Welcome back to another update of our quarterly German market report, where we take a deep dive into the performance and changes of the top 100 most popular websites. How did they fare in the past 3 months, are there any significant changes in their scores, and if yes, can we figure out why?
Remember, when we say German websites, we are not only looking at .de domains but also at .com, .net, .org, and so on, which are actually local to the German market and could potentially be your direct competitors.
For this report, we used Wiredelta’s website checker to rank each website based on their loading speed, mobile compatibility, SSL certificate, overall score, and more. This way, businesses looking to compete within the German market get an advantageous overview of their potential competition.
Why do we make these reports?
Because the world’s current situation has pushed digitalization at a faster pace than ever imagined, where companies that have never even thought of going digital, are now forced to embrace this “modern” channel. But while you may be ready for this change, some of these companies are in uncharted waters.
So to help them and your business to compete in a fair, educated manner, every quarter of the year we collect, review and update our information.
In each report we analyze average scores and speeds and other crucial factors, showcasing the markets’ standards and what businesses within that market should aim for in terms of performance if they want to stand a chance.
Now, without further ado, let’s find out which are Germany’s top performers, what industries stand out, and what are the most interesting market trends one should be aware of.
Key take-aways in Q2 of 2021
Top 3 German Websites
Last quarter we saw an incredible tie in our top contenders’ overall scores where all three of them achieved 85/100. That changed this time around, but Porsche, from Motor Vehicles, is still in the lead, with a score of 88 and an average loading speed of 0.49s.
In second place we have Kenhub from Education once again with an unchanged score of 85 and a loading time of 1.03s.
Last but not least, third place is now taken by Canyon Bicycles from Retailing with an equal score of 85, but a lower average loading speed of 1.09s – close but not close enough. This has also moved TradeMachines to fourth place, throwing them out of the competition.
An interesting observation is that all three sites on the second, third, and fourth place have had an identical score of 85 but what sealed their spots on our rank is their loading speeds which differ by only a few seconds:
- Kenhub: loading time 1.03s;
- Canyon Bicycles: Loading time 1.09s;
- TradeMachines: Loading time 1.11s.
Top 3 Sectors
Not much has changed in the top three performing sectors. The Motor Vehicles and Parts industry is still in the lead, followed by the Education sector. But the Business Services sector has been pushed aside by Telecommunication, which takes third this quarter.
We did see a slight decrease in the Motor Vehicles and Parts sector score from 78 in the last quarter to 77.5 now, but a better average loading speed of 1.19s now compared to 1.32s from last time.
Education also has a slight downfall from 74 to 73, and similarly to our first contender, their speed also slightly decreased to 1.03s
Interestingly enough, Telecommunication is here to prove that speed is not everything, as they scored the lowest loading times from the top 3 sectors, 0.99s, but averaged only a 71 overall score.
Top 3 Insights in the German Websites Review
Digitalization and globalization have brought us to a point where it makes no difference if your business runs or not within the German borders. As long as you operate in the EU, you will inevitably compete with these companies at one point or another.
Imagine you are an online retailer operating in Denmark. Amazon does not have a danish branch yet, but your online shop will inadvertently compete with their range of products and prices regardless.
Moreover, traditional business conduct has been forever changed. Where before you wouldn’t trust a person unless you met them face to face for your meeting, online calls are now a norm that is both safe and convenient.
Even as the world is slowly going back to a form of normality, these practices are here to stay. So whether you’re looking to expand in Germany, or you’re simply looking to stay on top of all potential competition, understanding how the German market performs is an important step.
That said, here are the 3 most interesting insights within Germany’s top 100 websites.
1. The average website score for German websites in Q2 is 68.44 – almost identical to the Danish average score of 68.66 and definitely achievable!
Looking at these two very similar markets and seeing how both Germany and Denmark actually reached an average score of just about 68.50 gives the rest of us quite a bit of hope. This is both achievable and easy to compete with.
