Lululemon: Global shipping is step one

lululemon

Lululemon provides an interesting case study of a US-based retailer taking its first steps towards going global.

And, like all first steps, this one is rather awkward.

To be clear, Lululemon is only focused on shipping globally, which is a nice feature for English-speaking customers around the world. But I wish the website made this explicitly clear, so that web users who don’t speak English don’t waste their time with the tool highlighted below.

What I’m going to show here isn’t a conventional global gateway because Lululemon supports only an English-language website. But I would suspect that a fair number of international web users may think it will take them to a localized website. The flag, I think, is part of the problem. A user could see the flag and think that this is a global gateway he or she must navigate.

But it’s not an easy gateway to navigate — it’s frustratingly open ended. The gateway link is located well down the home page — not quite in the footer but close:

lululemon_gateway

Clicking on the country name brings up the “Type Your Country” input box.

Here’s where things get interesting.

If I enter “China” I find that my country is supported. This is a fine if I’m an English speaker in China.

lululemon_gateway2

But what if I enter Chinese text? This is what I see:

lululemon_gateway4

Now one could argue that by only supporting Latin text input you’re doing a better job of managing language expectations because there is no translation of text available. Nevertheless, a basic text menu of supported countries would be a better solution than this open-ended input form — and certainly a less resource-intensive approach.

This gateway reminds me of the Seinfeld episode in which Kramer plays the Moviefone guy:

On a very positive note, the website uses geolocation to guest the user’s preferred target country. Shown here is the message that a user in Germany sees:

lululemon_geo

It’s in English, naturally, so I’m not sure all users will find this approach user friendly.

But, like I said, this is a first step toward going global.

For more on taking your website global, check out Geolocation for Global Success.

 

Tiffany: The best luxury website of 2016

This year, we benchmarked the following seven luxury websites for the 2016 Web Globalization Report Card:

  • Burberry
  • Cartier
  • Gucci
  • Hermès
  • Louis Vuitton
  • Ralph Lauren
  • Tiffany

Out of these websites Tiffany emerged on top, largely because of its investment in global ecommerce.

Most luxury brands have been late to embrace ecommerce and, even now, have a long ways to go in terms of web localization and usability.

These websites average only 10 languages, which is a major reason why they lag most other global websites. And global navigation is also a problem for most websites, as is support for mobile devices.

But Tiffany is the leader in this category in global navigation. Tiffany uses geolocation to ensure that you are directed to your localized website, assuming it’s available. It displays the following overlay to first-time visitors:

tiffany_geo

Here is the same overlay, localized for German website visitors to the same .com domain:

tiffany_geo_de

This may seem like a minor detail, but it makes a significant impact to customer experience and ultimate conversion.

Tiffany also supports a mobile-friendly website design, though the gateway is poorly located in the footer. Burberry also buries its global gateway link in the footer, as shown here on the German home page:

burberry_2016

For users who don’t speak German, this gateway link is not going to be easy to find. A globe icon would greatly improve usability — something that fashion brands have yet to implement.

In terms of global reach, Tiffany is tied for number one in languages with Hermès. But fashion brands still are not even halfway to reaching the baseline for “global” websites. As shown here, the average number of languages supported by the leading global brands is now 30:

Average number of languages supported by leading global websites: 2016 Web Globalization Report Card
Average number of languages supported by leading global websites: 2016 Web Globalization Report Card

As luxury brands embrace ecommerce, they must also embrace fundamental global usability practices, such as user friendly global gateways, support for country codes, fast-loading mobile websites, and depth of localized content.

2016 Report Card

American Express: The best global financial services website of 2016

For the 2016 Web Globalization Report Card, we studied 9 financial services websites:

  • Allianz
  • American Express
  • Axa
  • Citibank
  • HSBC
  • Marsh
  • MasterCard
  • Visa
  • Western Union

American Express emerged on top with support for an impressive 41 languages; it most recently added Bosnian. Allianz finished in second place in regards to languages.

The AmEx home page, shown here, features a visible global gateway link well positioned in the header:

amex_home

You’ll notice that flags are not used on the global gateway menu, which is smart. American Express also includes “speech bubbles” to indicate that the site has been localized. I’m not sure these icons are needed. Instead, simply present the localized country names in the local languages. And as for those countries that are not yet localized, leave those country names in English, since the websites are still only in English.

amex_gateway

AmEx supports most lightweight mobile website of the financial services sector. It comes in at 800 kilobytes, which is more than five times lighter than the MasterCard and Visa mobile websites.

amex_mobile

Now, there is still plenty of room for improvement. While the global website is responsive, the global gateway page is NOT responsive, which is a significant oversight. And a number of localized websites still rely on legacy, non-responsive templates. This isn’t unique to AmEx as many financial services companies are not globally consistent.

Overall, American Express is well ahead of the competition when it comes to website globalization.

But the competition isn’t sitting still. It’s worth noting that both MasterCard and Visa launched newly designed and responsive websites over the past year. And that Visa has been aggressively adding languages, expanding its global reach.

I expect this year to see a significant increase in languages supported across the financial sector.