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Improving Website Accessibility with Insights from Google Analytics


The digital world has dramatically expanded our ability to access and share information. Websites are central to this transformation, but a major challenge that often goes unnoticed is website accessibility. In a digital-first era, it’s crucial to ensure that all users, regardless of their abilities, can access and benefit from online content. And this is where Google Analytics comes in handy. Google Analytics is a powerful tool that can provide deep insights into user behavior, helping you refine your site’s accessibility.


Understanding Web Accessibility

Before diving into how Google Analytics can aid in enhancing website accessibility, let’s briefly understand what web accessibility means. Web accessibility means that websites, tools, and technologies are designed and developed so that people with disabilities can use them. Notably, web accessibility also benefits others, including older people with changing abilities due to aging, people with temporary disabilities, and those using a slow internet connection, among others.


Web accessibility encompasses all disabilities that can impact web use, including visual, auditory, physical, speech, cognitive, and neurological disabilities. These components make web accessibility a critical aspect of modern digital interactions.


The Role of Google Analytics in Web Accessibility

Google Analytics (GA) is a robust digital analytics software that tracks and reports website traffic. It provides valuable insights that can help understand your audience’s behavior, track conversions and sales, and improve website accessibility. By leveraging the data obtained from GA, we can make data-driven decisions to enhance web accessibility for all users.


Here’s how to leverage GA to improve your website’s accessibility.


Understanding Your Audience

GA provides valuable demographic information about your website’s users, including their geographic location, the devices they use to access your site, their browser preference, and more. This data can help you understand how to prioritize your accessibility efforts.


For instance, if a significant portion of your audience accesses your website using a mobile device, you should prioritize mobile accessibility. Or, if your audience mostly uses a particular browser, it would be beneficial to focus your efforts on ensuring compatibility with that browser.


Identifying Potential Accessibility Issues

Google Analytics allows you to see what pages users are visiting, how long they’re staying, and what they’re doing while they’re there. This data can help you identify potential accessibility issues.


For example, if a page has a high bounce rate or low time spent on the page, it could indicate an accessibility issue. A high bounce rate could mean users are finding it difficult to interact with the page or that the content isn’t accessible or relevant. Similarly, if a page has a high exit rate, it might suggest users are encountering barriers preventing them from interacting with your website as intended.


Site Speed Analysis

GA provides reports on your website’s speed, including how quickly your site loads on different devices and browsers. A slow-loading website can pose a barrier to accessibility, particularly for users with slow internet connections or those using assistive technology.


By using GA’s site speed reports, you can identify pages that are slow to load and need optimization. This might involve compressing images, optimizing code, or addressing server issues.


Tracking Assistive Technology Usage

While Google Analytics does not directly track assistive technology use, you can make educated guesses about users who might be using such technology based on the devices and browsers they use. For example, if a large portion of your audience is using a specific browser known for its compatibility with certain assistive technologies, you may want to prioritize ensuring your site is fully accessible with these technologies.


Customizable Alerts

GA offers customizable alerts that notify you when there is a significant change in key metrics. You can use these alerts to monitor changes in user behavior that could suggest accessibility issues.


For instance, if you receive an alert about an increased bounce rate on a certain page, you might investigate to determine whether a recent update has caused an accessibility issue.


Implementing Changes

After gathering insights from Google Analytics, the next step is to implement changes based on these findings. Here are a few strategies:


Use Accessibility Tools: There are numerous tools available to assess and improve your website’s accessibility. These tools can identify issues such as insufficient color contrast, missing alt text on images, or inaccessible forms.


Involve Users: Consider involving users in your accessibility efforts. You can ask users to participate in usability testing or invite feedback on your website’s accessibility. User insights can complement the data you collect from Google Analytics and guide your efforts to improve accessibility.


Adopt Accessibility Standards: Adopting accessibility standards like the Web Content Accessibility Guidelines (WCAG) can help ensure your website is accessible. The WCAG is a set of recommendations for making web content more accessible and is recognized worldwide as the standard for web accessibility.


Train Your Team: It’s essential that everyone involved in creating and maintaining your website understands the importance of accessibility. Training your team can ensure everyone is on the same page and contributes to improving accessibility.



Improving website accessibility is a continuous process that requires regular review and adjustments. Google Analytics can provide the data and insights you need to guide your efforts and ensure your website is accessible to all users.


Remember, an accessible website is not only about complying with regulations. It also leads to better user experience, a broader audience, and can even improve your site’s SEO. So, leverage Google Analytics, keep track of your audience’s needs, and take your website accessibility to the next level.

Ikonik Digital

As an ROI-focused agency, Ikonik Digital helps brands and businesses reach & understand their customers while growing the bottom line.