The top 25 global websites from the 2017 Web Globalization Report Card

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

Click here to download a PDF brochure for the report.

Conduent and 5 tips for creating a more world-ready website

Xerox recently spun off its services unit into a billion-dollar global company known as Conduent.

I took a quick look at the Conduent website to see how world-ready this “global” website had become in its very first iteration. And, spoiler alert, it’s clear that Conduent is only just getting started.

Here’s an excerpt of the home page:

And a close-up of the global gateway, such as it is:

Here’s a close-up of a Twitter excerpt on the home page:

What about mobile? Here’s the home page on a smartphone:

And the mobile menu:

Where’s the global gateway menu you might ask?

So I thought I’d put together a few tips that would be useful to Conduent — and any other company that is on the verge of expanding its website globally.

5 tips for creating a more world-ready website:

  1. Keep it lightweight. Already, Conduent is loaded with videos and large photographs that add significant “weight” in kilobytes to the web page. When thinking globally, companies need to think about slower mobile networks around the world and make sure that weight limits are in place to allow the website to display and respond quickly on these networks.
  2. Don’t just respond to mobile devices, respond to mobile customers. It’s nice that the mobile website does not default to animation (like the desktop site) but all we’re seeing now is a scaled-down version of the desktop website. Ideally, the mobile site supports mobile-specific usage scenarios, which isn’t yet evident here. I don’t see the global gateway on the mobile site — a rookie mistake, but one that really does punish mobile users who want to navigate to local content (when that content is available).
  3. Get your global gateway right the first time. In Conduent’s case, that means losing the American flag. I realize the circled flag is inspired by Apple, but Apple is on the wrong side of history on this one I’m afraid. Instead, Conduent should develop a text-only global gateway menu, which will scale more readily.
  4. Bake social into the design. Conduent does a nice job of highlighting its Twitter feed on its home page. Going forward, it’s important that Conduent support local-language Twitter (and other social) feeds that can be excerpted on the home page. By doing so, website visitors are more likely to discover the localized feeds and are more likely to engage with you.
  5. Think local by design content. Social content in the local language is a great beginning. But what about local language blogs and other content? Conduent does support a number of English-language blogs. It will be nice to see these blogs replicated in other markets, managed by local content creators.

For more insights into website globalization, check out the Web Globalization Report Card.

Celebrating the “Father of Pinyin”

I was saddened to read that “the father of Pinyin” died this weekend in Beijing (though he did live to be 111 years old). While until now I never knew very much about the man himself — who daringly criticized the Chinese government, wrote dozens of books, and was exiled during the Cultural Revolution — I was very familiar with (and grateful for) Pinyin when I began learning Chinese.

Pinyin, a romanized version of the Chinese language — which allows non-native speakers a much, much easier way to learn the language — was adopted by China in 1958, replacing the former Wade-Giles system. (Wade-Giles had been conceived by two British diplomats, and its pronunciation guide was very different and far less accurate — for example, the Wade-Giles word for Beijing is the far-less-accurate Peking.) And, as Zhou’s New York Times obituary notes:

Since then, Pinyin (the name can be translated as “spelled sounds”) has vastly increased literacy throughout the country; eased the classroom agonies of foreigners studying Chinese; afforded the blind a way to read the language in Braille; and, in a development Mr. Zhou could scarcely have foreseen, facilitated the rapid entry of Chinese on computer keyboards and cellphones.

I began to learn Chinese in the early 1990s, before moving to Asia to teach English as a second language. I began in the States with an introductory university class in which we were required to memorize characters, which was insanely difficult. In addition to that, our Chinese teacher was Taiwanese, which meant he used traditional characters as opposed to simplified characters (adopted in mainland China to increase literacy). Here is the word for beautiful in simplified Chinese:

美丽

 

And here is the same word in traditional Chinese:

美麗

 

Notice how many more strokes are required in the traditional version. Also note: There is no way for a native English speaker to tell, just by looking at either character, how to pronounce the word. This is where Pinyin comes in. If it weren’t for Pinyin — that is, if I’d had to go by Wade-Giles’ pronunciations — no one I spoke with in Taipei would’ve been able to understand a word of what I said (and it was hard enough as it was; Mandarin Chinese also has four tones for every character, and getting those wrong is all too easy for a foreigner).

Once in Taiwan, I realized I had to focus on spoken Mandarin rather than the written language — most important to survival was learning how to talk. I did have to learn a great many traditional characters, however — this was necessary for everything from eating (in places with written menus, though I ate mostly from food carts) to banking (all transactions on ATMs were in Chinese characters) to finding my way around the country (all of the road signs and bus signs were also in traditional characters).

The language was so different that I learned to “forget English,” as my Chinese tutor taught me; the only way I could grasp the language was to approach it not by translating things in my head but by thinking in Chinese. And this was fascinating…the Chinese language is beautiful, complex, and vast, and when you start to think in Chinese, it’s easier to learn the language, as each character is built from a combination of ideas. To use a simple example, here is the simplified character for the word America:

美国

 

And here is the traditional character:

美國

It is pronounced Mĕi guó, which is translated as “beautiful country” — as you can see, the first part of the character (美, mei) is from the character above, for beauty.

When I returned from Asia after two years, I was so used to thinking in another, very different, language that I found it hard to put English sentences together; I often spoke in simple sentences, as if I were translating my thoughts from Chinese back into English. It took a long time to sound like a normal native English speaker again.

I reflect on all this as my first book, Forgetting English, is released in its third edition. The title story, while fictional, has many moments — including the one with my Chinese tutor — inspired by my time in Asia.

It’s been especially enlightening to reflect on the extraordinary life of Zhou Youguang; as you’ll read in his obituary, he was so much more than the father of Pinyin. Sent to a labor camp during the Cultural Revolution, he remained an open critic of Chinese communism. His many accomplishments include overseeing the translation of the Encyclopedia Britannica into Chinese, and he wrote more than 40 books (some of them banned in China), at least 10 of them published after he turned 100 — truly inspiring.

 

Language Connects People

I’ve just printed a new batch of our popular Language Connects People posters and have a few that are not quite perfect that I’m offering at a discounted price.

As you can see here, there is a small black line around the edges — nothing you’d see after framing, but not quite perfect.

If you’re interested, these prints are just $15 plus shipping. To purchase yours use this link.

The internet connects computers; language connects people. Click to Tweet

WordPress reaches 50 languages as it expands into India

This blog began more than a decade ago when WordPress was available in English only.

WordPress is now available, fully translated, in 50 languages, in impressive achievement.

Polyglots Team Experiences Record Annual Growth, Expands WordPress’ Reach to Millions with New Translations

One of the latest languages to be added is Gujarati, an Indian languages spoken by more than 60 million people.

I mention this language because I’ve long maintained that companies are going to need to localized in some (if not all) of India’s 20+ official languages. They just don’t know it yet.

Google does. So does Facebook. And now, so does WordPress.

For more about the language leaders of the Internet, check out the 2016 Web Globalization Report Card.