[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foptimising-ux-for-airline-websites":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":502,"breadcrumbs":503,"reading_minutes":231,"category":511,"head":514},"2024-05-02T11:08:29",{"rendered":6},"\n\u003Cp>As we hit the summer months, more people will be browsing holiday destinations and booking their annual beach break.\u003C\u002Fp>\n\n\n\n\u003Cp>For airlines, an increase in traffic to their website is great for business, resulting in a higher conversion rate of users going from wishful window shoppers to purchasing jet setters.\u003C\u002Fp>\n\n\n\n\u003Cp>But what if there was a way for airlines to reach a further 17% of the population with their website? With \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.who.int\u002Fnews-room\u002Ffact-sheets\u002Fdetail\u002Fdisability-and-health#:~:text=Key%20facts,1%20in%206%20of%20us.\">1 in 6\u003C\u002Fa> of the world’s population experiencing a significant disability in their lifetime, accessible websites are the key to unlocking wider reach and improved search engine ranking.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-website-accessibility\">What is website accessibility?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#when-accessibility-becomes-law\">When accessibility becomes law\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#accessibility-in-the-airline-industry\">Accessibility in the airline industry\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#research-data\">Research data\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#top-accessibility-issues\">Top accessibility issues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#websites-with-the-lowest-accessibility-scores\">Websites with the lowest accessibility scores\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#5-easy-steps-to-ensure-your-websites-accessibility\">5 Easy steps to ensure your website’s accessibility\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-the-correct-colour-contrast\">1. The correct colour contrast\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-add-alt-text\">2. Add alt text\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-use-aria-labels\">3. Use ARIA labels\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-descriptive-headings\">4. Descriptive headings\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-make-navigation-easy\">5. Make navigation easy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-bottom-line\">The bottom line\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-website-accessibility\">\u003Cstrong>What is website accessibility?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>For a website to be accessible, it must allow everyone to access it effectively without barriers limiting disabled users from having the same experience as non-disabled users.\u003C\u002Fp>\n\n\n\n\u003Cp>All websites, whether for clothes shopping, flight booking, or video streaming, operating from the UK, USA, and EU must adhere to a series of requirements to be accessible. \u003C\u002Fp>\n\n\n\n\u003Cp>There is a vast range of disabilities that affect how a user may navigate a website, including but not limited to site loss, hearing loss, motor difficulties, cognitive difficulties, and temporary injuries like broken bones and sprains.\u003C\u002Fp>\n\n\n\n\u003Cp>And, while the primary function of website accessibility is to support disabled users, ensuring your website is compliant can also help its search engine rankings and usability for all users, e.g. subtitles for users watching videos in loud environments.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"when-accessibility-becomes-law\">\u003Cstrong>When accessibility becomes law\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>While an accessible website is morally right and good for business, in many instances, it is also a legal requirement. \u003C\u002Fp>\n\n\n\n\u003Cp>In the UK, website accessibility is detailed in the Equality Act 2010 and requires site owners to make reasonable adjustments for disabled users. \u003C\u002Fp>\n\n\n\n\u003Cp>Similarly, across the EU, member states have to make their websites and mobile apps meet common accessibility standards. \u003C\u002Fp>\n\n\n\n\u003Cp>In the US, the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ada.gov\u002Fresources\u002Fweb-guidance\u002F\">Americans with Disabilities Act (ADA) Title III\u003C\u002Fa> covers website accessibility under discrimination.\u003C\u002Fp>\n\n\n\n\u003Cp>The \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.gov.uk\u002Fservice-manual\u002Fhelping-people-to-use-your-service\u002Funderstanding-wcag\">Web Content Accessibility Guidelines\u003C\u002Fa> (WCAG) is the international gold standard for website accessibility and is the basis for many countries’ legislation. \u003C\u002Fp>\n\n\n\n\u003Cp>WCAG has four core principles that dictate sites must be:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Perceivable \u003C\u002Fstrong>All users can accurately see and read website content without excluding people with vision loss, hearing loss, and other disabilities.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Operable\u003C\u002Fstrong> Website content is responsive and simple to navigate for all users, e.g. those using keyboard-only commands to navigate.