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The top 25 websites from the 2018 Web Globalization Report Card

I’m excited to announce the publication of The 2018 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.

First, here are the top-scoring websites from the report:

For regular readers of this blog, you’ll notice that Google was unseated this year by Wikipedia. Wikipedia, with support for an amazing 298 languages, made a positive improvement to global navigation over the past year that pushed it into the top spot. And Wikipedia, due to the fact that it is completely user-supported, indicates that there is great demand for languages on the Internet — and very few companies have yet responded in kind.

Google could still stand to improve in global navigation, as could Facebook.

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.
  • As a group, the top 25 websites support an average of more than 80 languages (up from 54 last year); but note that we added a few websites that made a big impact on that average.
  • 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 32.

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.  

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 to the people within these companies who have long championed web globalization.

The 2018 Web Globalization Report Card

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The Internet’s obesity crisis

In 2001, I published a report on website weights and their impacts on website performance.

Why, may you ask, was I researching website weights all the way back in 2001?

The great broadband divide

At the time, in the United States and many other countries, homes and businesses were in the process of upgrading from dial-up internet connections to broadband connections. Because businesses were on the leading edge of this upgrade, many web teams designed fancy new websites that relied heavily on images and this fancy new technology known as Flash. But at the time just 5% of US homes had broadband connections, so they were forced to wait 30 seconds and beyond for many of these fancy new web pages to display.

For example, in 2001, the home page of Wal-Mart weighed 238 kilobytes, which, for a dial-up internet user, required up to a 30-second wait for the home page to display.

Around this time period, a startup was emerging that prioritized speed to such a degree that its home page subsisted of nothing more than a few words of text and a logo, weighing all of 13 kilobytes. It’s home page loaded in less than 3 seconds.

That startup was Google.

The Google home page weighed less than half of the Yahoo! home page, and users noticed. It wasn’t just the quality of search that won Google its customers, it was the responsiveness of the interface.

Flash forward to 2017.

Here is the weight of the Google home page in 2001 (blue) compared with today (in green). Google now comes in at a whopping 550 kilobytes (on average). But you don’t have to look far to find websites that weigh many times more than Google, such as IBM and Microsoft and Amazon.

The mobile broadband divide

So what does this mean in terms of website performance?

If you don’t have a high-speed connection, it means the difference between a fast-loading website and a website that you might just give up on.

Not everyone has a high-speed connection

So let’s say you have a smartphone on a 3G network — which represents vast portions of China and most emerging countries, such as Indonesia and Turkey. A web page that weights more than 3 MB could take anywhere from six to 10 seconds to load. If you want your website to display in under the coveted 3-second threshold, you would be wise to keep your website under 1MB.

Based on my research for the Web Globalization Report Card, mobile websites have been steadily increasing in weight. Just over the past two years they have nearly doubled in weight.

Mobile website weight is now one of the many elements that factor into a website’s total score.

If you want to better understand the speed of Internet connections around the world, check out the Speedtest global index.

The Speedtest Global Index compares internet speed data from around the world on a monthly basis. Data for the Index comes from the hundreds of millions of tests taken by real people using Speedtest every month. To be included in the Index, countries must have more than 3,333 unique user test results for fixed broadband and more than 670 unique user test results for mobile in the reported month. Results are updated at the beginning of each month for the previous month.

Here’s an excerpt from October:

So while Norway currently leads the pack with nearly 60Mbps, Brazil comes in at 15Mbps. And Brazil is far from alone at the bottom half of this list.

What’s the key takeaway here?

All the usability testing in the world is meaningless if your customers can’t quickly load your website or mobile web app. 

Get your mobile website under 1MB and you’ll be well positioned against the competition — and you’ll be better serving your customers. Get it under 500 kilobytes and you’ll be on par with Google’s home page; not a bad place to be.

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Intel: The best global enterprise technology website of 2017

For the 2017 Web Globalization Report Card, I benchmarked the following 10 enterprise technology  websites:

  • Autodesk
  • Cisco Systems
  • HP Enterprise
  • Huawei
  • IBM
  • Intel
  • Oracle
  • SAP
  • Texas Instruments
  • Xerox

Intel emerged on top for the second year in a row, followed by Cisco Systems and Autodesk.