All one has to do is keep in mind what the new Core Web Vitals metrics stand for and focus on user experience, mobile performance, and mobile page speed. It’s not going to be a quick fix by all means, but optimizing your platform to meet Google’s new requirements will be a huge win for anyone in the long run.
Core Web Vitals is all about the user experience and the user journey, so think of it this way – how can you give your users the best experience ever and provide them with a fun user journey whatever device they might use?
As a web development agency, we understand it’s not as easy as it sounds. Where do you start, what are your first steps, what should be your primary focus?
Don’t worry, free tools like our Wiredelta web analysis tool, GTMetrix, Google PageSpeed Insights, and so many other out there can give you the overview you need. In fact, each of these tools provides you with a full report and even tips and advice on what to do.
Run several tests and gather as much information as you can, and then – and this is very important – talk to a specialist. This can be a freelance developer with experience in the technology you use or an agency. Regardless, they should have the skills and knowledge to help you.
Do not attempt to optimize your website on your own if you do not have the experience. You will more probable than not break something, and reverting the changes will be a nightmare, if not impossible.
2. The average loading time of German websites in June is 1.32s – a bit slower than last quarter, but still above Google’s 1s rule
It is a known fact that Google recommends a loading time of 2 seconds for desktop and 1 second for mobile. As we can see, German websites are still in the “Goldilocks” range.
Once again, this should give you hope, because 1.32s is good but not great, and definitely not impossible. If you tick all the boxes and optimize your website properly, you should have no problem beating that speed by a long shot.
And, remember that starting 2019 Google’s crawlers focus on the mobile loading speeds of our digital platforms, try to optimize the mobile version of your website as much as possible, so you increase your chances of meeting Google’s requirements.
Once more, tools like PageSpeed Insights, and even our website analysis tools focus on mobile performance, thus bringing you all the information you need to succeed. Did we mention that these tools are free? Take advantage of them.
3. Only 30.5% of German websites use multiple languages – A warning sign or an opportunity to beat your competition?
It’s not a strange thing for companies to have their websites in only one language – usually the native language. However, as we become more and more digitized and more and more globalized, using two or more languages on a platform is almost a requirement.
Granted, the algorithm is not perfect, and chances are some of these websites don’t use a translation feature that website crawlers like Wiredelta interpret as one language. However, this also means that:
- The site really is just in German or English;
- Users don’t have a language choice because they are redirected to the german site based on their geolocation or market – For example, Porsche.com will ask you what market you are in, then redirect you to the site for your country. Others don’t ask at all and redirect you regardless.
The question you must ask yourself now is: Are my users happy with an option like this? Or a forced choice, or would they prefer to have a little flag in the top-left corner like Amazon.de offers and make their own decisions.
You can’t know unless you ask them, but keep in mind that your users are not always or only found within German borders, and even then, they don’t necessarily speak German. So giving them the option to choose what their proffered language is, might put you at an advantage.
So, once more, if you don’t have a multilingual option on your website, reach out to a web development company or a freelancer and have them implement that – and make sure it’s a solution that you can easily learn and manage later on. You don’t want to have to rely on them every time you want to change a word or two.
Also, if you have finished implementing all of your changes and you don’t see results right away, remember that optimization doesn’t happen overnight, and your scores won’t change in the blink of an eye.
It takes time for Google and users to catch up with your improvements before your results show. So, be patient, continue optimizing, and don’t give up. Eventually, both Google and users will notice your efforts and you will be rewarded.
Now, before we leave you, don’t forget to get your full report on the 100 most popular German websites in June 2021, there are plenty more insights in then than presented above, and of course, don’t forget to come back next month when we update the numbers!
1 Porsche porsche.com 88 2 Kenhub GmbH kenhub.com 85 3 Trade Machines trademachines.com 85 4 Canyon Bicycles GmbH canyon.com 85 5 pinterest.de 83 6 buecher.de GmbH & Co. KG buecher.de 83 7 Conrad Electronic SE conrad.com 83 8 BSH Bosch und Siemens Hausgeraete GmbH bosch-home.com 80 9 Alfred Karcher GmbH kaercher.com 80 10 Mobile DE mobile.de 80