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Understandable \u003C\u002Fstrong>Website interfaces and information are organised to make them easy to use, predictable to navigate, and contain language understandable to all users.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Robust \u003C\u002Fstrong>Websites are compatible with a wide range of technology, including assistive technology tools commonly used by users with disabilities.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"accessibility-in-the-airline-industry\">\u003Cstrong>Accessibility in the airline industry\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>With the summer holidays fast approaching, more users will head online to airline websites. \u003C\u002Fp>\n\n\n\n\u003Cp>So, we thought this would be the perfect time to take a deep dive into 48 of the most popular airlines’ websites across the United Kingdom, United States, and Europe to see how they score for their accessibility.\u003C\u002Fp>\n\n\n\n\u003Cp>Booking holidays can be stressful, but for disabled holidaymakers, there are additional hurdles. \u003C\u002Fp>\n\n\n\n\u003Cp>The UK Government \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fassets.publishing.service.gov.uk\u002Fmedia\u002F5a82f1c6ed915d74e62386b6\u002Fdisabled-peoples-travel-behaviour-and-attitudes-to-travel.pdf\">reports\u003C\u002Fa> that 25% of people with disabilities experience difficulties with trips of any kind, compared with 10% of people without disabilities.\u003C\u002Fp>\n\n\n\n\u003Cp>As there are usually several options for airlines when booking a flight, having an inaccessible website is a surefire way to drive disabled users straight off your site and onto a competitor’s.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"research-data\">Research data\u003C\u002Fh2>\n\n\n\n\u003Cp>Google enables users and site owners to assess the accessibility of a website through a free tool called \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fchromewebstore.google.com\u002Fdetail\u002Flighthouse\u002Fblipmdconlkpinefehnmjammfjpmpbjk?pli=1\">Lighthouse\u003C\u002Fa>, which crawls pages to find issues and provides an overall score. An accessibility score is out of 100, with anything under 90 requiring additional optimisation. \u003C\u002Fp>\n\n\n\n\u003Cp>Our research revealed that airline websites score an average of 81\u002F100, with the most common recorded issues being Aria, Contrast, Name and Label, and Navigation. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Aria \u003C\u002Fstrong>Or Accessible Rich Internet Applications is a group of HTML roles, states, and properties added to describe the meaning and purpose of specific user interface elements that don’t have semantic HTML tags. In layman’s terms, ARIA provides more context for assistive technologies where plain HTML cannot.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Faria-jet2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28433\" width=\"634\" height=\"475\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Contrast \u003C\u002Fstrong>Refers to the colour contrasts used on a page. A poor colour contrast can make it especially difficult for people with low vision or colour blindness to read text.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fname-and-label-jet2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28430\" width=\"637\" height=\"478\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Name and Label\u003C\u002Fstrong> Visual names and Labels on parts of websites, like buttons, make them easier to navigate for everyone. However, hidden names and labels are vital for users with visual impairments who need to use screen readers.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fnavigation-jet2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28434\" width=\"636\" height=\"477\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Navigation\u003C\u002Fstrong> An issue with navigation means it is more difficult for users to move from page to page on your website and can be down to missing elements like clear headings and menu options.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"top-accessibility-issues\">Top accessibility issues\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Accessibility issue \u003C\u002Fstrong>\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Number of websites with  issues\u003C\u002Fstrong>\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">\u003Cstrong>Total number of issues recorded across websites \u003C\u002Fstrong>\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Name & Label issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">34\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">81\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Aria\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">36\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">80\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Navigation issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">23\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">27\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Contrast issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">22\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">24\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Best practices issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">17\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">17\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Table & list issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">13\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">15\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Internationalisation & localisation issue\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">1\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">1\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Audio and video\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">2\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">2\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"websites-with-the-lowest-accessibility-scores\">Websites with the lowest accessibility scores\u003C\u002Fh3>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Cthead>\u003Ctr>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Airline\u003C\u002Fth>\u003Cth class=\"has-text-align-center\" data-align=\"center\">Accessibility score \u002F 100\u003C\u002Fth>\u003C\u002Ftr>\u003C\u002Fthead>\u003Ctbody>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">EasyJet\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">56\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Croatia Airlines\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">60\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Southwest\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">64\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Aer Lingus\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">65\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Pegasus\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">69\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Tui\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">72\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Air Baltic\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">72\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Bulgaria Air\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">73\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">Eastern Airways\u003C\u002Ftd>\u003Ctd class=\"has-text-align-center\" data-align=\"center\">73\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fmjwcro\u002F\">Michael Weir\u003C\u002Fa>, Head of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fbehavioural-science\u002F\">Behavioural Science\u003C\u002Fa> at Impression, comments on the findings: “As an agency, we are committed to improving the digital advancement of our clients, and website accessibility is a core component of this mission.”\u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp>“Your website is a representation of your business and often one of the core streams of revenue, for this reason, our teams work diligently to ensure client web pages are fully functional for all.”\u003C\u002Fp>\n\u003Ccite>Michael Weir, Head of Behavioural Science at Impression\u003C\u002Fcite>\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-easy-steps-to-ensure-your-websites-accessibility\">\u003Cstrong>5 Easy steps to ensure your website’s accessibility\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-the-correct-colour-contrast\">1. The correct colour contrast\u003C\u002Fh3>\n\n\n\n\u003Cp>A strong colour contrast is vital to ensure that people with low vision and colour blindness can access your website. \u003C\u002Fp>\n\n\n\n\u003Cp>The WCAG recommends a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwebaim.org\u002Fresources\u002Fcontrastchecker\u002F\">contrast ratio of at least 4.5:1 for standard text and 3:1 for large text\u003C\u002Fa> on web pages. \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2868\" height=\"1112\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fjet2-colour-contrast.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28414\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Jet2’s website feature red, white, blue, dark blue, and yellow\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1392\" height=\"796\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28423\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Contrast Checker Test of red on white\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"776\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-result-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28418\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fail with minimal passes\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1392\" height=\"796\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28422\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Contrast Checker Test of white on blue\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"776\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-result-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28419\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Fail with minimal passes\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1392\" height=\"796\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28421\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Contrast Checker Test of dark blue on yellow\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"776\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcolour-test-result-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28420\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Pass on all accounts\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>But it’s not all about contrast, colour choices are equally important. