KPMG: The best global professional services website of 2017

For the 2017 Web Globalization Report Card, we benchmarked the following professional services websites:

  • Accenture
  • Capgemini
  • Deloitte
  • Ernst & Young
  • KPMG
  • PWC

Over the past 18 months, KPMG, Deloitte, and PwC all launched new web designs. In addition, these websites continue to improve in not just creating locally relevant content but promoting this content on the local websites.

This year, KPMG narrowly edged out PwC, based on its very slight lead in languages. Both KPMG and PwC also made it into the top 25 list of best global websites.

Let’s take a look at how KPMG improved its website over the past year, beginning with the new design, which is now fully responsive and globally consistent:

A year before, the website was not fully responsive, and the global gateway relied on a cumbersome pull-down menu that listed all countries, shown here:

The new global gateway could still use some improving. Instead of linking to the full global gateway menu (shown below), the gateway provides a link to a one (or a few) suggested locales. Shown here is what a US-based visitor sees:

And here is what a Ukrainian-based visitor sees:

The goal here is to provide a “toggle” of sorts between languages or related locales. But I’d recommend the toggle be made visible in the header instead. Then you can use a globe icon to link to the full global gateway menu for those visitors who wish to navigate to entirely different locale.

On mobile devices, the global gateway remains in the header — which is excellent to see.

However, KPMG uses a different icon, one that could be viewed as a “location” icon. As I note in the Report Card, this icon is often used to find a physical location, as in a nearby store, so it’s possible that users won’t click on it intuitively to find their local content.

To learn more, check out the 2017 Report Card.

PS: All purchasers of the Report Card receive signed copies of Think Outside the Country, among other goodies.

Nissan: The best global automotive website of 2017

For the 2017 Web Globalization Report Card, we studied the following 14 automotive websites:

  • Audi
  • BMW
  • Chevrolet
  • Ford
  • Honda
  • Hyundai
  • Land Rover
  • Lexus
  • Mercedes
  • Mini
  • Nissan
  • Tesla
  • Toyota
  • Volkswagen

Historically, automotive websites have been strong on languages but weak on global consistency and global navigation. And while most automotive websites continue to struggle on these fronts, I was pleased to see Nissan’s new global website design, a big reason why Nissan emerged number one for the first time.

BMW was the leader last year, with support for 41 languages and average global consistency. But Nissan’s new web design is more consistent and generally exhibits greater depth of localization. While many automakers do exhibit some degree of global consistency within a region, such as within Europe, it’s rare to see global consistency across regions. Shown below are Nissan’s Germany and Brazil home pages:

You’ll find few automotive websites that support consistency to this degree between these two distinct markets.

Nissan added a language last year and is now is tied with Honda for the lead in languages, at an impressive 46 languages. Nissan also stands apart in its support for local-language social feeds. For instance, here is an excerpt from the Spain home page:

 

When it comes to global navigation, sadly, no automotive website stands apart. Nissan, like many companies, incorrectly relies on flags. But it does do a very good job of supporting country codes.

What’s the best global website among American-based automotive companies? That would be Chevrolet. While many GB brands are, globally speaking, a mess, Chevrolet does exhibit a number of global best practices. It also does a good job of supporting Spanish for the US market:

Tesla was a new addition to the Report Card this year. And while the website does support strong global consistency, it lags in languages and in global navigation — also relying heavily on flags. Here’s the global gateway:

Hyundai finished last in our ranking this year, with low scores across the board, with the exception of global reach (languages). Note that Hyundai supports an impressive 43 languages, which goes to show that languages alone do not make for a successful global website.

Automotive companies are highly decentralized organizations with independent web teams and budgets, which often results in websites that share few design elements across country/region websites. But Nissan has taken a promising step forward, one that I believe other automakers are sure to follow.

For more information, check out the Web Globalization Report Card. It includes more than 25 pages of automotive website profiles.

India: Growing like crazy and craving local-language content

Mary Meeker of Kleiner Perkins released her 2017 Internet Trends report today — the mother of all PowerPoint decks. I last commented on the 2014 deck.

A few slides jumped out at me this year — as part of her in-depth focus on India — noting that 46% of India’s Internet users primarily consume local-language content.

This number if higher than I would have guessed and underscores a point I’ve been making for several years now —  the days of assuming you can succeed in India supporting only English are coming to a close.

Google and Facebook got the memo quite some time ago and now support a significant number of India’s 29 official languages. But the question is: When with the rest of the global brands get the memo?

After all, India is now the fastest-growing large market and with plenty of room to grow.

 

According to the 2017 Web Globalization Report Card, just 6% of the world’s leading brands support Hindi, which is the most popular of the Indic languages.  Close behind are Urdu and Tamil.

Amazon is investing heavily in this market, no doubt trying to avoid the many missteps it made trying (and largely failing) to dominate China’s ecommerce market. Did you know that last fall Amazon celebrated India’s Festival of Lights?

India added more than 100 million web users in 2016, more than any other country.

If you have time, check out the full deck. Yes, there are more than 300 slides, but they’re a quick read and I guarantee you’ll learn something. I sure did!

PS: I’ve included a section on India in my new book Think Outside the Country.