A new entrant this year is HP Enterprise, which ranked relatively low, due in large part to limited language coverage, but is notable for a world-ready architecture and above-average global gateway.

Intel held steady over the year with support for 23 languages. Intel modified its web design to support a “fly in” navigational menu. The support section also is better integrated into the design this year.

As before, Intel does an excellent job of supporting global consistency. Shown below is the Brazil home page, which shares the same underlying template as other country sites.

The nice thing about placing the Intel logo in the middle of the design is that you don’t have to worry about the logo shifting from side to side when the layout flips for bidirectional text, such as Arabic, shown below.

Notice the globe icon in the header — easy to find and use for anyone who wishes to navigate to a different locale. This is a relatively new (and valuable) addition to the mobile site, shown here:

Cisco remains the language leader of this category with 40 languages. Cisco debuted a new web design over the past year. Shown below are the before and after designs.

The most noticeable improvement is the addition of a globe icon in the header to indicate the global gateway. This is a small but important step forward in ensuring that users more easily find where they need to go.

Oracle most recently added support for Ukrainian and Arabic, increasing its language total to 32. Meanwhile, SAP dropped two languages over the past year, lowering its language total to 35 languages.

IBM is on year two of its new web design. It remains steady with 38 languages. Unfortunately, the global gateway is buried in the footer of both the desktop and mobile websites.

HP Enterprise is a new global website born of a spinoff from HP. The web design uses a lightweight, responsive template and includes the perfect global gateway icon in the header — yes, the globe icon.

Unfortunately, I found the global gateway menu to be buggy and difficult to use — and it is demoted to the footer on the mobile website.

To learn more about these websites along with best practices and emerging trends, check out the 2017 Report Card.
PS: All purchasers of the Report Card receive signed copies of Think Outside the Country, among other goodies.

 

 

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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.

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Intel: The best global enterprise technology website of 2016

For the 2016 Web Globalization Report Card, we studied 11 enterprise technology websites:

  • Autodesk
  • Cisco Systems
  • EMC
  • IBM
  • Huawei
  • Intel
  • Oracle
  • SAP
  • Texas Instruments
  • Xerox
  • VMware

With support for 23 languages, Intel is not the language leader in this category; Cisco Systems leads with 40 languages.

But Intel leads in other ways.

Such as global navigation. First and foremost, Intel has embraced country codes, such as:

  • www.intel.de
  • www.intel.co.jp
  • www.intel.cn

On the China home page, the global gateway is perfectly positioned in the header. Also, note the globe icon — which makes this global gateway easy to find no matter what language you speak:

intel_cn

Selecting the globe icon brings up this “universal” global gateway menu:

intel_gateway_2015

Universal means this menu can be used across all localized websites — because the locale names are presented in the local languages and scripts (for the markets in which they are supported). 

Unfortunately, on the mobile website the globe icon is demoted to the footer. Shown here is the Polish home page:

Intel Poland mobile

Intel supports strong global consistency across its many local websites. Depth of local content varies and there are gaps in support content across a number of languages.

But Intel is making smart use of machine translation  to allows users to self-translate content into their target language. Shown here an excerpt from the Brazil website.

Intel Brazil Machine Translation

The button near the top of the page is what users select to self-translate content. Too few companies are making use of machine translation currently.

One concern, looking ahead, is that the .com design has very recently demoted the global gateway icon to the footer.

Intel global gateway in the footer

Ironically, it is the .com website that most requires a global gateway in the header because more than half of all visitors to the .com website originate outside of the US.

For more information, check out the Web Globalization Report Card.

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The top 25 global websites of 2016

Web Globalization Report Card 2016

 

UPDATE: The 2017 Web Globalization Report Card is now available.

I’m pleased to announce the publication of the 2016 Web Globalization Report Card and, with it, the top 25 websites:

  1. Google
  2. Facebook
  3. Wikipedia
  4. Hotels.com
  5. NIVEA
  6. Booking.com
  7. Nestlé
  8. Pampers
  9. Adobe
  10. Intel
  11. Twitter
  12. Microsoft
  13. American Express
  14. BMW
  15. 3M
  16. Hitachi
  17. Starbucks
  18. Nike
  19. Samsung
  20. Cisco Systems
  21. Nikon
  22. TNT
  23. Philips
  24. Autodesk
  25. ABB

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!

