The globe icon has gone mainstream in global gateways

As readers of this blog know well, I’ve been advocating for the generic globe icon for use in the global gateway for some time. 

I first called for the globe icon way back in 2004. So I suppose it helps to be patient and persistent!

I noted last year that Amazon is now onboard with the globe icon.

And here are a few additional websites that now use the globe icon either to indicate language, locale, or both.

Adobe:

 

Audubon Society:

Bristol-Myers Squibb:

Ford:

Capital One:

NOTE: For Ford and Capital One I recommend the more generic icon used by Audubon and BMS. But they’re both off to a strong start.

Does your website now use a globe icon for its global gateway?

If so, let me know.

And for the latest on global navigation best practices, check out the 2018 Web Globalization Report Card.

Apple adds geolocation to improve its global gateway strategy

Apple has redesigned its website many times over the past decade but one thing has remained largely unchanged — its global gateway strategy.

Here’s a screen shot of the global gateway menu from back in 2010:

And here it is today:

But over the past few days Apple did something I’ve been waiting for them to do for some time — begin using geolocation.

Here’s how it works…

If you’re in the US and you try visiting the home page of, say, Apple France, at www.apple.fr, you see this message above the top menu:

The message gives you a shortcut back to the US (.com) website.

And if you’re in Japan and you visit www.apple.com, you see this message:

In this case, the user can go to the Japan home page with one click.

This is a step forward for Apple and I’m happy to see it.

But there are still flaws with the execution which could use improvement.

Beginning with the flags.

I don’t know why Apple clings to flags with such passion. I do believe Apple will drop flags eventually and I’m hoping the move towards geolocation portends bigger and better changes to come. Flags are completely unnecessary for this geo-header to be effective. Also, if you wish to select a different locale you will be bumped back to the array of flags on the global gateway menu. As a general rule, flags should not be used for navigational purposes.

Now let’s examine the message itself: Choose another country to see content specific to your location and shop online. 

The first issue is the absence of “or region” in this sentence. The intention here is not to be verbose but to help Apple avoid any geopolitical issues, particularly given the recent issues that American multinationals have been having with China. Better yet, perhaps the text can be rewritten so “or region” isn’t even necessary. How about asking if the visitor would like to visit a more local website.

Finally, the mixture of pull-down menu with the “Continue” button is a bit cumbersome. Since the pull-down menu lists only two options I’m confident there is a better UI that would save the visitor a click.

Issues aside, I am happy to see Apple moving ahead with geolocation. I can imagine this was not an easy decision. After all, Apple is very sensitive to user privacy and this type of implementation will naturally lead some visitors to wonder how Apple knows where they are. But this is not an invasion of privacy; this is a step towards providing a better experience.

I also believe this change is a sign of a larger shift in website strategy, a more decentralized model, which I will be talking about later this year.

PS:  To learn more about global gateway best practices, check out the 2018 Web Globalization Report Card and The Art of the Global Gateway.

 

Is your vendor putting your international business in jeopardy?

You hire a vendor to conduct a global survey.

And let’s suppose this vendor refers to Taiwan as a country and the email goes out to people in China who believe differently, and they happen to be in a position to punish you by blocking your website within China.

This is roughly what happened with Marriott.

According to Skift it was indeed a vendor that led to this misstep. And the CEO, Arne Sorenson, has vowed to make sure it won’t happen again:

“We should have caught it, even though it was provided by a third party, and we didn’t catch it,” Sorenson said. “We moved quickly to fix that mistake and we are moving as quickly as we can to look at all of the stuff we’ve got exposed out there online to customers in China and customers around the world to make sure we are not making similar mistakes in the future.”

This is a lesson that all companies should take to heart. When you hire vendors to communicate with the world on your behalf — you have to audit their work just as closely as you would your own. Because at the end of the day it’s your brand name that will suffer.

Here we are, roughly six weeks later, and the Marriott website still appears to be blocked. Mistakes happen, but the more educated your marketing and web teams are to global and local regulatory and cultural issues, the fewer of these mistakes you will make.

Which leads me to a new report that we’ve just published: Web Globalization Bloopers & Blunders.

