Welcome back to the January 2021 update of the most popular websites analysis – Global websites’ edition. In this report, we are looking at the most successful and best-performing websites on a global scale in this study. That’s right, we have collected the best of the best from .com, .net, .tv, and any other top-level domain you could think of.
The fast development in technology has expanded our reach over and across the traditional borders of our own countries and markets. Especially during these trying times, when most businesses turned to the digital world in order to get at least a chance at competing and keeping their place on the market.
So, to help you leverage that competition, we will look at the average website scores per sector and the average loading time each industry recorded in January 2021. Then we will look into a very important factor – are these international websites catering to their global market by using multiple languages or are they missing out?
Or better yet, do you have a competitive advantage by using multiple languages when your high-level competitors are not? The report generated by our web analysis tool will answer that question and more, as we broke down the results giving you the top insights and the full list!
Read on and find out, and don’t forget that every month we will refresh our data and our Global websites review results to keep you on top of your competition at all times.
Key take-aways in January
Top 3 Global Websites
Our Global Websites Review brings us the same frontrunner as last month – Zalando. While the second and third spots are taken by new contenders – Shopify and History, pushing DuckDuckGo and Mozilla from the podium.
The overall top score remains 85 – achieved by Zalando, the online retailer from the Apparel sector. Its loading time is almost the same as last month (0.31s) but, this time the retailer has been consistent, while its “competitors” could not keep up the pace.
Shopify also amassed a score of 85, however, its speed of 0.37s did not let it surpass Zalando and thus it can only claim a silver medal. The third spot goes to History, a tv-guide for The HISTORY Channel and HISTORY2. With an impressive speed of 0.12s, it was surpassed by the other two websites due to its overall score of 83.
This month we can definitely observe an even tighter competition than before. Both Shopify and History have been able to make great improvements when it comes to their scores in a rather short period of time, which you should take as an encouragement.
Your website has the potential to move up in rank every month.
Top 3 Sectors
The top sector from our Global Websites Review in January is Apparel with an average score of 78, surpassing the winner of last month, Motor Vehicles and Parts, by just one point. Page speed is a significant factor here once again – an impressive 0.29s average achieved by Apparel vs 0.47s by our runner-up.
Last but not least, Transportation gets the bronze with a score of 74 points and an average loading time of 0.7 seconds, replacing last month’s Business Services.
While Shopify, a website from the technology sector, ranked at a top position, the sector itself continues not to achieve a place in the top 3 sectors. This might still be caused by multiple websites from the sector, such as Yahoo, Yandex, and Sina scoring at the low end of the list, yet again and thus negatively affecting the average.
It can be curious to see that some websites from different sectors can score more points, or better loading times, than the ones from Technology. This might be caused by the differences in the reasoning behind the websites.
While some of them are more UX/UI oriented, others could be more functionality oriented, which could make even an unknown website score more than Google, or any other Technology websites.
And of course, we can’t ignore the fact that in these times of a pandemic and a with of the physical stores closed, the Apparel industry has arguably more reasons than ever before to keep improving their websites.
Providing a great online shopping experience for the user is essential to stay competitive in the market.
Top 3 Insights in Global Websites Review
It’s always important to know who are the top players in each market. Also, if you are thinking of starting a business, it is important to know where your future sector stands. However, we are talking about top Global websites which means that, as a given, the threshold is rather high.
If you are working on improving your online performance, or are simply planning to start a new website, webshop, or blog, these numbers might seem scary.
However, rest assured, things are not as bad as they might seem. In fact, they are better than you might think. So, take the top scores and make them your goal for the future. And for now, here are some interesting insights to strive for in the short-term.
1. The Global websites review reveals an average website score of 70.3 – a bit higher than Fortune 500 websites, but still easily manageable!
Reaching a site score of 85 is an incredible, undeniable achievement, but competing at a global level is a totally different game. So what is your competition actually looking like? Well, the average overall website score is 70.3. While this is a very good score and an improvement from last month’s 69.5, it’s still quite easily achievable with a few optimizations here and there.
Of course, when it comes to calculating the average score of these websites we have to take into consideration a plethora of factors, such as the complexity of each website, the page size, how well the HTML to text ratio is optimized, mobile compatibility, and mobile-friendliness, and so on.
However, most of these factors have a direct impact on the website’s loading time, which is one of the main factors we are looking into. Also, as mentioned above, these are the top global websites, so naturally, their market is also global. So, the question is, how many are actually using multiple languages?
2. Loading times are faster compared to Fortune 500 – the average loading time Globally is 0.90 – fast, but reachable!
Our Global Websites Review uncovered an average loading time of 0.90s, hitting the high limit of 1s suggested by Google for mobile websites and is a noticeable change from the last month’s 1.16s,
What might be interesting to note here is that, while average scores by sectors are very close together, keeping the results between 60 and 80, the load speed by sector varies quite a lot. However, what is even more intriguing is that Technology, a sector where most of us would expect to see in the top performers, is actually lagging behind.
In fact, with a score 69.3 of Technology is in the bottom three alongside with Food, Beverages, Tobacco & Drugstores, which scored 68.3 and the continuous last place holder Retailing with 65 points.
3. The Global Websites Review shows only 54.3% of websites use multiple languages
Did you know that only 20% of the global population speaks English? Also, did you know that another 15% of the global population speaks Chinese-Mandarin? As global companies, and websites catering to a truly international market, one would expect more of our contenders would use multiple languages.
However, interestingly enough, only 54.3% of the websites in our Global Websites Review actually have a multiple languages feature implemented, while the rest 39% do not. What is even more interesting, is that in December 2020, this percentage was 61%, which means that some websites have actually disabled the feature.
Of course, it is a strategic choice to have multiple language choices on a website, and the websites on our list that chose to go without have certainly made a deliberate decision. For instance, they may actually only want to target the English-speaking market segment, not concentrate on other segments using other languages.
Another possibility might also be that the company has a mobile application alongside the website that does cater to these needs, so the website is used only for promotion, therefore there is no need to invest the time, money, and development resources in translating it.
Or, they are simply using a different domain or subdomain for their translated version such as Google does with Google.com and Google.dk.
Whatever the explanation or their reasons are, one thing is sure – 80% of the global population does not speak English, which means that translating your content in different languages can exponentially expand your potential reach. More importantly, it shows specific care for your users’ convenience and user experience that will not go unnoticed.
That said, our best advice is to employ the services of a native speaker for each language you want to translate your platform in and give your users the best version of your multilingual website. In the long run, you will see the benefits.
And remember, aside from these interesting 3 insights we preset in our Global Websites Review, we have plenty more info in the full report. So don’t miss out, claim the full report, and plummet yourself in front of your global competition.