I’m excited to announce the publication of The 2017 Web Globalization Report Card. This is the most ambitious report I’ve written so far and it sheds light on a number of new and established best practices in website globalization.
Here are the top-scoring websites from the report:
For regular readers of this blog, you’ll notice that Google is yet again ranked number one. But Google isn’t resting on its laurels. While many software companies are happy to support 20 or 30 languages on their websites, Google continues to add languages across its many products. Consider Gmail, with support for 72 languages and YouTube, with 75 languages. And let’s not overlook Google Translate, now at 100+ languages.
Google could still stand to improve in global navigation, though I am seeing positive signs of harmonization across its many product silos. But I do maintain the recommendation that Google present a more traditional global gateway to visitors across its sites and apps.
Other highlights from the top 25 list include:
- Consumer goods companies such as Pampers and Nestlé are a positive sign that non-tech companies are making positive strides in improving their website globalization skills.
- IKEA returned to the list this year after making a welcome change to its global gateway strategy.
- Nissan made the top 25 list for the first time. BMW slipped off the list.
- As a group, the top 25 websites support an average of 54 languages (up from 52 last year); if we removed Wikipedia from the language counts the average would still be an impressive 44 languages.
- GoDaddy, a new addition to the Report Card, wasted little time in making this list. Its global gateway is worth studying.
- Luxury brands such as Gucci and Ralph Lauren continue to lag in web globalization — from poor support for languages to inadequate localization.
- The average number of languages supported by all 150 global brands is now 31.
But as you can see here, the rate of language growth, on average, is slowing. That’s not necessarily a bad thing. Companies are telling me that they are investing more on depth and quality of localization — which is of huge importance.
The data underlying the Report Card is based on studying the leading global brands and world’s largest companies — 150 companies across more than 20 industry sectors. I began tracking many of the companies included in this report more than a decade ago and am happy to share insights into what works and what doesn’t. Time is often the greatest indicator of best practices.
I’ll have much more to share in the weeks and months ahead. If you have any questions about the report, please let me know.
Congratulations to the top 25 companies and the people within these companies that have long championed web globalization.
The 2017 Web Globalization Report Card
Nike made an important improvement to its global gateway over the past year that I want to draw your attention to.
First, let’s take a look at the home page, circa 2015:
If you look closely at the bottom of the web page, to the left, you’ll see the American flag — the link to the global gateway menu.
Clearly, this is not the most visible location for a global gateway. Footers are for legalese and other garbage — not for your most important global navigation interface.
Fortunately, Nike has since promoted the gateway link to the header, as shown here today:
As the flag itself, I recommend using a globe icon instead, alongside the locale name.
But progress is progress and the promotion of the global gateway into the header is one reason why Nike made it into the top 25 best global websites.
For more information, check out the 2016 Web Globalization Report Card.
I’m pleased to announce the publication of the 2016 Web Globalization Report Card and, with it, the top 25 websites:
- American Express
- Cisco Systems
It’s hard to believe that this is the twelfth edition of the Report Card. Over the past decade I’ve seen the average number of languages supported by global brands increase from just 10 languages to 30 languages today.
And, of course, the top 25 websites go well beyond 30 language. Google supports 90 languages via Google Translate and 75 languages on YouTube. And Facebook stands at 88 languages.
But it’s not just languages that make a website succeed globally. Companies need to support fast-loading mobile websites, locally relevant content, and user-friendly navigation.
Notable highlights among the top 25:
- Wikipedia is far and away the language leader, with content in more than 270 languages. The company also now supports a mobile-friendly layout that is considerably lighter (in kilobytes) than most Fortune 100 mobile websites.
- NIVEA provides an excellent example of a company that localizes its models for local websites — one of the few companies to do so.
- Nike made this top 25 list for the first time, having added languages and improved global consistency and navigation.
- As a group, the top 25 websites support an average of 52 languages.
For 2016, we studied 150 websites across 15 industry categories — and more than 80% of the Interbrand Best Global Brands. Websites were graded according to languages supported, global navigation, global and mobile website architecture, and localization.
Congratulations to the top 25 websites!
And so it has begun: The world’s biggest online shopping day.
More than $9 billion dollars was spent this day last year and experts are forecasting a number well north of that this year.
As I’ve been doing for the past few years, I’ve collected a few screen grabs of localized websites in China. Here are the latest:
Continue reading “Notes from Singles Day 2015”
I enjoying watching how Western companies localize their websites and products to capitalize on Chinese New Year — the Year of the Sheep (or Goat).
Like this gift card from Starbucks China:
And this hero image on the Microsoft China home page:
And Nike has put together a color-appropriate assortment of products:
Happy New Year!