I’ve found over the years that it often helps to highlight the more common mistakes that organizations have made to help other organizations sidestep them. This report is included with the 2018 Web Globalization Report Card.

 

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

Can displaying the Taiwan flag get your website shut down in China?

The short answer: It depends.

The context of how you display this flag can make all the difference; for example, do you display the flag on a global gateway with text that reads Select Country or Select Country/Region?

This may seem like a trivial distinction, but Select Country could cost your company millions in lost revenues if China cracks down the way it recently cracked down on Marriott — whose website is currently taking a forced time out.

Now, as I’ve noted earlier, Marriott did not display the Taiwan flag on its global gateway; this problem stemmed from a customer questionnaire that referred to Taiwan, Tibet, Hong Kong and Macau as countries. I would also not be surprised if this questionnaire was created by a third-party vendor. But the reason how it happened isn’t that important now; what’s important is ensuring that these mistakes don’t repeat — or, better yet, never happen in the first place.

Marriott was not alone. Medtronic, Delta and Zara were forced to apologize for making variations of this mistake, which include referring to Taiwan as a country on the global gateway.

Says this Reuters article:

The apparent intensification of efforts to police how foreign businesses refer to Chinese-claimed territories – even if only in pull-down menus – underscores just how sensitive the issue of sovereignty has become in a China that is increasingly emboldened on the international stage.

The involvement of more than one Chinese authority in rebuking businesses across different industries suggested possible coordination at a high level of government.

So what should you do to avoid a similar fate?

My recommendation:
If your global gateway is built around using flags, now is the time to leave them behind
. I’ve written extensively about the many challenges and risks of using flags — on this blog, in many editions of the Report Card and in my newest book.

The rewards of using flags simply do not outweigh the risks.

And I’ve worked with a few dozens companies that have since redesigned their global gateways to be more geopolitically neutral.  Another upside is that these resulting global gateways are typically more efficient — both in page display time as well as in maintenance.

But as I write this post I know a number of multinationals — all Fortune 100 — that currently display the Taiwan flag on their global gateways. And the context of a few of them most clearly send a Select Country message — which is a message no company wants to be sending right now.

If you need me to help you make the case for an immediate global gateway redesign and/or internal audit, contact me; I can bundle this in with the forthcoming 2018 Report Card.

Marriott’s China websites get shut down — and your website could as well if you’re not careful

If you visit Marriott’s China website today you’re likely to see this:

I dumped the text into Google Translate and here is what it loosely says:

So what exactly happened here?

According to Skift, Marriott sent a survey in Mandarin to its Chinese loyalty members that referred to Tibet, Macau and Taiwan as “countries.” As readers of this blog will know quite well by now, in the eyes of Chinese authorities, this is no trivial oversight.  It appears that this shutdown could last a week.

I can only imagine the lively conversations being held at the highest levels within Marriott right now.

This should be a wake up call to all organizations

I’m working on the 2018 edition of the Web Globalization Report Card and have compiled a list of a number of websites that are currently vulnerable to the wrath of China.

For the record, I don’t agree with China. And I know many execs at Western-based multinationals don’t as well. But it doesn’t matter what we think. If you want to do business in China you have to play by its rules.

In Marriott’s defense, its website did not list Taiwan as a country — but it appears that someone in marketing was not well versed on this very delicate geopolitical issue. This would be a good time for any company that does business not just in China but anywhere outside of its native country, to consider planning regular Globalization Summits. I’ve participated in a number of these over the years and find they go a long way in raising awareness to a range of geopolitical issues — as well as the sharing of best practices. Contact me if you’d like more information — I also now include copies of Think Outside the Country.

PS: If you haven’t purchased the 2017 Report Card, we’re now offering a special 2017/2018 bundle that will be available for short time. You can purchase both reports here.

And for those of you who already have the 2017 Report Card, we’re going to offer a discounted advance purchase option as well. Please contact me if you’d like to do this sooner than later.

And speaking of travel, we have a unique report out devoted to destination websites — there are a few that also run the risk of offending Chinese authorities.