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Faccessibility.blog.gov.uk\u002F2016\u002F06\u002F17\u002Fcolour-contrast-why-does-it-matter\u002F\">Around 1 in 12 men and 1 in 200 women are colour blind\u003C\u002Fa>, with deuteranomaly, red\u002Fgreen colourblindness, the most common. So, you’ll want to avoid putting these two too close together when selecting themes for your website.\u003C\u002Fp>\n\n\n\n\u003Cp>Stay clear of clashing colours that can be hard to distinguish (e.g. a fluorescent pink on green) and make use of white space to help visually differentiate between different sections of content. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-add-alt-text\">2. Add alt text\u003C\u002Fh3>\n\n\n\n\u003Cp>The majority of websites have imagery somewhere (even if it is just a logo and some stock photos), so ensuring everyone can engage with them is key.\u003C\u002Fp>\n\n\n\n\u003Cp>Assistive technology uses \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.perkins.org\u002Fresource\u002Fhow-write-alt-text-and-image-descriptions-visually-impaired\u002F\">alt text\u003C\u002Fa> to describe what an image is to a user; missing or incorrect alt text can make a website inaccessible, making it vital to add accurate alt text descriptions for every present image. \u003C\u002Fp>\n\n\n\n\u003Cp>The more detail in an image alt text, the better, as it should paint a picture for the user. For example, the alt text for the image below would read: Two colleagues sit together side by side at a table. One is on a laptop with their back to the camera, the other facing the camera, smiling while taking notes.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Foffice-image-impression.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28432\" width=\"454\" height=\"269\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-use-aria-labels\">3. Use ARIA labels\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdeveloper.mozilla.org\u002Fen-US\u002Fdocs\u002FWeb\u002FAccessibility\u002FARIA\u002FAttributes\u002Faria-label\">ARIA labels are used in areas where HTML cannot add more context\u003C\u002Fa>, i.e. in the case that there is no visible text on an element, you will want to add an ARIA label.\u003C\u002Fp>\n\n\n\n\u003Cp>Here’s an example: this is our cookie preferences icon. You can see it is a button with no text.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"114\" height=\"93\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fcookie-icon-example-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28431\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>So, to ensure users using assistive readers can still access it, we added the following aria-label.\u003C\u002Fp>\n\n\n\n\u003Cpre class=\"wp-block-code\">\u003Ccode>aria-label: \"Consent Preferences\"\u003C\u002Fcode>\u003C\u002Fpre>\n\n\n\n\u003Cp>Go through your site in the backend and ensure that all elements that don’t have HTML headings\u002Ftext are attributed aria-labels for users using assistive technology and screen readers. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-descriptive-headings\">4. Descriptive headings\u003C\u002Fh3>\n\n\n\n\u003Cp>Descriptive headings will make your website easier to use for all and may even help improve your search engine rankings. \u003C\u002Fp>\n\n\n\n\u003Cp>Utilise HTML heading tags (H1-H6) to split your content into logical sections using H1 tags for page titles and H2 tags for subheadings, following the format H3-H6 for descending information.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002FTable-of-contents-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28409\" width=\"464\" height=\"210\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Example of a table of contents with H2 headings followed by H3 headings under it, making it easy to navigate\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Always use descriptive titles to help both users and search engines understand the copy and structure of your website. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-make-navigation-easy\">5. Make navigation easy\u003C\u002Fh3>\n\n\n\n\u003Cp>We have all had the frustration of trying to find a specific item, like a phone number, on a website and having to trawl through countless pages due to poor site navigation. \u003C\u002Fp>\n\n\n\n\u003Cp>This experience is frustrating for anyone but an even greater stress for users using screen readers and assistive technologies.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2880\" height=\"206\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fimpression-navigation-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28404\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Impression’s navigation bar\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Make a start on the navigation basics by first checking that users using adaptive technology like specialist keyboards and trackball mice can use your website.\u003C\u002Fp>\n\n\n\n\u003Cp>Ensure all essential information, including contact, about, product pages, etc, are easily accessible on a labelled menu. And that you have a well-functioning search function for users to look for content at their leisure.