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.
It’s been a month since women have been legally allowed to drive in the Kingdom of Saudi Arabia and I wanted to get a sense for how this massive new audience of drivers was being welcomed by the world’s automakers.
And, so far, I’d say that most global automakers are treading slowly, too slowly, in welcoming their new customers.
There were two notable standouts, however, that I want to mention: Ford and Audio.
As a bit of background, more than half of the websites I benchmark for the annual Report Card now support Arabic. And most of the automakers studied support partially or largely localized websites for Saudi Arabia.
In English, the headline reads: You Drive in Front. Welcome to the Driver’s Seat.
And when you click on the main link you’ll see this visual:
Audi also leads with a bold, welcoming message: Sometimes history is written. This time, it is driven.
Clicking on the main link takes you to a video that features a husband and wife leaving the house and getting into their Audi. But instead of the man getting into the driver’s seat, we see the woman taking the wheel. In most other regions of the world, this would not be an attention-grabbing video; but Saudi Arabia is not most other regions.
Audi also includes a link to a test drive request form, a very nice feature.
Beyond Ford and Audi, there are a handful of positive examples from other automakers responding to this doubling of potential drivers:
Volkswagen features a TV ad that focuses on female drivers, with one behind the driver’s seat.
Mercedes has a MercedesShe global promotional campaign that does a degree of localization for women in the Middle East, but not nearly enough in my opinion.
Subaru and Toyota have been active on social media in welcoming female drivers. Shown below are examples from Twitter and Instagram:
The automakers not mentioned here are not doing nearly enough to welcome their new customers (if anything at all) — and I suspect this is not going without notice. Web localization is about respect and respect is about languages, cultures, and people.
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.