Multi-Million Dollar HTML

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Chris Coyier on

Two stories:

  • Jason Grigsby finds Chipotle’s online ordering form makes use of an input-masking technique that chops up a credit card expiration year making it invalid and thus denying the order. If pattern="\d\d" maxlength="2" was used instead (native browser feature), the browser is smart enough to do the right thing and not deny the order. Scratchpad math, based on published data, makes that worth $4.4 million dollars.
  • Adrian Roselli recalls an all-too-common form accessibility fail of missing a for/id attribute on labels and inputs results in an unusable experience and a scratchpad math loss of $18 million dollars to campaigns.

The label/input attribution thing really gets me. I feel like that’s an extremely basic bit of HTML knowledge that benefits both accessibility and general UX. It’s part of every HTML curriculum I’ve ever seen, and regularly pointed at as something you need to get right. And never a week goes by I don’t find some production website not doing it.

We can do this everyone!

<label for="name">Name:</label>
<input id="name" name="name" type="text">

<!-- or -->

  <input name="name" type="text">