\u003C\u002Fp>\n\n\n\n\u003Cp>A site map is another, more complex, feature that can greatly improve your website accessibility and something (as well as the above) that our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">dedicated UX team\u003C\u002Fa> can support you with today.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-bottom-line\">\u003Cstrong>The bottom line\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Website accessibility is essential for all websites. As well as being a legal requirement (and frankly the right thing to do), it can also improve search engine rankings making it for business. If you are looking to improve the accessibility, and functionality, of your website \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">contact us\u003C\u002Fa> today and kickstart your journey to digital success.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FDigital-Experience_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27524\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>If you are looking to improve the accessibility, and functionality, of your website our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">digital marketing services\u003C\u002Fa> could help. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Contact us today\u003C\u002Fa> and kickstart your journey to digital success.\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003C\u002Ffigure>\n",false,"standard",[10,11],55,39,[],[14,15],261,143,[17,18,19,20,21,22,23,24,25],"post-28333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cro","category-digital-marketing",{"page_content_modules":27,"hero":227},[28,178],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"Optimising UX for Airline websites: 5 steps to good accessibility",[33,124],{"id":34,"path":35,"display_name":36,"job_title":37,"description":38,"avatar_url":39,"acf":40},157,"\u002Fabout\u002Four-team\u002Fmichael-weir\u002F","Michael Weir","Director, Head of DX","","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":37,"full_bio":41,"specialist_service_links":42,"photo":68},"\u003Cp>Director, Head of DX. Joined Impression in July 2023.\u003C\u002Fp>\n\u003Cp>Previously worked at a number of different specialist and integrated agencies in the North of England. During my time I have worked for clients in many different industries, such as finance, FMCG and fashion.\u003C\u002Fp>\n\u003Cp>My role is to understand the complex (or simple) commercial challenges that businesses face and to find solutions to these challenges – this could be as simple as wanting to increase revenue, but can be much more complex.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my third hair (halfway through my PhD). Landing this new role at Impression.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nWhen I’m not working on my PhD I enjoy socialising with friends and family and day trips to the pub.\u003C\u002Fp>\n",[43,59],{"page":44,"link_text":48},{"ID":45,"post_author":46,"post_date":47,"post_date_gmt":47,"post_content":38,"post_title":48,"post_excerpt":38,"post_status":49,"comment_status":50,"ping_status":50,"post_password":38,"post_name":51,"to_ping":38,"pinged":38,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":38,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":38,"comment_count":56,"filter":57,"url_path":58},24873,"98","2023-09-19 15:41:00","Digital Experience","publish","closed","digital-experience","2026-09-25 09:13:30",0,"\u002F?page_id=24873","page","0","raw","\u002Fdigital-experience\u002F",{"page":60,"link_text":63},{"ID":61,"post_author":46,"post_date":62,"post_date_gmt":62,"post_content":38,"post_title":63,"post_excerpt":38,"post_status":49,"comment_status":50,"ping_status":50,"post_password":38,"post_name":64,"to_ping":38,"pinged":38,"post_modified":65,"post_modified_gmt":65,"post_content_filtered":38,"post_parent":45,"guid":66,"menu_order":53,"post_type":55,"post_mime_type":38,"comment_count":56,"filter":57,"url_path":67},24848,"2023-09-19 15:52:10","Behavioural Science","behavioural-science","2025-03-13 14:51:11","\u002F?page_id=24848","\u002Fdigital-experience\u002Fbehavioural-science\u002F",{"ID":69,"id":69,"title":70,"filename":71,"filesize":72,"url":73,"link":74,"alt":38,"author":75,"description":38,"caption":38,"name":76,"status":77,"uploaded_to":53,"date":78,"modified":78,"menu_order":53,"mime_type":79,"type":80,"subtype":81,"icon":82,"width":83,"height":84,"sizes":85},34235,"Michael-Weir","Michael-Weir.png",551425,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&q=90","\u002Fmichael-weir\u002F","12","michael-weir","inherit","2025-08-13 13:26:27","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":86,"thumbnail-width":87,"thumbnail-height":87,"medium":88,"medium-width":89,"medium-height":90,"medium_large":91,"medium_large-width":92,"medium_large-height":93,"large":94,"large-width":95,"large-height":96,"1536x1536":97,"1536x1536-width":98,"1536x1536-height":99,"2048x2048":100,"2048x2048-width":101,"2048x2048-height":102,"post-thumbnail":103,"post-thumbnail-width":104,"post-thumbnail-height":105,"12_col":106,"12_col-width":107,"12_col-height":108,"default_landscape":109,"default_landscape-width":110,"default_landscape-height":84,"default_portrait":111,"default_portrait-width":84,"default_portrait-height":110,"6_col_and_margin_short":112,"6_col_and_margin_short-width":104,"6_col_and_margin_short-height":108,"11_col_and_margin":113,"11_col_and_margin-width":114,"11_col_and_margin-height":108,"9_col_rectangle":115,"9_col_rectangle-width":116,"9_col_rectangle-height":117,"11_col":118,"11_col-width":119,"11_col-height":108,"staff_image_696_600":120,"staff_image_696_600-width":83,"staff_image_696_600-height":84,"rectangular_thumbnail":121,"rectangular_thumbnail-width":122,"rectangular_thumbnail-height":123},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002FMichael-Weir.