menu <div>. You can do so by giving that div a @tabindex and then calling .focus() on it. If you do not want to make the div part of the normal tabbing order, just give it a @tabindex=-1 value. This will allow your div to receive focus from script, but be exempt from accidental tabbing onto (though usually you just want to use @tabindex=0).

  Bonus : If you want to help keyboard users even more, you can also put outlines on the element that is currently in focus using CSS”s outline property. If you want to avoid the outlines for mouse users, you can dynamically add a class that removes the outline in mouseover events but leaves it for :focus.

  2.5. Provide sensible keyboard shortcuts

  At this stage your application is actually keyboard accessible. Congratulations !

  However, it’s still not very efficient : like power-users, screenreader users love keyboard shortcuts : can you imagine if you were forced to tab through an entire page, or navigate back to a menu tree at the top of the page, to reach each control you were interested in ? And, obviously, anything which makes navigating the app via the keyboard more efficient for screenreader users will benefit all power users as well, like the ubiquitous keyboard shortcuts for cut, copy and paste.

  HTML4 introduced so-called accesskeys for this. In HTML5 @accesskey is now allowed on all elements.

  The @accesskey attribute takes the value of a keyboard key (e.g. @accesskey="x") and is activated through platform- and browser-specific activation keys. For example, on the Mac it’s generally the [Ctrl] key, in IE it’ the [Alt] key, in Firefox on Windows [Shift]-[Alt], and in Opera on Windows [Shift]-[ESC]. You press the activation key and the accesskey together which either activates or focuses the element with the @accesskey attribute.

  Example :

  Send &lt;script&gt;<br /> var button = document.getElementById('accessbutton');<br /> if (button.accessKeyLabel) {<br />  button.innerHTML += ' (' + button.accessKeyLabel + ')';<br /> }<br /> &lt;/script&gt;

  <button id="accessbutton" onclick="alert(’sent !’)" accesskey="e"> Send </button> <script> var button = document.getElementById(’accessbutton’) ; if (button.accessKeyLabel) button.innerHTML += ’ (’ + button.accessKeyLabel + ’)’ ; </script>

  Now, the idea behind this is clever, but the execution is pretty poor. Firstly, the different activation keys between different platforms and browsers make it really hard for people to get used to the accesskeys. Secondly, the key combinations can conflict with browser and screenreader shortcut keys, the first of which will render browser shortcuts unusable and the second will effectively remove the accesskeys.

  In the end it is up to the Web application developer whether to use the accesskey attribute or whether to implement explicit shortcut keys for the application through key event handlers on the window object. In either case, make sure to provide a help list for your shortcut keys.

  Also note that a page with a really good hierarchical heading layout and use of ARIA landmarks can help to eliminate the need for accesskeys to jump around the page, since there are typically default navigations available in screen readers to jump directly to headings, hyperlinks, and ARIA landmarks.

  3. Provide markup for AT

  Having made the application keyboard accessible also has advantages for screenreaders, since they can now reach the controls individually and activate them. So, next we will use a screenreader and close our eyes to find out where we only provide visual cues to understand the necessary interaction.

  Here are some of the issues to consider :

  • Role may need to get identified
  • States may need to be kept track of
  • Properties may need to be made explicit
  • Labels may need to be provided for elements

  This is where the W3C’s ARIA (Accessible Rich Internet Applications) standard comes in. ARIA attributes provide semantic information to screen readers and other AT that is otherwise conveyed only visually.

  Note that using ARIA does not automatically implement the standard widget behavior – you’ll still need to add focus management, keyboard navigation, and change aria attribute values in script.

  3.1. ARIA roles

  After implementing a custom interactive widget, you need to add a @role attribute to indicate what type of controls it is, e.g. that it is playing the role of a standard tag such as a button.

  Example :

  This menu button is implemented as a <div>, but with a role of “button” it is announced as a button by a screenreader.

  Menu	<div tabindex="0" role="button">Menu</div>

  ARIA roles also describe composite controls that do not have a native HTML equivalent.

  Example :

  This menu with menu items is implemented as a set of <div> tags, but with a role of “menu” and “menuitem” items.

