Health & Wellness E-commerce
Checkout conversion up 12% after making the storefront accessible
GNGR Labs is a direct-to-consumer wellness brand specialising in high-absorption turmeric and ginger shots, selling through their Shopify storefront to tens of thousands of customers worldwide.
Accessibility score
WCAG violations
Checkout conversion
Widget users/month
The challenge
GNGR Labs noticed in their analytics that users with assistive technology had a dramatically higher cart abandonment rate than average — over 80% on the checkout page. Their storefront had 53 WCAG violations, and the product page's colour contrast failed at 1.8:1 — well below the required 4.5:1. Screen reader users couldn't interact with the quantity selector, and the "Add to cart" button had no accessible label.
The solution
GNGR Labs embedded the Naive AI accessibility widget on their storefront in under 10 minutes. The widget immediately gave customers with visual impairments tools to increase contrast, enlarge text, and stop animations. In parallel, the Naive AI scanner identified the 53 violations and auto-fixed 51 of them — including all contrast failures, missing button labels, and inaccessible form controls. The two remaining issues (a custom slider component) were resolved by their front-end developer using the provided code fix.
The results
GNGR Labs achieved a 97 accessibility score — up from 62. Checkout conversion among all users improved by 12%, driven largely by clearer button labels and a more navigable product page. Over 1,200 customers per month actively use the accessibility widget. The brand now leads their niche on accessibility, which has become a talking point in their sustainability and inclusivity marketing.
“We didn't realise how many customers we were losing because our checkout was broken for screen reader users. Two weeks later, conversion was up 12%. That paid for years of Naive AI.”