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"id":125,"path":126,"display_name":127,"job_title":128,"description":129,"avatar_url":130,"acf":131},59,"\u002Fabout\u002Four-team\u002Fpetar-jovetic\u002F","Petar Jovetic","Executive Director - Organic Media","Executive Director - Organic Media at Impression, specialising in organic performance, data, content marketing, technical SEO and user experience.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FPete-Jovetic-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":132,"job_title":128,"specialist_service_links":133,"photo":152},"\u003Cp>Executive Director – Organic Media. Joined Impression in July 2015.\u003C\u002Fp>\n\u003Cp>I am the Executive Director of Organic Media at Impression, overseeing our SEO, PR, Social and Influencer departments. As an experienced organic marketer, I have worked with hundreds of online businesses, helping them to improve their organic performance through strategies rooted in data, content marketing, technical SEO and user experience. These have included a mix of growing brands and larger, more established businesses nationally and internationally. I work closely with my team of Organic Directors to continually improve Impression’s organic product offering, ensuring this continues to foster long-lasting and prosperous relationships with our clients. I also work within Impression’s leadership and management teams, helping the agency scale while maintaining an industry-leading position in the market.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Our organic teams, because honestly, they’re continually kicking ass! Right now, they’re the best they ever have been, and I’m so proud of what we’ve all collectively achieved. The exciting part is we’re not even close to being done. There are still many exciting developments on the horizon to further strengthen our services.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>Raising my two young boys. I also love listening to music, playing my guitar and writing and learning new songs. I also enjoy hogging the TV to play my PS5, much to my fiancée’s dismay.\u003C\u002Fp>\n",[134,143],{"page":135,"link_text":138},{"ID":136,"post_author":46,"post_date":137,"post_date_gmt":137,"post_content":38,"post_title":138,"post_excerpt":38,"post_status":49,"comment_status":50,"ping_status":50,"post_password":38,"post_name":139,"to_ping":38,"pinged":38,"post_modified":140,"post_modified_gmt":140,"post_content_filtered":38,"post_parent":53,"guid":141,"menu_order":53,"post_type":55,"post_mime_type":38,"comment_count":56,"filter":57,"url_path":142},35,"2020-03-12 15:02:03","SEO","seo","2026-09-10 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more posts","See all articles","\u002Fblog\u002F",[185,205,217],{"type_key":18,"title":186,"excerpt":187,"to":188,"postedAt":189,"readingTime":190,"image":191,"authors":192,"category":202},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[193,196,199],{"name":194,"image":195},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":197,"image":198},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":200,"image":201},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":203,"name":204},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":18,"title":206,"excerpt":207,"to":208,"postedAt":209,"readingTime":210,"image":211,"authors":212,"category":216},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[213],{"name":214,"image":215},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":203,"name":204},{"type_key":18,"title":218,"excerpt":219,"to":220,"postedAt":221,"readingTime":222,"image":223,"authors":224,"category":226},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[225],{"name":214,"image":215},{"to":203,"name":204},{"type":228,"style":229,"heading":31,"date":4,"updatedAt":230,"reading_minutes":231,"image":232,"imageAlt":31,"categories":233,"collections":501},"blog-post","light","2025-02-12T17:13:08",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F05\u002Fhanson-lu-FT2WwbS1LJQ-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[234,417],{"id":10,"count":235,"description":236,"link":237,"name":238,"slug":239,"taxonomy":240,"parent":53,"meta":241,"acf":242,"head_links":243,"resource_count":244,"yoast_title":245,"yoast_meta":246,"yoast_json_ld":291,"_links":389},52,"\u003Cp class=\"p1\">Conversion rate optimisation (CRO) is the scientific process of increasing the profit your website generates by making more of your existing traffic and pushing more sales per visit.\u003C\u002Fp>\r\n\u003Cp class=\"p1\">If your website receives high traffic but has a low conversion rate, experimentation through CRO could be the key to unlocking a lot of missed potential. 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Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. 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