How an accessible ticket shop increases customer satisfaction

How an accessible ticket shop increases customer satisfaction 1008 756 egocentric Systems GmbH

Quickly buying concert tickets for the weekend trip, upgrading to a seat category or creating a customer account. None of this sounds like a hurdle at first, but in a digital world where 75% of websites lose potential buyers because they can’t navigate the pages, inclusion plays an increasingly important role. For you as an event organiser, an accessible ticket shop offers not only an ethical but also a business advantage. In this article, you can find out how to integrate inclusion into your digital pre-sales and how to make your ticket shop accessible.

Interested in an inclusive ticketing solution?

In the interview you will find out how an online ticket shop can advance your ambitions in terms of accessibility.

Graffiti with the words "For all"

What is an accessible ticket shop?

A Statista article from 2020 sheds light on the challenges faced by people with disabilities online. The article shows that the most common problem is poor contrast between text and background, which makes reading difficult for people with impaired vision. Around two out of three of the pages analysed have no alternative text, for example to describe images or simplify text. These and other shortcomings make it difficult for many people to find information and carry out transactions.

Accessibility in the digital space means that every user group has access to equivalent information. This also means that digital content must be adapted to these user groups in terms of design and function. As part of the usability or user experience of an online site, accessibility is not only concerned with a user’s permanent impairments; temporary restrictions are also taken into account.

In our article, we look specifically at the accessibility aspects of an online ticket shop and the advantages it offers. Firstly, it expands the target group and makes the offer accessible to people with different types of impairments. Secondly, it improves the user experience for all visitors.

Inclusion is not only a social responsibility, but also a business necessity. At a time when accessibility on the internet is on the decline, as the Statista article shows, an inclusive ticket shop offers a clear competitive advantage.

Is accessibility obligatory?

Accessibility is not mandatory for every website. However, the first step was taken a few years ago with the Barrier-free Information Technology Ordinance (BITV). This initially applies to public service organisations, but also envisages making accessibility in e-commerce mandatory by 2025.

In addition to legal requirements, there are also other guidelines that should make it easier to take inclusion into account in your own digital content. One of these is the Web Content Accessibility Guidelines (WCAG), which also served as the basis for the egocentric Systems ticketing solution.

Regardless of legal requirements, the above-mentioned advantages should have convinced you of the added value of a ticket shop that is accessible and understandable for as many visitor groups as possible. And in general, “more accessibility” is better than “less accessibility”.

Want to get deeper into the topic of accessibility for online shops?

The test report “How accessible are online shops in Germany” by Aktion Mensch together with Google provides information as well as tips for e-commerce providers.

What does WCAG compliance mean and why is it important?

The Web Content Accessibility Guidelines (WCAG) are an internationally recognised standard that ensures the accessibility of web content. These guidelines are not only an ethical imperative, but also a decisive factor for commercial success.

We have worked hard to integrate these guidelines into our ticketing solution. Compliance with the WCAG guidelines is a tool to create equality and fairness in the digital space. It makes it possible for all people, regardless of their physical or cognitive abilities, to have access to culture and entertainment. This is particularly important in a world where venues serve as places for cultural participation and social interaction.

Compliance with the WCAG guidelines also has tangible economic benefits. By increasing accessibility, more people can use the website, find out about events and ultimately buy tickets. This leads to an increase in reach and sales.

8 recommendations for an accessible ticket shop

  1. Check the technical aspects of your ticket shop with the Google Lighthouse browser extension
    The extension gives you an assessment of basic elements (contrasts, font size, labels, touch targets or alt text) and summarises the result on a scale up to 100 (very good).
  2. Expand problem solving with the Wave browser extension
    Analyse your shop in even more detail and quickly find out which errors need to be rectified. The tool is free and summarises problems directly in categories, e.g. contrast errors.
  3. Pay attention to keyboard operability
    Check manually or with screen readers such as Google Talkback that your shop can only be operated using the keyboard. The keyboard focus is also important to be able to understand which element you are on.
  4. Sufficient contrast for better readability
    Ensure that the font has sufficient contrast to the background and also take into account impairments such as red-green weakness. You can get a quick assessment with contrast check tools.
  5. Large buttons for mobile use
    The precise mouse pointer is no longer needed on mobile devices. Buttons should also be large enough for smartphones and tablets to be operated by touch.
  6. Describe your website and event images
    Blind people need graphic and visual elements to be labelled. So-called alternative texts can usually be stored in the content management system for the website.
  7. Communicate clearly and comprehensibly
    Simple language ensures that even complicated processes can be understood. Use short sentences, simple sentence structure and avoid foreign words and abbreviations.
  8. Accessible forms
    Not only the design, but also the functions should be designed to be inclusive. A contact form should be accessible and understandable for all user groups. To achieve this, a so-called “label” with the name of the field must remain when the user clicks in the form fields.


Accessibility and inclusion are not only ethical imperatives, but also business necessities. An accessible ticket shop not only offers an inclusive experience for all, but also increases customer satisfaction and therefore sales.
In addition, such an approach offers a clear competitive advantage: with an accessible ticket shop, you as an organiser stand out from 75% of websites on the internet that are not accessible. This is not only a sign of social responsibility, but also a smart business move.

Don’t wait until the 2025 deadline!

Start now to make your ticket sales inclusive. Talk to our event experts to find out why online ticket sales are a good place to start.

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