Keyboard Traps Make me go Argghhhhh

The other day I came across a website selling beautiful ceramic mugs. Quite often now when I land on a site I've not seen before, I find myself testing out its accessibility, just out of curiousity. So I was happily tabbing through the links and decided to click on a mug that i liked the look of. After reading some rave reviews I thought sod it, I'm going to treat myself! So I added said mug to the basket. All just using a keyboard, so far so good. Then came the dreaded pop-up! Yep, they were using the upsell trick. Did I also want to buy tote bag and sticker set? Mmmm, tempting, but no, I thought, I don't even really need the mug so can't justify spending more, but nice try! So, time to click out of there!

But hang on how do I, where's the focus ring? Oh no, I can see it moving around the links behind, but surely there's a way to close this pop-up down, ok I'll tab through some more, surely it must pop onto here at some point, wait, nope, ignoring it again, oh this is silly, arghhh!!! After tabbing through all the page links twice, I could see that it was useless, I was never going to be able to close that pop-up and move on to the checkout, so after one last look at the mug that I couldn't buy, that was me gone! Sorry company, you frustrated me too much for me to part with my money. So their upsell actually turned into a no-sale!

I sat back and thought, wow how often must this be happening? These companies must just have no idea that their websites are trapping people into not spending their money on their site. I was ready to buy that mug, but their own site wouldn't let me! Their own site stopped me from buying their product! Bonkers!