Based on data gathered from 3,169 websites, CSA Research has uncovered a set of principles that the firm defines as mobile-forward design (MFD) – design principles that help global brands deliver brand.com experiences in more than 45 languages. It argues for a "same experience, all devices, all markets, all languages" approach to expanding a brand’s total addressable audience.
"ROI Walls" hold back most big brands
Each year, as part of the Global Website Assessment Index, Common Sense Advisory (CSA Research) gathers data on language support by the world’s most valuable brands, most successful web properties, and biggest companies. To identify companies most likely to benefit from website globalization, we use lists compiled by Brand Finance, Alexa, Mozilla, and Forbes. In 2017, our analysts visited 3,169 sites using human researchers to identify language versions of the site with enough content that a visitor can gather information about products and services or take advantage of main features. Every year, CSA Research sees spikes in the data, indicating that clusters of companies stop at predictable places, as if held back by invisible walls. These "ROI Walls" correspond to natural breaks in the value of language markets, as benchmarked in our report: ...
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