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The top 25 global websites from the 2014 Web Globalization Report Card

UPDATE: The 2017 Web Globalization Report Card is now available.

More than ten years ago I set out to create a report that benchmarked global websites.

I looked at languages supported. I studied the localized websites. I interviewed the executives who managed these sites and learned what was working and what wasn’t working.

And the end result of that work become The Web Globalization Report Card.

There was nothing else around like it. Most companies at the time supported fewer than 5 languages so many executives didn’t even see the need for such a report.

But times have changed. And here I am announcing the leading websites from the 10th edition of the Report Card:

web globalization top 25 websites

Google is no stranger to the top spot. Given the company’s focus on supporting so many languages across so many products, the company didn’t really face much competition this year.

Granted, I still think Google needs to improve its global navigation. I know the company has been working on “harmonizing” its navigation across products, but the “global gateway” remains elusive. And that’s still a work in progress.

But even with this downside, Google remains the leader.

Hotels.com and Facebook more or less held their own over the past year. But there were more interesting developments further down the list.

For example, Starbucks continues to improve its global website, adding languages and modifying its global template. And it remains a leader in local-language social engagement. Its global gateway still needs work though.

NIVEA did much better this year due in large part to its investment in image localization. Check out NIVEA’s many local websites and you’ll see what I mean.

It’s very interesting to see four travel services companies in this list: Hotels.com, Booking.com, TripAdvisor, and Kayak. These companies continue to prove that the travel services sector is among the most competitive when it comes to web and mobile globalization.

It’s also worth highlighting companies like Cisco, Philips, IKEA, and Microsoft — all of which have become regulars in the top 25 list, and for good reason.

Did you know the average number of languages supported by these 25 websites is 50? Even if we were to remove Wikipedia, which is a true language outlier (in a good way), the average would still be above 45 languages.

These companies also generally do a very good job with global gateways, support for country codes — as well as backend technologies like geolocation and language negotiation. In other words, they invest in making local content easy to find for users around the world.

They all do an excellent job of supporting consistent global design templates. This is one of the most important web globalization best practices — one that has clearly stood the test of time.

These companies invest more heavily than most companies in localization — which isn’t just about translation. There is support for local-language social platforms, localized ecommerce, customer support, and culture-specific content and promotions.

Congrats to the top 25 companies and the people within them that have long championed web and mobile globalization!

Learn more about the Report Card.

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Cisco Systems: The Best Global Enterprise Technology Website

Cisco Systems logo

Cisco Systems logo

We studied 12 enterprise technology websites for the 2013 Web Globalization Report Card.

The Web Globalization Report Card is an annual benchmark of how effectively companies internationalize and localize their websites and applications for the world.

Out of those 12 companies, Cisco Systems emerged on top.

Cisco emerged on top for three main reasons.

First, it leads the category in languages with 40 (not counting English), followed by IBM and Xerox.

Second, as shown below, the website is globally consistent.

Cisco global consistency

Cisco supports a global template that is flexible enough to support local content and promotions.

Third, Cisco leads the sector in its support for locally relevant social networks.

Shown below is the template used on the .com website:

Cisco Social in English

And here is the template used on South Korean website:

Cisco Social in Korean

Note how the template supports the insertion of locally specific feeds.

Many companies still cling to the idea that they can support just one English-language Twitter or Facebook page for the world.

But all this feed does is reach English speakers around the world. If you’re really serious about a given country you need to fully support its languages. And Cisco is well ahead of most companies in its support for local-language social networks and videos.

Regarding global navigation, there is still room for improvement. The gateway relies on a pop-up window, shown here:

Cisco global gateway

I’d prefer to see Cisco use a globe icon to highlight the gateway in the header (instead of simply using a “Worldwide” link). And the gateway itself could be better executed.

That said, Cisco is by far the leader in the global enterprise technology category — and it is also a top 5 website.

Here are the 12 enterprise technology websites included in the 2013 Web Globalization Report Card:

  • Autodesk
  • Cisco Systems
  • Dolby
  • EMC
  • IBM
  • Intel
  • NetApp
  • Oracle
  • Renesas
  • SAP
  • Texas Instruments
  • Xerox

Read more in the 2013 Web Globalization Report Card.

Also included with the Report Card is the Enterprise Technology Website report.