Make the conversion path accessible. In the EU it's now the law

When to use it

When EU visitors convert on the site and the conversion path fails basic WCAG checks: unlabeled fields, low-contrast CTAs, keyboard traps.

How to run it

1. 1Run an accessibility pass on the form and CTA path: visible labels, error messages that say what to fix, 4.5:1 contrast, a full keyboard flow.
2. 2Ship the accessible variant to all traffic. The same fixes help mobile users in bright light and anyone in a hurry.

Why it works

Make the action easier to complete

The fixes the law requires are the same ones that remove friction for every visitor. The European Accessibility Act has been enforced since June 2025 and squarely covers ecommerce storefronts, carts and checkouts, with fines up to ~€900K.

Source: EAA enforcement (June 2025); ecommerce accessibility scans