I’m pleased to announce the new book Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy, due out on April 10th.
Think Outside the Country is isn’t strictly about taking a website or mobile app global, though you’ll find plenty of real-world examples about how to do just that. Ultimately, this book is about taking yourself global. It’s about providing an understanding of the globalization process along with country and cultural insights so you know what questions to ask when you’re asked to, say, introduce a product into a new market or launch a global marketing campaign.
This book is intended for people who want to help their organizations expand into new markets as efficiently as possible without any embarrassing or costly mistakes. And this book is about showing respect for the people who live in these markets.
You won’t speak every language, understand every culture. And that’s okay. Nobody knows everything. But we can all know a little bit about a lot. More important, we can know what questions to ask. This book will help.
You can learn more here.
And it’s now available for preorder on Amazon.
PS: We will also offer quantity discounts if you’d like to order a batch for your teams.
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.
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.