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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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Languages are a means to an end, a journey as well as a destination

I recently wrote an op-ed for the Seattle Times about the importance and value of thinking globally. Here’s an excerpt:

Consider Starbucks. In 2003, this aspiring global company supported a mere three languages. Today, it supports 25, which may sound like a lot until you compare it to many other global brands. Among the leading global brands, the average number of languages supported is 31, a new high based on my years of research. And then there are those companies that left 30 languages behind years ago — like Facebook, which supports more than 90 languages, and Google, which supports more than a hundred.

This degree of language growth isn’t just a tech phenomenon. John Deere supports 31 languages, Ford supports 42, and even Jack Daniels is fluent in 22 languages.

So while the U.S. leaders are speaking the rhetoric of isolationism, American companies of all sizes are speaking a different language — in fact, a lot of languages.

And here’s the full article.

 

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IKEA: The best global retail website of 2017

For the 2017 Web Globalization Report Card, I benchmarked the following 9 retail websites:

  • H&M
  • IKEA
  • LUSH
  • McDonald’s
  • MUJI
  • Starbucks
  • UNIQLO
  • Walmart
  • Zara

For the purposes of this report, the retail segment includes only those companies that support physical retail locations within the markets they serve. While Amazon is in the early stages of rolling out retail locations, I still view Amazon as more of a web services company than a conventional retail company and is therefore benchmarked against sites such as eBay and Google. The reason for this distinction is to focus on those companies that are already physically distributed around the world and may have in-country offices supporting unique country websites.

One of the great web globalization challenges that global retail organizations face is in aligning disparate offices and cultures on shared design templates — a goal that has so far eluded companies such as McDonald’s and Walmart. IKEA emerged as number one this year, edging out Starbucks. 

IKEA added two languages over the past year, raising its language total to 34; only McDonald’s supports more languages in this category.

IKEA continues to do an excellent job of supporting global consistency and depth of localization. But IKEA made a key improvement over the past year that I want to point out.

First, a bit of backstory. IKEA was one of the first companies to use a splash global gateway and continued to use one up until last year, shown here:

In the early days of global websites, IKEA was smart to use a splash global gateway. Geolocation was not yet a proven technology, so the splash page was the ideal way to ensure that visitors from around the world to the .com domain discovered their local websites.

But times have changed and people are impatient. They don’t want to land on a splash global gateway every time they arrive at your global home page. That’s where geolocation comes in.

Fortunately, IKEA isnow uses geolocation to greet you in your locale.

Now, when someone from the US visits IKEA.com he or she sees this page:

And customers in the United Kingdom see this landing page:

IKEA’s global gateway still could use improvement (an over reliance on flags). But this move to geolocation is a big step forward in global usability and a reason why IKEA is now the retail leader.

LUSH also relies on geolocation. Shown below is the landing page that LUSH greets Japanese visitors with. Unfortunately, language support is absent.

McDonald’s is the retail language leader at 41 languages yet still lags most global websites in  consistency. Shown here are three country home pages to give you some idea of how widely designs vary.

McDonald’s could save significant resources by relying on global templates. This would benefit users as well as they would see consistent navigation and branding when they navigate between the .com website and the local websites (which is a common scenario.)

Walmart continues to lag the field in web globalization best practices. But there are small signs of progress. For instance, Walmart now uses geolocation to auto-direct users to local websites. So a web user in Brazil can enter walmart.com and be taken to the Brazil website. While I applaud the use of geolocation, the failure to include a visual global gateway in the header of every web page is dangerous because users cannot easily override the geolocated setting.

To learn more, check out the 2017 Report Card.
PS: All purchasers of the Web Globalization Report Card receive signed copies of Think Outside the Country, among other goodies!
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Think Outside the Country

I’m pleased to announce the publication of my newest book: Think Outside the Country: A Guide to Going Global and Succeeding in the Translation Economy.

This book is the result of the past decade spent working with marketing and web teams around the world. I’ve long wanted to have something I could pass along that would demystify the process of product or website globalization and provide insights into languages, cultures and countries. Such as Brazil:

Too often people get overwhelmed by the complexity of it all, not to mention bewildering lingo and acronyms such as FIGS (French, Italian, German Spanish) and L10n (localization). What I always tell people is that you don’t have to speak a half-dozen languages to succeed in this field, but you do have to know what questions to ask. Hopefully this book will help.

The book is now available through Amazon or by request from any local bookstore. You can learn more here.

PS: If you’d like to order multiple copies for your teams, quantity discounts are available. Simply contact me using this form.

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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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Web localization is a black and white issue

The death of Thailand’s King Bhumibol Adulyadej has led to stores running out of black and white clothing as the population mourns its leader in color-appropriate clothing.

What does this mean for website localization?

Consider the Thailand home pages for Apple:

apple_thai

Samsung:

samsung_thai

Microsoft:

microsoft_thai

McDonald’s:

mcdonalds_thai

Starbucks:

starbucks_thai

And Coca-Cola has gone black on its social feeds:

coke_social_thai

Web localization isn’t about creating a localized website and forgetting about it.

It’s about creating a living and breathing website that responds quickly to local events. Web localization is about respect.

To learn more about the leaders in web localization, check out the 2016 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!