  Cut Copy Paste

  <div role="menu"> <div tabindex="0" role="menuitem">Cut</div> <div tabindex="0" role="menuitem">Copy</div> <div tabindex="0" role="menuitem">Paste</div> </div>

  3.2. ARIA states

  Some interactive controls represent different states, e.g. a checkbox can be checked or unchecked, or a menu can be expanded or collapsed.

  Example :

  The following menu has states on the menu items, which are here not just used to give an aural indication through the screenreader, but also a visual one through CSS.

  Left Center Right

  <style> .custombutton[aria-checked=true]:before content : "\2713 " ; </style> <div role="menu"> <div tabindex="0" role="menuitem" aria-checked="true">Left</div> <div tabindex="0" role="menuitem" aria-checked="false">Center</div> <div tabindex="0" role="menuitem" aria-checked="false">Right</div> </div>

  3.3. ARIA properties

  Some of the functionality of interactive controls cannot be captured by the role attribute alone. We have ARIA properties to add features that the screenreader needs to announce, such as aria-label, aria-haspopup, aria-activedescendant, or aria-live.

  Example :

  The following drop-down menu uses aria-haspopup to tell the screenreader that there is a popup hidden behind the menu button together with an ARIA state of aria-expanded to track whether it’s open or closed.

  Justify Left Center Right &lt;script&gt;<br /> var button = document.getElementById(&quot;button&quot;);<br /> var menu = document.getElementById(&quot;menu&quot;);<br /> var items = document.getElementsByClassName(&quot;menuitem&quot;);<br /> var focused = 0;<br /> function showMenu(evt) {<br />    evt.stopPropagation();<br />    menu.style.visibility = 'visible';<br />    button.setAttribute('aria-expanded','true');<br />    focused = getSelected();<br />    items[focused].focus();<br />  }<br />  function hideMenu(evt) {<br />    evt.stopPropagation();<br />    menu.style.visibility = 'hidden';<br />    button.setAttribute('aria-expanded','false');<br />    button.focus();<br />  }<br />  function getSelected() {<br />    for (var i=0; i &lt; items.length; i++) {<br />      if (items[i].getAttribute('aria-checked') == 'true') {<br />        return i;<br />      }<br />    }<br />  }<br />  function setSelected(elem) {<br />    var curSelected = getSelected();<br />    items[curSelected].setAttribute('aria-checked', 'false');<br />    elem.setAttribute('aria-checked', 'true');<br />  }<br />  function selectItem(evt) {<br />    setSelected(evt.target);<br />    hideMenu(evt);<br />  }<br /> function getPrevItem(index) {<br />    var prev = index - 1;<br />    if (prev &lt; 0) {<br />      prev = items.length - 1;<br />    }<br />    return prev;<br />  }<br />  function getNextItem(index) {<br />    var next = index + 1;<br />    if (next == items.length) {<br />      next = 0;<br />    }<br />    return next;<br />  }<br /> function handleButtonKeys(evt) {<br />    evt.stopPropagation();<br />    var key = evt.keyCode;<br />    switch(key) {<br />      case (13): /* ENTER */<br />      case (32): /* SPACE */<br />        showMenu(evt);<br />      default:<br />    }<br />  }<br />  function handleMenuKeys(evt) {<br />    evt.stopPropagation();<br />    var key = evt.keyCode;<br />    switch(key) {<br />      case (38): /* UP */<br />        focused = getPrevItem(focused);<br />        items[focused].focus();<br />        break;<br />      case (40): /* DOWN */<br />        focused = getNextItem(focused);<br />        items[focused].focus();<br />        break;<br />      case (13): /* ENTER */<br />      case (32): /* SPACE */<br />        setSelected(evt.target);<br />          hideMenu(evt);<br />          break;<br />      case (27): /* ESC */<br />        hideMenu(evt);<br />         break;<br />      default:<br />    }<br />  }<br />  button.addEventListener('click', showMenu, false);<br />  button.addEventListener('keydown', handleButtonKeys, false);<br />  for (var i = 0;  i &lt; items.length; i++) {<br />    items[i].addEventListener('click', selectItem, false);<br />    items[i].addEventListener('keydown', handleMenuKeys, false);<br />  }<br /> &lt;/script&gt;

