Jordan Craig's Data-Driven Accessibility That Drives Profit

Overview

Jordan Craig, an elite streetwear brand leading style since 1989, recognized that accessibility wasn't just about compliance: it was a profit opportunity. With over 500,000 monthly visitors and significant ad spend across Meta, Google, Snapchat, TikTok, Pinterest, and Reddit, every percentage point of user experience improvement directly impacted their bottom line.

The Challenge: Converting Paid Traffic into Accessible Revenue

Jordan Craig had built a thriving direct-to-consumer business, driving significant traffic through multi-channel advertising. But Rob Varon, working to optimize every aspect of the brand's profitability, identified a critical gap: "We spend a lot of money on ads across Meta, Google, Snapchat, TikTok, Pinterest, Reddit, etc. We're on as many channels as humanly possible. And if we are going to spend money to get people to the site, why would we let so many X percentage of people have an experience that doesn't work for them?"

The math was compelling. With hundreds of thousands to over a million monthly site visits, even marginal improvements in conversion rates translated to meaningful profit increases. "We look at revenue per user and revenue per site visit. So a chance to even add $0.01: at a million visits, that's going to add up pretty quickly."

The challenge wasn't just identifying the opportunity, it was finding a solution that wouldn't overwhelm Elton Ndreka, Jordan Craig's solo developer, who was already managing frequent theme switches and new feature deployments.

Why TestParty: A Partner, Not a Tool

Before TestParty, accessibility simply wasn't part of Jordan Craig's technical roadmap. "It was something we've always thought about, but until we met you guys, the tools really didn't meet the value add," Rob noted.

Jordan Craig evaluated several accessibility solutions, but most fell into the same problematic pattern. "With a lot of the others, it was 'okay, here's 10 things you did wrong, go fix it,'" Rob recalled. "Where you it's, 'we'll fix it. We'll make sure you're in the right place and will even take the lead.'"

This distinction was critical for a team where their developer resources were limited. "The others would have put more work on our developer’s plate and you took work off their plate. So that's a big difference."

Three factors set TestParty apart during evaluation:

1. Proactive Implementation: TestParty takes ownership of accessibility fixes rather than simply flagging issues
2. Frequency of Monitoring: Monthly audits ensure continuous compliance despite ongoing site changes
3. Customer Service Philosophy: Direct founder involvement and true partnership approach

The Implementation

TestParty's implementation with Jordan Craig began in July 2025 with a two-week sprint to full WCAG 2.2 AA compliance. The approach was distinctive from the start.Rather than providing a list of issues and technical documentation, TestParty's team:

• Gained direct access to Jordan Craig's Shopify environment
• Implemented accessibility fixes directly via pull requests
• Conducted regular check-in calls with both technical and business stakeholders
• Provided executive-level monthly reports for audit trail and legal protection
• Created custom accessibility statements for the website

"I would describe it as a real white glove handheld experience where you're A, answering questions, B, quick to respond, C, taking the lead, or D, going into our Shopify and literally making those changes," Rob described.

This approach proved essential given Jordan Craig's development reality. TestParty's monthly monitoring ensures that accessibility doesn't regress as the site evolves, critical for a fast-moving brand constantly testing new features and designs.

The Results: Accessibility as a Profit Driver

For Jordan Craig, accessibility success is measured in business outcomes using the same data-driven approach applied to paid advertising and retention strategies.

Key Business Metrics Under Review:

• Revenue per user (RPU)
• Revenue per site visit
• Incremental Return on Ad Spend (ROAS)
• Conversion rate optimization across paid channels

"We're a data driven and profit driven brand," Rob emphasized. "We're not even revenue driven, we're profit driven. If we are going to spend money, we really want to get the most out of money; and why were we wasting money having a non-accessible site?"

Jordan Craig conducts quarterly business reviews where accessibility performance is evaluated alongside other growth initiatives, with revenue-per-visit metrics tracked since the July 2025 implementation.

The Strongest Proof Point: Within just two months of implementation, Jordan Craig committed to an 18-month contract extension and expanded the partnership to multiple brand properties. "We were so happy that we signed on for another year and a half after even two months."

Making Accessibility Effortless

"What I think is nice is that it's going to be a part of our company culture because of how easy you make it to be part of our company culture," Rob explained. "[Accessibility] is not a sexy industry like paid ads or even retention. But knowing that every month we're going to be getting an update, it's always going to be top of mind, and even with you guys it's going to be a quick fix."

One of TestParty's most significant contributions was making accessibility maintenance frictionless. For many companies, sustaining accessibility compliance requires ongoing attention, training, and cultural change. Jordan Craig's experience was different.

Advice for Other Brands

When asked what advice he'd give to other brands considering accessibility investments, Rob was direct: "Ultimately my advice would be it's not a big lift, especially from your side. So as long as the financials make sense (and with TestParty it does) just go with it. You're going to see the money come back."

He continued: "If you're thinking about profit and ads and all these other micro pieces, it becomes easier and easier. Just take the investment, know that it's going to be done for you and go from there."

About Jordan Craig

Jordan Craig is an elite streetwear brand that has been leading style since 1989. Started in Queens, New York, the brand has grown to be sold in thousands of stores across America as well as on jordancraig.com. Jordan Craig bridges the gap as an affordable luxury brand with products ranging from $50 to $150 including jeans, jackets, fleece, cargos, and denim.