Digital accessibility in surveys - what you need to know
A practical guide for CustomerHero users
CustomerHero supports digital accessibility in accordance with the WCAG 2.2 AA standard. The structure and layout of the survey questionnaire, all question types, additional settings, and the default color template are designed to allow people with disabilities to freely complete the survey – also using assistive technologies, keyboards, or mobile screens.
But accessibility is something we create together. As a survey creator, you add content – and it largely depends on it whether your survey will truly be accessible to everyone.
Below you will find the most important rules that will help you create accessible surveys – simply, concretely, and without excess technicalities.
1. Adding graphics? Add alternative text too
If, at the stage of creating a questionnaire, you want to insert a picture, illustration, or icon, remember that some users may not see them – e.g., visually impaired people who use screen readers.
What to do:
Add a short description that explains what the graphic depicts and what its role is.
Example: "Two people shaking hands in a friendly business atmosphere, with two other people smiling in the background".
What to pay attention to when creating descriptions:
consider why you chose this specific image and what you hope it will convey to the audience.
the text should be short, usually 1-2 sentences,
take into account the context of where and how the image is used. If text is added next to or above the graphic, it can affect which parts of the image are most important to describe. The same image used in two different contexts usually requires different alternative text.
add information whether it is a logo, illustration, painting, or cartoon,
end the alternative text sentence with a period.
You can read more tips in this article: https://accessibility.huit.harvard.edu/describe-content-images
To add alternative text, in the panel under the Creation -> Questions tab, select the question type and add a graphic or photo in your preferred location. Then click "Insert image", and then in the "Alternative text" field, add a description. And you're done!
2. Embedding video or audio recordings? Provide subtitles or a transcript
Video and audio materials should have a text alternative presenting the same content as the video or audio. This is very important for people who are deaf, hard of hearing, or using the Internet without sound.
What to do:
If the video is from YouTube – make sure it has subtitles enabled. Depending on the video content, subtitles should include not only individual statements or dialogues but also other sounds that may be important for understanding the context.
If it's an audio recording or a video without subtitles – attach a transcript (i.e., a record of what was said).
3. Links – where am I clicking and why
Users using screen readers can jump between links – therefore, their content should be understandable on its own and clearly indicate where the link leads - without the need to read the entire paragraph.
What to do:
Instead of: "Click here" use: "Learn more about our satisfaction survey".
To add accessible content, in the appropriate section during the questionnaire creation stage (additional content/answers to a question or a thank you page) click "insert link", and then add it in the form in the "text to display" field.
4. Watch out for colors – contrast matters
If you create your own color template, remember about the appropriate contrast between the text and the background. Text or images of text should have a contrast ratio of at least 4.5:1.
The WCAG standard also states that graphical elements that are not text should have a contrast ratio of at least 3:1 against adjacent colors. They should therefore clearly stand out from what is right next to them.
What to do:
our color template (default color scheme) meets these criteria. If you want to set it in your survey, you don't have to do anything.
if you want to create your own color scheme, after adding it, check the contrasts using one of the recommended tools:
if you want to add a Rating type question in your survey, the default option in the settings is monochromatic symbols. You can use the polychromatic version, but in many cases, it may not meet the contrast criteria against a background other than white. We recommend using the monochromatic version, and in the case of a version with multiple color variants - checking the final result with one of the tools mentioned above.
5. Clarity, simplicity, transparency
Use clear language. Describe questions clearly, without excessive industry jargon. If any field might be unclear to the respondent – add a short comment or instruction.
What to do:
instead of the question name: "Indicate preferences regarding the NPS indicator" use "How likely are you to recommend our company to a friend?"
in open-ended questions, such as an open question or a form-type question, use clear and understandable labels that leave no doubts. Instead of "Address" use "Full mailing address: street, house number, apartment number, zip code, and city".
if you want to ask for an email address, use the email type question - it contains the appropriate "autocomplete" attribute, which allows the browser to fill it in automatically.
6. Think about mobile users
Your survey may be completed on a smartphone screen. Therefore, avoid texts that are too long in a single line or complicated question grids.
What to do:
Review your survey on a phone before sending it. Check if it can be comfortably filled out with one finger.
7. Do you want to conduct a knowledge test? Remember the additional settings
If you know that the knowledge test will also be completed by people using screen readers, it is worth adding the following settings in the same questionnaire or one created separately:
placing all questions on one page or setting the Back button to display, which will allow going back to the previous page if the questionnaire has more than one. Thanks to this, people with disabilities have the opportunity to check and confirm the completed answers before submitting them.
we do not recommend using settings regarding time limits for completing pages or the entire survey. If necessary, the time limit should be adjusted so that people using assistive technologies are able to complete them in a time adapted to their needs.
Take care of all respondents – including those temporarily "excluded"
Accessibility is not only a topic for people with disabilities. We can all find ourselves in a situation where we experience difficulties in using the Internet:
a broken arm,
temporary deterioration of vision,
noise that prevents us from hearing a recording,poor Internet connection quality.
A well-designed, accessible survey works for everyone – without exception.