  <div class="custombutton" id="button" tabindex="0" role="button" aria-expanded="false" aria-haspopup="true"> <span>Justify</span> </div> <div role="menu" class="menu" id="menu" style="display : none ;"> <div tabindex="0" role="menuitem" class="menuitem" aria-checked="true"> Left </div> <div tabindex="0" role="menuitem" class="menuitem" aria-checked="false"> Center </div> <div tabindex="0" role="menuitem" class="menuitem" aria-checked="false"> Right </div> </div> [CSS and JavaScript for example omitted]

  3.4. Labelling

  The main issue that people know about accessibility seems to be that they have to put alt text onto images. This is only one means to provide labels to screenreaders for page content. Labels are short informative pieces of text that provide a name to a control.

  There are actually several ways of providing labels for controls :

  • on img elements use @alt
  • on input elements use the label element
  • use @aria-labelledby if there is another element that contains the label
  • use @title if you also want a label to be used as a tooltip
  • otherwise use @aria-label

  I’ll provide examples for the first two use cases - the other use cases are simple to deduce.

  Example :

  The following two images show the rough concept for providing alt text for images : images that provide information should be transcribed, images that are just decorative should receive an empty @alt attribute.

  Image by Noah Sussman

  <img src="texture.jpg" alt=""> <img src="lolcat.jpg" alt="shocked lolcat titled ’HTML cannot do that !"> <img src="texture.jpg" alt="">

  When marking up decorative images with an empty @alt attribute, the image is actually completely removed from the accessibility tree and does not confuse the blind user. This is a desired effect, so do remember to mark up all your images with @alt attributes, even those that don’t contain anything of interest to AT.

  Example :

  In the example form above in Section 2.3, when tabbing directly on the input elements, the screen reader will only say "edit text" without announcing what meaning that text has. That’s not very useful. So let’s introduce a label element for the input elements. We’ll also add checkboxes with a label.

  Doctor title : Firstname : Lastname : Address : City : Remember me :

  <label>Doctor title :</label> <input type="checkbox" id="doctor"/> <label>Firstname :</label> <input type="text" id="firstname2"/> <label for="lastname2">Lastname :</label> <input type="text" id="lastname2"/> <label>Address : <input type="text" id="address2"> </label> <label for="city2">City : <input type="text" id="city2"> </label> <label for="remember">Remember me :</label> <input type="checkbox" id="remember">

  In this example we use several different approaches to show what a different it makes to use the <label> element to mark up input boxes.

  The first two fields just have a <label> element next to a <input> element. When using a screenreader you will not notice a difference between this and not using the <label> element because there is no connection between the <label> and the <input> element.

  In the third field we use the @for attribute to create that link. Now the input field isn’t just announced as "edit text", but rather as "Lastname edit text", which is much more useful. Also, the screenreader can now skip the labels and get straight on the input element.

  In the fourth and fifth field we actually encapsulate the <input> element inside the <label> element, thus avoiding the need for a @for attribute, though it doesn’t hurt to explicity add it.

  Finally we look at the checkbox. By including a referenced <label> element with the checkbox, we change the screenreaders announcement from just "checkbox not checked" to "Remember me checkbox not checked". Also notice that the click target now includes the label, making the checkbox not only more usable to screenreaders, but also for mouse users.

  4. Conclusions

  This article introduced a process that you can follow to make your Web applications accessible. As you do that, you will noticed that there are other things that you may need to do in order to give the best experience to a power user on a keyboard, a blind user using a screenreader, or a vision-impaired user using a screen magnifier. But once you’ve made a start, you will notice that it’s not all black magic and a lot can be achieved with just a little markup.

  You will find more markup in the WAI ARIA specification and many more resources at Mozilla’s ARIA portal. Now go and change the world !

  Many thanks to Alice Boxhall and Dominic Mazzoni for their proof-reading and suggested changes that really helped improve the article !