The Global Corporate Website Index
The world’s first ranking of corporate websites.
About the Index
Commissioned by the ANA and powered by Vertic, the Global Website Index identifies the best performing sites and sets industry benchmarks.
100 websites from across different industries have been assessed from a user experience, relevancy and use of technology standpoint. The most successful websites are the ones scoring high on all three parameters, empowering users with an intelligent and meaningful experience. Learn more about the company selection and the assessment criteria.
|05||The Walt Disney Company|
Three Mega Trends
Today, we are living a digital life. According to Forrester, 67% of the customer decision journey is digital. To accommodate this behavioral shift, companies have begun digitizing their processes and experiences to compete in this new digital market place. The spine of this shift is the corporate website. Following the comprehensive assessment for 100 corporate websites spanning across industries, geographies and segments, three mega trends were detected that sum up what winning companies are doing in 2019.
Conclusions across all industries
The corporate website index consists of companies from 13 different industries. The study shows significant spread in how companies perform across the different industries. Digital maturation and disruption progression are both elements in a corporate website. Companies in the Technology industry are performing best while companies from Logistics and Industrial Machinery are performing lowest on the index.
|Industry||Average Score||Average |
|Finance & Insurance||66%||70%||70%||57%|
For the purposes of the Corporate Website Index, User experience is defined as the extent to which the corporation enables the user to complete their tasks on the corporate website. Considering that 71% of users surveyed by DemandGen in 2018, say that a vendor website is the most influential touch point in making a purchase decision, the user experience on the website is one of the three key criteria in our assessment.
Specifically, we have assessed the following elements:
Intuitive Navigation System: The basis of a good site’s navigation is a top menu structure that categorizes sections, pages, and products from an ‘outside-in’ perspective, enabling the user to intuitively find the information they are seeking.
Intelligent Search: The role of onsite search is more than just the technology used, it’s the ability to interpret the user’s intent and vocabulary, and then provide a search results’ experience to answer that intent. Winning companies have incorporated storytelling into their search experience, contextualizing the content there to satisfy the user’s intent and position in information journey.
Circular User Flow: 93% of information journeys start on a search engine, often driving the user deep in the site. It is therefore essential that the user can continue their journey from this deep starting point. This is done through creating a content architecture that accommodates a circular user flow, where there are no dead ends, but a continuous exposure to relevant content.
Responsiveness: More than 70% of web traffic is coming from mobile, meaning a larger part of the decision journey is now done on the mobile device. It’s critical that the website is designed to meet the expectations of the mobile user. This is done through designing mobile-first experiences and ensuring that all features remain accessible across devices.
Criteria for selection of companies in the Index
The Corporate Website Index assesses the corporate website of the corporation and does not consider individual brands’ websites. The areas assessed on the Corporate Website Index are from pre-login experience only. Therefore, based on this approach, it is difficult to compare corporations from different industries, as the nature of their business and role of their Corporate Website will differ significantly.
Company Selection Criteria:
Brand Value: we selected brands with high brand value according to Interbrand 2019 list (corporations selected were based on their aggregated brand value)
Revenue: we selected brands with the highest revenue according to Fortune 500 2019 list. In addition, industry categorization on the Corporate Website Index has been based on how Fortune 500 have categorized the sectors
Geographical Diversity: we selected leading corporations from different countries around the world to represent as many regions as possible
Powered by Vertic
Vertic is a strategic digital agency transforming how brands connect with customers. We create unprecedented digital experiences that cut through internet clutter. Today people no longer go online. They live there. Vertic has emerged as one of the thought leaders and marketing dynamos of this radical new way of life. We are helping brands form deeper and lasting connections with their customers. We define this as Share Of Life™.