If you are flying the Taiwan flag on your website, consider yourself warned.
As I’ve written many times over the past year, China is paying close attention to how multinationals refer to Taiwan on their websites, not just textually but visually. And this includes the global gateway.
But the fact is, flags are completely unnecessary in global gateways — not just the Taiwan flag but any flag. And now is a very good time to extricate flags from your website.
Flag free means frustration free.
I’ve published a new report that details the many reasons for removing flags from your website; it also includes examples of websites that have gone flag free, including Costco, Google, Sanofi and Siemens.
The JW.org website supports more than 675 written languages. And it doesn’t stop at written languages; it also supports more than 90 different sign languages as well as downloadable PDFs in languages ranging from Adyghe to Zazaki, for a total of 941 languages.
Apple, by comparison, supports a mere 34 languages. And Amazon, the company now synonymous with world domination, supports just 15 languages. Based on my studies, the world’s leading brands support an average of 31 languages, adding roughly one new language per year.
Religious leaders understand well the power of language. And so do the tech leaders. Sadly, too many other business leaders have not yet come to this realization.
Notice how precipitously the language curve drops; it plateaus at roughly 40 languages for companies such as Audi, IKEA, 3M, Nikon and Cisco. And yet 40 languages is still a significant accomplishment for most organizations. The average number of languages, among the leading global brands, is just 32 languages.
The next great language boom will center around India, but this will take time as even companies such as Amazon and IKEA have been resistant to fully invest in the many official languages of this country.
Globalia is the leading travel company in Spain, generating 3.5 billion euros in revenues across more than a dozen brands.
I visited the global website recently and noticed something missing from the home page — my native language. Not surprisingly, the global home page defaults to Spanish. So I went looking for a link to English-language content.
I first scanned the header. No luck.
Then I moved down to the footer and, in painfully small type, I found the link to the “English version.”
Clearly, this is not the best place to locate a “global gateway,” even if the gateway itself is simply a link to a second language. Language/location links should always be in the header to save your visitors from needless searching and scrolling.
Globalia could take a page from one its companies, AirEuropa, which does an excellent job of locating its global gateway in the header — and using a generic globe icon, as shown here:
Since so many global home pages default to English, I find the Globalia home page to be a useful case study for many American-based multinationals. Because here in the US, it’s tempting to just assume that the global home page of any company should be in English. While this may be the case for most multinationals, the most sophisticated companies greet users in their preferred languages, whatever that language may be.
Web localization isn’t simply about supporting a set number of languages, it’s about support the most important languages of your customers, whatever those languages may be. And, when you do invest in all those languages, don’t let them waste away by burying your global gateway in the footer.
Last year, Deloitte and KPMG tied for first place. This year, Deloitte pulled ahead of KPMG with the top score.
While KPMG may lead in languages, Deloitte leads in global navigation as well as depth and timeliness of local content.
Here are a few highlights from the report:
Professional services websites tend to reflect highly decentralized corporate structures, with support for locally generated content and social feeds. Nevertheless, the leaders demonstrate that even decentralized companies can successfully support global consistency.
At 38 languages, KPMG remains the language leader in this category.
Deloitte was the first professional services company to use a globe icon and, as I predicted last year, would not be the last. Another company has joined this trend, but it could still benefit from improvement in execution.
Over the past year, Capgemini unveiled a new global design that is a clear step forward. The new design is less than half the weight (2.3MB) of the previous design (5MB). Also significant, the mobile design maintains the global gateway in the header, as seen here:
PwC takes an interesting (and unfortunate) approach to its global gateway. PwC relies on the “location” icon, shown below for its global gateway:
This global gateway fails in several ways. First, the “location” icon is more traditionally used to “find location,” as in find a local store or office. Using this icon for selecting a country or region is not standard. Also, the use of a pull-down menu is not user friendly. As you can see, the list is alpha-sorted, which will not be intuitive from users from many other countries and who speak different languages. For example, where would a German resident first look — under G for Germany or under D for Deutschland? In this case, the only link to Germany is located under G, even though PWC does support German-language localization.
Accenture also does a poor job of managing expectations. For example, shown on the Spanish home page is the link to an article (headline in Spanish); clicking on the link takes the user to the UK website and an article in English.
Despite the high degree of global consistency and support for languages exhibited by a few of these websites, more improvements are needed before any of these companies break into the top 25.
It’s more than a hashtag; it’s a social movement. And it’s growing.
A movement among Indian consumers to force the vendors who depend on their business to actually support their native languages.
As this Times of Indiaarticle notes: From ATMs to deposit slips, withdrawal challans and call centres, most public and private banks feel that service in Hindi and English should suffice their customer base –– Indians who converse in 22 major languages and 720 dialects.
This article is specific to the banking industry, but it’s safe to say that this is the beginning of something much bigger. Linguistically, India has been poorly served by websites.
As I noted in the 2018 Web Globalization Report Card, only 7% of the global websites studied support Hindi, followed by Urdu and Tamil. According to research conducted by Nielsen in 2017, 68% of Indian internet users consider local-language content to be more reliable than English. Facebook certainly understands this; Facebook supports more than half of India’s official languages. And it’s no surprise that Facebook now has more users in India than in the US.
Fortunately, some Indian banks are now becoming more multilingual. The Times of India article notes:
Private banks such as ICICI Bank, Axis Bank and Kotak Mahindra Bank are trying to be more multi-lingual in their digital banking strategy. “For instance, the Kotak Bharat app is aimed at financial inclusion. Users can transfer money, recharge their mobile, buy insurance, etc in Hindi, English, Gujarati, Marathi, Tamil or Kannada. We plan to expand the app to handle other regional languages,” says Deepak Sharma, chief digital officer at Kotak Mahindra Bank.
And as you can see by this excerpt from my newly updated IDN poster, India represents a significant diversity of languages and scripts:
Languages are more than a means to an end; they are a sign of respect.
And companies that invest in languages are not only investing in their customers but investing in their own future.